探討臺灣地區文化創意產業發展與經營模式-以阿原肥皂為例

A Study of Cultural and Creative Industry Development and Business Model in Taiwan- A Case of Yuan Soap

林雅文(Ya-Wen Lin)

指導教授 ： 曾義明

淡江大學/商管學院/國際企業學系碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.01147

摘要

隨著全球化與高科技產業的迅速發展，文化創意產業已成為全球各地所重視的行業。從單一的文化創意類型做到上下游資源整合，再透過品牌的加值來創造不可替代的價值，運用現在管理理論的觀點及產品創新觀點，以提升臺灣文化創意產業的核心價值，期待臺灣能成為亞太文化創意產業匯流中心。
本研究以臺灣地區之「文化創意產業」為對象，從實務觀點深度瞭解臺灣地區「文化創意產業」發展之現況及困境，藉由實證案例，闡明臺灣地區文化創意發展與經營模式之歷程，並且探討本研究對象-阿原肥皂如何從個人工作室，轉變成現在的多元化經營模式，又如何注入創意元素、文化資源整合及品牌建立，讓臺灣地區的手工肥皂產業能夠價值再造。
阿原肥皂是以臺灣青草藥手作皂為起點，選用臺灣青草藥為主題，融合東方養生思維、愛惜人身與善待環境的理念，而以最簡單的回歸大自然與素樸的觀念，秉持愛臺灣的情操，運用臺灣地區青草藥、天然植物和農作物及在地性資源，讓肥皂的製造完全用純淨無染的製程，提供給消費者，而消費者在這樣的信念中，得到健康，手作皂經由洗褪的過程中流到水裡、進入土裡的東西非但不要造成污染，更能成為大地的養分。在產品研發上，成立「阿原國際藥草研究發展中心」，研究植物與人的健康關係之研究，開發以最高比例的植物萃取、中藥精煉植物領域中蒐集珍貴的活性成分研發之新商品。將青草藥原料與研發結合，讓產品達到真正純粹天然。在經營品牌同時，經營人身健康、土地環保、企業社會責任，堅守手工製程，期許提供更多的就業機會給社會大眾。將一批一批被遺忘的在地產業帶進週邊產品，發揚臺灣好物之美，持續努力將臺灣品牌推向國際舞台。
最後根據研究結論，本研究提出實務建議，以供文化創意產業發展，以及後續研究之參考。

關鍵字

文化創意產業 ； 肥皂產業 ； 阿原肥皂

並列摘要

With the rapid developments of globalization and technological advancement, cultural and creative industries are more and more valued and have attracted worldwide attention. From a simple type of structured operation to upstream and downstream resource integration, the core values of cultural and creative industries in Taiwan are raised through value-added brands, innovative products, and management flexibility. It is hoped that Taiwan can become the convergence center of cultural and creative industries in the Asia-Pacific regions.
The goal of this study is to understand the current situation and dilemma of the development of Taiwanese cultural and creative industries in depth, from a practical point of view. This study implements the method of empirical case study to illustrate the history of industrial developments and business models. It explores how Yuan soap, the research object, is converted from an individual studio to a diversified business operation. This study further discusses how it integrates creativity elements, cultural resources into brand establishment, re-enhancing the values of handmade soap industries in Taiwan.
The foundation of Yuan Soap is the manufacture of handmade herbal soap. It selects Taiwanese herbs as the theme and blends it with the oriental concepts of health nutrition and environmental protection. With the simplest notion of returning to nature, Yuan Soap utilizes local herbs and natural plants in Taiwan, and the process of soap manufacture is completely pollution-free. This idea is received by consumers, and they understand that the waste of the soap will not pollute water or lands. Instead, it becomes the nutrition for the earth. In product developments, it established the Yuan International Herbs Research and Development Center, which studies the relationship between plants and human health. It produces new products that contain the highest proportion of plants extraction, herbal refining plants and precious active ingredients. The combination of raw herbal medicine materials further pushes their products to extreme purity. In addition to brand management, Yuan Soap also devotes efforts to personal health, environmental protection, and social responsibility. The completely manual manufacturing process also provides more job opportunities. It endows local forgotten industries with brand-new values, promotes the beauty of Taiwanese products, and continues presenting the local brand to the world.
Finally, according to the research findings, this study offers practical suggestions of the development of cultural and creative industries for further research in the future.

並列關鍵字

Cultrue and Creative Industry ； Soap Industry ； Yuan Soap

參考文獻

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