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題名 | 產業觀光化成功案例分析--以埔里酒廠為例=A Case Study of Industrial Tourism: The Puli Brewery |
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作者 | 王明元; 盧啟文; Wang, Ming-yuan; Lu, Chi-wen; |
期刊 | 商業現代化學刊 |
出版日期 | 20080900 |
卷期 | 4:4 2008.09[民97.09] |
頁次 | 頁61-79 |
分類號 | 992.3 |
語文 | chi |
關鍵詞 | 酒類觀光; 產業觀光; 經營策略; Wine tourism; Industry tourism; Management strategy; |
中文摘要 | 位於南投的埔里酒廠憑藉甘甜的好水,涼爽的氣候,蘊釀一系列的美酒,紹興酒量產上市,市場反映熱烈,供不應求,但自從政府開放洋菸酒進口後,國內紹興酒市場銷售量一落千丈,以致於當時公賣局曾有意關閉埔里酒廠,爲挽救日益萎縮的紹興酒市場,該廠推展的酒類觀光(Wine Tourism)提供廠區供一般民眾參觀,並朝向多角化經營,吸引遊客到廠觀光,921震災以前,一直扮演帶動埔里產業觀光的重要角色;由於921的重創及之後的火災,使得酒廠的觀光相當蕭條,但歷經政府的支援及員工的努力,終於露出企業的生命力與希望。本研究以資料分析法及訪談法並著重在酒產業與當地觀光發展關聯的架構下做一綜合性研究,目的在於探討埔里酒廠如何浴火重生所採取的措施及成效,研究結果發現它正以「產業觀光化」、「產業文化化」、「產業藝術化」、「產業地方化」並結合行銷四P的經營策略,進行酒廠的振興再造工程,一座起死回生的酒廠,儼然成爲地方觀光產業代表,每年觀光客絡繹不絕;該廠轉型成功的策略,作爲日後政府及民間產業發展的參考。 |
英文摘要 | Because of the water and weather, the Puli Brewery in Nantou County manages to brew a wide variety of good wines. When Shaoxing wine was put into mass production, it received a remarkable market response, and the supply for Shaoxing wine was always unable to meet the demand. Unfortunately, after the government allowed the import of foreign tobacco and wine, the sales volume of Shaoxing wine in the domestic market suffered a disastrous decline. As a result, at that time, the Taiwan Tobacco and Wine Bureau intended to shut down the Puli Brewery. In order to save the increasingly withering market for Shaoxing wine, the Brewery offered a promotional tour, around the Brewery, to the general public. This diversified management style attracted more tourists to the Brewery. Thus, the Puli Brewery played an important role in promoting industrial tourism in the Puli area. However, the 9/21 (1999) Earthquake, and subsequent fires, made the tourism business of the Brewery suffer a long period of recession. Luckily, with government financial support, and increased efforts of the employees, vitality and hope were, eventually, returned to the Brewery. This study conducts a comprehensive research based on the relationship between the wine industry and the local tourism development by means of data analysis and interviews-aiming to identify the results of the measures taken for this renaissance. The findings show that the Brewery is now conducting a revitalization project based upon the notion of the industry being "touristized," "culturalized," "artified," and "localized"-in combination with the "4 P's" of marketing. As a "re-born" Brewery, Puli is, indeed, representative of successful tourism, with numerous tourists coming each year. The management strategy undertaken for this successful transformation of the Brewery is, therefore, a valuable reference for future development done by the government and by private sectors. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。