數位時代下的文創創業風潮：Pinkoi、設計師的職業認同與品牌經營

本研究以台灣設計產業的設計師在Pinkoi創業與其勞動狀況作為研究主軸，探討Pinkoi如何影響設計師們的日常勞動與決策，以及對於設計師與整個設計產業而言，Pinkoi扮演了什麼樣的角色。特別是在網路時代下，設計品牌選擇在網路創業逐漸成為主流，以及設計商品的網路銷售渠道的地位也能媲美實體店面，而Pinkoi作為台灣最大的設計銷售平台，是否會影響設計師的決策，是非常值得探討的。而設計品牌又是如何推動設計師，源源不絕的透過「靈感」產出商品，以及將自我剝削的行為合理化，並更進一步研究這些又是如何影響設計師的自我認同。本研究以深度訪談作為主要研究方法來探究設計師、設計品牌與Pinkoi三者之間如何相互影響，並以參與觀察法作為輔助研究方法，了解三者對於設計產業所帶來的變化。研究發現，設計品牌對於設計師有非凡的意義，而設計師在成立屬於自己的設計品牌後，設計師會將設計品牌視為自己的孩子，而不斷付出自身的勞力與資金，換取品牌發展。而Pinkoi作為設計師們在架設品牌官網外，多數選擇的網路銷售渠道，使得它成為與過去不同形式的文化中介者，透過有別於其他電商平台的經營方式與網站使用者，確實影響設計師與設計品牌的決策與發展。此外，Pinkoi同樣擁有網路創業低成本的優勢，讓有意願的設計師都能用比以往更低的門檻成立自己的品牌，進而影響到整個設計產業的生態。設計師藉由靈感產出新產品的同時，也是尋求認同的過程，設計師對自身的認同並非是固定不變的，會受到消費者購買自己的設計商品、對設計的認同以及設計產業的變化所影響。而他們對自身的認同其實是複雜而矛盾的，比起設計師，他們對於自身的認同更接近為藝術工作的創作者。

關鍵字

Pinkoi ；設計品牌；設計師認同；文化中介者；完美情境

並列摘要

This research takes the designers’ of Taiwan design industry. I choose their entrepreneurship in Pinkoi and their labor conditions as the main research. I’ll discuss how designers’ daily labor and decision are affected by Pinkoi, and what role Pinkoi plays for designers and the entire design industry. Especially in the Internet age, design brand strats an undertaking in online become mainstream. The sale on online for design products is also important to design brand. As the largest design sales platform in Taiwan, will Pinkoi affect designers? It is a question worth exploring. How does design brand encourage designers keep on producing products through their ‘inspiration’ , even rationalise their self-exploitation behaviour, and go further to discuss the influence on designers self-identification. This study uses in-depth interviews as the main research method to explore how designers, design brands, and Pinkoi interact with each other, and uses participatory observation as an auxiliary research method to understand the changes that the three have brought to the design industry. Research has found that design brands have extraordinary significance for designers. After the designers establishe their own design brands, the designers regard the design brand as their own childen, and they will constantly pay labor and funds money for brand development. Pinkoi that is chosen the main electronic business platform by designers has become a new cultural intermediary. It uses different ways of operating and website users from other ecommerce platforms, and it affects the decision and development of designers and design brands. Pinkoi also has the advantage is low-cost by Internet entrepreneurship. Pinkoi lets designers who want to establish own brand has a lower threshold than before and affacts Taiwan design industry. While designers use inspiration to produce new products, they are also a process of seeking approval. Designers’ identification isn’t unchanged. It is affected by consumers’ purchase of their own design products, their identification with design, and changes in the design industry. Their identification is complicated and contradictory. They prefer to be called creators than designers, because they do art work.