從文創產業的感質商品到商業模式的設計加值

A Study of Value-added from Qualia to Business Model of Cultural and Creative Industries

顏惠芸(Hui-Yun Yen) ； 林榮泰(Rung-Tai Lin)

《藝術學報》 91期 (2012/10) Pp. 127-152

https://doi.org/10.6793/JNTCA.201210.0127

摘要

美學經濟時代的來臨，顯示具有文化風格與突顯生活型態的感質商品，益受消費者青睞。其相關的文化創意產業之興起，突顯擁有深厚中華文化底蘊的台灣產業優勢，以文化內涵設計創意商品，其設計加值能否喚起消費者的認知與感動？這些感動的因素其文化風格與創意商品設計之間是否具有關聯性？此外，文創產業的商業模式與感質商品整體呈現是否關係密切？都值得深入探討。因此，本研究藉由資料分析與文獻探討，分析台灣文化商品與文化創意產業發展的關係。相關 分析資料顯示：一、文化風格屬性與文化商品設計之間擁有密切的關聯性。二、成功的商品符合Qualia感質五大元素：魅力（Attractiveness）、美學（Beauty）、創意（Creativity）、精緻（Delicacy）與工程（Engineering）；以及成功的文化創意產業符合美學經濟商業模式：“文化”精緻“藝術”、“創意”支持“設計”與“產業”創造“品牌”。從文化創意產業的感質商品到商業模式的設計加值，整體而言都是文化底蘊的呈現，這些都是擁有中華文化的台灣能夠掌握與實現的，而興盛文化創意產業應該從在地出發，豐厚台灣的設計能量，用不同於一般產業的美學經濟商業模式進行相關行銷與品牌營造，讓農產業品牌茁壯並走出海外，行銷全球，才能再創台灣經濟高峰。本研究不僅對文化創意產業相關業者提出建議，後續研究包括：文化創意商品與消費行為之間的關係、感質商品與商業模式經驗交流平台設計與建置、國際行銷營運調查以及國家支持輔導成策等，都值得進一步探討研究。

關鍵字

文創產業 ； 感質商品 ； 商業模式 ； 設計加值

並列摘要

Due to the experience economy era come to our life which affects many products with culture connotations and changes people's lifestyle. It's also display the culture and creative industries would be outstanding in the world. Chinese culture is the superiority of the cultural and creative Industries in Taiwan. Does it can evoke the sensation and emotion of consumers that the creative products designed in culture of value-added? Does the factor correlation between culture sty le and cultural products? Are the business model of cultural and creative Industries and cultural products of Qualia closely related? AII of the questions are worthy of further exploration. This study scrutinized with information analysis and literature review, and presented a framework to apply any kind of Qualia products and culture and creative industries. The findings are as followed: (1) Cultural style is really enough to affect the design of cultural products; (2) Successful products should conform the five factors of Qualia: Attractiveness, Beauty, Creativity, Delicacy and Engineering; successful culture and creative industries Should conform the experience economy business model.This is the advantage of Taiwan that value-added from Qualia to business model of cultural and creative industries are presentation of the cultural connotation. Flourishing cultural and creative industries need start in Taiwan. Marketing and building brand need extended by the experience economy business model, and outstanding in the global marketing in the future. It includes the relation between cultural products and consumers, Qualia products and business model Exchange platform, international marketing operations and national support and counseling policies on the follow-up study issue.

並列關鍵字

Culture and Creative lndustries ； Qualia Products ； Business Model ； Design Value Added

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