| Summary: | 碩士 === 國立新竹教育大學 === 人力資源發展研究所 === 101 === Traditional Food Industries over Hundred Years
Abstract
When the Western culture becomes the mainstream cultural ideology, many food companies in Taiwan are eliminated under the impact of Western eating habits, but some companies still grow up. With people’s increasing emotional attachment to Taiwan local culture, some traditional food companies create a new market through self-awareness of the industry. This research aims to explore the business model and philosophy of the traditional food companies in order to understand the factors that influence theses companies to survive in the competing market to continually pursue innovation and recreate value. Specifically, the purposes of this study are to explore how traditional food companies can maintain the market value in the highly competing global market; furthermore, to understand how these companies integrate the modern elements into the new products to strengthen their market competitiveness; finally, to explore how these companies should cooperate with the governmental or other business in the future.
This study adopts the in-depth interview as the research method. Five traditional food companies selected from General Chamber of Commerce of the Republic of China of " Century-old and Honesty heritage " were recruited as the participants. They are: Wuan-Chuang soy sauce company, Ta-Tung soy sauce company, Du-HsiaoYueh company, Geow-Yong tea company and Jiu-Zhen-Nan Taiwan pastry company. The story line approach was adopted to analyze the data and this study tries to draw theoretical implication from the practice. Three common characteristics of these successful cases are found. First, the heritage experience of these company were used to develop the brand story and use it as the marketing strategy; secondly, these companies expand the market and service through cooperation with companies in other industries; thirdly, they try to integrate the modern or fashion elements into production or packing process. Briefly speaking, the coping business strategy for sustainable operation of these traditional food companies is brand marketing. The findings of this study suggest that the traditional food companies can combine the city marketing with their current marketing strategy in order to achieve sustainable operation in cross-industries.
Key words: traditional industries, coping strategies, brand marketing, industry consciously, market competition
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