文化創意產業通路服務之初探－以工藝品為例

An Explorative Study on the Channel Service of Creative and Cultural Industries: A Case of Craft Industry

王美雅(Mei-Ya Wang) ； 陳芊利(Chian-Li Chen)

《創業管理研究》 9卷1期 (2014/06) Pp. 1-26

摘要

近年來文化創意產業受到各國重視，但學術關注卻不成比例，尤其少有研究處理文創通路議題。事實上，文創商品特性迥異於國人熟悉的科技商品，其商品化風險更高，也使通路服務的角色更顯重要。在文創產業中，工藝與人民生活緊密相關，是最能表現文化特性的載體，近來也隨消費型態改變而逐年成長；然而，國內工藝創作者雖有豐富能量，卻不諳行銷，市場也缺乏專業銷售通路與平台提供商品展示、交易與媒合服務，使工藝產業轉型緩慢。因此，本文嘗試探討文化創意產業通路服務並以工藝品為例，研究以下問題：一、工藝品專業通路服務有哪些不同於一般通路的經營特色？二、工藝品專業通路可否進一步分類？本文主要結論如下：一、工藝品專業通路服務有三項重要特色，包括提供品質訊號並教育消費者，篩選獨特商品與平衡創意與市場兩端，及與供應商共同分擔風險；二、工藝品專業服務商可以依商品特性和供應商成熟度分為四類，不同類型廠商在商品選擇、市場資訊回饋、支援服務等方面具有差異。

關鍵字

文化創意產業 ； 工藝產業 ； 行銷通路 ； 通路功能

並列摘要

Despite lots of attention from the Governments in recent years, Cultural and creative industries have attracted disproportionate academic attention. In particular, few studies deal with the marketing channels of the cultural and creative industries. In fact, due to the different features from technology product which we are more familiar with in the past, with higher commercialization risk, marketing channels of cultural and creative industry play a more important role. Among 16 cultural and creative industries, Craft industry is closely related to people's lives, and the best carrier of the cultural identity and gradually grow because of the change of Taiwan's consumer behaviors. Taiwan's craft designers despite sufficient capacity are not familiar with marketing concepts, neither there are professional retailers which provide commodity exhibition, transaction, and matching services, therefore Taiwan's craft industry has transformed slowly. Therefore, this paper tries to discuss about the professional retailers to explore the following research questions: First, Are there any differences between craft industry retailers and other industry retailers? Second, Could Crafts retailers be classified into sub-categories? This study has main findings as follows: First, craft retailers should more focus on providing quality signals ,educating consumers, screening unique products but balancing between creativity and market, and sharing risks with suppliers compared with other industry retailers. Seconds, craft retailers can be divided into four categories according to product characteristics and vendor maturity. Different types of retailers are in the selection of products, market information feedback, and supporting services with a difference.

並列關鍵字

Cultural and creative industry ； Craft industry ； marketing channel ； Craft retailer