近年來,文創產業興起,文創產業企業欲打造國際性的文創精品品牌,但目 前國內在經驗和資訊上不足。因此本研究透過文獻分析法、個案研究法及深度訪談法,探討文創精品品牌建構法則、文創精品的商業模式及文創精品的設計策略。 研究結果發現:(1)獨特的文創精品品牌建構法則—品牌公司建構過程分為「摸索期」、「成長期」,最後趨向「成熟期」或「衰退期」,過程都需要階段性建構項目。(2)文創精品的商業模式—以新4P策略(產品、價格、促銷、通路)作統整,並以星系形商業模式為發展策略。(3)文創精品的設計策略—產品精品化的設計策略,需要經過設計發想、設定主題、精品化、商品化、最後市場評價的過程。本研究整理提供相關文創業者在文創精品開發時參考。
In recent year, the government in Taiwan has emphasized cultural and creative industries increasingly. Cultural and creative industries want to transform brand-driven innovation to luxury profile. However, they are lack of information and experiences about the strategy of luxury. Therefore, this study was conducted through documentary analysis, depth interview and case study. It was regarded four enterprises in cultural and creative industries branding successfully as cases. A theoretical framework was established by probing into the stage from case company’s brand building, business model, and design strategy. Through such analysis, three main findings are reported:(1) Company’s brand building has four phases: trial phase, growing phase, maturity phase or recession phase. (2) Four new Ps (product, price, promotion, and place) of business model.(3) The process of design strategy: in terms of design thinking, theme setting, quality goods, commodities, and market assessment.
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