台灣原住民生態材料風格創意產品及其行銷-以屏東地區原住民為例

Fashional Creatived Eco-material Products from Taiwan's Native Inhabitants and Its Marketing-An Example in Pingtung Area Native Inhabitants

蕭閔懇(Min-Ken Hsiao)

指導教授 ： 藍浩繁

國立屏東科技大學/農學院/木材科學與設計系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00050

摘要

原住民具有優良木雕文化，但對行銷（Marketing）和創意（Creativity）之觀念較缺乏，故本研究目的以魯凱和排灣兩族之生態材料創意產品為推廣之指標，以分析原住民圖騰（Totem）和文化發展，瞭解原住民生活背景以及木雕創意設計理念，以個案分析法與問卷調查法分析消費者對原住民之文化或產品瞭解之程度，以及需要改善或創新之方法，將原住民風格創意產品予以推廣，以增進原住民生活經濟。

本研究以個案分析法與問卷調查法為主軸，探討消費者對於原住民文化、產品、圖騰之認知程度， 以及原住民之間觀念上落差，剖析原住民產品設計，以得到更多原住民雕刻藝師之設計理念與消費者之間差異性，予以評估與建議。結果顯示，消費者欲了解原住民文化或產品均出自於主動，經2003~2008年參與相關原住民生態材料風格創意產品訓練班課程後，對雕刻技術、產品數量、包裝精緻度、通路，均有大幅度之提升與改善，網路行銷為最快速直接之方法，不僅可滿足消費者需求，且以網路行銷平台之架設為推廣產品之長期目標。

關鍵字

原住民 ； 生態材料 ； 風格創意產品 ； 行銷 ； 個案分析 ； 問卷調查

並列摘要

The native inhabitants has excellent wood carving culture that are lacking of the marketing and the creative.The purpose of research evaluated the intention eco-materials products of Rukai tribe and Paiwan tribe which are analysis as native inhabitants totem and culture developement. In or der to understand the investigation obtained the correlation between the native inhabitants life style and wood carving creative design idea, the case survey and questionaire survey analysis have used to investigate the consumers who recognize, need the method improved or innovated, giving native inhabitants fashional creatived products expansion, that which its enhaning life economy of native inhabitants.

The research are aim at case survey and questioniare survey, discussing the consumers accept recognizing the native inhabitants culture and, products,totem realizeable and the difference of the native inhabitants idea and consumers. Analysis the products design of native inhabitants getting more design principles and the difference of the consumer that the native inhabitants carve skill teacher, giving more and more valuation and suggestion. Results showed, The consumer wants to understand that all native inhabitants culture are come from oneself .During 2003~2008 participate in a related trainning class curriculum back of native inhabitants, carving a technique, products amount and pacage fine degree, passway, all there are promoting and improvement. The network marketing is the method of most directly, it not only let consumer's satisfied but install a website with this toward to promote produts used as long term goal.
Keyword: Native inhabitants, Eco-materials, Fashional creatived products, Marketing, Case survey ,Questionaire survey,

並列關鍵字

Native inhabitants ； Eco-materials ； Fashional creatived products ； Marketing ； Case survey ； Questionaire survey

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