影響地方工藝特色產品特徵價格因素之研究

A Study on the Factors Affecting the Hedonic Price of Local Handicraft Cultural Products

程道琳(Dou-Ling Chen)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2007年)

https://doi.org/10.6841/NTUT.2007.00311

摘要

台灣隨著生產因素成本的高漲及開發中國家的急起直追等壓力，製造業的發展面臨相當瓶頸，大規模代工製造的生產型態已逐漸失去競爭優勢，為追求企業永續發展，全球化、多角化、差異化成為企業常用競爭策略。
台灣因擁有多元族群及豐富的人文資源，造就出許多具歷史性、文化性及獨特性之地方特色產業，這些地方特色產業廠商，大多屬微型企業，面對全球化競爭，如何協助具潛力的地方特色產業業者調整其經營體質，是當今政府施政之重要課題。
為輔導地方特色產業，經濟部中小企業處將地方特色產業分為「工藝品」、「農特產品」、「田園休閒」三類。本文擬以工藝產品為研究對象，瞭解影響工藝產品價格之重要因素，以協助經營業者調整經營與定價策略，將文化創意產業化，帶動地方文化產業之發展。
本文參考相關研究報告與訪談實際輔導地方特色產業專家後，歸納影響地方特色產品特徵價格因素主要包括「產品面」、「服務面」、「銷售面」等三大構面，再以問卷方式分別調查實際輔導地方特色產業之專家學者、經營地方特色工藝產品業者及地方工藝產品消費者後，以層級程序分析法(Analytic Hierarchical Process, 簡稱AHP)探討影響地方特色產品各項特徵及其重要性，並提出結論。
本文經實證分析結果：不論是專家學者、經營地方特色工藝產品業者或是消費者，皆認為產品構面最為重要，其比重領先其他二構面1倍以上。在產品構面上，專家學者與消費者想法一致，皆認為產品「獨特歷史文化感受」要素最為重要，其次為「產品功能」、「獨特材質（或生產技術）」，但經營地方特色工藝產品業者卻認為產品「獨特材質（或生產技術）」最為重要，其次為「產品功能」，再其次「獨特歷史文化感受」。在服務構面上，專家學者與經營地方特色工藝產品業者看法大致相近，皆認為「展售人員解說」最為重要，而消費者卻認為「服務之時效性」最為重要，其次為「分級服務」及「售後服務網絡」，而「展售人員解說」及「展售地點特色」分別排名第4及第5名。在行銷構面上，專家學者及經營地方特色工藝產品業者皆認為「產品口碑」要因最為重要，而消費者認為「銷售體驗活動」才是最重要的，其次才是「產品口碑」。
綜上，除「服務面」專家學者想法與消費者認知有所差距外，其餘觀點大致與消費者相近。探究其原因，其實專家學者從另一角度來看，亦是消費者，惟專家學者與一般消費者對工藝產品涉獵程度不同，一般消費者對於陳列工藝產品的場域空間或是解說人員專業能力要求不高，本研究以為，一般經營地方工藝特色產品的店家，多屬傳統之微型企業，多數消費者心中仍留有原有刻板印象，致不會期待展售地點具特色或展售人員專業程度，反而較重視服務時效性，因經營店家屬微型企業人手有限，在假日時因消費者較多，服務時效經常受到消費者抱怨，這應是傳統產業轉型為體驗產業之過度期，未來學者專家在輔導經營業者時，除應加強提升經營者服務時效性，強化售後服務網絡，並導入分級服務概念外，為展現與其他店家差異化，展售地點特色及展售人員的解說服務魅力是十分值得重視課題，因展售地點氣氛會影響購物者的心情和前往的意願，同時也會影響到消費者對於商店品質和形象評斷，而消費者心情良好也有助於提升對商店滿意度，進而衍生重複購買和商店忠誠度。
經營地方工藝特色產品業者應瞭解，所謂地方特色產品，其產品本質絕不能與歷史、文化脫鈎，因為消費者所期待購買的是產品背後值得永造珍藏的歷史文化故事，依據專家學者實務輔導後瞭解，愈能塑造多樣化體驗價值的經營業者．消費者愈可以真實感受到體驗背後傳遞的產品歷史文化，愈能將歷史文化融入產品的業者，愈能運用行銷，創造競爭優勢。
由實證資料分析，專家學者因具地方特色產業輔導經驗，想法及觀念較具前瞻性，各面向建議，經營業者在能力許可情況下應可參採。為協助具發展潛力之地方特色產業業者，發展具地方特色產業，政府應更積極協助業者，提升特色產品品質，依產品價值鏈加強輔導，將傳統產業轉型為具創新體驗的產業。

