文化創意產業手工藝品類之創新商業模式

近年來台灣的文化創意產業（以下簡稱文創產業）不斷的成長，很多文創手工藝品受到國內外消費者的喜愛，許多個人文創工作者擁有優秀的設計能力，但因個人的生產能力有限，無法有效的滿足市場需求，而被其他沒有設計能力的工廠抄襲生產，喪失獲利的機會。本研究將基於手工藝產業的設計導向特性，將主要創價流程拆分成設計和製造，將兩段流程交由不同人執行，讓設計師專心設計，不需煩心製造，讓製造由有手藝但不會設計的人來負責。透過平台的方式，媒合產業的三方：個人文創工作者、消費者與生產者，消費者可以藉由平台一次看到眾多文創產品，而生產者也可以藉由接單生產增加額外的收入，創造三贏的局面。最後，本研究以價值創造循環(Value Creation Cycle)拆解系統架構，以平台的形式找出應用情境以及其價值附加。透過連結個人文創工作者與消費者以建立設計循環；使用接單平台與大量採購以建立製造循環，並保持手工藝產業的客製化特色，且逐步依照使用者經驗回饋與生產熟練度改善平台。不僅為個人文創工作者提供完善之銷售管道與增強設計能量，同時也提供消費者端商品品質保證與優良的使用者體驗，形成一個完整且能永續發展之價值創造循環。

關鍵字

文創產業；手工藝產業；價值創造循環；個人文創工作者；接單生產

並列摘要

In recent years, Taiwan's cultural and creative industries have continued to grow. Many cultural and creative handicrafts have been loved by consumers at home and abroad. Many personal cultural workers have excellent design capabilities, but their personal production capacity is limited. Can not effectively meet market demand, but plagiarized by other people without design capabilities, losing the opportunity to profit. Based on the design-oriented nature of the handicraft industry, this research will split the main value-creating process into design and manufacture, and transfer the these two processes to different people, allowing designers to concentrate on design, without worrying about manufacturing, so that manufacturing is charge of people who can’t design but crafted. Through the platform, the three parties will be matched effectively: personal cultural workers, consumers and producers, consumers can see lots of handicrafts at one time through the platform, and producers can also gain extra income by taking production order, creating a win-win-win situation. In the final, this study uses the Value Creation Cycle to disassemble the system architecture and find the application context and its value addition in the form of a platform. Establish a design cycle by connecting individual creative workers and consumers. Using order platforms and large purchases to establish manufacturing cycles, and maintain the customized characteristics of the handicraft industry, and gradually use the user experience feedback and production proficiency to improve the platform. It not only provides perfect sales channels and enhanced design energy for personal cultural workers, but also provides handicraft product quality assurance and excellent user experience, forming a complete and sustainable development value creation cycle.