摘要

本案例介紹創業者Jeff在傳統製香產業創業並積極轉型的故事，案例中說明Jeff如何在現有產業衰退以及外來劣質香品競爭的雙重夾擊之下，利用政府補助資源來重拾生機，並且利用網路的高度槓桿化效應，來增加整體企業營收，並強化品牌的可見度，最後亦決定在原有產業衰退的黯淡前景之下，毅然決然地邁向轉型之路，並且利用文化創意的高附加價值，為企業經營策略開創新的方向及目標。

本個案乃在討論當一般企業面臨產業衰退的前景時，領導者該如何突破經濟及心理的障礙，不斷地尋求產業轉型的契機，利用不同的資源來為企業注入賴以生存的能量，探討的問題包括：Jeff在面臨產業衰退時，如何檢視現有資源及產業狀況，來擬定相關經營策略，並且藉由Jeff的領導特質及網路品牌操作經驗，為公司創造更多的價值，也希望能藉此個案提供一般中小企業在面臨產業衰退並急欲轉型時的參考。

相關理論為：創業管理、顧客關係管理、組織變革管理、品牌建構。
關鍵字：傳統產業、轉型、品牌經營、政府補助、文化創意。

Abstract
The study indicates the company’s business transformation process from the traditional incense industry to the cultural creativity industry. Under the pressure of declining industry and intense price competition from imported low-quality incenses, Jeff, an entrepreneur, progressively takes advantage of both government-sponsored resources and the diffusion of both smartphone and broadband to establish business strategies and to increase the sales and brand penetration in the market. The feature of cultural creativity industry with high-added value helps the company set up new business angels and goals.

The study concentrates on the situation which when facing the recession and much larger competitors, the company tries to figure out how to break through economic obstacles and look for opportunities of business transformation in order to improve resource usage and reduce failure rate. Discussed issues include: how to examine current usable resources in the declining industry to propose corresponding strategies and how to take advantage of brand operation experiences to create more added value for the company. According to Jeff’s case, hope to provide references for companies who confront the industrial recession and eager to make business transformation successful.

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