| 摘要: | 『郭元益食品股份有限公司』這家歷經四代經營的糕餅店，以145年的悠久歷史，橫跨將近1個半世紀之久，足以看稱為臺灣最老、最有盛名的傳統糕餅產業公司。本身不僅成功的轉型，從傳統店鋪走向現代化的企業經營，並在二十一世紀的現今跨領域經營文化創意產業，如在臺北與桃園分別成立糕餅博物館，與綠標生活館的觀光休閒設施。
本研究以文獻蒐集的方式，探討傳統糕餅產業的發展過程以及在當今環境下的轉型因緣，並與文化產業共同展開多元化的經營，以『郭元益』為研究個案，使用質性研究中的深度訪談法，根據事先擬定的訪談大綱為基礎，進行半結構式訪談，樣本為立意抽樣方式進行；並以實際的行動，親自走訪其公司以及旗下設置的糕餅博物館，以觀察研究法的角度探索『郭元益』將傳統糕餅業帶入另一個新的里程碑。
受外在整體環境因素影響，郭元益因應時勢局面，在產業現代化的轉型中與文化創意產業結合，經由轉型下的多元經營，突顯出郭元益百年經營的品牌形象與企業文化，加持企業永續發展的空間與方向。建議企業未來可與茶飲產業共同結合，塑造、發揚餅茶文化事業，並在文創經營下的糕餅博物館內增添更多歷史文物（如傳統的木製糕餅印模）的呈現與介紹，替傳統餅食的文化內容更添一筆。
KUO YUAN YE FOODS CO.,LTD. This pastry store has witnessed management from four consecutive generations through 145 years, arguably Taiwan’s oldest, and most renown traditional bakery industry company. It not only went through a successful transformation from traditional store to modernized enterprise management, but also assumed an inter-disciplinary approach in the 21th century, conducting cultural activities like establishing the KUO YUAN YE MUSEUM OF CAKE AND PASTRY and KUO YUAN YE GREEN LABEL LIFE (Living Museum) of the sightseeing recreational facilities in Taipei and Taoyuan.
This thesis adopts the research methodology of "documental analysis" in order to study the development process of traditional bakery industry and their shift within the modern environment, particularly their interdisciplinary approach with the cultural industry. Taking KUO YUAN YE to study as an individual case, using in-depth interview method within research, carrying on for purpose sampling with rolling snow ball sampling way for foundation carrying on the half structure type interview, sample according to the interview outline in advance drafting, with the actual action, the MUSEUM OF CAKE AND PASTRY of the company provided me the opportunity to apply observation and survey investigate how KUO YUAN YE brought the traditional bakery industry into another new milestone.
Influenced by whole environment, KUO YUAN YE facing
nowadays situation, modernized in the industry of transformation in combine with cultural creativity industry, through the transformation of diverse management, KUO YUAN YE was able to preserve and advance a hundred years of brand image and corporate culture, opening up the potential for the corporation to develop and adapt itself toward new directions. This thesis suggests the enterprise to branch into the tea industry in the future, molding and developing the link between pastry and tea. Additional historical, cultural objects (like:traditional pastry relieves)in the MUSEUM OF CAKE AND PASTRY of cultural creativity management can also represent and introduce the traditional bakery's cultural content. |
