觀光工廠經營問題與改善策略之研究－以梅子觀光工廠為例

The Study of Operating Problems and Improvement Strategies of Tourism Factory：Using a Prune Tourism Factory as an Example

蔡金雲(Chin-Yun Tsai)

指導教授 ： 郭德賓

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2014年)

摘要

隨著時代變遷，國人休閒活動也逐漸由娛樂性轉為知識性和體驗性活動，加上傳統製造業搭配旅遊而轉型為觀光工廠的風潮，提供了傳統產業再生的契機與一鄉鎮一特色的地方競爭力。本研究採用個案研究法，研究對象為傳統產業轉型為觀光產業的梅子工廠，因位於嘉義偏鄉的梅山，觀光發展落後鄰近鄉鎮，且人口外移、員工難聘之問題。其次，梅子工廠從最初的半成品外銷日本市場，直到近十年日本製梅技術的移轉與日方合作，發展出適合台灣人口味的日式健康梅子產品，但價格卻比市售傳統蜜餞高出2-3倍，面臨顧客對梅子價值低的刻板印象，購買力相對較低。因此，本研究透過參與式觀察、人員訪談，找出梅子工廠主要的面臨問題，並根據訪談內容設計問卷，以重視度與滿意度進行IPA分析。最後，依據資料的各項分析結果提出改善策略，在生產面，建議建立庫存管理系統，以改善庫存與賣場資訊的不對稱情況，提升工作效率；在行銷面，由分析結果可以發現，顧客對於價格的敏感度相對較高，建議多辦價格優惠促銷活動以吸引顧客，此外，觀光工廠之知名度與能見度也還有待提升；在人力面，依據員工滿意度分析，優先改善升遷、獎懲、管理制度，以提升員工的向心力；在研發面，須提升產品的特色與創新性，才能吸引更多遊客前往，提升購買意願。

關鍵字

傳統產業 ； 企業轉型 ； 觀光工廠 ； 重視度－滿意度分析 ； 顧客滿意度

並列摘要

With the changing times, the local people’s leisure activities have gradually transformed from entertainment-based to experience-based activities. Additionally, with the trend of the traditional industry’s engagement in tourism and transformation into tourism factories, an opportunity has risen for the traditional industry to regenerate and gain local competitiveness through “one-feature-one-township”. The case study method was adopted, with a prune factory established by means of the traditional industry’s transformation into the tourism industry as the research participant. Since it is located in Meishan in a remote area in Chiayi, tourism development has lagged behind neighboring towns; problems such as migration and difficulty in recruiting employees have been encountered. The prune factory initially exported semi-finished products to the Japanese market. It was not until the recent decade did it start engaging in the technical transfer of prune production technology and cooperation with Japan to develop Japanese-style prune products that suit the Taiwanese people’s taste. Therefore, the prices are 2-3 times higher than the prices of traditional preserved prunes commercially available in the market. Due to customers’ stereotype of the prune as a fruit of low value, the purchase power is relatively lower. Hence, through participant observation and interviews with personnel, major problems faced by the prune factory were determined. Additionally, the questionnaire was designed based on the interview content; PA analysis was conducted targeting degree of importance and customer satisfaction. Finally, based on the various analysis results in the data, improvement strategies were put forth. On the production side, it is recommended that an inventory management system be set up to improve inventory and mall information asymmetry and enhance work efficiency; on the marketing side, analysis findings show that due to customers’ greater sensitivity towards prices, it is suggested that preferential offers (price discounts) be launched more frequently to attract customers. Meanwhile, the tourism factory’s awareness and visibility should also be improved; on the manpower side, according to the staff satisfaction analysis, priority should be given to the promotion, rewards and punishments, and management systems to boost staff cohesion; on the R&D side, product features and innovation are to be improved to attract more visitors and enhance the purchase intention.

並列關鍵字

tourism factory ； degree of importance-satisfaction analysis ； traditional industry ； business transformation ； customer satisfaction

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