Research on the Cultural-creative Curatorial Model and Brand Promotion in Taiwan: The Case Study of ＂Going to the East＂ Design Alliance

臺灣文創策展模式和品牌推廣之研究：以《向東流設計聯盟》為例

劉崇智(Chung-chih Liu) ； 李福源(Fu-yuan Li)

《藝術學報》 105期 (2019/12) Pp. 109-133

摘要

Throughout the global marketing economic models, the Asian countries have gradually transferred from the original store-based sales to online sales and experiential sales, which emphasize the practical concept. In the design industry of Taiwan, since 2007, Taiwanese manufacturers have developed from OEM for European countries and the United States, to companies with their own brands and participate in curatorial sales at home and abroad, which has also stimulated the overall brand economy of Taiwan. Specifically, when participating in exhibitions, Taiwanese companies have combined the policies of cultural creative industries, and invested in the cultural creative curatorial activities in response to the existing design environment of Taiwan. In order to gain an insight into the cultural-creative curating in Taiwan, this study investigates ＂Going to the East＂ Design Alliance, a design alliance renowned in the Asia-Pacific region, explores its cultural creative curatorial models and characteristics, and analyzes the methods of brand promotion in Taiwan. In order to analyze the cultural creative curatorial models and characteristics, this study completed the record survey of ＂Going to the East＂ Design Alliance through multiple in-depth expert interviews which lasted three years, and analyzed the phased method of cultural creative curating, process of curating, brand effect of curating designers and systematic analysis of curating composition. In an era when Taiwan's curating industry thrives, it is hoped that this study can enhance the main spirit of future cultural-creative curating in an orderly manner, so that the visual memory and environmental concerns embodied by the implementation method will be the final feedback mechanism. Such mechanism will serve as an important reference to the future design teams of Taiwan that execute curating.

關鍵字

cultural-creative curating in taiwan ； ＂going to the east＂ design alliance ； brand promotion

並列摘要

綜觀全球的行銷經濟模式，亞洲國家從原本的門市銷售，已逐漸轉化為網路銷售以及強調實際的體驗式銷售的概念。以臺灣的設計產業為例，自2007年開始，臺灣製造商從協助歐美的先進國家產品代工的製造，也蛻變成為企業自行研發以至於參與國內外的策展銷售之方式，也帶動了臺灣的整體的品牌經濟。其中臺灣企業在參與展覽時，為了配合臺灣現有的設計環境，也紛紛結合了文化創意產業之政策，投入文創策展之活動。為了解臺灣文創策展的真實面貌，本研究以亞太地區知名的《向東流設計聯盟》為例，探討其主題性文創策展之模式和特色，分析臺灣品牌形象推廣之方法。為了具體分析文創策展的模式與方法，本研究經由三年的專家深度訪談完成了《向東流設計聯盟》之記錄性調查，分析出文創策展的階段性方法、策展之流程、策展設計師之品牌效益以及策展之構成系統分析。在臺灣策展蓬勃發展的時代，希冀本研究可作為日後文創策展時，能夠循序的強化策展內容的主軸精神，以至於執行方法去中所蘊含的視覺記憶度與環保考量，是最終的回饋機制，都將成為未來臺灣設計團隊執行策展時重要之參考。

並列關鍵字

向東流設計聯盟 ； 品牌形象推廣 ； 臺灣文創策展

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