國立臺灣工藝研究發展中心行銷策略之研究

The Study of National Taiwan Craft Research and Development Institute's Marketing Strategy

袁鶴齡(Hao-Lin Yuan) ； 吳曉媛(Hsiao-Yuan Wu)

《休閒研究》 11卷1期 (2021/08) Pp. 20-43

摘要

文化創意產業，源自創意或文化積累，透過智慧財產之形成及運用，具有創造財富與就業機會之潛力，並促進全民美學素養，使國民生活環境提升之產業，文化創意產業類型有視覺藝術產業、音樂及表演藝術產業、文化資產應用及展演設施產業、工藝產業等（參照文化創意產業發展法第3條規定），工藝產業類指的是從事工藝創作、工藝設計、模具製作、材料製作、工藝品生產、工藝品展售流通、工藝品鑑定等行業。國立臺灣工藝研究發展中心（簡稱工藝中心），為文化部所屬中央三級機構，係臺灣唯一專責工藝文化及工藝產業扶植之政府機構，兼負文化美學及產業經濟兩大任務。應執行之組織目標包括工藝創新開發、工藝技術人才育成、國際文化交流合作及行銷推廣、工藝文化研究、美學教育推廣、工藝典藏及資訊建置、以及扶植地方特色工藝產業等任務。本研究主要探討工藝中心如何規劃臺灣工藝主題展覽活動，規劃展覽活動的概況與目的為何，目前在展覽活動上採行哪些行銷策略作法，並以此探討工藝中心推展展覽活動之成效，藉以了解工藝中心在經濟面（創造產值、提升地方工藝產業、帶動地方經濟發展及增加就業機會）、文化面（形塑工藝產品形象及增加品牌識別度）、參與面（工藝家、地方社區團體及民眾參與度）之情形。本研究發現主要為：一、規劃主題展覽活動主要依據工藝中心組織法辦理展示推廣業務，主要目的配合國家政策、社會及國際議題走向。二、工藝中心採行行銷策略組合4P，但缺少4C與4V組合。三、工藝中心舉辦及行銷展覽活動的困難在於法令、經費及地點的限制。四、工藝中心推動展覽活動之成效，在經濟面主要推廣工藝作品銷路，提升臺灣工藝品牌價值；文化面主要認證傑出工藝家認證，提高工藝品牌知名度；參與面主要帶動地方社區參與，對工藝家助益頗大。

關鍵字

文化創意產業 ； 行銷策略 ； 工藝中心

並列摘要

Cultural and creative industry refers to industries that originate from creativity or cultural accumulation through the formation and use of intellectual property. They have the potential to create wealth and employment opportunities, promote the aesthetic literacy of the populace, and improve the national living environment.The Cultural and creative industry is comprised of the visual arts industry, music and performing arts industry, cultural heritage application and performance facility industry, craft industry, etc. (refer to Article 3 of the Cultural and Creative Industries Development Law). The craft industry refers to craft creation, craft design, mold making, material production, handicraft production, handicraft exhibition and sales circulation, handicraft identification, etc. The National Taiwan Craft Research and Development Institute (NTCRI) is a third-level central agency under the Ministry of Culture. It is the only government agency in Taiwan that is responsible for the support of craft culture and craft industry. It also undertakes the two major tasks of cultural aesthetics and industrial economy. Organizational goals include technological innovation and development, craftsmanship training, international cultural exchange cooperation and marketing promotion, craft culture research, aesthetics education promotion, craft collection and information establishment, and support for local craft industries. This research primarily discusses how NTCRI plans Taiwanese craft themed exhibition activities, to include overview and purpose and marketing strategies currently being adopted. It also evaluates the effectiveness of NTCRI in promoting exhibition activities in order to understand the contribution effects the exhibition activities have on economic aspects (creating output value, enhancing the local craft industry, driving local economic development and increasing employment opportunities), cultural aspects (shaping the image of craft products and increasing brand recognition), and participation (crafters, local community groups, and public participation). The main findings of this research are as follows: 1. The planning of theme exhibition activities is mainly based on the organization law of NTCRI to handle the display and promotion business. The primary purpose is to cooperate with national policies, social and international trends. 2. NTCRI adopts the marketing strategy combination 4P, but lacks the combination of 4C and 4V. 3. The difficulty in holding and marketing exhibition activities in NTCRI lies within the restrictions of laws, funding and location availability. 4. NTCRI enhances the effectiveness of exhibition activities. In economic aspects; NTCRI is a principal promoter in the sale of craft works and enhances the brand value of Taiwanese craftsmanship. In cultural aspects; NTCRI provides important certification to craftsman authenticity, promotes handicraft popularity, and increases participation in the local community, providing significant benefits to craftsmen.

並列關鍵字

Cultural and Creative Industries ； Marketing Strategy ； Craft Center