台灣百年老店產品定位與創新策略研究

台灣之百年老店除了專注本業之外，無不是在產品上精益求精，並因應時代之潮流而有所創新，本研究目的是要探討百年企業之定位與創新策略，因此，針對每個業種目的性篩選四家企業為研究對象，以比較業種問策略之異同，並以質性深度訪談方式收集資料，經比較分析個案。研究發現這四家百年老店不再以過去成功的模式和經驗為滿，除了堅持百年老店的手工技藝與獨家配方，並保存產品傳統原味，亦在商品製程方面加以改善，並以制度化及標準化全程品質管制，以追求安全衛生。另一方面，企業勇於接觸新訊息，在產品研發方面，不斷地追求創新，如精選更佳食材、研發新品，配合精緻健康消費的潮流，使百年店家傳統商品原味也能符合時代變遷。

關鍵字

定位策略；創新策略；百年老店

並列摘要

In Taiwan, the brands with hundred-year can not only focus on its core business but innovate with the social changes. This research aims at exploring positioning and innovation strategies for these companies. Therefore, by purpose sampling, four companies were selected for being compared to find out the similarities and differences between sectors. The findings suggest that these companies do not proud of current performance, they still strive for innovation. They follow the policies of hand-made and unique recipes to keep the original brand imagination. However, they also try to innovate from manufacturing process and set up standard operation process to improve product quality. In addition, they search for new materials for the purpose of manufacturing more healthy oriented products. By such strategies, these companies cannot only keep the original core values but apply new materials and technology to produce what are beneficial to customers.

並列關鍵字

Positioning Strategy ； Innovation Strategy ； Hundred Year Brand

國際替代計量

台灣百年老店產品定位與創新策略研究

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