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題 名 | 跨文化經營管理個案研究馬來西亞《寶香綁線肉骨茶》 |
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作 者 | 國安民; 黃素霞; | 書刊名 | 專利與產學合作計畫報告 |
卷 期 | 1:1 2015.09[民104.09] |
頁 次 | 頁37-48 |
分類號 | 483.8 |
關鍵詞 | 跨文化經營管理; 馬來西亞; 肉骨茶; |
語 文 | 中文(Chinese) |
中文摘要 | 《寶香綁線肉骨茶》是馬來西亞相當知名的肉骨茶店,創辦人為祖籍福建惠安的吳慶宗先生。寶香肉骨茶於2006年首先開第一家店面起,短短5年多時間,已增加至18家連鎖加盟店面。寶香肉骨茶以獨特秘方烹調,另其綁線肉骨茶之創意,既保留古早風味亦同時剔除油膩,口感極佳。此外,創辦人吳慶宗一改肉骨茶店為中下階層消費的刻板印象,將肉骨茶引進五星級商場,陸續於吉隆坡Pavillion等五星級商場開設分店,賦予傳統美食更高的定位。《寶香綁線肉骨茶》除呈現產品差異化外,更從創意創新創業面為顧額提供價值服務。在吳慶宗先生用心經營下,肉骨茶已從單純的地方特色產業被賦予深層之文化意涵。藉由創新給予肉骨茶新生命,肉骨茶已從傳統美味小吃之表顯面植入更深刻及別具意義之文化內涵。在本個案撰寫過程中,作者特別親自赴馬來西亞寶香幾間具有代表性的分店實地觀察、親身品嘗,多次訪談創辦人吳慶宗先生,對寶香之創業歷程、發展理念及經辛酸有更深一層之瞭解。本文即藉由訪談與調查,將《寶香綁線肉骨茶》個案提出深入淺出之報導,並儘可能將肉骨茶在文化意涵之彰顯提出探討。 |
英文摘要 | "Pao Xiang Bak Kut Teh" is a well-known company of BakKutTeh in Malaysia. The founder is Wu Chong-Ching, whose ancestor came from Huian county, Fujian Province of China. From the very beginning of his first store, "Pao Xiang Bak Kut Teh" has expanded to 18 stores in five years. "Pao Xiang Bak Kut Teh" uses special receipt and the idea of string-tied-meat which gives BakKutTeh wonderful and unique flavor, by doing that not only keeping its original flavor but also eliminating fat oil. In addition, Mr. Wu, first introduced Bak Kut Teh into the five-star Pavillion Mall and successfully changed and repositioned the stereotype that Bak Kut Teh is the traditional food of low-level social group. In addition to presenting its marketing differentiation, "Pao Xiang Bak Kut Teh" provides customers values in terms of innovation and creativity. The founder's effort has given BakKutTeh a new life and cultural connotation. During the process of writing this case, the authors have visited and investigated several chain stores of "Pao Xiang Bak Kut Teh" in Malaysia. Hopefully, this study could highlight the culture and spirit of BakKutTeh. |
本系統中英文摘要資訊取自各篇刊載內容。