文化創意產業創新事業之策略研究

A Strategy of Innovation Entrepreneurship in Cultural & Creative Industries

楊彩玲(Tsai-Lin Yang) ； 何明泉(Ming-Chyuan Ho) ； 李傳房(Chang-Franw Lee)

《設計研究》 6期 (2006/07) Pp. 119-127

https://doi.org/10.30178/SJYJ.200607.0012

摘要

近年政府大力推動文化創意產業，獎勵創業，以文化創意為基礎之創新事業模式，無疑地有最佳創業之切入時機。本研究探討文創產業之事業創新，其發展策略及其創新價值。透過文獻分析法，提出文化創意事業發展之三大構面（價值、競爭力、資源組合），涵蓋11項關鍵因素（文化資本、豐富性、獨特性、生產條件、需其條件、支援條件、企業策略、人才、智財、錢財、媒材），用以建構「文化創意產業定位曲線」，及「文化創意產業創新事業之策略地圖」。透過工藝產業成功個案分析，探討定位曲線及策略地圖之效用性，對文化創意產業的創新價值與自我優勢分析，具有正面助益，所提創新事業的策略模式可供文創相關業者參考，以提昇創業成功的機率、降低創業風險。

關鍵字

文化創意產業 ； 創新事業 ； 定位曲線 ； 策略地圖

並列摘要

Recently the central government of Taiwan is strongly promoting Cultural and Creative (C&C) industries and encouraging entrepreneurship. Innovative business models that base on C&C features are advantageous to do so. This research explores innovation patterns of C&C business models and concerned development strategies and innovation values. Through literature analyses, three basic development aspects (value, competitiveness, and resource combination) that cover 11 key factors (cultural capital, abundance, uniqueness, production prerequisite, need requirement, supportive condition, corporate strategy, talent, intellectual property, finance, and media) are proposed and applied to establish ”curve for positioning C&C industries” and ”strategic map for developing innovative business in C&C industries.” Through case studies of successful craft industries, validity of the above curve and map are examined. They are found helpful in analyzing innovation values and self advantages of C&C industries. The suggested strategic approaches for innovating business suggested can be referential to start-up practitioners in C&C industries for success rate enhancement and risk reduction.

並列關鍵字

Cultural and Creative (C&C) industries ； Innovative business ； curve for positioning ； strategic map