生活美學產業商業模式之探討

在現代人物質生活豐富、消費者生活品味提高之際，美麗、富有藝術氣息的商品總能吸引人目光。人從生活中在找尋個人的價值並從中享受過程，並加入個人的美元素，藉由視覺、味覺、觸覺、嗅覺的感官與美元素組合成的整體性「美感生活體驗」，產生獨具個人特色的生活美學。鑒於傳統產業經營模式仍多以功能面、成本考量等思維運作，欠缺探討美學元素、組織與管理之間的知識研究。文化創意產業與創意生活產業的概念雷同、產業範疇重疊，兩者無法區辨，鄭健雄（2010）提出的「生活美學產業」的概念，從生活領域加入美學元素來看待文化創意產業、創意生活產業。生活美學產業展現於生活場域中（食、宿、行、遊、購、娛、育、美），融入文化意涵與創意的發想，任何產業類別呈現其價值主張，也可以同時跨越這些產業界限，創造新的新興產業。而過程中必須展現某種特色、風格和價值，提供人們一種整體的體驗和感受，呈現其生活美學產業真正價值之所在。本研究為探索性研究，選擇生活場域中的餐飲、旅宿業各三家個案為研究對象。以Osterwalder and Pigneur (2010)提出的商業模式九個要素（pillar）來一探食、宿企業的真實商業面紗。商業模式中歸納出以「三造模式」、「文創手法」概念傳遞業主的價值主張，這些的關鍵服務過程、關鍵活動展現出生活美學產業的緩慢、樂活價值主張，讓消費不再只有需求，而是滿滿的心靈慰藉。生活美學產業的商業模式以獨特的創意想法將生活中的文化價值融入產業之中，利用品牌與行銷包裝，甚至部分業者以兼具故事性來企圖使「市場美學化」，營造對消費者推銷美好的幸福和質感生活，並以產品的差異性來建構產業的特色，而美學則為消費的策略性工具，將市場區隔開來，造就獨具特色的生活美學行業，並開展出生活美學產業的具體商機。

關鍵字

生活美學產業；文化創意產業；商業模式

並列摘要

With rich material and higher taste, pretty and artistic products catch the view of customers in modern days. People search for their personal values in daily lives, and they not only enjoy the process but also add their individual sense of beauty in the process. The combination of the sense of beauty and other four sense-sight, taste, touch and smell-create the experience of aesthetic life style which brings out the unique aesthetic life style with personal characteristics. Due to the consideration of costs and functions, the research of the management model in traditional industries lacks for analyzing the elements of aesthetics, organizations and management. It is difficult to distinguish between Cultural and Creative Industries and Creative Life Industries for their similar concepts and overlapping industry areas. Therefore, Cheng(2010) mentioned that the concept of Business Model of Life Aesthetics is to regard Cultural and Creative Industries and Creative Life Industries with the adding of aesthetic elements into life areas. Life Aesthetic Industries can be shown in every aspect of life areas (food, housing, transportation, travel, shopping, entertainment, education and aesthetics), and with the integration of culture and creativity, the value of life aesthetics can be practiced in any industry categories and break industrial boundaries to create a new emerging industry. In order to present the real value of Life Aesthetics, it is essential to show certain feature, style and value which can provide people an overall experience and feeling. This research is explorative, which chooses respective three cases of food- and- -drink industry and travelling industry in life fields as objects. Accomplishing by Osterwalder and Pigneur (2010)’s proposition of nine pillars in Business Model, we are going to reveal the authentic commercial veil of food- and- living industry. Business Model concludes that using “three creating mode” and “cultural and creative method” to express the manager’s claim; those crucial service process and activities show the tardy and LOHAS belief of Life Aesthetic Industry, and make consumers have not only demand but fully mental comfort. The Business Model of Life Aesthetics Industry uses unique creativity to blend cultural values with industry. By brand and effective sales, even some sellers intend to use stories to make the marketing “aesthetic”. Life Aesthetic Industry sells wonderful and high quality life toward consumers and builds its features with the differences of products. Aesthetics is a consuming tactic in marketing which creates extraordinary life aesthetics business and makes Life Aesthetics Industry has opportunities to expand their fields.