過去的製造業曾為台灣創造出經濟奇蹟,如今面臨知識經濟全球化趨勢改變,各國產品設計呈現一致性的風格,加上消費趨勢演變,人們開始追求有內涵、有特色且具差異化的產品,文化因素更是各國差異化之主因,因此各國皆為此而推動保有在地文化相關計畫,而台灣也正面臨著改變的考驗。因此如何將設計創新結合台灣文化而發展出創新,使文化產業化,並進一步推動品牌發展,是目前必須加強的課題。 為此本研究將選定四間在文化創意產業經營成功之工藝產業個案,以文獻蒐集與分析先建構出文化創意產業推動品牌價值設計創新模式假設,再透過深度訪談與次級資料蒐集分析檢驗修正,歸納出結論四大構面為:(1)品牌策略:建構出以人文、文化傳遞為核心價值之品牌識別與經營人脈、錢脈、創意脈之品牌架構建立;(2)設計與創新:以文化內涵結合創新思維與技術,並達成品牌一致性;(3)品牌行銷計劃:建議以多元公關活動來取代廣告;(4)企業內外部:以人為本,圓型管理模式與團結各企業力量,並創造國際化生活環境以提升競爭力。以此修正後之模式提供給將來產業發展參考。
Over the past, manufacturing in Taiwan created economic miracle, and now facing the change of the trend of globalized knowledge-based economy, product design in each country shows the consistency of style. With the evolution of consumer trends, people starts to seek for products which owns feature of connotation, differentiated characteristics. Cultural factors create differentiation between each country. The currently subject we need to strengthen is how to combine Taiwan’s culture within design innovation and further promote the development of the brand. In this research, we select four successful craft companies. With literature collection, analysis, depth interviews and secondary data analysis, we summed up in four dimensions: (1) brand strategy (2) design innovation (3) brand marketing plan (4) internal and external corporation We expect to provide some reference for future industrial development.