觀光酒廠創新加值研究—以台灣菸酒公司四大啤酒廠為例

啤酒文化已經在台灣人的生活內佔有一席之地，台灣人重視人與人之間的情感，沁涼且濃度低的「啤酒」下肚後微醺的狀態更讓人能敞開心胸互道長短，在觥籌交錯間，不僅助長了人際間的情誼，更讓平時的工作壓力獲得適當的抒發，可說是促進人際關係的「催化劑」。「啤酒」種類豐富多元，而歷史悠久的台灣啤酒則是台灣最具代表性的品牌。現今啤酒品牌不斷推陳出新，在多種國內外品牌的競爭下，像台啤這樣的傳統產業必須從多方面進行轉型才得以生存。台啤的四間觀光酒廠，除了建國啤酒廠之外的三間啤酒廠—竹南啤酒廠、烏日啤酒廠以及善化啤酒廠由於位址偏遠，地域整體觀光魅力薄弱，可藉由觀光酒廠的改造轉型提升競爭力以及加深在大眾內心的印象。　　台啤的四間啤酒廠由於歷史悠久的關係，許多建築在早年就已興建完成，早期興建廠區的目的主要為「生產」，現如今開放觀光後則必須做一些轉型改造，增加並調整參觀動線，將整體重新設計後方得以在眾觀光工廠中生存下去。本研究採個案分析法，藉由創意生活產業的三大要點「核心知識」、「深度體驗」及「高質美感」以及體驗式旅遊四大要點「娛樂」、「審美」、「教育」以及「忘我」，從室內設計到到服務及場所、產品去做分析研究，進而統整出觀光酒廠的未來發展要素，以加深品牌在大眾心理的印象並吸引年輕人對在地品牌的重視。

關鍵字

觀光酒廠；創意生活產業；展示設計；創新設計；產業觀光

並列摘要

Beer culture has already occupied a place in the lives of Taiwanese. Taiwanese attach great importance to the emotions between people. The cool and low-concentration "beer" is slightly drunk after eating, which makes people open their hearts and talk to each other. The staggering of gongs and chips not only promotes interpersonal friendship, but also allows the usual work pressure to be properly expressed, which can be said to be a "catalyst" to promote interpersonal relationships. There are various types of "beer", and Taiwanese beer with a long history is the most representative brand in Taiwan. Nowadays, beer brands are constantly innovating. Under the competition of various domestic and foreign brands, traditional industries such as Taiwan Beer must undergo transformation in many aspects to survive. Taiwan Beer's four tourist breweries, in addition to Jianguo Brewery, the three breweries - Zhunan Brewery, Wuri Brewery and Shanhua Brewery due to their remote locations, the overall tourism charm of the region is weak. The transformation and transformation of the factory enhances the competitiveness and deepens the impression in the hearts of the public. Due to the long history of Taiwan Beer's four breweries, many buildings have been built in the early years. The purpose of the early construction of the factory area was mainly "production". Line, the overall redesign can survive in many tourist factories. This research adopts the case analysis method, through the three main points of the creative life industry "core knowledge", "in-depth experience" and "high-quality aesthetics" and the four main points of experiential tourism "entertainment", "aesthetics", "education" and "Forget yourself", from interior design to services, places, and products to analyze and research, and then unify the future development factors of tourist wineries, in order to deepen the brand's impression in the public mind and attract young people to pay attention to local brands.