面對變化如此快速的經濟環境,中小型企業如何因應?自我資源捉襟見肘的中小型企業如何運用外在大環境的轉變中,尋找有利於自己的機會,搭大環境趨勢的順風車讓自己的企業轉型成長更成功?成為企業主在經營策略上的重要課題;近年來政府政策大力輔植產值無限想像空間的文化創意產業,除本身被輔植的文化創意產業本身之外,其它的傳統產業能有什麼樣的機會或用何種方式搭這波趨勢浪潮及政策的便車,讓自己的企業更上一層樓,本研究針對多個案單一事件分析歸納,研究分析,探討企業在成長過程中運用文化創意產業元素的導入對企業品牌經營加值的探討,希望能藉由此研究激發出更多文化創意產業的運用的想法及做法達到產業成長及升級的目的。
When encountering changeable economic environments, how do small and medium enterprises (SMEs) respond? How do SMEs with limited resources search for opportunities in changing environments and accomplish corporate transformation and growth with the trends of the environment? These are the important issues for business leaders’ operational strategies. In recent years, the government has promoted favorable policies to support the cultural and creative industry. How can other traditional industries accomplish corporate growth according to trends and policies? This study analyzes the single events of several cases, and probes into the added value of brands by introducing the elements of the cultural and creative industry in business growth, in order to develop more ideas and measures in the cultural and creative industries, and accomplish industrial growth and upgrading.