台灣在經濟轉型的過程中,過去的傳統產業大致上都是具有一些相同的特性,例如:產業已屬高度成熟,產品差異化程度低,市場供過於求。在傳統的產業漸漸消退時,除了將工廠向外延伸至未開發的國家之外,改變企業原本的經營模式或許能帶來一種全新的創舉,所以這次的研究從公司轉型成功的案例,來做深入的研究探討。這次的研究主題為茶業(春水堂),改變以往的經營模式引進全新設備及技術來做創新,再從市場調查下的價值做比較,因而推論出全新的論點。 本研究採用個案研究法,主要針對春水堂進行文獻探討與深度訪談,並且增加相同類型茶業企業轉型的比較,採用跨個案比較方法,以發現個案資料的共同點與差異點衍生推導變數的相關性命題。最後,研究結果顯示:1.企業尋求創新的環境張力可分需求驅動與供給驅動以及機會模糊程度的高低;2.企業經營模式創新的價值來源 3.創新的經營模式成功與持久的環境條件與能力條件。
Enterprise transformation may create new pioneering business opportunities especially when traditional industries characterized by a mature market, lack of innovation, oversupply, offshore production, and the high resemblance among competing products become stagnant. Thus, this research aims to examine such a transformation by the renowned teahouse chain, Chun Shui Tang. Chun Shui Tang has changed the conventional business models of previous industries by bringing innovation through importing new equipment and technical expertise and implementing strategic product pricing through market research. Using both published data and collection of primary data through interviews, this study compares and contrasts the transformation of Chun Shui Tang and other similar teahouse enterprises. The results indicate: 1. Enterprise incentives for innovation lie within the supply-demand continuum, 2. Business models among enterprises differ in their source of value, 3. The success and sustainability of innovative business models rests upon environmental constraints and corporate ability. These results indicate that the fast pace of modern society prompts the need for traditional industries to seek innovation.