| Summary: | 碩士 === 大葉大學 === 企業管理學系碩士班 === 103 === It’s famous for the Shaohsing rice wine in Puli Winery in Nantou County. But since the government opened after foreign tobacco and liquor imports, the Shaohsing rice wine market selling volume has been plummeted, so they have to planning actively new business model into The tourist spots , and it is need to enhance organizational reconfiguration. Hoping it can be another new way. As a result, the Puli Winery use its Innovative thinking to give the Shaohsing rice wine a brand new life and value. With the innovative behavior and marketing plan to open up and develop the new consuming market. So it might can be to turn loss into gain. It is a model of Traditional Industries Transition Development another new operation business.
In This research report, the main purpose is to increase Puli Winery’s competitive capability change into tourist spots, so we need to have a questionnaire to those people who prepared to go to there. To discuss the degree of competitiveness by organization reformation, innovation behavior and marketing plans. This research issued 320 questionnaires , and 291 questionnaires are completely effective . This research adopted SPSS12.0 as statistical analytical tool, and adopted reliability and validity analysis , factor and regression analysis to study the hypotheses . The result indicates that tourists agreed that competitive capability of the winery can be increased by innovation behavior and marketing plans. However, the tourists think that the influence of the competitive capability by the innovation of the organization is not obvious. Hoping that this research can provide be taken as a reference for other traditional industry transformation and the development of tourism.
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