臺南工藝之家於文化行銷策略關係探討

隨著全球產業結構改變，許多傳統習俗與技術面臨無人傳承甚至逐漸凋零的危機。面對這樣的狀況，傳統工藝產業思考轉型以傳承技術。臺南擁有豐富的文化資產，市政府積極發展文化觀光，工藝產業從中找到延續發展的契機。本研究以文獻回顧匯整臺南傳統工藝及文化行銷的演變，採用個案訪談的方式瞭解其經營方針，建構工藝產業的背景脈絡及品牌經營的方針。根據本研究結果，臺南傳統工藝品牌於文化行銷策略主要可以分成環境、社會、經濟三個面向，其包含：（1）環境層面：「工藝展示空間塑造」和「永續理念宣導」；（2）社會層面：「公民參與和工藝學習活動」和「政府相關規章推動」；（3）經濟層面：「工藝品牌意象活動」和「工藝品牌經濟效益活動」。藉由工藝體驗活動的參與，加強「經濟」與「社會」連結性，進一步提升工藝創作與品牌發展的環境，結合文化行銷策略，讓工藝品牌提增市場永續經營效益。

關鍵字

傳統工藝；品牌經營；工藝品牌；文化行銷

並列摘要

Under the change of global social structure, leading to the decline of traditional Taiwanese customs and skills. Faced with such a situation, the traditional craft industry thinks about transformation to inherit technology. Tainan City Government actively developed its cultural assets and cultural tourism, and new possibilities for expansion were found for the craft industry. Summarizing the evolution of traditional crafts and cultural marketing in Tainan by the literature review, and understanding its business policies by interview. To construct the background of the process industry and the guidelines for brand management. Based on the results of the study, the marketing strategies of the traditional craft brands in Tainan could be divided into three aspects: environmental, social, and economic aspects: (1) environmental aspects: ＂Construction of craft spaces and facilities＂ and ＂promotion of sustainability.＂ (2) social aspects: ＂Activities of citizen participation and craft learning＂ and ＂propagandaof government regulations.＂ (3) economic aspects: ＂Activities of craft brand images＂ and ＂economic activities of craft brands.＂ Through the participation of activities related craft practices, the research outcomes can drive the benefits of strengthening the link between ＂economics＂ and ＂society＂, further enhancing the environment of integrating creation and brand development, and combining cultural marketing strategies in order to develop sustainable craft brands into market business.