客家創意生活產業行銷策略之研究 -以苗栗公館五穀文化村為例

Hakka creative industry marketing strategies of life - Grains Culture Village of Miaoli Gongguan, for example

吳家喬(chia-chiao wu)

指導教授 ： 陳定銘

國立中央大學/客家學院/客家研究碩士在職專班/碩士(2011年)

摘要

鑒於文化創意產業帶來的無限生機與商機，行政院在2002年正式將文化創意產業列為「挑戰2008：國家發展重點計畫」的重要項目之一；文建會也於2003年優先推動陶瓷產業，選定「藝術裝飾陶」與「日用陶」做為「陶瓷工藝產業旗艦計畫」的核心推廣項目。而在面臨經濟、社會環境快速的變遷下，富涵客家文化及地方特色的公館陶瓷產業在發展為創意生活產業之際，應透過行銷策略之規劃，提高其產業的競爭力，期望能透過妥善的行銷策略進入文化創意產業的藍海市場，以達到經濟與文化兩相平衡的永續發展。基此，本研究以SWOT分析理論，透過文獻分析法、深度訪談法及問卷調查法的運用，以苗栗公館五穀文化村為個案，探析其發展客家創意生活產業之優勢、劣勢、機會與威脅，並發現目前行銷策略所呈現之問題所在，俾利進一步提供未來規劃行銷策略之建議。研究結果發現五穀文化村發展創意生活產業可以『發展在地特色的陶瓷創意商品』、『規劃客家文化旅遊套裝行程』、『發展鄉內異業結盟，開創陶瓷商品的新風貌』作為行銷策略的重點。最後冀望能將此研究結果提供給陶瓷業者在未來發展文化創意產業時，有比較一致性與方向性之參考指標，讓陶瓷產業在時代的變遷下，能永續經營傳承下去。 關鍵詞：客家創意生活產業、五穀文化村、行銷策略

關鍵字

客家創意生活產業 ； 行銷策略

並列摘要

Due to the cultural and creative industries as a result of the infinite vitality and business opportunities, in 2002, the Executive Yuan officially listed cultural and creative industries as one of the important items of "Challenge 2008: National Development Plan". CCA also gave priority to promoting ceramics in 2003 industry, selecting "Art Deco pottery" and "Daily Tao" as the core of "the flagship program of ceramic craft industry" to promote the project. While the rich Hakka culture and local characteristics of Gongguan’s ceramics industry, in the face of the quick economic, social and environmental changes, are developing into creative industries, it should be through the marketing strategy planning to improve the competitiveness. We expect to enter the blue ocean market of cultural and creative industries through proper marketing strategy in order to achieve balanced economic and cultural sustainable developments of the two. Based on this, this study, taking "Grains Culture Village" for example, used SWOT analysis theory, the literature analysis, depth interviews and a questionnaire survey to explore the development of the creative life of Hakka industry strengths, weaknesses, opportunities and threats, and then found the current marketing strategy of the problem presented to serve further facilitate proposal of the future planning of the marketing strategy. The results showed that the development of creative culture of "Grains Culture Village" can take developing innovative ceramic products of local features, planning Hakka culture travel packages, developing different industries within the rural alliances and create a new style of ceramic products as a marketing strategy focus. Finally, we hope this study can offer the ceramic industry that when developing as the cultural and creative industries, there are relative consistencies with the direction of the reference indicators for the ceramics industry. We hope that under the changes of the times, they will have a sustainable development.
Keywords: Hakka creative life industries, Grains Culture Village, marketing strategy

並列關鍵字

Hakka creative life industries ； marketing strategies

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