文創聚落的平台經營策略-以范特喜微創文化為例

隨著品牌競爭日益激烈，通常高科技產業會因時代的進步而逐漸沒落，但特別的是歷史文化卻有許多面相發展的可能性，在現代人們的思維中，創意的實踐是無受限，文化創意給予新的發展方向，許多產業因融合文藝的創作後反而成為主流。近幾年來，一般商業平台的經營模式會因科技的進步，而快速地發展，在平台類型中，文化創意產業是較於創新的類型，形成的架構以創意經濟與文化藝術為主，可透過人與人之間進行傳遞、複製，藉由傳遞擴散的方式，連結更多關於建築空間、設計、藝術與現代科技、商業的跨領域整合，啟發多樣性的交流及對話。因此，本研究期望利用平台之經營策略分析范特喜文化創意聚落，建構人文藝術、生活美學與社區NPO的議題，進而造成串聯各縣市鄉鎮、社區改造之影響力，范特喜能代表文創聚落之成功發展案例，並從中找尋關於文化創意平台的營運生存關鍵。本研究採用質性研究為主，以范特喜微創文化公司為主要探討，透過個案分析以及半結構式訪談的方式，作為資料蒐集有關文創聚落的發展之關鍵因素以及平台經營策略相關文獻和分析，建構出文創聚落的平台經營策略，促使文創聚落的發展能帶來正面的成效。然而，本研究結果顯示，經營文創平台不只以獲利為主要目的，平台賦予文創業者有一個空間的定位，然而這個空間是一種有形或無行的框架能盡情發揮，文創平台最大的特點在於經營者給予參與者追求一種生活理念的實踐，和自我實現的價值單元，重要的是能從中協助文創業者，讓平台上的參與者產生互蒙其利的核心互動；文創平台之經營者會設定一些機制，不僅能吸引人潮還有價值交換的效益，並產生凝聚力的效果。文創平台的經營模式講求創新，而平台就得不斷地追尋新資訊，發掘更多市場的需求，能透過原有的模式和在地文化和歷史脈絡結合，融入街區、在地微創業者、微店舖生活態度延伸，產生在地的創新發想，跨越其他平台的合作達到往外擴展，以每個拓點的文創聚落串聯在一起，運用「點．線．面」的方式，朔造成生活創意生態系。當然文創平台追求創新之餘，還是得不忘經營者之打造平台之初衷，訴求平台能穩定成長為經營目標。

關鍵字

文化創意產業；平台經營；聚落發展；核心互動

並列摘要

As the competition for brands grows stronger, usually the high-tech industry will gradually decline due to the progress of the times, but especially history and culture have many possibilities for development. In the minds of modern people, the practice of creativity is unlimited, cultural creativity gives new directions for development, many industries have become mainstream because the integration of literary and artistic creation. In recent years, the business model of the general commercial platform, with the advance of science and technology, it is developing quickly. In the platform type, the cultural and creative industries are types of innovation, the resulting structure is based on creative economy and artistic, it can be transmitted and copied through interaction between people. By passing on the diffusion method, connect more about architectural space, design, art and modern technology, and cross-domain integration of business. Open up more diverse communication and interlocution. So, this study expects to use the platform of business strategy to analyze the Fantasy Story. Constructing humanities and art, aesthetics of living, community NPO issues. Fantasy Story can represent the successful development of the creatives villages, and look for the key to the survival of the cultural and creative platform. This study uses qualitative study, focusing on the Fantasy Story, use case analysis and semi-structured interviews, as a key factor in the collection of information on the development of cultural and creative cluster, as well as literature and analysis of platform business strategies, construct a platform management strategy for creatives villages, promoting the development of creatives villages can bring positive results. However, the results of this study show that operating a cultural and creative platform is not only the main purpose of profit, cultural and creative industries platform is mainly to let the operator gives participants to pursue the concept of life, and self-realizing value units. It is important to be able to participant the entrepreneurs, participants on the platform can generate mutual benefit. The business model of cultural and creative industries platform is very innovative, platform must constantly pursue new information. Through the original model and the combination of local culture and history, into the neighborhood, produce local innovations, collaborate across other platforms to reach out, use the "point. line. face" approach, an ecosystem that creates a creative life.