文創思維下、樂活產業的多元創新行銷模式之初探：－以宜蘭縣為例－

Under Cultural Creative Thinking, the Study of Multicultural Innovative Marketing Model in LOHAS Industry---Take Yilan Country as A Example ---

許源派(Hsu, Yuan-Pai)

《發展與前瞻學報》 2期 (2013/12) Pp. 89-120

https://doi.org/10.6737/JDP.201312_(2).05

摘要

樂活(LOHAS)指涉追求健康（包含心理與生理的健康）及永續發展（包含社會及大自然的永續發展）的生活方式及態度除了樂活本身的意涵之外，更應該強調與大自然相適應的一種社會責任或對環境的一種相互適應的目標追求，換言之，即是追求人類社會與大自然相互適應的發展的生活態度及目標，把自然環境納入人類生活的一部分。就現代化的意涵而言，就是現代發展與大自然永續發展相互合諧或妥協的發展，透過環境評估重新形塑出經濟發展、社會發展與大自然永續發展的三贏政策目標。而其多元行銷方式，如何與文化創意結合，並進而形塑出樂活產業特有的行銷模式，是本文要探討的重點之一。其次，以宜蘭縣為例，作者嘗試以宜蘭縣的文化創意結合在地樂活產業，希望激盪出多元文化的創新行銷模式。

關鍵字

文化創意 ； 樂活 ； 樂活產業 ； 多元創新行銷模式

並列摘要

LOHAS means that the life style and attitude of health-pursuing (including metal and Physical) and Sustainable Development (including sustainable of society and nature). Beside LOHAS, it needs to emphasize social responsibility to nature or target to mutual adaptation on environment. In other words, means that pursuit attitude of life and target to mutual adaptation of human society and nature, then turn nature into part of human life. On the meaning of modernization, LOHAS is the mutual harmony or Compromise development of modern development and sustainable development of nature. Through environmental assessment to re-shape triple win of the economic development, social development and nature. In this article, discover its diverse marketing methods how to combine culture and creativity, and thus shape a unique marketing model of LOHAS industry. Secondly, Take Yilan County as a example, the author attempts to combine cultural and creative industries of Yilan County with local LOHAS industry, and hope to bring out multicultural innovative marketing model.

並列關鍵字

Cultural Creativity ； LOHAS ； LOHAS Industry ； multicultural innovative marketing mode