- 期刊
跨界聯名發揮1+1>2力量—以國立臺灣美術館與台中大毅老爺行旅雙品牌聯名禮盒為例
Co-branding synergy: a case study on the NTMoFA and The Place Taichung co-branded giftbox "Moonlight Souvenir Set"
摘要
近年來，有愈來愈多的公部門積極與民間企業推動「跨界合作」計畫，其中商業與文化領域雙品牌合作儼然成為時下重要發展趨勢，這趨勢顯示文化內容如能透過多樣性、創新性的跨界資源整合，將有助於商業與文化領域合作的雙乘效益，確實發揮1+1>2的有效力量。從政府研擬《文化創意產業發展法》至今已20年，而文化機構一直扮演中間介質重要角色，本文將以館企聯名合作的藝術節慶禮盒為案例，探討分析雙品牌合作計畫推動狀況，提出結果及建議，內容包含：文化轉譯文化元素傳遞文化的價值意義，跨界聯名的執行效益「1+1>2價值已超越單個體的能量」，公部門應與企業持續建立長期合作關係，並發展多領域創新品牌聯名方案。同時，建議政府應可更主動、積極制定跨界合作的相關法源依據，並研擬文化主題行銷策略方案，廣泛徵求更多具有共同價值觀合作夥伴，以共同實現產業創新發展與有效文化藝術教育推廣的目標。
並列摘要
In recent years, more and more public sectors have been actively promoting co-branding programs with private enterprises. The co-branding efforts between the commercial and cultural sectors especially have become an important development trend. This trend indicates that culture elements, when fused innovatively and in a diverse manner, can create synergy that is beneficial to both sectors. It has been 20 years since the government drafted the Cultural and Creative Industries Development Act, and cultural organizations have been playing an important bridging role. In this paper, the cobranded Moon Festival giftbox "Moonlight Souvenir Set" from NTMoFA and The Place Taichung will be examined as a case study to explore and analyze the current status on cross-sector cobranding in Taiwan, and also to put forward the results and recommendations, which include: the values and meanings of cultural translation and transmission of cultural elements, the benefits of cobranding, "The value of 1 + 1 > 2 surpasses the impact of any single entity." The public sector should continue to build long-term partnerships with private enterprises to develop innovative cobranding programs in various fields. At the same time, the paper advocates that the government should be more proactive in formulating the legal basis for cobranding, and in developing strategic plans for cultural themed marketing and soliciting for more partners with common values in order to innovative the development of the industry and effectively promote cultural and artistic education.