文化創意產業之玻璃工藝產業經營模式分析

Business Model Analysis of the Glass Craft Industry

劉芳君(Fang-Chun Liu)

指導教授 ： 陳文華

國立臺灣大學/管理學院/商學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.02652

摘要

本研究針對文化創意產業中玻璃工藝產業之經營模式進行深入探討。採用個案研究法針對國內外玻璃工藝產業進行深入研究，目的在於透過國內外玻璃工藝產業的環境分析以及產業中的成功個案之經營模式探討，對台灣玻璃工藝產業未來經營模式規劃提出建議。
本研究所得之主要結論如下所述：
1. 根據產業發展概況，國外玻璃工藝產業存在著許多百年來的貴族品牌，各自擁有不同的技法表現及產品特色，但皆以創造時尚與藝術潮流發展；而國內之玻璃工藝產業則較少以品牌形式發展，多以製造商為主，在品牌創造上仍趨於萌芽階段。
2. 經營模式的分析，施華洛世奇採集團化經營方式，針對切割技術的創新持續發展，並且結合時尚產業共同創造潮流；而琉園則以管理及設計兩者分開的組織結構，利用脫蠟鑄造技術開創具有中華文化之玻璃藝品。
3. 台灣玻璃工藝產業之經營模式，應首重品牌定位的選擇，融入台灣的多元創意建立鮮明的中華文化特色，並且創造精緻的品味享受；在經營活動的執行上，應結合管理及設計人才並利用整體產業資源，以提升經營效率與組織資源豐富性；另外，更必須選定具有競爭力的技法與產產作為核心競爭力。

關鍵字

文化創意 ； 玻璃工藝 ； 經營模式 ； 經營策略

並列摘要

This study is to discuss the business model of glass craft industry in cultural and creative Industry. The purpose of study is to compare with domestic and foreign Industry, to discuss business model of two successful firms as well as to give some advises about building new business model in glass craft industry.
The conclusions of this study are presented as follows:
1. According to industry development, there are many old brands in the foreign industry. Each brand has different position and characteristic. They keep developing by creating new trend. However, there are fewer brands in domestic industry. Most firms are manufacturing firms.
2. About the business model analysis, Swarovski adopt group management mode for hundred years. They continue to innovate in cutting technology as well as cooperate with fashion industry to lead trend. Tittot designed the organization structure combined management team and design team. They integrate Chinese culture to perform dewaxing technology.
3. Branding is the first thing for Taiwan glass craft industry. Firms could create a distinctive position, build quality system, integrate resources of domestic industry, and develop core competence by one category.

並列關鍵字

Cultural and creative ； Glass Craft ； Business model ； Business strategy

參考文獻

1. Afuah, Allan, Business Model: A Strategic Management Approach, 1st ed., McGraw Hill Irwin, 2004.

2. Coase, Ronald H., The Nature of the Firm, Economic, 1937.

3. Friedman, Vanessa, “Crystal-gazing with a family jewel Swarovski’s international communications chief tells Vanessa Friedman how she’s trying to reshape the business and about her future plans”, Financial Times, London (UK), Nov 19, 2005, pp.3.

6. Porter, Michael E., “Competitive Advantage: Creating and Sustaining Superior Performance”, Harvard Business School, 1985.

7. Porter, Michael E., Competitive Strategy, New York: Free Press, 1980.