以體驗經濟模式探討社頭織襪產業之文創商品設計

The exploration of cultural and creative product design of Shetou hosiery industry in the way of experiencing economy

蕭又展(Yu-Chan Hsiao)

指導教授 ： 周文智

朝陽科技大學/設計學院/工業設計系碩士班/碩士(2013年)

摘要

臺灣近年來在政策的推動下，觀光工廠林立風潮興盛，逐漸沒落的傳統產業力拼觀光化，尋求轉型觀光服務業的新契機，這將驅使過去的傳統行銷導向體驗行銷，觀光工廠在整體營運中藉此落實「體驗經濟」。因此，本研究藉由文獻探討與統整，歸納體驗經濟相關理論，瞭解體驗活動策畫的標準及法則，並透過焦點訪談以及參與式觀察，探討企業轉型為觀光工廠的營運現況以及體驗行銷投入的契機，用以建構研究設計的理論基礎。

　　研究對象選定臺灣首座推廣在地織襪產業的社頭鄉「樂活觀光襪廠」，以織襪產業為體驗主題，探討體驗經濟架構下的文創商品設計模式。根據文獻探討結果以及產業的經驗建議做為研究規範，建構出一套體驗模型架構，透過體驗模型實際操弄，產出織襪體驗活動以及體驗媒介的設計。藉由以上兩項體驗行銷之文創商品設計，協助樂活觀光襪廠具體呈現產業文化，並提供一個滿足顧客心理層面需求的體驗平台。

　　在實證研究的部分，以樂活觀光襪廠的顧客為主要問卷調查受訪者，透過體驗研究工具實施織襪體驗測試，並以問卷調查方式進行設計評價，驗證樂活觀光襪廠注入體驗行銷之文創商品設計後，顧客的滿意程度。實證調查的結果顯示，在體驗行銷活動的「感官」、「情感」、「思考」、「行動」、「關聯」等五個體驗向度中，以「關聯體驗向度」表現較為顯著，表示受訪者認同體驗行銷之文創商品設計是一個具社會文化意義的活動，能夠透過體驗與顧客的互動，產生文化連結，進而推廣社頭鄉織襪產業的文化價值。

　　策劃者透過體驗模型架構所完成的體驗活動設計能夠藉由體驗組合調整檢視表，回頭檢核體驗活動中各項策略體驗模組需要改進的部分，進行體驗媒介及體驗價值特性的調整，方能完整呈現企業所要表現的主題風格。

關鍵字

文化創意 ； 觀光工廠 ； 織襪產業 ； 體驗行銷 ； 體驗經濟

並列摘要

Factories of tourism are prospering under policies conducted in Taiwan recently. Traditional industries, so-called sunset-industry, are fighting chance towards service industry. This may turn traditional marketing into experience marketing, which factories of tourism are carrying out in their operations. Therefore, this study aims to help understand the standard and rule of design by analyzing documents and summing up experiencing economy related theory.

　　The object of study is chosen to be the “Loho Hosiery Factory Tours,” which is the first one to propagate hosiery factory in Taiwan to explore cultural innovative product design of Shetou hosiery industry in the way of experiencing economy. Based on result of literature as well as advice of the industry as model of research, we can create a structure of experience model. We can build hosiery experience activity and design of experience providers through practical operations. The two products of cultural innovative design can help Loho Hosiery Industry Tours present its industry culture and help offer a platform to meet psychological needs of customers.

　　When it comes to empirical study parts, tourists at Loho Hosiery Industry Tours are the main survey candidate. Through tools of experience research, tourists can experience exactly how to make hosiery and after that they can attempt evaluation via questionnaire so that we can know whether they are satisfied with it or not. According to the result of survey, the most significant experience is “relation” of the five, which are sense, emotion, thoughts, action and relation. It means that the candidates tend to identify the cultural and creative product design of experiencing marketing is a meaningful activity of the society and culture. Tourists can have connection with culture and spread the cultural value of Shetou hosiery industry by experience and interaction with others.

　　Through experiencing mode, the executor can reexamine every single part of strategic experiential modules which needs improvement with experience adjustment table so that he can show the theme and style that a enterprise wants to present completely with the adjustment of experience providers and the four realms of an experience.

並列關鍵字

Cultural and Creative Industries ； Experiencing Economy ； Experience marketing ； Hosiery Industry ； Factories of tourism

參考文獻

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