臺灣博碩士論文加值系統

本研究主要探討以妖怪作為景區主題與產業創新的理論基礎應用及妖怪文創
故事帶動景區人流的特殊商業現象。採取個案研究的方式進行臺灣溪頭自然教育
園區過往的發展，為何溪頭地區的消費行為會由年輕消費族群轉變成銀髮族的登
山客居多，而在溪頭有了妖怪村之後，這樣的消費族群為何以一百八十度的大轉
變，讓年輕的消費族群回歸。
溪頭自然教育園區在妖怪村出現之後，是如何在這個以妖怪為主軸的故事規
劃背景下，改變溪頭觀光旅遊消費年齡層的降低，以及妖怪村如何成為當地一種
特殊的觀光景點，開啟了妖怪故事的傳說和臺灣社會故事是如何以創新的設計規
劃方式，重新開啟舊景區休閒旅遊的文創大門。
從設計規劃的導向與如何讓旅客對於自然景區在加入妖怪元素後，影響的來
訪旅客作為探討，並給予當地農特產品加入妖怪元素後做為推廣的成果分析。

This study mainly explores the application of the theoretical basis for using monsters
as the theme of scenic spots and industrial innovation, as well as the special commercial
phenomenon of monster cultural and creative stories driving the flow of people to scenic
spots. A case study was conducted on the past development of Xitou Nature Education
Park in Taiwan. Why did the consumer behavior in the Xitou area change from young
consumer groups to mostly senior hikers? After the Monster Village was established in
Xitou, why did this consumption group undergo a 180-degree change, bringing back the
young consumer group?
After the emergence of the Monster Village in Xitou, how did the Xitou Nature
Education Park lower the age group of tourists and consumers in the context of this story
planning with monsters as the main theme? How did the Monster Village become a unique
local tourist attraction, and how did the legend of monster stories and Taiwanese social
stories use innovative design and planning methods to reopen the cultural and creative
doors of leisure tourism in old scenic spots?
We discuss the orientation of design planning and how it influences visitors to
natural scenic spots after incorporating monster elements. Additionally, we analyze the
results of promoting local agricultural products after adding monster elements.

目次

致謝詞 ............................................................................................................................... i
摘要 .................................................................................................................................. ii
Abstract ............................................................................................................................ iii
目次 ................................................................................................................................. iv
圖目次 .............................................................................................................................. v
第一章 緒論 .................................................................................................................... 1
第一節 研究背景與動機 ......................................................................................... 1
第二節 研究問題與目的 ......................................................................................... 3
第二章 文獻探討 ............................................................................................................ 5
第一節 商業模式 ..................................................................................................... 5
第二節 企業轉型 .................................................................................................... 8
第三章 分析方法與資料來源 ....................................................................................... 11
第一節 分析架構與分析方法 ............................................................................... 11
第二節 資料來源與分析 ....................................................................................... 11
第四章 產業結構分析與妖怪村簡介 .......................................................................... 13
第一節 妖怪村的打造 ........................................................................................... 13
第二節 妖怪村商業模式分析 .............................................................................. 15
第三節 妖怪村推出後的成效分析 ...................................................................... 25
第五章 結論與建議 ...................................................................................................... 28
第一節 研究結論 ................................................................................................... 28
第二節 未來建議方向(臺灣妖怪佈局)................................................................. 30
參考文獻 ........................................................................................................................ 32
一、中文部份 ........................................................................................................ 32
二、英文部份 ........................................................................................................ 32
三、網路部份 ........................................................................................................ 32



