文化創意產業其組織發展歷程、品牌經營與體驗行銷關係之研究：以陶瓷工藝業為例

The Study on the Organizational Growth Stages for Cultural and Creative Industry and its Business Practices on Brand Management and Experiential Marketing- In the Case on Ceramic Industry

岑淑筱(Shu-Hsiao Tsen) ； 郭家毓(Chia-Yu Kuo)

《創業管理研究》 7卷3期 (2012/09) Pp. 103-128

https://doi.org/10.30132/JER.201209.0004

摘要

本研究在探討陶瓷工藝業者在各組織發展時期中，採行的品牌經營作為與體驗行銷策略為何，並以個案研究法進行深度訪談，透過紮根技術進行資料歸納與收斂，將其分成前朝輝煌奠基期、舉步維艱挑戰轉型期與穩定發展能力複製擴散期等階段，並以具體化產品價值性與獨特性、創造品牌形象與故事及強化相關服務與現場設施作為組織發展目標，並透過市場定位明確、顧客導向行銷策略（體驗行銷）、多元式行銷經營（實體店鋪、觀光園區）、融合藝術於生活用品中、兼具藝術創意與實用巧思、價格等當價值、營運成本效益化等品牌經營手段，提升組織未來發展與長期競爭優勢。

關鍵字

文化創意產業 ； 組織發展歷程 ； 陶瓷工藝業 ； 品牌經營 ； 體驗行銷

並列摘要

The research is to study the strategies of the ceramic industry on its brand management and experiential marketing at different organizational developing stages. It applied the case study method to do the in-depth interviews with the top management of three ceramic brands. After analyzing the data collected from interviews by the analysis technique of grounded theory, there were three different organizational developing stages that the cultural and creative industries would experience, including initiation & growth stage, transformation stage and stable developing & proliferation stage. To specify the value and uniqueness of the products, creating brand image and story, and strengthening the related service and on-site facilities are organizational development goals through above three stages. Furthermore, ways such as clear market positioning, customer-oriented marketing strategy (experiential marketing), multiple sales channels (brick-and-mortar store, tourism factory / park), integration of the arts into the daily stuffs, combination of artistic creativity and practical ingenuity, price equal to the value and cost-effective operation, all are helpful to promote the future development and long-term competitive advantage of the organizations.

並列關鍵字

Cultural and creativity industry ； Organizational growth stages ； Ceramic industry ； Brand management ； Experiential marketing