| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 106 === In the past 20 years, Taiwan’s traditional manufacturing industries have transformed from the original manufacturing facilities to sightseeing factories or culture museums. It also expands business scope to marketing and tourism service. In order to highlight differences from competitors, each sightseeing facility has started to increase different services and innovations to provide visitors with a unique theme, friendly space, corporate image, experience facilities and service quality. The case study is based on the project of Guo Yuanyi Pastry Museum International Tourist Factory. It is a sightseeing factory established by Guo Yuanyi Foods Co., Ltd., a 100-year-old cake shop in Taiwan. Since 2001, it has undergone more than 10 years of development. From the early stage of the company's exhibition halls, the company has transformed itself into a three-stage process of establishing a sightseeing factory, an excellent sightseeing factory, and an international sightseeing factory with high international visibility. In order to pursue the sustainable development of the company, the research case also faces an important issue of how to formulate an innovative business model.
This study attempts to seek market positioning for Guo Yuanyi Pastry Museum. Firstly, it gathers data from each different development stage to explore and analyze market reactions by qualitative research methods. Studying various factors of different innovation models as an important reference as future operation strategy. The results of this study suggest that the priorities of the selected plan include the formulation of innovation strategies, the preservation and innovation of pastry culture, upgrading guide interpretation services, the planning of pastry hand-made experience, and the development of innovative products, etc. For each innovative business content, this study also proposes the corresponding innovation activity planning content, and provides the research case with reference and adoption.
Finally, this study believes that the transformation of traditional industry into a cultural and creative industry is an important path that can enhance the value of the industry. Companies must constantly have innovative thinking and import operational connotation of value-added innovation services before they can make leisure and recreation. Sightseeing factories with cultural and creative values can blossom everywhere and survive forever.
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