傳統中藥行從文創設計到社區導覽轉型歷程之研究

A study of a Chinese Pharmacy's Transformation from Offering Cultural Creative Design to Community Tour Guide

藍冠麟(Kaun- Lin Lan)

《LSHI 2018聯結x共生:文化傳承與設計創新國際學術研討會論文集》 2018年 (2018/09) Pp. 179-189

https://doi.org/10.6891/9789865796648.201809.0014

摘要

早期還沒有健保時，很多人會去中藥行抓藥坐月子、補身體。健保制度推行後，民眾的就醫行為逐漸改變，臺灣中藥行逐漸減少，傳統的中藥文化也逐漸消失。傳統中藥行為了跳脫過往老舊形象進行產業轉型，透過文創設計及社區小旅行賦予新的契機。本研究選擇曾經接受中衛發展中心輔導轉型的店家為個案，主要目的在瞭解個案中藥行傳統老店的發展歷史背景；探究影響中藥行傳統老店轉型的重要原因；進而分析中藥行傳統老店結合文創設計及中藥生活化小旅行發展歷程；最後，根據研究結果提供給相關產業教育具體建議。研究採用個案研究法，針對中藥行成員進行半結構式訪談，依文件以及訪談結果進行分析，歸納出下列幾點結論：一、中藥行從傳統商品到文創包裝進行新舊模式融合。二、中藥行透過社區小旅行及中藥文物館推廣中藥文化。三、中藥行轉型過程整合社區資源，營造社區新生命。

關鍵字

文創產業 ； 社區觀光

並列摘要

In the early days there was no health insurance system, people would go to the Chinese Pharmacy to buy medicine for confinement after labor. After carrying of the health insurance system, people's habit of seeking medical care gradually changed, and the number of traditional Chinese medicine cultures gradually disappeared. To change the old image, the traditional Chinese medicine carries out industrial transformation and gain new opportunities through cultural and creative design and community trips. This study chose the stores once being coached by Corporate Synergy Development Center as the object for case study. The main purpose is to learn the historical background of the TCM stores and explores the main reasons for the transformation of TCM stores, so as to analyze the development course of TCM traditional stores in combination with the cultural and TCM life trip; finally, based on the research results, specific recommendations are provided for related industry education. The method of case study was used to conduct semi-structured interviews with members of the Chinese medicine practitioners. The analysis was based on documents and interview results. The following conclusions were summarized: First, the Chinese Pharmacy carry out the integration of old and new models from the traditional goods to cultural and creative packaging; Second, the Chinese Pharmacy promote Chinese medicine culture through small community trips and Chinese medicine museums. Third, the transformation process of Chinese Pharmacy integrates community resources and creates new life in the community.

並列關鍵字

Cultural and creative industry ； community sightseeing