From Conventional to Cultural and Creative: A Business Model Innovation Case Study of Dawncake Miyahara
|關鍵字:||文化創意產業;企業經營模式;日出宮原眼科;Cultural and Creative Industry;Business Model;Dawncake Miyahara|
因此，本論文之研究目的係透過Osterwalder 及 Pigneur所提出的企業經營模式分析及問券調查了解宮原眼科之關鍵成功因素。由分析結果可知，宮原眼科係在關鍵資源之整合支持下，成功將其價值(趣味、美食以及產品包裝設計)傳遞於目標客戶。
The cultural and creative industries have been seen to become increasingly important in Taiwan in the past decade. Therefore, there is also an upward trend in creating cultural and creative value on the conventional business. Dawncake Miyahara is a successful example of applying cultural and creative factors on its traditional pastry business based on a historic building in Taichung. Through the innovation, Miyahara is not simply a pastry shop or a restaurant; in fact, it has become a popular sightseeing spot as well as a cultural icon in Taichung. The purpose of this thesis is to examine how Miyahara can be successful through business model canvas, which is introduced by Osterwalder & Pigneur, 2010, and the survey analysis to conclude its key success factors. According to the results, with the excellence collaboration of its key resources, Miyahara perfectly delivers its value propositions (fun, delectable food and product packaging design) to its target customer segments. In the long run, there is a great opportunity for Miyahara to apply its successful business model on the new historic object outside of Taichung or even in China. Also, there is a potential opportunity in extending its existing products such as wedding cakes. The case study of Miyahara will be worth referring for future studies on the value creation of cultural and creative value over traditional business.