工藝類文化創意產業所需行銷職能及其在大學相關課程之IPA分析

Marketing Competencies Needed for Cultural and Creative Industries of Crafts and an Analysis of Their Importance-Performance in the Current Courses in Universities

李隆盛(Lung-Sheng Lee) ； 張良德(Liang-Te Chang) ； 林坤誼(Kuen-Yi Lin) ； 林聖薇(Sheng-Wei Lin) ； 李玉娟(Yu-Chuan Lee) ； 吳明鋗(Ming-Jiuan Wu)

《課程與教學》 15卷4期 (2012/10) Pp. 101-126

https://doi.org/10.6384/CIQ.201210.0101

摘要

依據臺灣六大新興產業人才培訓與發展趨勢研究指出，文化創意產業中有關行銷方面的職務持續增加中，在未來3至5年中成長率可達45%，因此文化創意產業除在生產之外更須加強行銷，其有關從業人員更需強化本身的行銷職能。本研究運用模糊得懷術確認工藝類文化創意產業人才所需的行銷職能，並透過重要性－表現度分析（以下簡稱IPA），檢視這些職能對大學相關學系的重要性和現開設行銷課程的表現度。過程先由12位業界專家確認出二構面22項行銷職能，再以問卷調查11位文創相關學系主任對重要性與表現度的看法。研究結果指出已確認之行銷職能可供有關教育訓練、職涯發展和人員遴選之參據；並指出大學相關學系現有行銷課程僅培養學生一般行銷能力，對培養學生行銷工藝類文創產品之職能的質量尚不足夠，未來在分析產品市場接受度、與核心顧客建立夥伴關係、快速回應顧客意見、以及提供產品趨勢與需求回饋等四項行銷能力均亟待加強。

關鍵字

文化創意產業 ； 行銷職能 ； 課程需求評估 ； 模糊得懷術 ； 重要性－表現度分析

並列摘要

A study of human resource training and development trends in the six emerging industries in Taiwan reports that jobs in the field of marketing have increased in the cultural and creative industries. It is predicted that its growth rate will be up to 45% within 3-5 years. Thus, not only production but also marketing has to be strengthened in the cultural and creative industry of crafts; the practitioners in this industry need to enhance their marketing competencies for doing more and better. The two purposes of this study are (1) To identify the marketing competencies through fuzzy Delphi technique; and (2) To examine the importance of competency for the university/college departments related to the cultural and creative industry and availabilities of current courses related to marketing in the departments to develop students those competencies through an importance-performance analysis (IPA). Based on 12 practitioner representatives' opinions, two categories and 22 marketing competencies were identified. Then, according to the opinions from 11 university/college department chairs in the field of cultural and creative industry, an IPA of current courses related to marketing was completed. It is concluded that the identified competencies can serve as the basis for related education and training, career development and employee selection. It is also concluded that the current marketing courses tend to develop student's general marketing competency, and fail to develop in students the marketing competencies specific in the field of cultural and creative industry of crafts. Therefore, further efforts should be made to enhance in students the following four competencies: (1) to analyze market acceptance of products, (2) to establish partnership with core customers, (3) to respond to customers' opinions quickly, and (4) to offer product trends and feedback to demand.

並列關鍵字

cultural and creative industry of crafts ； marketing competency ； curriculum needs assessment ； fuzzy Delphi technique ； importance-performance analysis (IPA)

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