- 學位論文
臺灣文化創意產業之珠寶產業品牌行銷研究 以小型工作室為例
Taiwan Cultural Creative Industries in Jewelry Brand Marketing Research A Case Study of Small-sized Studios
摘要
2002年政府將「文化創意產業」列為挑戰 2008 國家發展十大重點計畫之一，經濟部文化創意產業推動小組在「2005臺灣文化創意產業發展年報」對文化創意產業其十三項扶植產業的策略性發展政策中即提出品牌價值建立之重要性。並且提到在全球產業競爭越來越激烈的情形下擁有自有品牌及行銷通路的企業，能讓產品創新且更容易成功。不但明顯看出品牌是文化創意產業生存的重要條件，也是臺灣邁向全球化，提升競爭力必需面對的現實。臺灣的珠寶產業長期以來屬於政府輔導的傳統產業之一，近幾年面臨國內工資上漲，生產成本提高，產業持續出走的壓力，繼加入WTO以後，國外品牌大量進駐國內，經營環境變得更為艱辛和嚴酷。傳統珠寶業者為求生存紛紛轉型，或以代理國外品牌或自創品牌來因應瞬息萬變的市場以及消費者的需求。本研究視珠寶產業為文化創意產業之重要一環，並以珠寶產業的小型工作室為研究對象。以質性研究方法，透過文獻探討，專家及業者口述相關資料蒐集、個案工作室的深度訪談，其研究重點在於1．小型珠寶工作室品牌定位之關鍵因素 2．小型珠寶工作室品牌資產建立關鍵因素 3．小型珠寶工作室品牌行銷建立之模式，進而了解目前臺灣小型珠寶工作室對品牌行銷的各種考量因素，並作一概括性之研究分析小型珠寶工作室因此能夠發展之關鍵因素。以提供給期望進入珠寶產業的個人或業界作為參考資料，同時研究結果也可以提供給政府在推動文化創意產業扶植小型工作室時的參考。
並列摘要
In 2002, the government has challenged the “Cultural Creative Industries” as one of the 2008 Top Ten Country Development Plans. The economic development for cultural creative industries task force has proposed on the “2005 Taiwan Cultural Creative Industries annual report” in the thirteen props industry strategy developing strategy, the importance of brand value development. In addition, as the global industry competitiveness intensifies, the only solution for product innovation to succeed is to have an own brand name and marketing business. It’s not only obvious that name brand awareness is an important factor in surviving within a market, but it is also a significant role in Taiwan’s globalization and increasing of competitiveness. Taiwan’s jewelry industry is considered to be one of the government’s long-term traditional subject, in recent years, domestic wages have increased, production cost has multiplied, the pressure within the industry itself, the transition phrase of remaining in the WTO, massive imports enters and is stationed as home, as well as strict and severe management environmental changes. In order for traditional jewelry dealers to strive for survival in the reform, they must act as an agent for foreign products or have a self-created product to suit the developing market as well as to meet the consumer’s demand. This research will be focused upon the jewelry industry is one of the most important in the cultural creativity industry and take jewelry industry’s small sized studios as primary research target. Using qualitative research method, the research is conducted by gathering information from previous documents from discussions, documents from professionals and interviews from experts working in the field, the key point in the research is: 1. Brand localization is the key factor in small sized studios 2. Brand equity is the key factor in small sized studios 3.Using the small jewelry studios brand marketing model, further understanding of many aspects of brand marketing in Taiwan can be achieved; in addition, research analysis can lead to key points of feasibility in market development. Provided below are references that are necessary to enter the jewelry industry as an individual or as an industry; simultaneously, recorded data that can be provided to the government to thrust culture innovation industry to support small sized work studios as reference.