| Summary: | 碩士 === 國立交通大學 === 理學院科技與數位學習學程 === 102 === The Hsinchu rice noodle has been worldwide well-known as a Taiwanese traditional delicacy and as the representing industry of Hsinchu City for more than 100 years. In the harsh market competition from countries such as China, Vietnam, Malaysia or even Indonesia, and also, facing challenges on food security from consumers, the local manufacturers are now in the turning point to the next generation development. Based on a series of qualitative interviews on Hsinchu rice noodle manufacturers, the research aims to discuss their creativity and innovation especially in the following 3 dimensions: procedure, product and innovation.
The research concludes 7 important key innovative strategies of Hsinchu rice noodle industry: 1. Building CIS and Logos for better consumer identification; 2. Enhancing creativity for new products and services; 3. Adopting dynamic and flexible market strategy; 4. Promoting with unique local products; 5. Offering extended services for consumers; 6. Improving the efficiency of storage and distribution network management; 7. Branding with local folks-festival to reshape it’s industrial and cultural tradition.
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