傳統糕餅產業傳承接班佈局與城鄉差異之分析

Abstract

臺灣傳統糕餅業多屬中小微家族企業，不僅為地方經濟的重要組成，更承載節慶禮俗、家族情感及地方文化等多重價值。然而，面對少子化、高齡化、消費型態改變及市場競爭加劇，產業正面臨技藝傳承與接班困境。基於此，本研究旨在探討臺灣傳統糕餅產業於文化保存、技藝傳承及家族企業接班過程中所面臨之挑戰，並分析城鄉差異對產業發展知識、接班準備及技藝傳承行動之影響。本研究採文獻分析及橫斷式問卷調查法，以全國傳統糕餅店現任經營者或負責人為研究對象，共回收243份有效問卷，並運用描述性統計、單因子變異數分析、皮爾森相關分析及多元迴歸分析進行資料分析。研究結果顯示，不同城鄉類型在產業技術、文化價值與象徵、產品研發與行銷定位，以及能力認知與接班規劃等構面均達顯著差異；其中，產業發展知識與能力與技藝傳承行動呈高度正相關 (r = .653)，並於多元迴歸分析中為影響技藝傳承之最重要因素，顯示知識累積與能力培育對促進技藝傳承及產業永續具有關鍵作用。此外，傳統糕餅產業亦面臨人才斷層、技藝流失、接班規劃不足及市場競爭加劇等挑戰，且不同城鄉環境之影響機制存在差異。綜合而言，傳統糕餅產業的接班不僅是企業經營權的延續，更是製餅技藝、家族精神及地方文化的傳承。因此，本研究建議透過完善接班制度、強化人才培育、深化產學合作及因地制宜之輔導策略，以兼顧產業競爭力與文化永續，作為未來政府政策及產業發展之參考。

Taiwan's traditional pastry industry consists predominantly of small and micro-sized family businesses. Beyond serving as an important pillar of the local economy, it embodies festival customs, family values, and local cultural heritage. However, demographic changes such as declining birth rates, population aging, changing consumer preferences, and intensified market competition have created significant challenges for the succession of family businesses and the preservation of traditional craftsmanship. Accordingly, this study aims to investigate the challenges of cultural preservation, craftsmanship inheritance, and family business succession in Taiwan's traditional pastry industry, while examining the effects of urban–rural differences on industry development knowledge, succession preparedness, and craftsmanship inheritance behaviors. This study employed a literature review and a cross-sectional questionnaire survey. The research subjects were current owners or managers of traditional pastry businesses throughout Taiwan. A total of 243 valid questionnaires were collected. The data were analyzed using descriptive statistics, one-way analysis of variance (ANOVA), Pearson correlation analysis, and multiple regression analysis. The results indicate significant urban–rural differences in industry-related knowledge, including production technology, cultural values and symbolism, product development and marketing positioning, as well as competency awareness and succession planning. Among these factors, industry development knowledge and competency exhibited a strong positive correlation with craftsmanship inheritance behavior (r = .653) and was identified as the most influential predictor of craftsmanship inheritance in the multiple regression analysis. These findings suggest that strengthening industry knowledge and professional competencies plays a critical role in promoting craftsmanship inheritance and the sustainable development of the industry. Furthermore, Taiwan's traditional pastry industry continues to face challenges including workforce shortages, loss of traditional craftsmanship, inadequate succession planning, and increasing market competition. The mechanisms influencing succession and inheritance also vary across different urban and rural contexts. In conclusion, succession in the traditional pastry industry represents not only the transfer of business ownership but also the continuation of traditional craftsmanship, family values, and local cultural heritage. Therefore, this study recommends strengthening succession planning, cultivating professional talent, promoting industry–academia collaboration, and implementing region-specific development strategies to enhance both industrial competitiveness and cultural sustainability. The findings may serve as a valuable reference for future policymaking and the sustainable development of Taiwan's traditional pastry industry.