體驗行銷與社區產業發展

The Study of The Relationship between Experiential Marketing and Community's Industrial Development The Study of The Relationship between Experiential Marketing and Community's Industrial Development

陳妤旻(Yu-Min Chen)

指導教授 ： 趙樹人

共同指導教授 ： 諸葛正

國立臺中科技大學/設計與語文學院/商業設計系碩士班/碩士(2012年)

https://doi.org/10.6826/NUTC.2012.00081

摘要

在1985年後，政府提倡「文化產業化，產業文化化」的口號，希冀地方以當地資源、文化、特色等元素，透過創意或開發來活化傳統產業，提升地方經濟，達到地方自主經營的發展方式。筆者經由過去與社區合作相關產業計畫中發現，多數社區欲將「體驗」結合社區中的文化、資源等發展社區產業，但卻缺乏完善的整合與規劃，多以利用複製或試圖套用其他成功發展的模式，尋獲短期獲利。此舉致使地方發展同質性高，市場週期更因此產生萎縮。
　　隨著社會架構改變，「體驗經濟時代」來臨，「體驗行銷」引領時代潮流，深入生活各個領域。本研究好奇，是否社區所認知的「體驗」與「體驗行銷」的概念是等同的，若非如此，是否可藉「體驗行銷」的概念改善社區產業的現況。本研究藉由親身訪談、文獻探討以及過去與社區合作的相關經驗，欲探究體驗行銷與社區產業發展之間的情況，並提出以下三點研究目的：（一）藉由文獻資料蒐集，整理出社區產業、體驗行銷的發展歷程。（二）分析台灣地方社區以「體驗」發展社區產業的案例與相關議題，整理其中所產生的各種現象與問題。（三）結合上述兩項分析結果，將社區發展、體驗、體驗行銷等觀念交叉分析，以提出未來社區發展社區產業時，應加思索的方向以茲參考。
最後經研究得出以下五項結論，以及三點後續建議。結論：（一）改變社區居民「習以為常」的視野。（二）利用「公共財」串連起社區產業。（三）「見學」的概念提昇社區產業與體驗之間的內涵。（四）以「體驗」發展的社區產業並非偶然、隨意，需經過規劃設計。（五）「社區產業化」與「產業社區化」需一同並進。後續建議：（一）跨領域的合作產生「魚幫水，水幫魚」效應。（二）社區唯有透過教育，才能走的長遠。（三）公部門需嚴加規劃、輔導相關教育課程。（四）邁向營利組織才能真正達到永續化經營。

關鍵字

體驗行銷 ； 社區產業

並列摘要

Since 1985, the government has been working on the promotion of the concept of “industrializing culture and culturalizing industries” in the hope of stimulating traditional industries and local economies to further achieve local autonomy through the creativity or development of local resources, culture and features. Based on past industrial collaborations with various communities, we have discovered that many communities attempted to combine “experience” with their culture and resources in order to develop their local industries, but most of them lacked integration and planning, seeking for only short-term gains by copying or applying models of other communities. This results in high homogeneity among local developments and withered market cycles.
　　As the social structure changes, the era of the Experience Economy has arrived, and “experiential marketing” is leading the way and found in all aspects of our daily life. The questions to be determined in this present study are whether a community treats “experiencing” as the same as “experiential marketing;” if not, we also wish to determine whether the concept of “experiential marketing” could improve a community’s industries. Through interviews, literature review and examining the past collaborations with communities, this study discusses the relationship between experiential-marketing and a community’s industrial development. The three objectives are to: (1) summarize the process of the development of community industry and experiential marketing. (2) Analyze the cases and relevant issues of a community’s industrial development based on “experiencing” and summarize the phenomena and issues found. (3) Combine the two above findings and cross-analyze the concepts of community development, experiencing, and experiential-marketing in order to provide references for communities regarding their community development. Provide the 5 conclusions and 3 suggestions based on the findings.
Provide the 5 conclusions and 3 suggestions based on the findings.
The conclusions are as follows: (1) The perspective of “being too used to something” of the members of a community needs to be changed. (2) Use “public goods” to join a community’s various industries. (3) Use the concept of “watch and learn” to deepen the content between community industry and experiencing. (4) The development of a community’s industries based on “experiencing” cannot be left to chance but require planning and design. (5) “Community industrialization” and “industry communitization” must proceeds hand-in-hand.
The 3 suggestions are: (1) Use cross-domain collaborations to generate the effect of mutual-benefiting. (2) A community must rely on education to achieve long-term development. (3) Governmental departments must provide careful plans and guidance for related educational courses. (4) For-profit organizations are the means to sustainable management.

並列關鍵字

Experiential Marketing ； Community Industrial

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