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Author: 余清昇
Ching-Sheng Yu
Thesis Title: 傳統企業價值創新之個案研究 ~以台北市迪化街中藥行為例
Value Innovation of Traditional Enterprise Research A Case Study of Chinese Herbal Medicine store In Taipei DI-Hwa St.
Advisor: 梁瓊如
Chiung-Ju Liang
Committee: 彭雲宏
Yeng-Horng Perng
王孔政
Kung-Jeng Wang
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2019
Graduation Academic Year: 107
Language: 中文
Pages: 88
Keywords (in Chinese): 大稻埕迪化街中藥產業價值創新
Keywords (in other languages): Dadaojing, Dihua Street, Chinese medicine industry, value innovation
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  • 大稻埕為臺灣近代城市商業文化發展的源起地,在地已持續累積超過百餘年歷史的商業活動,成為臺灣的傳統行業如布業、茶葉、中藥材與南北貨最大的集散地。
    大稻埕迪化街商圈的產業生態在近幾年來的改變,除了從批發為主要模式轉向零售模式,產業項目也從原本的中藥材、南北貨,導入部分的創意產業。從2010年後,陸續有創意工作者及文創產業進駐展店,這些新進文創產業展現嶄新的店面裝潢及經營內容、具有獨特的營業品項和風格,與傳統店鋪迥然不同,新創產業較迎合年輕人的視覺及美學喜好,使得街區訪客多了年輕族群的消費者,在媒體的報導及社群的推播下,也帶進不少國內外的觀光客和旅客。
    在周末假日大稻埕的觀光客及遊客日益增加,商業活動更加活絡,在地商家感受到文創產業移入與年輕世代接手經營傳統事業更新的意願,促成迪化街商圈的轉型,在政府單位與商家的努力下商業規模更加壯大已成為北台灣休閒、購物、觀光重要的商業活動地點。
    近年來個案公司C中藥行為了讓民眾對中藥的重新認識與了解,積極推廣認識中藥活動,在與學校及民間社群團體舉辦認識中藥親身體驗的座談與講座,並因應迪化街的轉型,配合迪化商圈促進會及純粹創意行銷公司進行一系列創意商業活動,並就中藥養生保健的商品進行研究與開發,以求達到色香味俱全,並符合大眾方便又經濟的需求,再以創新改良的藥劑製造方式及包裝,達到具有較高附加價值的時尚創意商品,以供消費者使用。


    Dadaocheng is the origin of the commercial culture development of modern cities in Taiwan. It has accumulated more than 100 years of commercial activities in the land and has become the largest distribution center for Taiwan's traditional industries such as cloth, tea, Chinese herbal medicines and North and South goods.
    In the past few years, the industrial ecology of the Dahuadi Dihua Street shopping district has changed from the wholesale mode to the retail model, and the industrial projects have also introduced some creative industries from the original Chinese herbal medicines and North and South goods. Since 2010, there have been creative workers and cultural and creative industries stationed in the exhibition stores. These new creative industries showcase new store decoration and business content, have unique business items and styles, and are very different from traditional stores. More catering to the visual and aesthetic preferences of young people, the street visitors have more young consumers, and in the media coverage and community push, they also bring in many domestic and foreign tourists and tourists.
    On weekends, the number of tourists and tourists in Dadao is increasing, and the business activities are more active. Local merchants feel the willingness of Wenchuang industry to move in with the younger generation to manage the renewal of traditional undertakings, and promote the transformation of Dihua Street business district. The scale of business expansion under the efforts of the unit and the merchant has become an important business activity place for leisure, shopping and sightseeing in North Taiwan.
    In recent years, the case company C Chinese medicine has made people re-recognize and understand Chinese medicine, actively promote the understanding of Chinese medicine activities, and hold seminars and lectures on the experience of Chinese medicine with schools and civil society groups, and in response to the transformation of Dihua Street, Cooperate with Dihua Business Circle Promotion Association and pure creative marketing company to carry out a series of creative business activities, and research and develop the products of traditional Chinese medicine health care and health care, in order to achieve the color and flavor, and meet the needs of the public convenience and economy, and then innovate Improved pharmaceutical manufacturing methods and packaging to achieve high value-added fashion creative products for consumers to use.

    摘要 Abstract 誌謝 目錄 表目錄 圖目錄 第一章 緒論 第一節 研究背景與動機 第二節 研究目的 第三節 研究流程 第二章 文獻探討 第一節 價值創新 第二節 顧客價值與營運服務創新 第三節 價值創新開創市場 第三章 大稻埕中藥產業的概況分析 第一節 中藥產業在大稻埕的起源 第二節 中藥產業現況分析與困境 第四章 企業隨商圈演變之轉型與創新 第一節 迪化街商圈轉型與創新 第二節 迪化商圈演變-文創產業進駐與興起 第三節 個案公司經營之概述 第五章 結論與建議 第一節 研究結論 第二節 研究建議 第六章 參考文獻

    一、中文文獻
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    2. 廖慧伶,2004,台灣中藥房經營現況消費者行為及其未來發展趨勢之研 究,中國醫藥大學中國藥學研究所碩士論文。

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    二、英文文獻
    1. Adner,Ron(2006), “ Match Your Innovation Strategy to Your Innovation Ecosystem”,Harvard Business Review,Vol.84,No4,pp.101
    2. Andrew, P. James, and Sirkin, L. Harold(2003), “ Innovating for Cash”,Harvard Business Review, Vol.81,No9,pp.76-83
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    14. Thomke,Stefan and Hipple, Von,Eric(2002), “Customers as Innovation: A New Way to Create Value” , Harvard Business review,Vol.80,No4,pp.76.
    15. Zook ,Chris, Allen , James (2003), “Growth Outside the Core”, Harvard Business
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