觀光工廠的未來發展與創新-以亞典菓子工場為例

Abstract

亞典菓子工場為台灣知名的糕點烘培坊。1984年益欣創辦人賴文典原從事黑手工作，因緣際會從新東陽漢妮喜餅學習烘焙技藝。1986年再至金格食品學習蜂蜜蛋糕製作技藝。1987年賴文典夫妻於台北三重創立「益欣食品」，專營吐司及漢堡專業代工生產。1993年思考公司未來發展性，決定開發蛋糕生產部門。2008年為貼近顧客真正需求，透過互動了解顧客，因此決定成立亞典菓子工場。產品包括台式蜂蜜蛋糕、起士蛋糕、起酥蛋糕、銅鑼燒、冰淇淋、乳酪塔、鴨蛋捲。2021年榮獲iTQi國際風味評鑑三星獎。面對環境的變動與疫情的影響，亞典菓子工場正努力尋求創新、轉型的方法。本研究試圖以亞典菓子工場為研究對象，從觀光工場角度分析，未來的可能創新、轉型的方向。研究方法為焦點團體法，舉辦了兩場焦點團體訪談，共有18位受訪者，研究結果顯示亞典菓子工場未來的創新方向分為以下六個大主軸：一、通路：新通路拓展、異業合作、加盟、分店開發、園區空間優化、店中店、互動設施、親子設施、轉型。二、創新：產品創新、事件行銷創新、疫後事件產品創新、通路創新、B2B、團購、校園、線上平台經營、場域規劃、服務創新－附加服務。三、產品：原物料、在地連結小農、組合產品、機能產品、關聯產品、高端產品、地方創生、產品教練。四、行銷：青年活動、文創加值、高附加價值活動、DIY、親子活動、導覽、校園教育數位導覽、行銷創新、體驗行銷、感動行銷、數位行銷、ESG環境友善、節令活動、吉祥物角色經濟、職人精神表現。五、市場：新市場開發、國際市場開發、數位市場開發、中間產品市場開發。六、品牌：地域品牌、品牌價值、品牌創新、品牌重定位。收獲許多想法後，亞典也開始放眼未來，著手規劃可以開始執行的創新與轉型策略。關鍵詞：創新、焦點團體訪談、亞典菓子工場R.Den Dessert Factory is a well-known pastry bakery in Taiwan. In 1984, Lai Wenden, the founder of Yihhsin Company, was originally a technician. By fate, he learned baking skills from HSIN TUNG YANG. In 1986, he went to KONIG to learn making honey cake skills. In 1987, Lai Wenden and his wife founded"Yihhsin Food" in Sanchong, Taipei, specializing in the professional OEM production of toast and hamburgers. In 1993, thinking about the future development of the company, decided to develop the cake production department. In 2008, in order to get close to the real needs of customers and understand customers through interaction, it was decided to set up R.Den Dessert Factory. Products include Taiwanese honey cakes, cheese cakes, dorayaki, ice cream, cheese tarts, duck egg rolls. In 2021, it wonthe three-star award of iTQi International Flavor Evaluation. In the face of changes in the environment and the impact of the epidemic, R.Den Dessert Factory is trying to find ways to innovate and transform.This study attempts to take the R.Den Dessert Factory as the research object, and analyze the possible future innovation and transformation direction from the perspective of the tourist factory. The research method is focus group method, with a total of 18 respondents. The research results show that the future innovation direction of R.Den Dessert Factory is divided into the following six major things:1. Channels: new access expansion, cross-industry cooperation, franchise, branch development, park space optimization, store-in-shop, interactive facilities, parent-child facilities, transformation2. Innovation: product innovation, event marketing innovation, post-epidemic event product innovation, channel innovation, B2B, group buying, campus, online platform operation, field planning, service innovation - additional services3. Products: raw materials, local connection with small farmers, combined products, functional products, related products, high-end products, local creation, product coaching4. Marketing: youth activities, cultural and creative value-added activities, high value-added activities, DIY, parent-child activities, guided tours, digital tours of campus education, marketing innovation, experience marketing, touching marketing, digital marketing, ESG environmental friendliness, seasonal activities, Mascot character economy, professional spirit performance5. Market: new market development, international market development, digital market development, intermediate product market development6. Brand: regional brand, brand value, brand innovation, brand repositioningAfter collecting more sample data, they can also have a more complete transformation direction for R.Den dessert factory.Keywords: innovation, focus group interview, R.Den dessert factory