| 摘要: | 自1990年以來台灣加入WTO之後，國內製造業面臨生產成本大幅上漲，使得傳統產業成本大幅增加，獲利相對下降。加上全球化潮流，大陸及東南亞地區以其充裕的勞工、低廉的成本等生產優勢，配合稅賦等優惠之條件，更加衝擊傳統製造產業經營競爭的困難度。台灣傳統產業因應改變，一則選擇「外移」大陸或東南亞，或是面臨產業的「轉型」或是無奈的逐漸消失在產業競爭的洪流中。 本研究以個案－金良興窯業，探討其經由傳統產業轉型為磚瓦文物館、觀光工廠、創意生活產業的模式與行銷關係之研究。其主要探討問題為，一、如何利用政府資源來結合產業，強化產業的競爭力；二、分析轉型模式結合行銷的關係，研究歸納出經營的優質策略。 研究發現，傳統產業透過政府資源與輔導將更有利於協助產業的技術提升、設備更新與行銷的推廣，並因其多面性的經營其所帶來的附加價值，無形之中增加遊客對產業的知名度與信賴度。而有形效益方面，則產業提高產值得以獲利存活，傳統產業因轉型更有利於產業推廣，進而保存延續其產業文化。 最後分別對於金良興窯業、政府輔導單位提出建議，以供參考。
The domestic manufacturing business in Taiwan faces a large increase in production cost as Taiwan has become one of the WTO members since 1990, and as a result, a large increase in cost for the traditional industries while a decrease in profits relatively. Also, the trend of globalization, abundance of labor force, cheap cost and other production advantages along with tax preference conditions in Mainland China and South East regions have even caused difficulties in operation and competition of traditional manufacturing industry more. Taiwan traditional industries have then made transition to react to the changes, one is to ＂shift the factory＂ to Mainland China or South East countries, the other is to face ＂transition＂ of industry or to have no choice but to gradually vanish in the flood of industry competition. The study is to discuss the case study-Jin Lian Shing Brick Co. Ltd.; exploring the relationship among business models from traditional industry, to brick cultural museum, tourism factory, cultural creativity industry business models and marketing. The primary issues to be discussed are 1. How to use government resources to combine with the industry to strengthen the industry competitiveness. 2. Analyze the relationship between transition model and marketing to derive superior strategies for business operation. According to the research, resources and guidance & assistance from the government will be more beneficial to traditional industries in terms of technology upgrade, equipment renewal and marketing promotion, also, the added values enabled through diverse management will intangibly gain awareness and reliability of industry to the tourists, while for tangible effect, the production value of the industry will be enhanced to make profits and keep the business alive, transition of traditional industry will be advantageous to the promotion of industry more, so as to further conserve and sustain its industrial culture. Lastly, to propose suggestions as a reference to Jin Lian Shing Brick Co. Ltd., government counseling units |