圖目次
圖1-1 日本境港妖怪村-鬼太郎妖怪樂園 ..................................................................... 2
圖1-2 日本大將軍妖怪大街 .......................................................................................... 2
圖2-1 商業模式九宮格 .................................................................................................. 7
圖2-2 價值主張地圖 ...................................................................................................... 7
圖2-3 企業轉型的四個構面（C-SOP） ........................................................................ 9
圖3-1 改變營運主軸 .................................................................................................... 12
圖4-1 遺忘曲線（Forgetting curve） ......................................................................... 14
圖4-2 商業模式-明山別館 ........................................................................................... 16
圖4-3 商業模式-明山別館① ....................................................................................... 17
圖4-4 商業模式-明山別館② ....................................................................................... 17
圖4-5 商業模式-明山別館③④ ................................................................................... 18
圖4-6 商業模式-明山別館⑤⑥ ................................................................................... 18
圖4-7 商業模式-妖怪村 ............................................................................................... 20
圖4-8 商業模式-妖怪村① ........................................................................................... 21
圖4-9 商業模式-妖怪村②③ ....................................................................................... 21
圖4-10 商業模式-妖怪村④ ......................................................................................... 22
圖4-11 商業模式-妖怪村⑤ ......................................................................................... 22
圖4-12 商業模式-妖怪村(照片) .................................................................................. 23
圖4-13 商業模式-妖怪村⑥ ......................................................................................... 23
圖4-14 商業模式-妖怪村⑦⑧ ..................................................................................... 24
圖4-15 商業模式差異性 .............................................................................................. 25
圖4-16 交通部觀光局統計表 ...................................................................................... 26
圖4-17 交通部觀光局曲線圖 ...................................................................................... 27
圖5-1 企業轉型前後整體獲利 .................................................................................... 29
圖5-2 臺灣妖怪分佈圖 ................................................................................................ 31

一、中文部份
1.鄭健雄(2014)。後現代旅遊產品新風貌。旅遊學刊，8，5-7。
2.鄭健雄(2017)。休閒與遊憩概論：產業觀點，三版。台北：雙葉書廊。
3.鄭健雄(2017)。休閒旅遊產業概論(簡體書)。北京市：中國建築工業出版社。
4.亞歷山大．奧斯瓦爾德 （Alexander Osterwalder）、伊夫．比紐赫 （Yves
Pigneur）(2012)。獲利世代：自己動手，畫出你的商業模式。臺北市：早安財
經文化。
二、英文部份
1.Exploring business model in creative tourism，Asia Pacific Journal of Tourism
Research, 鄭健雄(Jen-Son Cheng)、Peter J. Sher、Y, Xiang、Chia-Wei
Liu, SSCI, 2014.
2.Shabgou, M. Dayani.,S.M. (2014), "Towards the Sensory Marketing: Stimulating the
Five Senses (Sight, Hearing, Smell, Touch and Tasle) and Its Impact on Consumer
Behavior," Indian Journal of Fundamental and Applied Life Sciences, 4(1), 573-581.
3.Prahalad, C.K.. (2002) Wealth at the Bottom of the Pyramid, 26, 54-67. pp.
4.Osterwalder, A., Pigneur, Y., & Tucci, C. (2005). Clarifying Business Models:
Origins, Present, and Future ofthe Concept. Communications of the Association for
Information Systems, 16, pp-pp.
5.Solomon, M.R. (2002). Consumer behavior: buying, having, and being. Upper
Saddle River: Prentice Hall.
三、網路部份
1.溪頭妖怪村官方網站。檢自http://www.xitou-kuma.tw/ (May 04,2024)
2.妖怪村(民112年7月25日)。在維基百科。檢自
https://zh.wikipedia.org/wiki/%E5%A6%96%E6%80%AA%E6%9D%91 (May 05
2024)
doi:10.6837/ncnu202400168
32
3.規模經濟(民111年12月5日)。在維基百科。檢自https://zh.wikipedia.org/zh
tw/%E8%A7%84%E6%A8%A1%E7%BB%8F%E6%B5%8E (May 05,2024)
4.李吉仁(2019)。企業轉型的四個構面（C-SOP）滾動式創新轉型。檢自
https://www.hbrtaiwan.com/article/18704/four-key-points-for-corporate
transformation (May 15, 2024)
5.羅瑟·瑞夫斯(1961)。MBA智庫百科《實效的廣告》。檢自
https://wiki.mbalib.com/zh-tw/USP%E7%90%86%E8%AE%BA(May 19, 2024)
6.M. Lindstrom (2006). Integrating the Five Senses in University Curricula. Retrieved
from https://www.semanticscholar.org/paper/Brand-Sense%3A-How-to-Build
Powerful-Brands-Through
Lindstrom/ce15cab24b57bacf64723004d2c6583d779abc40 (May 15, 2024)