21世紀來到,消費者的消費習慣已經與以往有所轉變。商品的價值,隨著可替代性與大量生產,對消費者的吸引力越發的降低。現代消費者所追尋的,已經從商品的實用價值,轉變為「符號」價值,是專屬於個人的。消費者除了希望商品具備獨特的符號價值之外,也希望透過去經歷個人化的體驗經驗,來對商品或服務產生連結,設計佔商品價值的比重不斷增加,同時出色的體驗正成為吸引消費者再度消費的關鍵! 台灣在因應這世界消費潮流時,也需擺脫以往的代工思維,在選擇產業升級時,加入設計密集的概念,打造專屬品牌,增值產品價值。在思考這樣的品牌創意與產業升級時,台灣也正式推動文化創意產業。文化創意產業,強調運用文化,透過創意,達成經濟規模的產業類型。文創產業不僅為世界諸國競相積極發展的產業類別,更是台灣可行的一條道路。在諸多的文創產業之中,The One異數宣言在運用設計力來替設計商品加值,與消費者體驗場域的打造方面,都有相當傑出的成果,也成為成功的文創產業中的設計產業代表。 本研究以The One異數宣言旗下的The One中山概念店與The One南園人文客棧,作為研究設計密集的個案。本研究將透過針對兩者的個案研究,解析文化創意產業中的設計產業,如何透過設計密集的實踐,來完成商品的增值與體驗場域的打造,整理研究其實踐手法與方式,以其對台灣的發展之新思考有所助益。
As 21th arrived, the way how comsumers comsume had already change. The value of goods, with the substitutability of mass production, attract to comsumers less than ever before. Modern consumers now are looking for, from the practical value of goods into a "symbolic" value, is exclusively personal value. Comsumers not only expect goods context with symbolic value, but also hope to have a personal experience to link the goods. Also the proportion of design in goods are increasing, excellent experience is becoming the key to attract consumers to consumpt again! To response this waves of world change, Taiwan must get rid of the OEM model, and add“design intensive”into industry upgradtion, building our own brand, and increase value in goods. Taiwan officially promoted the cultural and creative industries in recent years. Cultural and creative industries are not only developed all by the world, but also suit for Taiwan. In all kinds of cultural and creative industries, The One is great at using design to value up goods and creating experience space, and become the idol of design industries in Taiwan. The research use The One Cafe and The One Retreat of The One as case study to find out the way of design intensive implement. By study the two cases, to analysis the design industries, how to through intensive design practice, to increase value to goods and create experience space. By organized the methods of design intensive practice, hope can be value to think for a new path of Taiwan.