文創產業品牌行銷國際化－以S公司為例

Globalized Branding Marketing of the Cultural and Creative Industry-Case of S Company

黃素霞(Su-Hsia Huang) ； 國安民(An-Min Kuo)

《專利與產學合作計畫報告》 1卷1期 (2015/09) Pp. 16-29

https://doi.org/10.6584/RPICP.1(1).02

摘要

隨著台灣的經濟實力起飛，越來越多的台灣品牌於國際中開始大放異彩。而近期更由於經濟轉型，台灣出現越來越多具有深厚文化內涵的產品，法藍瓷即為顯例。這些產品通常由台灣本土開始發跡，並以本地市場為目標。當市場飽和時，這些企業大部分就會選擇拓展國際市場。但是該如何設計出同時具文化內涵又富有國際感的產品變成一項極大的挑戰。比較起來國際消費者對工商業，甚至科技業產品等（例：智慧型手機）的普遍接受程度較高也普遍較廣。以文化為主打的產品需在產品與組織上做出更多更全面的調整才能順應國際化。本文利用個案分析，長期觀察的方式，並運用行銷4P與SWOT等分析來探討S公司的核心競爭能力，旨在找出文創產業在邁向國際化的途中本身的價值與結構所做的改變。本文透過S公司從本土文創品牌轉型的過程，研究其對於國際化目標做出的種種改變與努力；包括策略結盟、開放創新、組織調整等等。進一步探討這些調整對於企業拓展國際市場的重要性。期盼本文的研究成果可供台灣相關文創產業做參考。

關鍵字

文創品牌 ； 開放創新 ； 品牌國際化 ； 策略聯盟

並列摘要

As the economy rises in Taiwan, more and more Taiwan brands become recognizable in global market. And as industrial transformation is undergoing, there exists many products with deep cultural meaning and bonding. These products usually target local market first. And when local market becomes saturated, the company starts to seek entering international market. However, since these products usually are with strong cultural characteristics. They are not so easily accepted universally by international consumers (comparing to for example, a smart phone). Hence the company needs to do more changes for product as well as organization in order to globalize its brand. We will be using case study, observation, SWOT to identify S Co. We will also examine the importance of cultural meaning to brand and how it would cultural difference affect the process of globalize a brand. In this essay we will examine S Co. on how it adapts in order to go on international. The focus will be put on the companies' effort and changes made, including strategic alliance, open innovation, organizational restructure, and channels; and the importance of these changes in affecting internationalize the brand will also be studied. S Co. owns structural patents for combining gold and laurite, and it utilizes its know-how in jewelry designs and deep understanding about Taiwanese and Chinese culture to establish as a successful local brand. S Co. also looks into expand its global market and become an international brand. This essay will study the process of how S Co. enters global market and how it adapts and innovates. These methods can help more and more Taiwan local cultural brand as references.

並列關鍵字

Cultural Brand ； Open innovation ； Global Brand ； Strategic Alliance