新竹米粉產業的創新研究

Abstract

2014年7月1日新竹米粉產業面臨了巨大的變革。由於財團法人消費者文教基金會﹝消基會﹞在2013年1月份提出新竹米粉非純米的問題，引發各界的質疑，「新竹米粉」被迫必須更改名稱，讓傳承百年的「新竹米粉」稱號，面臨品牌的危機，除了是產業的困境，更是文化的流失。同時，面對其他區域、國家生產類似的產品；以及製程與服務方式的躍昇，新竹米粉產業面臨這樣的競爭趨勢，業者們無不戰戰兢兢、小心以對，如何在當下與未來存續經營，是值得探討的課題。 本研究採質性研究法，深入探討新竹米粉在製程、產品及服務等三個面向的創新。先從新竹米粉的歷史與文化背景了解其發展歷程，並以創新為主軸，透過研發、經營及行銷三個構面發展為研究架構，整理分析本研究三個案例的創意作為，以得出現代新竹米粉產業的創新。 經研究分析歸納得知其創新包括：一、設計使用品牌標章，讓消費者容易辨識品牌；二、活用創意概念，開發新產品，提供新服務；三、因應環境條件變遷，調整服務方式及內容；四、以特色產品為號召，設計推廣措施；五、站在消費者的立場，提供相關貼心配套措施；六、重視倉儲管理，節省並靈活運用空間；七、以節慶活動推動「新竹米粉」品牌等，使現代新竹米粉產業得以延續並發揚光大。

The Hsinchu rice noodle has been worldwide well-known as a Taiwanese traditional delicacy and as the representing industry of Hsinchu City for more than 100 years. In the harsh market competition from countries such as China, Vietnam, Malaysia or even Indonesia, and also, facing challenges on food security from consumers, the local manufacturers are now in the turning point to the next generation development. Based on a series of qualitative interviews on Hsinchu rice noodle manufacturers, the research aims to discuss their creativity and innovation especially in the following 3 dimensions: procedure, product and innovation. The research concludes 7 important key innovative strategies of Hsinchu rice noodle industry: 1. Building CIS and Logos for better consumer identification; 2. Enhancing creativity for new products and services; 3. Adopting dynamic and flexible market strategy; 4. Promoting with unique local products; 5. Offering extended services for consumers; 6. Improving the efficiency of storage and distribution network management; 7. Branding with local folks-festival to reshape it’s industrial and cultural tradition.