行政院農業委員會為因應台灣加入WTO，稻米開放進口對我國稻米產業的衝擊，農糧署自2005年起透過具有行銷能力之農民團體或糧商，結合轄區內稻農、育苗業者及加工碾製業者等建置「稻米產銷專業區」，以產銷一體營運機制及品牌化營運模式行銷，以建構具有內外銷競爭優勢的稻米產銷體系，提高農民收益。
本文以深度訪談法與次級資料為資料來源，以質性分析法探討台南縣後壁鄉芳榮米廠如何因應外部環境變遷，為求永續發展而創新轉型，其轉型原因、轉型過程及其轉型績效，研究結果分述如下：
一、創新來源：包含外部及內部因素，前者包括台灣加入WTO、政府政策宣導及非營利組織宣導、消費者行為改變，後者包括米廠高階主管覺醒、員工覺醒及農民覺醒等。
二、創新模式：包含產品創新、製程創新、方法創新及行銷創新。
（一）產品創新：包含品種改良、產品延伸、技術創新。
（二）製程創新：包含實施源頭式管理、契作、稻作生產過程上中下游之SOP化、並重視安全化、合理化及生態化等三化、落實科學化管理等。
（三）方法創新：本案例將競爭性農業、社會價值、讓利導入企業經營理念。
（四）行銷創新：包含稻米產業與休閒體驗結合，目標市場由B2B轉至B2C、並重視顧客關係管理、建立多元產品、品牌與包裝。開拓多元市場及行銷通路，採故事行銷、不斷參賽屢獲佳績提升品牌知名度。
三、創新轉型效益：本個案創新轉型效益包含經濟效益、生態環境效益、社會文化效益、
品質提升、高顧客滿意、高品牌知名度、異業結合、科技轉變、員工、農民成長。

To cope with the impact of rice import on rice industry due to Taiwan’s joining in the WTO, Agriculture and Food Agency of Agriculture Council, Executive Yuan has drawn support from farmer groups or food dealers with marketing capabilities as well as rice farmers and people engaged in seedling raising, rice processing and rice milling to set up “special rice production and marketing areas” since 2005. At these areas, integrative production and marketing mechanism and branding business model are used to build a rice production and marketing system that owns competitive advantages in both domestic sales and export sales, so as to increase farmers’ income.
With in-depth interview and secondary data as sources, this paper uses qualitative analysis to discuss how the Fang Rong rice factory in Houpi Township of Tainan County copes with changes in external environment, and investigate its innovative transformation for the purpose of sustainable development, as well as the reasons, processes and performances of the transformation. Research results are respectively described as follows:
1. Sources of innovation: external and internal factors. The former includes Taiwan’s joining in the WTO, government policy promotion, non-profit organization promotion and changes in consumers’ behaviors; the latter includes senior supervisors and normal employees’ awakening in the rice factory as well as farmers’ arousal.
2. Innovation mode: product innovation, process innovation, method innovation and marketing innovation.
（1）Product innovation: includes breed improvement, line extension and technological innovation.
（2）Process innovation: implements source management, contract farming and SOP of rice production process, highlights securitization, rationalization and ecologization, and achieves scientific management.
（3）Method innovation: this case introduces competitive agriculture, social values and profits sharing into enterprise business ideas.
（4）Marketing innovation: combines rice industry with leisure experience. The target market changes from B2B into B2C. This case values customer relationship management, constructs diversified products, brand and packaging, exploits diversified markets and marketing channels, utilizes story marketing, and continuously gets good achievements in competitions to enhance brand awareness.
3. Benefits of innovative transformation: the innovative transformation benefits of this case include economic benefits, ecological and environmental benefits, socio-cultural benefits, quality improvement, customers’ high satisfaction, high brand awareness, horizontal alliances, technological changes, as well as staff and farmers’ growth.

Key words: rice industry, Innovative transformation, special rice production and marketing area

第一章　緒論 1
　第一節　研究動機 1
　第二節　研究目的. 2
　第三節　研究內容與範圍 3
　第四節　研究流程 4

第二章　文獻探討 5
　第一節　創新理論 5
　第二節　轉型理論 7

第三章　芳榮米廠創新轉型歷程 12
　第一節　芳榮米廠個案介紹 12
　第二節　芳榮米廠創新轉型歷程 13

第四章　研究方法 15
　第一節　芳榮米廠個案研究分析法 15
　第二節　芳榮米廠個案研究訪談對象 15
　第三節　芳榮米廠個案研究訪談工具 16
　第四節　芳榮米廠個案研究訪談程序 24
　第五節　芳榮米廠個案研究資料分析法 25

第五章　研究結果 27
　第一節　芳榮米廠創新來源 27
　第二節　芳榮米廠創新模式 30
　第三節　芳榮米廠創新轉型效益 48
　第四節　芳榮米廠受訪者意見反應 56
　第五節　芳榮米廠訪談分析 57

第六章　結論與建議 62
　第一節　結論 62
　第二節　建議. 64
　第三節　研究限制 64

參考文獻 66
附錄 68
　附錄一、芳榮米廠執行長訪談紀錄 68
　附錄二、芳榮米廠行銷組長訪談紀錄 93
　附錄三、芳榮米廠產銷班總班長訪談紀錄 125






圖目錄
圖1-1 研究流程圖 4
圖3-1 芳榮米廠創新轉型歷程 13


表目錄
表4-1 芳榮米廠受訪者資料 16
表4-2 芳榮米廠（稻米產銷專業區）－執行長訪談題綱 16
表4-3 芳榮米廠（稻米產銷專業區）－行銷組長訪談題綱 20
表4-4 芳榮米廠（稻米產銷專業區）－產銷班總班長訪談題綱 22
表4-5 芳榮米廠訪談時間紀錄 25
表5-1 芳榮米廠創新模式轉型前後之比較 30
表5-2 芳榮米廠2008年至2009年銷售地點及數量（公斤） 44
表5-3 芳榮米廠創新轉型效益前後之差異 48

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