兩岸文化創意產業的政策發展和商業模式―以茶禪文化為例

文化創意產業為納入國家發展的重心之一。茶禪文化一詞非現代用語，其經歷好幾百年的歷史流傳，將其與文化創意產業結合，可幫助茶禪文化傳播深遠以及帶動未來經濟的發展。本論文主要以研究中國大陸和臺灣文化創意產業暨茶禪文化的政策發展與商業模式為核心，綜觀分成國家及企業層面，進而研究兩岸的比較差異。在文化創意產業國家層面上，兩岸政策發展從國情特點來看有所差異，在政治目標、政治主體、政治歷程、政策策略、政策客體部分皆顯而易見。政策發展與政府作為直接反映在產業發展的現況以及所產生的效果。中國大陸在文化體制改革與增加「文化＋」模式有助於產業發展，而臺灣在文化創意產業政策制度佳，未來仍有很大的空間進步。兩岸間的政策差異與優劣勢也呼應到本研究文創產業企業層面的發展。文化創意產業企業層面用「個案探討」與「兩岸比較」的方式分析茶禪文創產業商業模式，提出現有各四個實際例子進行分析與比較。依照奧斯瓦爾德（Osterwalder）九大類的商業模式，從各實例的共通性探討兩岸茶禪文創產業商業模式最主要的共通性與差異性。兩岸在發展模式與商業模式皆呈現不同的形式。兩岸文創產業商業模式皆為了商業利益和傳遞文化，而中國大陸的商業模式屬於集體取向，以大量建設內部項目取得資金，且具有實力的內需市場；臺灣則是以民營企業為主的個人取向，以創意及高附加價值的概念發展產業，在價值主張與收益流方面可看出兩岸取向的差異，亦可驗證出文創產業的政策發展上差異。臺灣發展相關文創產業上，可將茶禪文化列入發展目標之一，創新與創意是臺灣人最大的優勢，以及臺灣擁有豐富的茶禪資源。兩岸之間在文化創意產業上可多增進相互交流和合作，以中國大陸國家資源與財力與臺灣創意與智慧的優勢合作，舉辦活動、企業交流等方式共同打造茶禪文化創新的發展。以宏觀的角度來看，茶禪文化創意產業可作為發展兩岸的橋樑、增添台灣越發薄弱的觀光與經濟、傳承茶禪文化與精神意義，本研究具有其發展潛力且作為經濟發展參考研究。

關鍵字

文化創意產業；茶禪文化；政策發展；商業模式

並列摘要

The cultural and creative industry is one of the focuses of national development. The Tea-Zen culture is not a modern term, and it has been circulating for hundreds of years. Combining the Tea-Zen culture with the cultural and creative industries can help the Tea-Zen culture spread far-reaching and drive the future economic development. This thesis focuses on the study of the policy development and business model of the cultural and creative industries and Tea-Zen culture in mainland China and Taiwan. It is divided into national and enterprise levels to study the comparative differences between the two sides. At the national level of cultural and creative industries, cross-strait policy development differs from the characteristics of national conditions in terms of political goals, political subjects, political processes, policy strategies, and policy objects. Policy development and the government directly reflect the current state of industrial development and its effects. China's cultural system reform and the addition of the "Culture +" model will help the industry to develop. Meanwhile, Taiwan's cultural and creative industry policy system is good, but there is room for improvement for the future. (By identifying the policy differences, advantages and disadvantages between mainland China and Taiwan, it is relevant to investigate further at the enterprise level.) At the enterprise level of the cultural and creative industries, this study discusses the business model of the Tea-Zen culture and creative industries by means of "case study" and "cross-strait comparison", and proposes four existing practical examples for analysis and comparison. Utilizing Osterwalder's nine business model categories, similarities among the four cases are discovered, thus the main commonalities and differences of the Tea-Zen cultural and creative industries business models between mainland China and Taiwan can be discussed. Both the development model and the business model take different forms. Across the strait, both sides aim for commercial interests and transmission of culture. While the business model of mainland China is collective oriented, with a large number of internal projects to obtain funds and a strong domestic demand market; Taiwan is a private enterprise-based orientation, and it develops industries with the concept of creativity and high added value. In terms of value proposition, revenue stream, and policy development, we can verify the practical differences between mainland China and Taiwan. In the development of cultural and creative industries in Taiwan, the Tea-Zen culture can be included as one of the development goals. Innovation and creativity are the biggest advantages of Taiwanese, and Taiwan has a wealth of Tea-Zen resources. Cross-strait exchanges and cooperation can be enhanced in the cultural and creative industries. Combining China's national power and financial resources with Taiwan's creativity and ingenuity, both sides can organize events, corporate exchanges or adopt any other means to jointly promote Tea-Zen culture. From a macroscopic point of view, the Tea-Zen culture and creative industries can serve as a bridge for the development of cross-straits relations, which not only boosts Taiwan's regressing tourism and economy, but also the Tea-Zen cultural and its spiritual significance can be inherited. This study has its development potential and can be served as a reference study for economic development.