中小企業投入創意生活產業之體驗模式研究

中小企業，一向是我國經濟發展最重要的根基，近年來隨著企業先後西進或外移，國內產業環境與結構丕變，眾多中小企業營運因此面臨嚴苛的挑戰與困境。近年來，部分中小企業投入創意生活產業，除了設立觀光工廠，展現企業特色，也提供各具創意的體驗活動，凸顯中小企業靈活的經營策略。為了瞭解其經營模式，本研究針對三家投入創意生活產業，設立觀光工廠且提供各種體驗活動之中小企業，就產業文化元素、體驗心理機制與體驗價值三面向，探討體驗活動的設計與執行，分析體驗過程與價值，同時訪談業者與遊客，藉以找出其成功之模式。本研究發現三家中小企業所提供之體驗活動中的體驗模式最常引發遊客探索、連結兩項心理機制；遊客最常感受之體驗價值為趣味價值，而最能感受的文化符碼則是以外顯的產業文化為主。同時發現，文化符碼對於探索、連結兩項心理價值與體驗價值中的美感價值有部分中介效果，而連結對產業精神與象徵則有完全中介效果，本研究建議企業應充實體驗活動之產業文化元素，強化營造趣味價值與效用價值之體驗環境，並加強美感體驗價值活動。

關鍵字

心理機制；文化符碼；體驗價值；創意生活產業；中小企業

並列摘要

SMEs have always been the most important foundation for Taiwan's economic development. In recent years, as companies have moved westward or outward, the domestic industrial environment and structure have undergone changes. As a result, many small and medium enterprises have faced severe challenges and difficulties in their operations. In recent years, some small and medium enterprises have invested in the creative life industry, in which they not only set up sightseeing factories but also demonstrate their own characteristics and provided creative experience activities to highlight the flexibility of the business strategy of SMEs. In order to understand its business model, three small and medium enterprises that invest in creative life industries and set up sightseeing factories which provide various experience activities were selected as individual cases to analyze the design and implementation of its experience activities, as well as the experience process and value, to establish a model of experience management, including experience design and marketing, psychological mechanisms, and quality of life in three aspects including industrial culture　element, experience psychological mechanism and experience value. Also, interviews on operators and tourists are analyzed to find out their success. This study finds that the experience mode in experience activities most often leads to two psychological mechanisms-- exploration and connection. Meanwhile, the most commonly experienced experience value is playfulness value, and the most experienced cultural code is mainly the external industrial element. The cultural code has a partial mediation effect on the two psychological mechanisms--exploration and connection, as well as the aesthetic value in the experience value. The psychological mechanism--connection has a complete intermediary effect on the industrial spirit and symbol. To provide a reference for the SMEs community, this study still suggests that companies should enrich the industrial culture elements of the experience activities, strengthen the experience environment that creates interesting value and utility value and strengthen the aesthetic experience value activities.