「我們」的故事：敘說大稻埕迪化街傑成莊的品牌經營之路

Abstract

這是「我們」對大稻埕的共同記憶，一個地方，一段共同經歷的時光。基於我對已逝的先生的想念，想要回顧他創業的歷程以及與他一起面對罹癌的過程，也希望透過本研究能夠瞭解迪化商圈的經濟發展歷程，以及吳孟朝如何運用其獨特的經營管理策略和成功關鍵，對商圈的發展做出貢獻，並且探討把燕窩產業變成傑成莊所經營的主力品牌。本研究採用質性研究的敘述性探究方法，透過訪談、先生的創業日記和研究者本身的參與深入探討。傑成莊是一家創立於大稻埕商圈的中藥材公司，創辦人白手起家以其獨特的經營模式和創新策略成功締造事業高峰。創始之初起初以傳統的店家經營方式加上創新思維和傳統的傳承並進，很快就創造出獨特的事業高峰。傑成莊成功建立了自己的品牌，特別是在燕窩市場上，將中藥材包裝化，提供即食燕窩，並推出組合式禮盒，滿足不同消費者需求。我們也重視業務外務的培訓和拓展市場，逐漸從傳統的門市走向企業貿易，採用現代化管理方式，包括電腦進貨銷售系統和業績分紅制，以留住優秀的人才並擴展業務。隨著市場趨勢變化，傑成莊開發了精緻即食的新趨勢，創辦人過世後，繼續保留傳統的古法燉煮方式，以迎合對傳統食品的需求。在電商時代，推出私廚服務和廚藝教室，提供獨特的增值體驗，以在競爭激烈的市場中保持競爭力。這篇論文代表著對傑成莊未來發展的期許，並希望能為創辦人的紀念讓傑成莊繼續在大稻埕古蹟文化中延續。關鍵詞：燕窩產業、中藥行、古蹟、即食罐頭、禮盒This is "our" collective memory of Dadaocheng, a place where we shared experiences and moments together. Motivated by my late husband,Wu Mengchao. I aim to revisit his entrepreneurial journey and his battle with cancer. Through this research, I also seek to understand the economic development of the Dihua district and how Wu Mengchao contributed to it with his unique business strategies and success factors. Additionally, explore the transformation of bird's nest industry into the flagship brandmanaged by Jiéchéng Zhuāng. This study employs a qualitative research approach, utilizing narrative inquiry methods involving interviews, Mr. Wu's entrepreneurial diaries, and the researcher's active participation. Jiéchéng Zhuāng is a traditional Chinese medicine company founded in the Dadaocheng district. Its founder, starting from scratch, achieved remarkable success through innovative business models and strategies. Initially blending traditional store operations with innovative thinking and heritage preservation, Jiéchéng Zhuāng quickly reached its unique pinnacle of success. The company successfully established its brand, particularly in the bird's nest market, by packaging Chinese herbs and offering ready-to-eat bird's nests as well as combination gift sets to cater to diverse consumer demands. We also placed emphasis on training field staff and expanding the market, transitioning gradually from traditional retail to corporate trade while adopting modern management practices, including computerized inventory and sales systems and performance-based bonuses to retain talented individuals and expand the business. Adapting to changing market trends, Jiéchéng Zhuāng embraced the new trend of gourmet ready-to-eat foods while preserving the traditional cooking methods after the founder's passing, meeting the demand for traditional food. In the e-commerce era, the company introduced private chef services and culinary classes, offering unique value-added experiences to stay competitive in the fierce market. This paper represents our aspirations for Jiéchéng Zhuāng's future development and aims to provide a continuation of the founder's legacy.

Keywords: Bird's Nest Industry, Traditional Chinese Medicine Shop, Historical Site, Canned Ready-to-Eat Food, Gift Box