以服務設計觀點探討日日田職物所案例

本研究探討了服務設計在地方文化產業中的應用，以「日日田職務所」為案例，深入分析其對企業運營、客戶體驗及文化影響力的提升作用。研究背景源於地方創生政策的推動，地方文化產業在這一背景下逐漸成為地方經濟和社會發展的重要支柱。然而，許多文化企業在實際運營中面臨市場反應遲緩、創新能力不足及文化影響力有限等挑戰。本研究的目的在於通過服務設計視角，探索這些挑戰的解決方案。研究採用了質性研究方法，包括深入訪談、現場觀察和問卷調查，收集了豐富的一手資料。通過分析發現，「日日田職務所」在運營流程上缺乏靈活性，導致市場適應能力下降；部門協作機制不完善，限制了企業的創新效率。此外，研究還發現企業的客戶滿意度未達預期，部分原因在於服務設計未能充分考慮客戶的全流程體驗，從而影響了品牌忠誠度。文化影響力方面，企業未能充分挖掘和利用地方文化資產，導致品牌在市場中的差異化優勢不足。基於這些發現，本研究提出了具體的改善建議，包括優化運營流程以提高靈活性、建立跨部門協作機制以促進創新、以及加強文化資產的挖掘與利用，以增強品牌的文化影響力和市場競爭力。研究結論指出，服務設計作為一種系統化的設計思維，不僅能有效解決文化企業在運營中的各類挑戰，還能為地方創生政策提供新的實踐策略和發展路徑，促進文化產業的可持續發展。

關鍵字

服務設計；地方文化產業；流程優化；文化沉浸；文化永續性

並列摘要

This study explores the application of service design in the local cultural industry, using "Daydaytian " as a case study to analyze its impact on business operations, customer experience, and cultural influence. The research is set against the backdrop of the promotion of regional revitalization policies, where the local cultural industry has gradually become a key pillar of local economic and social development. However, many cultural enterprises face challenges in their operations, including slow market response, insufficient innovation capacity, and limited cultural influence. The purpose of this study is to explore solutions to these challenges from a service design perspective. The research employed qualitative methods, including in-depth interviews, field observations, and surveys, to gather extensive primary data. The analysis revealed that "Daydaytian " suffers from a lack of flexibility in its operational processes, leading to a decreased ability to adapt to market changes. Additionally, the company’s interdepartmental collaboration mechanisms are inadequate, limiting its innovation efficiency. The study also found that customer satisfaction has not met expectations, partly due to service design failing to fully account for the entire customer journey, thus affecting brand loyalty. In terms of cultural influence, the company has not fully explored and utilized local cultural assets, resulting in insufficient differentiation in the market. Based on these findings, the study offers specific recommendations for improvement, including optimizing operational processes to enhance flexibility, establishing interdepartmental collaboration mechanisms to foster innovation, and strengthening the exploration and utilization of cultural assets to boost the brand’s cultural influence and market competitiveness. The study concludes that service design, as a systematic design thinking approach, can effectively address various operational challenges faced by cultural enterprises and provide new practical strategies and developmental pathways for regional revitalization policies, thereby promoting the sustainable development of the cultural industry.