台東地區文化創意產業經營策略之研究─以工藝產業為例

A Study on Business Strategies of Cultural and Creative Industry in Taitung District – The Case of Craft Industry

蔡年泰(Nien-Tai Tsai)

指導教授 ： 陳瑾瑛

亞洲大學/管理學院/經營管理學系碩士班/碩士(2004年)

摘要

「文化創意產業發展計畫」是行政院「挑戰2008：國家發展重點計畫」之一。文建會以此為重要的新興的文化政策作全面的推動。希望開拓創意領域，結合人文經濟以發展兼顧文化與經濟效益的產業。台東地區由於地理環境因素，工商業活動遠低於臺灣西部，各項公共工程與建設發展顯較其他縣市遲緩。然而，台東有豐富的自然景觀與多元的文化特色，縣內有個六原住民族，係南島文化之代表。可視為發展文化創意產業最具有潛力的地區。台東地區尚無與文化創意產業議題相關之研究，如何應用獨特的文化內涵發展更具有特色的文化產品，以帶動地方經濟是本文探討之動機。
本研究以台東地區工藝產業為主題。研究目的如下：（1）從文化創意產業的內涵與政府政策，探究台東地區，文化創意產業現況。（2）瞭解台東地區文化創意產業之生態與產業環境。（3）本研究範圍設定在工藝產業，探究經營者或創作者的核心資源與能力及其經營型態與內容。（4）以資源基礎觀點尋求工藝產業發展利基。（5）建構台東地區工藝產業經營策略，帶動台東地區之經濟發展。
本研究採質性研究方法，針對台東地區九位工藝產業經營者作半結構式深度訪談，並以資源基礎觀點分析產業核心能力和關鍵成功因素，以瞭解台東工藝產業所具有的資源與經營狀況。透過文獻及相關理論，研擬有利於台東工藝產業經營之競爭策略，研究結果發現：（1）工藝產業結構為零散型產業，臺東縣工藝產業以零售業者居多，佔92%；經營年數以5年以上者最多，佔70.2%；資本結構在100萬元以下經營者，佔96%；組織結構以獨資經營者最多，佔94.5%；銷售額結構以銷售額在5百萬元以下者最多，佔94.5%。（2）台東地區工藝產業內部核心資源之優勢有四類13點，其中無形資產多於有形資產；個人能力多於組織能力。台東地區工藝產業經營者內部優勢核心資源著重在生產技術及產品設計能力與經營能力及創業精神。（3）台東地區工藝產業內部核心資源之劣勢共歸納為6點，其中以人力資源及自有資金為核心資源之兩大缺口。（4）受訪者當中以原住民工作室具有的內部優勢核心資源最少，以藝品店具有的內部優勢核心資源最多，非原住民工作室具有的內部優勢核心資源最多。兩個社區型工作室擁有的內部優勢核心資源相當。若以每月平均營業額為績效，內部優勢核心資源越多者其營業額越高。

關鍵字

文化創意產業 ； 資源基礎理論 ； 核心資源 ； 經營策略 ； 質性研究

並列摘要

“Cultural and Creative Industry Development Plan” is one of the Executive Yuan’s “ Challenge 2008 -National Development Plan”. The Council for Cultural Affairs pushed it with all-out effort as an important and newly booming cultural policy. It hoped to developed creative territory, merging with human economy to develop the economically effective and cultural industry. The activities of industry and commerce in Taitung District were far behind western Taiwan due to geographic factors resulted in more slowness of various public engineering and developmental constructions than other counties. However, Taitung is rich in its natural landscapes and diverse cultural characteristics. There are six aboriginal tribes in Taitung County and they represent Austronesian culture. It can be regarded as the most potential area for developing cultural and creative industry. There were not yet any studies on cultural and creative industry in Taitung District. How to apply this uniquely cultural connotation to develop characteristically cultural products as well as to promote local economic development is the motivation of this study.
The motif of this study was based on the craft industry in Taitung District. The purposes of this study were as follows (1) to explore the reality of cultural and creative industry in Taitung District from its connotation and the government’ policy. (2) to realize the ecology of cultural and creative industry in Taitung District and its industry’s environments (3) to explore an operator or innovator’s core resources, ability, business patterns and its contents of the craft industry. (4) to seek the niche of development of craft industry on the basis of resources (5) to compose the craft industry’s business strategies in Taitung District and mobilize Taitung District’s economic development.
This study adopted qualitative research approach by using semi-structured in-depth interviews of nine selected operators of craft industry in Taitung District. It utilized resource-based views to analyze the industry’s core competencies as well as its key success factors and understood the resources and business circumstances of Taitung’s craft industry that it had possessed. It can help draft favorably competitive strategies for Taitung’s craft industry through literature references and relevant theories. The results showed: (1) The composition of this craft industry was scattered. Taitung County held a 92% majority of retailers; most of them were over 5 years of experience, occupied by 70.2%; The composition of operators’ capital was under 1 million NT dollars by 96%; the constitution of them was mostly engaged in unique capital business by 94.5%; the constitution of sales sum was mostly under 5 million NT dollars, estimated by 94.5%. (2) The advantage of inner core resources of Taitung District’s craft industry was put into 4 categories and 13 points, among them, intangible assets surpassed tangible assets; individual ability outnumbered constitutional ability. The inner advantage of operators’ inner core resources of Taitung District’s craft industry emphasized production technology, design, management ability and creating spirits. (3) The disadvantage of inner core resources for Taitung District’s craft industry was entirely inducted into 6 points, and among them, manpower and self-reliant capital were two major cracks of core resources. (4) Among the interviewees, aboriginal workshops own the least inner core resources while artifact shops and non-aboriginal workshops hold the most inner core resources. Two diffrent community workshops almost had the same advantage of inner core resources. As for the effects of a monthly average volume of business, the more it had the advantage of inner core resources, the more revenue sum it would have.

並列關鍵字

Cultural and Creative Industry ； Resource-Based Theory ； Business Strategies ； Core Resource ； Qualitative Research

參考文獻

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