文創研究：傳統結藝與時尚珠寶的邂逅

綜觀台灣及世界各國的文化創意產業發展，最大特性是以本身文化為底蘊，並以在地的文化素材加值應用，強化在地文化認同及產品發展潛力，以文化內容提升文化經濟，如英國伯明罕的珠寶特區(Jewellery Quarters)、韓國的坡州出版城等等，皆是以在地特色深化文創精神，形成世界知名之創意聚落；又如日本的藝妓系列(夢素肌EX)保養品、韓國的韓流角色產業，用本身文化特色發展創意經濟等等，本研究以之借鏡，如何發展出具有中華傳統文化特色且富地方特色的創意產品，將成為台灣文化創意產業是否能立足於世界的重要關鍵。本研究希望透過文獻探討、專業採訪，找出文化創意產業發展成功的關鍵，探討同質性的文創專家，分析他們自創品牌成功的經驗，並聽取他們的建言，再利用各種商業模型分析做深入研究，從而應用於本研究案例：意欲將一位具有多年編結工藝及珠寶創意設計打樣師，與一位擁有二十多年金融管理及市埸行銷的工作者，跨界合作，創立兼具傳統結藝古典美與璀璨珠寶現代感的獨立品牌，推廣時尚結藝珠寶飾物，進入市場，打造獨特且富生命力匯聚東西方的文化創意產業。全世界文化創意產業發展正蓬勃發展，本研究僅探討連接編結藝術的珠寶首飾市場，進行調查研究，探討結藝在創作與市場上遇到的困境，對進行中的文創作品加以調整與修正，以文獻探討及深度訪談分析，找出市場走向、品牌接受度以及確定未來發展方向與定位，從而導出本文結論，並同步進行時尚結藝珠寶首飾創作，進入市場測試，吸取經驗，不斷改進，繼續創新，推廣市場，邁向創立品牌之路。本文研究方法除探討文獻外，也進行專家訪談，以了解中國結藝在臺灣的發展趨勢、創作者對於結藝發展的想法，聆聽專家對本研究的寶貴意見與建議，作為本研究之參考與借鏡。

關鍵字

編結；中國結；珠寶設計；新創；文創；故宮；品牌；時尚藝術

並列摘要

When examining the general cultural and creative business in Taiwan and around the world, one of the most distinctive features is that it is distilled from the country's own cultural legacy and further combined with local materials to add extra value to the application. In so doing, both local cultural recognition and the product's potential are strengthened, and the cultural economics is as well elevated via cultural content. For example, the Jewellery Quarters in Birmingham, England and Paju Book City in Korean took advantages of the local culture to deepen the cultural and creative spirit and incubate two world-renowned creative strongholds. We can also see Japan's geisha skincare products and Korean's pop star industry utilizing their nations' cultural characteristics to develop creative economics. The research takes these experiences to figure out how to establish creative products that embrace both traditional Chinese culture and local features, both of which are the crux of whether Taiwan's cultural and creative business can earn its place in the world stage. The research hopes, by literature review and professional interview, to discover the key to cultural and creative business to gain success. We investigate homogenous experts in cultural and creative business, scrutinize their successful experiences operating their own brands, listen to their suggestions, and finally employ various business modules to conduct analysis and deep research and apply the results to the case of this research. The case of this research intends to create collaboration between a knotting and creative jewelry sample maker with years of experience and an expert proficient in financial management and marketing for more than two decades. The goal is to create an independent brand that manifests the beauty of classical knotting art and the modernization of brilliant jewelry at the same time. We also plan to promote fashionable knotting and jewelry accessories to the market and build a unique cultural and creative business that possesses vivacity and both oriental and occidental cultures. Cultural and creative business around the world is striving vigorously, and the research merely probes into the market of bejeweled accessories that connects with knotting art. Investigation and research are conducted to analyze the obstacles knotting art faces in its creation and on the market and adjustment and correction are made to ameliorate them. By literature review and in-depth interviews, we can find out the trend of the market, the brand acceptance, and will be able to determine the direction of development in the future and draw conclusion of this research. Concurrently, we will continue creating fashionable knotted bejeweled accessories, entering the market for analysis, absorbing the experience, improving and innovating, exploring the market, and ultimately building our own brand. Apart from literature review, expert interview is also one of the research methods adopted to understand the trend of Chinese knotting art and the creators' thoughts on the development of knotting art. The experts' valuable opinions and suggestions are well perceived to act as the reference and example for this research.