文創產業品牌發展模式：以法藍瓷為例

在競爭激烈的國際局勢裡，台灣的產業面臨著轉型及升級的壓力。其中「文化創意產業」被政府視為接續此波產業結構轉型的經濟動力來源。在政策推動下，台灣文化創意產業以創新研發、形塑品牌為重要發展方針，企圖建立台灣品牌，推介優質台灣產品，進軍國際市場。在台灣文化創意產業中，「法藍瓷」是一個代表性的成功個案，我們有需要了解其品牌設計的形塑過程，並了解其成功背後的因果環路結構。本文透過系統動態學方法論，進行法藍瓷個案研究中發現：此企業從代工時期，持續累積人力、資金、生產及設計能力，並於適當時機點得以發展自有品牌。雖然品牌初始定位受到侷限，但是法藍瓷品牌形塑途徑從價值角度切入，並持續提升產品品質，於發展品牌的資源與能力均充足時，成功發展出自有品牌。

關鍵字

文化創意產業；品牌；法藍瓷；系統動態學

並列摘要

Taiwan's industry is under the pressure to transform and upgrade due to the international competitions. It has encountered the challenge to increase its added value. Culture-Creativity based industries are regarded as one of the important target to develop. How to establish and manage branding in this section has become a critical issue. Franz, as a Taiwanese company, has successfully developed itself into an international brand in the fine art market. The success of this eminent case is worthwhile for study. This study used the system dynamics methodology to analyze the development process of the Franz Company. The result shows that Franz began its accumulation of human resource, capital, capability of production and design since the OEM stage. The strategy to cut in the branding segment at a proper timing also contributed to its success. Although the initial brand positioning target constrained the brand image in later times, but the focus on the accumulation of capabilities and resources helped Franz to create and sustain the brand value.