新竹米粉創新體驗策略之研究

The Study of Innovative Experiential Strategy for Hsinchu Rice Noodle

黃振誼(Chen-I Huang)

米粉 ； 創新策略 ； 體驗經濟 ； 策略體驗模組 ； Rice Noodle ； Innovative Strategy ； Experience Economy ； Strategic Experience Modules

聯大學報

19卷2期（2022 / 12 / 01）

177 - 195

繁體中文

隨著國人飲食習慣改變，許多傳統米粉業者因經營不易或無接班人而逐漸消失，目前僅存的業者中，有些以服務與體驗創新轉型以延續傳統，使米粉能傳承百年而不墜，因此，本研究以策略體驗模組，結合產品與服務兩大構面，探討個案之創新策略，本研究採用個案訪談法，研究發現從體驗矩陣中，個案之服務創新及體驗策略是事先預備好舒適的環境，經由解說員串連體驗活動，事後再經由消費者口碑、媒體及網路分享慢慢傳開，因此，其創新同時考量顧客需求與業者自我提升需求，成功的將米粉製造業轉型為以體驗服務為主之新創企業。

With the changes in the eating habits of the Chinese people, many traditional rice noodle businesses have gradually disappeared due to difficult business operations or lack of successors. Some of the only remaining businesses have used service and experience innovation and transformation to continue the tradition, so that rice noodles can be passed on for a hundred years. Therefore, this research uses the strategic experience module, combining the two dimensions of product and service to explore the innovation strategy of the case. This research uses the case interview method. The research finds that from the experience matrix, the service innovation and experience strategy of the case is prepared in advance for a comfortable environment. The series of experience activities are exhibited by narrators. After that, the reputation is spread through consumer word-of-mouth, media, and Internet sharing. Therefore, the innovation needs for both customers and the company are taken into consideration. Finally, a new venture focusing on experience services is transformed from a traditional rice noodle manufacturer.

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