文化創意商品產業化之商品生命週期模式分析與建置研究

產業化為產業發展及延伸的過程，而造就企業或組織形成產業化的關鍵因素即為「新商品」的開發生產。於一般傳統的設計與製造中，為了加速商品開發流程，讓商品能即時上市並提供相當完善的解決方案，乃提出商品生命週期管理理論。商品生命週期乃企業於行銷規劃的策略工具，並將商品分成不同的策略時期，且針對各個階段不同的特點採取不同的行銷組合策略或方法配合產業的運行，以延長商品於市場銷售時間。本研究旨在探究文化創意商品產業化之商品生命週期模式分析與建置研究，經文獻資料分析與探討提出相關理論看法，再藉由案例研究與深度訪談調查結果，將商品生命週期結合產業及產業化理論，建構出文化創意商品產業化生命週期模式，透過此模式可知悉文化創意商品產業化於各個經營階段的特性，及背後所代表之意涵，可作為產業於文化創意商品設計開發及經營策略規劃參考以達到研究目的。其研究結果發現：（1）文化創意商品產業化結合商品生命週期概念是可行的，可深入探討商品每個產業化階段過程，藉以調整策略以適應環境的改變；（2）文化創意商品產業化之商品生命週期程序主要包括導入期、成長期、成熟期及衰退期階段；（3）文化創意商品產業化之商品生命週期階段策略「導入期－創新與創意導向」、「成長期－品質維護與商品多樣性導向」、「成熟期－商品更新與開發新商品導向」、「衰退期－改良商品功能導向」。

關鍵字

文化創意商品；產業化；商品生命週期管理；設計開發

並列摘要

Industrialization is a development and extension process of industry and the key factor for enterprises or organizations to form industrialization is the development and manufacture of ＂new products.＂ To accelerate the development procedure of products, sell products immediately on the market and provide quite complete solutions, the theory of product life cycle management (PLM) has thus been proposed for traditional design and manufacture. A product life cycle which is a strategic tool of enterprises in marketing and planning divides products into different strategic periods. Additionally, different marketing mix strategies or methods are adopted for different characteristics in each stage to match the operation of industries to extend marketing time of products on the market. The study aimed to probe into the establishment of the product life cycle model of cultural creative product industrialization. It proposed related opinions for the theory based on the analysis of and discussions on documents and data. Moreover, based on the results of case study and in-depth interviews, the study integrated the product life cycle with the industrial and industrialization theory to construct the life cycle model of cultural creative product industrialization. The characteristics of cultural creative product industrialization in each management stage and meanings behind it could be comprehended through the model, and it can serve as references for enterprises in designing and developing cultural creative products and in planning management strategies. The findings of the study are as follows: (1) The concept of integrating cultural creative product industrialization with the product life cycle was feasible as each industrialization stage of products could be probed into in depth to adjust strategies to adapt to the change of environment, (2) The product life cycle process of cultural creative product industrialization chiefly includes introduction stage, growth stage, maturity stage and decline stage; (3) The strategies of each stage of the product life cycle process of cultural creative product industrialization chiefly includes: ＂introduction stage-innovation and creativity-oriented,＂＂growth stage-quality maintenance and product diversity-oriented,＂＂maturity stage-product renewal and new product development-oriented;＂＂decline stage-product function improvement-oriented.＂.