解讀文化品牌模式之探討

A Study on The Decoding of Cultural Brands Model

王淑慧(Shu-Huei Wang) ； 何明泉(Ming-Chyuan Ho)

《明道學術論壇》 9卷2期 (2014/06) Pp. 27-48

摘要

本研究以文化品牌精緻化的形塑，解讀文化象徵的意義、解碼再經重新結合設計、行銷、媒體、經營管理及整體形象包裝等等重構新的文化品牌模式。在整體消費過程的溝通傳達，文化商品如何傳遞文化訊息，文化品牌如何解讀，如何呈現出文化內涵及外延，在全球化與在地化的潮流下，解讀文化品牌精緻化的服務、體驗、美感、心靈等等，來滿足現代消費者。透過品牌探討文化、產品和消費者間意義的流轉，以法藍瓷、幾米為個案研究分析，輔以SWOT分析以了解各個個案研究設計、行銷、媒體、經營管理等整體包裝之過程。結論顯示文化品牌不只要有精緻符碼創作的特殊性，更需要結合識別（文化符碼）、行銷、經營管理、產品及創新品牌價值，重構出新的文化品牌創新模式。

關鍵字

文化品牌 ； 品牌管理 ； 文化符碼 ； 解碼與編碼 ； 美學

並列摘要

Refined cultural brand is shaped to interpret the symbolic significance of culture and the cultural brand model is decoding and recoding through reintegration of design, marketing, media, management and overall image packaging in this research. How the cultural products transmit cultural messages, how to interpret cultural brands and how to present and extend cultural contents during the whole consumption process to decode the service, experience, aesthetics and spirit provided by refined cultural brands for satisfying modern consumers under the global and local trends will be discussed. Case studies of Franz and Jimmy are conducted to explore the meaning exchanges among culture, products and consumers. In addition, SWOT analysis is used to understand the overall packaging process of study design, marketing, media and management for each case. The conclusion reveals a cultural brand not only needs to create a special elaborated code, but also needs to integrate identity (cultural code), marketing, management, products and innovation of brand values for decoding and recoding a new cultural brand model.

並列關鍵字

cultural brand ； brand management ； cultural codes ； decoding and recoding ； aesthetics