文化創意園區體驗行銷之研究–以華山文化創意園區為例

The Study on the Experiential Marketing for Cultural and Creative Parks – Taking Huashan 1914 Creative Park as an Example

姚政存(Cheng-Chun Yao)

指導教授 ： 楊敏芝

朝陽科技大學/設計學院/建築系建築及都市設計碩博士班/碩士(2015年)

摘要

文化創意產業已是世界許多國家推展經濟力的重點。2002年，行政院將「文化創意產業發展計畫」列名為國家發展的重點計畫，而「文化創意園區」則是臺灣推動「文化創意產業」的旗艦計畫；政府選擇了五個城市，利用閒置的酒廠與倉庫，規劃成現在的五大「文化創意園區」，並以「產業」結合「空間」的發展策略推行。
　　然而，「文化創意園區」雖透過產業遺址活化再利用的手法，將舊建築重新整修以作為園區發展與空間體驗的場域；在經營管理層面，卻止於現有空間之規劃，而文化創意產業未來的發展並非依賴空間就能永續經營；在這體驗經濟時代，必須執行適當的行銷策略來達到文化推廣的目的。
　　臺灣五大文化創意園區之中，「華山文化創意園區」為經營最久且最具影響力，至今已邁入百年歷史，擁有五大園區中最多的參觀人次，卻因為遊客多為短期展演參觀，缺乏對文創產業深入瞭解的機會。因此，本研究欲透過臺灣文化創意產業發展概況、文化創意園區發展脈絡以及遊客於文化創意園區之空間體驗情形，整理相關空間體驗因子並以問卷調查的方式，訪問參觀華山文化創意園區的遊客；調查後之統計分析結果，用以研析華山文化創意園區執行體驗行銷所面臨之課題；最終，提出未來行銷策略之具體建議，以此作為未來文化創意園區推廣文化創意產業策略之參考。
　　本研究發現，遊客感受程度最高之體驗形式為「情感體驗」與「行動體驗」；而以「思考體驗」感受最低；在體驗因子當中，遊客最重視的是「園區定期舉辦的市集」。在整體感受程度差異方面，女性普遍高於男性；此外，遊客之先天背景因素、後天教育程度以及感官受刺激的頻率高低的不同為影響感受程度差異之重要因素。

關鍵字

華山文化創意園區 ； 體驗行銷 ； 文化創意園區

並列摘要

Cultural and creative industries have become the focus of the economic promotion in many different countries around the world. The Executive Yuan in Taiwan has listed the “cultural and creative industry developmental project” as the key point for the country’s development, while the promotion of “cultural and creative parks” is the flagship program for the promotion of “cultural and creative industries”. The government has chosen five cities for the transformation into the major five “cultural and creative parks” using the idled breweries and warehouses, which would integrate “industries” with “spaces”.
　　However, through the method that revives and re-utilizes the industrial ruins, the “cultural and creative park” renovates the old buildings as to work out as a location of park development and spatial experience. At the operation and management level, it is limited to the existing spatial planning, but the future of cultural and creative industry cannot rely only on the space for sustainable development; in the era of experience economy, an appropriate marketing strategy shall be implemented as to achieve the goal of cultural promotion.
　　One of the five creative parks in Taiwan, “Huashan 1914 Creative Park” is the oldest and the most influential. Until nowadays, Huashan has already advanced into its centenary history. Although Huashan has the largest number of visitors among the five creative park, yet the exhibitions and visits belong to short-term period which lacks the opportunity to have a deeper understanding of the cultural and creative industry. Therefore, this study aims to compile all information related to space experience factors through Taiwan's cultural and creative industry development, cultural and creative industries development context and the spatial experience situation of the visitors at the cultural and creative park as well as to interview the visitors of Huashan 1914 Creative Park in the form of questionnaire. After the investigation, the statistical results will be analyzed as to examine the issues faced by the Huashan 1914 Creative Park when executing their marketing approaches; finally, a concrete suggestion of future marketing strategy would be proposed as a reference for future promotion for cultural and creative park industry.
　　This study discovers that the highest degree of experience forms are “emotional experience” and “behavioral experience”; the lowest degree goes to “thinking experience.” Among all the experience factors, the visitors valuated “the periodical market at the park” most. Overall, the difference at their feeling degree, females are generally higher than males; in addition, other important factors that influence the feeling degree differences are the contextual factor, the educational background and the frequency of sensory stimulation.

並列關鍵字

Huashan 1914 Creative Park ； Marketing Strategies ； Cultural and Creative Parks

參考文獻

12.廖珮妏，許立群，2009，”體驗行銷策略模組因素驗證之研究”，《International Journal of LISREL》，2期，pp.38-54。

4.徐錢玉、陳柏蒼，2011，”體驗、情緒與地方依戀之研究–以淡水老街為例”，《運動與遊憩研究》，4期，pp.1-18。

14.謝佩珊、陳成業，2009，”體驗行銷策略模組、體驗價值、顧客滿意度與忠誠度關係之研究–以劍湖山世界為例”，《嘉大體育健康休閒期刊》，1期，pp.25-34。 

22.Yuan, Y.H.E.& Wu,C.K., 2008, “Relationships among experiential marketing, experiential value, and customer satisfaction”, Journal of Hospitality & Tourism Research, Vol.32, pp. 387-410.

2.吳長生、連佳儀，2011，”體驗行銷對品牌權益之影響–產品屬性的干擾效果”，《管理研究學報》，1期，pp.87-114