Development Process of the Long-Standing Traditional Baked Industry—A Case Study of Jiu Zhen Nan Taiwan Traditional Baked

• Main Authors: Min-Hua Wu, 巫旻樺
• Other Authors: 潘江東
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/dy78ug

碩士 === 國立高雄餐旅大學 === 台灣飲食文化產業研究所 === 99 === 　Introduced by ancestors from Fujian and Guangdong, the traditional baked culture in Taiwan was inherent from our ancestors’ hometown traditions and lifestyles. The traditional baked culture can be seen in almost all events, from annual rituals to important events of life. It has a history of more than a hundred years on this land. From strenuous start-up to expansion of branch stores, many old pastry stores have gone through this process of business development, which also highlights the importance of traditional baked in Taiwan’s dietary culture. In recent years, Taiwan’s traditional baked culture has been severely impacted by the development of western bakery and pastry stores in Taiwan. Only a small number of old Taiwan traditional baked stores have survived. Jiu Zhen Nan Taiwan Traditional Baked is one of them. Why can it sustain for more than a hundred years and enjoy considerable reputation in southern Taiwan? Based on the case research method, this paper collected data from interview and previous literature to analyze the development process and activities of the pastry industry. As performance analysis was not the focus of this paper, the derived results might not be used to infer development of other industries. This was the main limitation of this research. 　　In this study, factors affecting Jiu Zhen Nan Taiwan Traditional Baked development were divided into internal and external factors. The external factors were explored from the development of the traditional baked industry in Taiwan and then more specifically in southern areas of Taiwan. The internal factors were discussed with a focus on the effects of corporate culture. At last, a comparison of Jiu Zhen Nan Taiwan Traditional Baked with six long-standing pastry stores was conducted. Findings suggested that the development of the traditional baked industry in Taiwan has been significantly influenced by external factors in the economic dimension. In Jiu Zhen Nan Taiwan Traditional Baked''s development over more than a hundred years, its movements were mainly affected by development of southern regions, and its business also fluctuated with the overall business climate. Internally, Jiu Zhen Nan Taiwan Traditional Baked was positively affected by its distinct corporate culture. The comparison of old traditional baked stores around Taiwan showed that most of these stores could sustain for more than a hundred years mainly because of their adaptation to modern trends and engagement in “positioning”, “brand management”, and “continuous innovation”. Developing a positive and distinct corporate culture is essential for branding and sustainability. No matter the owners stress “handing down the business to the capable rather than the heir”, their success has been built upon “putting the right person in the right position” and a sound management system.