行政院在2002年提出<<挑戰2008:國家發展重點計畫>>,希望從2002年推動至2008年,文化創意產業之營業額能夠提升為1.5倍。根據報告中指出,文化創意產業的定義為:「那些源自於個人創意、技能和才幹的活動,通過知識產權的生成與利用,而有潛力創造財富和就業機會」。 文化創意產業包含了文化與創意兩部分,因此有一重要特性則是發揮創意將商品融入既有的文化之中。 吳家慧(2005)指出了,文化創意產業的成功,往往需要兩種人的通力合作,一者為文化人,而另一者稱為行銷人,文化人藉由創新與創造力將作品創造出來,並由熟稔企業經營與銷售手法的行銷人接手,將產品銷售出去,兩者扮演的角色都相當重要,並且缺一不可。 因此藉由研究國內成功的企業─法藍瓷有限公司,探索個案公司如何運作兩個最能為公司創造價值的單位─設計與行銷,以促進公司的產品創新;並探討如何增進兩種不同類型思考者,共同為公司創造價值,並合力完成新產品開發程序。 研究發現文化創意產業公司在現今的市場環境下,必須要成為市場導向,以利公司的新產品開發及行銷、設計功能的整合。成為「文化市場導向式」的公司,必須具有以下四種精神,分別是顧客導向、競爭者導向、跨功能協調、文化驅動。並且瞭解到設計在企業內的功能是連結「顧客喜好」與「品牌風格」的橋樑,行銷功能是連結「市場需求」與「設計功能」的橋樑。
The Culture and Creative Industry is one of the most important promising industries in recent years. Researcher Jia- Huei Wu(2005) indicates that a good performance of the culture industry relies on co-working between designers and marketing people. This research is a case study of Franz including the three research problems: 1. The interaction between Designer and Marketing people. 2. The new product development process in the Culture and Creative Industry. 3. The processes how the designers getting customers favors. How these two critical functions communicate well is an important topic. I interview with the CEO of Franz and try to find out the skills integrating the two functions. Conclusions drawn from this research are: 1. Market orientation is a good model for integrating design and marketing functions. 2. The function of design department is the bridge of customer value and the style of brand. 3. The function of marketing department is the bridge of market voice and design function.