陶瓷工藝產品透過網際網路行銷推廣之研究－以鶯歌地區為例

Research on Promotion of ceramic crafts through Internet: An example from Yingge area

楊美雪(Mei-Hsueh Yang) ； 陳映蓉(Ying-Jung Chen)

《藝術學報》 100期 (2017/04) Pp. 119-141

摘要

身為文化創意產業一環的陶瓷工藝產業，極具發展性，但如何運用網際網路，推廣實為一大課題。本研究採深度訪談法，訪問鶯歌地區的陶瓷工藝產品經營者，對於陶瓷工藝產品透過網路行銷推廣之目標與實施，結果如下：一、目前以提升知名度為主要推廣目標，其中包括曝光資訊與展示形象；未來則轉為增加營業額、擴大經營。二、目前以官網、社群媒體、經銷商行銷與電子商務平台進行推廣，其中社群媒體推廣成效最快；未來將採取更有規劃的資訊曝光、充實官網與跨業合作。三、建議陶瓷工藝產品依據不同的特色分類，並由公部門協助整體規劃、帶領行銷推廣。

關鍵字

陶瓷工藝產品 ； 網路行銷 ； 鶯歌

並列摘要

Ceramic industry has been more popular for the past few years. However, it is not quite often to use Internet to promote ceramic crafts. This study interviewed six ceramic artists. The main results are shown as followings： 1. Currently, setting image and announcing information are the main targets. The targets in the future will be increasing profits and let ceramic industry expand. 2. Currently, the ways of promotion the ceramic crafts are using official website, social media, dealer marketing and e-commerce platform. In the future, will cooperate with relevant industry. 3. It is suggested that ceramic industry establish a joint website; and lead the promotion strategies by government.

並列關鍵字

Ceramic crafts ； Internet marketing ； Yingge

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