老樹新枝-新竹縣橫山客庄傳統三師老行業的創新研究

Abstract

客庄傳統三師老行業和人一生中必須經歷的生、老、病、死是息息相關的。本研究運用「文獻分析法」、「深度訪談法」，首先將從生活、生產、生意所謂三生的面向，個別去對橫山客庄的三師老行業做進一步的訪談，試圖去了解三師在生活的層面上富涵那些在地的文化特色、生活型態以及有別於一般人的人格特質；在生產的層面上又有那些無形的文化與創意來改善它的生產方式，有效的將資源整合；在生意的層面上是否運用通路行銷與經營管理的策略，以創造商機。其次，再以三生之間所衍生出的交集，針對三師老行業的經營問題和創新的角度來做比較分析。最後是利用三生之間交集所產生的製程創新、產品創新以及服務創新等三種創新方式，針對三師老行業的轉型與傳承做進一步的研究與探討，以期創造永續經營與發展。

本研究發現，命理師、中藥師及撿骨師在生活的層面上都非常的儉樸，並具有客家人刻苦耐勞的特性。而人格特質方面都有一種正直、做人光明磊落的特質並具有職業道德；在生產的層面上為了節省人力方面皆有改善自己的生產工具或生產流程；在生意的層面上也有利用廣告行銷及異業結盟的方式以創造商機。三生之間交集所產生的製程創新、產品創新以及服務創新等三種創新方式，命理師符合了製程創新以及服務創新；中藥師符合了製程創新以及服務創新；撿骨師符合了製程創新以及服務創新。三師共同擁有的創新方式就是服務創新，這種服務人群、以客為尊的服務態度與精神，正是客庄傳統三師老行業永續經營的來源與動力。

The three traditional Hakka careers are closely related to a human being’s birth, growth, sickness and death. “Literature analysis method” and “depth interview method” have been applied into my study. First of all, I focused on the three dimensions, life, production and business, and then I conducted individual depth interview with the masters of three traditional Hakka industries.

Through the interviews, I further understand three masters’ life styles, characteristics, and specialties. In the production level, I explored the method which is used to improve their modes of production by integrating the Hakka intangible cultures and creativity. In the business level, I investigated whether the use of marketing and management strategies is successful to create business opportunities. Moreover, the issues and problems concerning these three traditional business management and innovation angles are analyzed comparatively by integrating the intersection derived from these three jobs. Finally, through analyzing the innovation of producing process, production and services within these three jobs, the transformation and inheritance of these three industries will be further investigated with the expectation to create a greater sustainable business management and development.

Through this study, I realized that fortune tellers, Chinese medicine doctors and human bone pickers all live a simple life with the Hakka characteristic of industriousness. Their personalities are full of integrity and occupation morals. As to the production level, in order to save the labors, they have developed production improvement tools and efficient producing process. In the business level, they have used advertising and marketing strategies and conducted a method of industry alliance to create more business opportunities. The intersection among these three careers creates three kinds of innovations: producing process, products, and services. Fortune tellers are in accordance with the producing process innovation and service innovation; Chinese medicine doctors are in accordance with the producing process innovation and service innovation; Bone pickers are in accordance with the producing process innovation and service innovation. These three masters all share the service innovation. The service attitude and spirit with respect is the reason why these three traditional Hakka industries are sustainable.