烘焙裝飾美學創新與附加價值之研究：以翻糖蛋糕為例

本研究依據歐洲烘焙歷史起源發展至今，以文獻資料的整理與分類闡述，並與翻糖設計師之美學涵養與創新，為主要探究關於烘焙所有理論驗證翻糖蛋糕立基於台灣市場，如何因烘焙產業的競爭變化，創造附加價值、藝術價值與時尚，與了解烘焙產業中，翻糖設計師的個人的特質與其創造競爭優勢與產品附加價值的關聯之研究。本研究資料收集對象包括：有5年以上工作經驗之翻糖設計師、翻糖老師，學習翻糖裝飾學生，與消費者，共 15位訪談者，採用質性分析，以深度訪談方式搜集有效資料，以訪談逐字稿歸納整理後進行交叉比對方式。研究分析顯示，翻糖蛋糕的魅力，來自於它給人們的印象是可食用的藝術品，翻糖設計師將蛋糕導向美學、時尚、藝術及收藏價值，訴求唯一性、與獨一無二性，將消費者的情感以及訴求，融入消費者的故事在蛋糕設計中，以戲劇性主題，將翻糖設計師的工藝展現，發揮在蛋糕裝飾藝術傳遞消費者的心意，與烘焙同業區隔化之商業模式經營，鎖定之目標客戶，大多來自經濟基礎穩定之中高層人士，主打販售高過消費者期望值的商品，消費者主動線上推播，依靠口碑行銷，為主要商業經營模式進入競爭市場。因此，翻糖蛋糕的創作不僅是設計師在心靈層次提升的佳作，更是產品附加價值提升極大化的表現。

關鍵字

翻糖蛋糕；糖工藝；烘焙；附加價值；美學；藝術；時尚；價值取向；口碑行銷

並列摘要

Based on the research and classification of historical documentation regarding the origins and development of baking in Europe, this research aims to study the aesthetics and innovativeness of fondant designers to explore the utilization of baking theories in fondant cakes, and how it affects the highly competitive baking industry in Taiwan, creating added value, artistry and trends. This research also illustrates the correlation of how the personal characteristics of fondant designers affects their competitive edge to create products with added value. Data collected for this study were obtained by interviewing fondant designers with more than 5 years of work experience, fondant teachers, students learning fondant decoration and consumers, amounting to a total of 15 interviewees. A qualitative analysis was conducted to effectively process the data collected through verbatim records of in-depth interviews and cross- referenced to derive comparative inferences. Research and analysis show that the appeal of fondant cakes comes from the impression it gives people as edible works of art. The fondant designer conceptualizes aesthetics, style, artistry and unique aspects to create a one-of-a kind “collectible” cake and appeal to the consumers’ demands by integrating their requests into the narrative of the cake that becomes the backbone of the cake design. The skills and artistry of the fondant designer is hence highlighted through the dramatic representation of themes in the decorations of the cake to convey the consumers’ requests. The business model of the fondant cake is segmented from other models in the baking industry. The target consumers of fondant cakes are mostly middle and upper-middle class or affluent individuals with stable financial income. Products marketed in the fondant cake industry often exceed consumer's expectations and sales are primarily driven by online marketing, with a heavy reliance on word-of-mouth marketing as a main business model to break into a competitive market. In conclusion, the artistic creation of fondant cakes is not only an epitome of art encapsulating the soul of the cake designer, but also maximizes the added value of the fondant cake as a marketable product.