運用創新擴散理論的競賽模式之研究－以結合臺南市善化區地方特色加值－沈光文文創競賽為例

主辦善化區公所合作的沈光文先生加值創意產品行銷比賽，已經從食衣住行育樂的競賽活動舉辦到第二輪了，不只是廣宣沈光文先生的文人風範，也是持續的協助行銷善化地區。但在學校辦競賽的用意，還是讓考慮到學生們的學習狀況與成效。基於以上的產、官、學的三方合作，本研究以個案的方式來探討舉辦競賽運用創新擴散理論的過程，及如何延續其創新擴散性的競賽來知道學生參與競賽的成效。故本研究用Roger（1983）提出的創新擴散理論四要素是「創新、溝通管道、社會體系和時間」，來分成三部分：一為創新、二是溝通管道、三為社會體系和時間研討相關於文創加值產品競賽的方法與技巧；因為在社會體系的行銷傳播上要注意到產品的生命週期的時間性，或是創新新產品的上市時間點是重要的創新擴散因素，要注意到時間。而在參與競賽的過程中，要學生們思考如何讓消費者可以接受，所以行銷策略在思考如何比賽的過程真的是一大課題。本研究假說分成三部分：一為創新、二是溝通管道、三為社會體系和時間來做為舉辦競賽的個案研究假說命題：命題一：如何顯現出舉辦文創加值創新產品競賽之創新性？命題二：什麼是與參賽者間的溝通管道？命題三：怎麼做競賽的社會體系連接和創新擴散？而在競賽的複賽，創新的點是要學生們要將企劃書的文創商品，溝通管道為團隊要製作出來文創商品，並在複賽的當場做簡分析為參賽團隊們的溝通目標。而在創新擴散並與社會體系來做連結，是要考慮到顧客所能接受的商品價格，更加瞭解到產品製作與市場行銷的結合。

關鍵字

創新擴散理論；競賽導向式學習；創新文創商品

並列摘要

Shen Guangwen's value-added creative product marketing competition, which is co-organized by Shanhua District Office, has been held to the second round from the competition of food, clothing, housing, transportation, recreation, and entertainment. The purpose of holding competitions in schools is to take the learning status and effectiveness of students. Based on the above tripartite cooperation between industry, government and academia, this study uses a case approach to discuss the process of holding competitions using the theory of innovation diffusion, and how to continue the innovation diffusion competition to know the effectiveness of students participating in the competition. Therefore, this study uses the four elements of the innovation diffusion theory proposed by Roger (1983), which are ＂innovation, communication channels, social systems and time＂, and divides them into three parts: one is innovation, the other is communication channels, and the third is social system and time-related discussions. The hypothesis of this research is divided into three parts: one is innovation, the other is communication channel, and the third is social system and time as a case study for the competition? Proposition 2: What is the communication channel with the contestants? Proposition 3: How to connect the social system of the competition and the diffusion of innovation? In the rematch of the competition, the point of innovation is to ask students to create cultural and creative products in the planning book and communication channels for the team to produce cultural and creative products, and in the rematch the on-the-spot analysis is the communication goal of the participating teams. In the diffusion of innovation and the connection with the social system, it is necessary to take the commodity prices that customers can accept, and to better understand the combination of product production and marketing.

並列關鍵字

Innovation Diffusion Theory ； Competition-Oriented Learning ； Innovative Cultural Creative Products

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