文化創意產業行銷策略之研究-陶瓷業為例

A Case Study on Marketing Strategy of Cultural Creative Industry - The Ceramic Industry

張瑞珍(Jui-Chen Chang)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2007年)

https://doi.org/10.6841/NTUT.2007.00456

摘要

行政院配合「全球在地化」與「產業文化化」之思維，在2002年正式將文化創意產業，列為「挑戰2008：國家發展重點計畫」的重要項目之一。文建會於2003年優先推動陶瓷產業，選定具有競爭潛力、市場成長性、創意性並同時兼顧生活美學與實用價值的「藝術裝飾陶」與「日用陶」做為「陶瓷工藝產業旗艦計畫」的核心推廣項目。
台灣陶瓷產業發展地區之中，鶯歌鎮的陶瓷產業獨具一格，鶯歌陶瓷在製造創作設計孕含美學及創意概念，與國外陶瓷創作產品相比絲毫不遜色。雖然在產品創新設計具有競爭優勢，但在行銷產品卻無法達到滲透市場效果，本研究希望能藉此機會提供陶瓷產業經營者行銷策略思考新方向，同時結合政府部門及輔導機構建構完整行銷計畫，使文化創意廠商之行銷功能得以發揮。
研究結論：1.文化創意產業應設定目標市場及價值定位2.產品著重品牌行銷及持續創新3.定價採取彈性靈活訂價法4.通路發展未來以多元化為主流5.促銷之最佳途徑為與消費者溝通6.人員、實體表徵、流程策略以客戶滿意為前提。
對政府建議：1.讓陶瓷藝品在媒體發聲2.灌輸餐飲業者雅緻的餐飲文化觀念-由鶯歌鎮做起3.重整鶯歌老街形象4.舉辦競賽機制來培養發崛更多創意設計人才5.陶瓷產品競賽建議加入陶瓷業者參與評鑑工作6.參考日本建立陶瓷工藝村形成一個文化特色觀光景點。
對業者建議：1.文化創意產品設計需精緻而大眾化2.文化產業服務解說人才培育3.多參加國際展覽及競賽活動增加曝光率。
對廠商建議：1.文化服務加入文化商品中2.品牌的建立3.產品要有創意掌握流行趨勢4.與生活創意通路商合作舉辦示範計畫。

關鍵字

文化創意產業 ； 行銷策略 ； 陶瓷業

並列摘要

The Executive Yuan coordinated the thought of “the whole world in the place” and “the industrial culture”, listed the cultural creativity industry as the official one of important projects - “challenges 2008: national development key plan” in 2002. At first, the council for cultural affairs impelled the ceramic industry in 2003, selected artistic decoration ceramic and daily expense ceramic which are with competitive potential, market fast growth and creativity, simultaneously melted into life esthetics and practical value, on core promotion item in ceramics craft industry flagship plan.
The Yingge ceramic industry is unique in Taiwan ceramics industry developed region. The Yingge ceramics breeds esthetics and creativity concept at design, works process aspects. Comparing with the overseas ceramic creation product, it is not slightly inferior to. Although it has the competitive advantage in product innovation design, but is not to reach the penetrating market effect. This research is hoped to provide the ceramic industry runners with market strategy from new viewpoint, at the same time, unifies the government department and some counseling organization, constructs the integrity of marketing plans and enables marketing function of cultural creativity runners to display.
Conclusions of the research are：
1.The cultural creativity industry should be set up target market and value position.
2.The product strategy puts stress on brand marketing and lasting innovations.
3.The pricing strategy is based on flexible and nimble price positioning.
4.Multichannel development is the mainstream in the future.
5.Communication with consumers is the best way of promotion.
6.The input of personnel, hardware and work flow is up to customer satisfaction.
Suggestions to the government：
1.Lift up ceramic voice on the media.
2.Deliver delicate dining value to restaurateur—the beginning from Yinnge.
3.Restructure image of Yinnge old block.
4.Recruit ceramic designers from race.
5.Ceramic runners take part in race activities.
6.Establish a ceramic craft sightseeing site, frame micro cultural and economical environment – refer to Japanese case.
Suggestions to cultural creativity runners：
1.Product design meets fine and popular need.
2.Breed guides as promoter of cultural industry service.
3.Lift up cultural creativity voice by international exhibition or race.
Suggestions to ceramic runners：
1.Mix cultural service with cultural product.
2.Build up product brand.
3.Close to fashion trend, product creativity to display.
4.Corporate with life creativity channeller to hold shows together.
5.The priority of marketing when he would like to join cultural creativity industry in the future.

並列關鍵字

cultural creative industry ； marketing strategy ； ceramic

參考文獻

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