關鍵字

地方特色產業 ； 特徵價格 ； 工藝產品 ； 層級程序分析法

並列摘要

Accompanying with the high-rising cost of production factors and the pressure from the blooming developing countries, the development of Taiwan manufacturers has faced a relatively bottleneck situation, large scale OEM production pattern has gradually lost its competitive predominance. For pursue forever management of the enterprises, globalization, diversification and differentiation have become the popular strategies applied by the enterprises.
Having own multi-tribal population and plentiful cultural resources, Taiwan has already created many local cultural industries with historic, cultural and unique characteristics. Most of these local cultural industries are micro-scale enterprises, and how to assist them to adjust the management constitutions of these potential local cultural industries to face the stress of global competition, is the major administrative topics of the government.
In order to guidance local cultural industries, Small & Medium Enterprise Administration of the Ministry of Economic Affairs has classified the local cultural industries into three categories: 「Handicraft Product」, 「Agricultural Product」, and「Farmyard Relaxation」. The research of this thesis focuses on handicraft product, and to study the important factors affecting the price of the handicraft product, so as to assist the entrepreneurs to adjust their management and pricing strategy, industrialize the cultural creativity, and motive the development of local cultural industry.
This thesis had referred relevant research papers and interviewed with the experts and scholars participated in the actual guidance of local cultural industry, thus sum up the factors affecting hedonic price of local cultural products mainly includes 3 sectors:「Product sector」、「Service sector」、「Marketing sector」. After using questionnaire method to investigate the opinions of (1) the experts and scholars participated in the actual guidance of local cultural industry, (2) local cultural handicraft entrepreneurs, and (3) consumers of local cultural handicraft products, analytic hierarchical process is then applied to evaluate the characters affecting local cultural products and their importance, the conclusions thus be submitted.
The result of this thesis after positive analysis showed: the experts and scholars, local cultural handicraft entrepreneurs, and consumers of local cultural handicraft products, were considered the product sector was most important, and twice the weight of other two sectors.
In the product sector, the experts and scholars had the same opinions with the consumers, they all considered 「Unique historic and cultural experiences」factor was most important, followed by 「Product’s function」、「Unique materials or production techniques」. However, the local cultural handicraft entrepreneurs considered 「Unique materials or production techniques」was most important, followed by 「Product’s function」, and 「Unique historic and cultural experiences」.
In the service sector, the experts and scholars had the similar opinion with the local cultural handicraft entrepreneurs, both considered 「Explanation by the sales personnel」was most important; however, consumers considered 「In time service」was most important, followed by「Classifying services」and 「After service network」, 「Explanation by the sales personnel」,「Characteristics of the stores」ranked No.4 and No.5 respectively.
In the marketing sector, the experts and scholars had the same opinion with the local cultural handicraft entrepreneurs, both considered 「Public praise of the product」was most important; however, consumers considered 「Sale promotion campaign experience」was most important, followed by 「Public praise of the product」.
As summarized the above-mentioned results, except there had recognition difference on 「Service sector」between the experts and scholars vs. consumers, the opinions on other sectors were relatively closed to the consumers. To probe the reason of the difference, we found that on the other point of view, experts and scholars were also consumers, but they were different to the ordinary consumers on the degree of understanding the handicraft industry. Ordinary consumers had fewer requirements to the room for displaying the handicraft products or to the explanation professions of the sales personnel.
This study assumed that most of the local cultural handicraft enterprises belonged to traditional micro-scale enterprises, which still remained as a rigescent impression in the mind of most consumers, so that the consumers did not have expectations on the “characteristics of the stores” or the professional level of the sales personnel. Whereas, the consumers paid more attention to “In time services”, this is because most of the local cultural enterprises are micro-scale with limited employee, and their in time services had often been complained by the consumers especially during holidays and weekend rush time. This should be the transitional period for the traditional industry transformed into the experience industry, when the scholars and experts tutor the local cultural enterpriser in the future, they should not only strengthen upgrading the in time services, strengthen after-sale service network, and introduce the idea of classifying services, the characteristics of the stores and charming of the explanation service are very worth notify topics in order to show the differentiations from other stores. The atmosphere of the stores will affect the mode of the buyers and the willingness of going shopping, at the same time, it will also affect consumers’ judgment on the quality and image of the store. Whereas, the good mode of the consumers will also assist in upgrading the satisfaction of the store, thus derive repeat purchase and store loyalty.
The enterprisers of local cultural handicraft products should realize that, as the so call local cultural products, the nature of the products should never unhook from history and culture, because the consumers are expecting to buy the product with forever treasured history and cultural stories implication. According to the understandings of the experts and scholars after actual guidance, as the enterprisers created more diversified experience value, the consumers could actually experience more history and culture transmitted from the products; the more history and culture involved into the products, the more could be applied into marketing by the enterprisers, and created competition predominance.
From actual data analysis, since the experts and scholars had guidance experience in local cultural industry, they had quite perspective thoughts and ideas as well as all-faced suggestions, which the enterprisers should refer to or adopt if their capability is allowable. In order to assist the local cultural industry enterprisers with development potential to develop local cultural industry, the government should perform more actively to assist the enterprisers to upgrade products’ quality, strengthen the guidance according to value-chain of the product, and transform the traditional industry into a creatively experience industry.

並列關鍵字

local cultural industries ； hedonic price ； handicraft product ； AHP

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