探討中華武術產業之服務創新:文化價值觀點

Exploring service innovation of Chinese Martial Arts industry: A perspective of cultural value

蕭任為(jen-Wei Hsiao)

指導教授 ： 邱文宏

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2009年)

摘要

目前全球已有七十多國家推展中華武術運動，「文化創意產業」為行政院於2009年規劃發展六大新興產業之一，而武術產業亦屬於此產業類別。然而，目前文獻大多探討武術的技術與應用、架式與人體生理之關係、武術文化的延續、文化價值的傳承、武術機構的經營，少有探討武術產業之服務創新研究。本研究主要目的是以文化價值的觀點為基礎，進而探索與驗證武術產業之服務創新模式。本研究採用個案研究法，選定中華武術誠明會與大陸嵩山少林寺為研究對象，透過次級資料蒐集、參與式觀察與深度訪談，共蒐集192件創新事件據以發展個案資料庫，透過質化分析以歸納武術產業之服務創新能力量表，再透過量化分析驗證模式適配度。研究結論為：一、於文化價值六構面下共歸納出24項服務創新概念；二、個案比較結果顯示，誠明會保有傳統藝術務實的經營模式與原創價值性，而少林寺提供身心靈的平靜以達到禪修的價值，行銷方式大多於在媒體的曝光率與置入性行銷；三、武術產業在1993年前以維護文化為使命，1993年後推廣期以推向國際化為主軸，而2002年後朝多元化發展；四、透過探索性因素分析，除原有「美學價值」、「歷史價值」、「真實價值」與「精神價值」等四構面外，重新命名「真實象徵價值」與「科技社會價值」，再經驗證性因素分析驗證此量表具有良好之模式配適度。

關鍵字

中華武術、誠明會、嵩山少林寺、服務創新、文化價值、文化產業 ； HASH(0xb0a1248) ； HASH(0xb0a12c0)

並列摘要

According to statistics, there are currently more than 70 countries in the world promoting Chinese Martial Arts activities. “Cultural Creativity Industry” is one of the six new major industries proposed by The Executive Yuan in 2009 deemed to have potential. Chinese Martial Arts is classified as cultural creativity industry. After reviewing related researches, literature and thesis studies of Martial Arts, I found that most of the topics are associated with development/promotion particularly of technique improvements, posture and physical applications as well as the inheritance value of Martial Arts Culture and business of the Martial Arts organization. However, the service innovation study of the Martial Arts industry has rarely been discussed.
The purpose of this study is based on the perspective of cultural value; further, to explore and verify the new service innovation model of the Martial Art industry. This research utilizes individual case methodology and selects Chung Ming Chinese Martial Arts Association and Henan Songshan Shaolin Temple in Mainland China as the study targets.
Through the secondary data collection, self-participation/observation and in depth interview, a total of 192 individual service innovation activities were recorded and built into database. Through the qualitative analysis, the study induces the service innovation ability measurement of the Martial Arts industry; moreover, to verify the model adaptive by the quantitative analysis. There are four major conclusions found from this research. 1. It has been concluded into 24 new services innovation concepts under the six dimensions of the cultural value. 2. Results of the case comparison show that Cheng-Ming Association retains not only the practical business model of the traditional art essentials as well as the original value while Shaolin Temple, on the other hand, provides tranquility of the body, mind and spirit in order to achieve Zen. The marketing channels of Shaolin Temple are mostly through media exposure and placement marketing. 3. Prior to 1993, the cultural maintenance was taken as the mission of Martial Art, but after some time, the target mission turned into promoting the art internationally. In 2002 to the present, it has been promoted toward diverse developments. 4. Through explorative analysis, in addition to the existing aesthetic value, historical value, authenticity value and spiritual value, the rename of the authenticity symbolic value and technology social value, it proves that this measurement has a moderate adaptive model by the experimental factor analysis.

並列關鍵字

Chinese Martial arts International Cheng-Ming, Shao-Lin Temper, Cultural Creativity, Service Innovation, Cultural Value.

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