從服務創新觀點探討企業博物館價值創新之個案研究∼以廖鄉長紅茶故事館為例

From the Perspective of Service Innovation on the Value Innovation of the Enterprise Museum – A Case Study of Liao Mayor Black Tea Museum

周君芳(Chou Chun Fang)

指導教授 ： 蔡怡君

國立暨南國際大學/教育學院/諮商心理與人力資源發展學系 終身學習與人力資源發展碩士班/碩士(2016年)

摘要

博物館是欣賞、領略城市之美之建築。博物館獨特的文化特色成為展示歷史文化的標誌，而企業博物館亦是現今企業發展之縮影，可以了解企業於各時代之重要發展歷程，更可以看到企業發展之不同面向及最新風貌。現今熱門話題「服務創新」嶄新之觀念誕生，提供企業及產業界加速轉型升級！歸屬於企業之企業博物館，如何改變原有傳統以「物」為主體，轉型至以「人」為主體，並如何提供創新的服務方式，是值得深入探討之問題。
因此本研究背景是以服務創新之理論觀點，探討企業如何透過企業博物館價值創新，提供企業本身、員工、在地社區新的價值，並提供顧客新的體驗價值，進而帶動企業成長及正向發展。因為國內目前尚無企業博物館進行服務創新之相關議題，故本研究希望將此議題帶至博物館領域，並提供企業博物館進行服務創新操作方式之建議。
本研究之目的在探討廖鄉長紅茶故事館服務創新之操作過程，希望瞭解廖鄉長紅茶故事館服務創新發展過程中，帶給利害關係人：企業本身、員工、在地社區之價值及顧客之體驗價值。故本研究目的如下：
一、 探討廖鄉長紅茶故事館成立之緣由。
二、 探討廖鄉長紅茶故事館預期創造之新價值。
三、 探討廖鄉長紅茶故事館落實服務創新之過程。
四、 探討廖鄉長紅茶故事館帶給利害關係人之價值創新。
根據研究發現，獲致主要結論如下：
一、 廖鄉長紅茶故事館成立之緣由為廖鄉長對於魚池鄉紅茶產業之使命感，正值政府推動觀光休閒產業，藉由故事館成立賦予紅茶產業新生命。
二、 廖鄉長紅茶故事館預期為利害關係人創造多元化新價值，以新的服務概念帶動新的服務模式。
三、 廖鄉長紅茶故事館提供新價值之具體作法中，涵蓋企業博物館展示、商品、行銷重要功能，並關照至各類型利害關係人。
四、 廖鄉長紅茶故事館經營過程中遇到紅茶產業及企業經營相關問題，其中鄉村企業人力短缺為重要課題，故事館均以創意做法正向面對並努力克服。
五、 廖鄉長紅茶故事館營造顧客體驗氛圍，進而影響顧客消費行為，為顧客創造明顯難忘之娛樂、教育、審美體驗價值。
六、 廖鄉長紅茶故事館為企業本身創立指標性品牌、在地文創產業鮮明形象，故事館因正向獲利得以持續傳承正統紅茶文化。
七、 幸福企業廖鄉長紅茶故事館為員工創造全方位職場技能，提升競爭力，員工回饋至顧客、企業正向循環，和樂共生。
八、 廖鄉長紅茶故事館創造在地社區居民及新住民重要就業機會，在與社區互動中帶動社區紅茶產業行銷，擴大紅茶品茗市場。
最後，依據研究結論，本研究針對廖鄉長紅茶故事館的企業經營者、預計成立企業博物館的業者或國內企業博物館、未來研究提出建議。

關鍵字

企業博物館 ； 利害關係人 ； 服務創新 ； 價值創新

並列摘要

The museum is to appreciate and enjoy the beauty of the city buildings. The museum's unique cultural characteristics of a display of historical and cultural symbol of the corporate museum is also a microcosm of today's enterprise development, we can understand the important enterprise in the development process of each era, but also you can see the different aspects of the latest style and business development. Today hot topic "Service Innovation" concept of the new born, providing enterprise and industry to accelerate the transformation and upgrading! Attributable to the museum business enterprise, how to change the original traditional "material" as the main body, in order to transition to a "person" as the main body, and how to provide innovative services, is worthy of further exploration of the issues.
Therefore, this study is based on the background of service innovation theoretical perspectives to explore how companies value innovation through enterprise Museum, the enterprise itself, the staff, the new value to the community, and to provide new value customer experience, in order to stimulate business growth and positive development . Because there is no domestic enterprises museum issues related to service innovation, so this study hope to bring this issue to the museum area and provides enterprise museum recommend the service innovation mode of operation.
Purpose of this study to explore the operation Liao Mayor Black Tea Museum service innovation, wanted to know Liao Mayor Black Tea Museum service innovation development process, bringing stakeholders: the enterprise itself, employees, local communities in the value of the customer and the experience value. Therefore, the purpose of the present study are as follows:
1. To investigate the reason for the establishment of the Liao Mayor Black Tea Museum.
2. To investigate Liao Mayor Black Tea Museum is expected to create new value.
3. To investigate Liao Mayor Black Tea Museum implementation process of service innovation.
4. To explore Liao Mayor Black Tea Museum bring value innovation stakeholders.
Based on the findings, attainable main conclusions are as follows:
1. The reason Liao Mayor Black Tea Museum for the establishment of the Liao Mayor for Yuchi Township black tea industry of the mission coincided with the Government to promote tourism and leisure industry, was established by Museum tea industry given new life.
2. Liao Mayor Black Tea Museum expected to create new value for diverse stakeholders to promote the concept of a new service new service model.
3. Liao Mayor Black Tea Museum provide specific value of the new approach, the museum covering business, trade, marketing important functions, and to take care of all types of stakeholders.
4. Liao Mayor Black Tea Museum business encountered tea industry and business-related issues, including rural enterprises manpower shortage is an important issue, Museum are creative approaches to overcome and face forward.
5. Liao Mayor Black Tea Museum customer experience to create an atmosphere, thereby affecting consumer behavior, creating obvious unforgettable entertainment, education customers, the value of aesthetic experience.
6. Liao Mayor Black Tea Museum for the creation of the enterprise itself indicative brand, in the cultural and creative industries to the distinctive image, Museum profitability can be sustained due to the positive heritage of orthodox black tea culture.
7. Happy business Liao Mayor Black Tea Museum for employees to create a full range of workplace skills to enhance the competitiveness of employees to customer feedback, positive business cycle, and happy symbiosis.
8. Liao Mayor Black Tea Museum residents and create new employment opportunities for residents important, encouraging community interaction with the tea industry marketing in the community, to expand the black tea market.
Finally, according to research findings, the present study for Liao Mayor Black Tea Museum business operators, is expected to set up businesses or Enterprise museum and make recommendations for future research.

並列關鍵字

Enterprises Museums ； Stakeholder ； Service Innovation ； Value Innovation

參考文獻

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