文化創意產業的價值創造形塑之初探

Configuring Value for Cultural and Creative Industry

楊燕枝(Yann-Jy Yang) ； 吳思華(Se-Hwa Wu)

《行銷評論》 2卷3期 (2005/09) Pp. 313-338

https://doi.org/10.29931/MR.200509.0003

摘要

過去關於企業的價值經營研究多以製造業及服務業為主，對於藝術品的相關研究相對較少，本研究針對文化創意產業的價值經營進行探討，並以產品的創造力、顧客關係、價值創造網路、產品價值資訊的散播為主要觀察因素，試圖剖析文化創意產業的價值創造構型。本研究以個案研究方法，針對國內首家上興櫃之企業－琉園公司為對象，來探索工藝產業的價值經營模式，並提出文化創意產業的價值共創循環與價值經營模式。研究發現藝術品的價值受風尚與社會趨勢影響甚深，因此價值網路的資訊階流為顧客期望價值的主要決定因素之一，而消費者間的理性沈溺、理性跟風以及從眾行為恰促成了市場需求量的最大驅動因素。本文最後並歸納整理文化創意產業的技術重點與價值經營模式之關係。

關鍵字

顧客資本 ； 資訊階流 ； 價值共創 ； 顧客價值

並列摘要

This study explores the determinants in creating value in the cultural and creative industry by case study research. Originality of artistry, customer relationship, and value creating networks, and the information flow of the products are critical factors in the value creating actions. The superior customers, like connoisseurs, can play the initiator of information cascades to change the customer-desired value and the customer-received value, and they can attract more collectors to follow up. Moreover, superior customers can support the enabling extrinsic motivations to push the artists though the advanced artistries creating. In this study, we firstly proposed a value co-creating cycle to describe the value co-creating action in cultural and creative industry. Secondly, we mentioned that ration addiction, ration herding, and herd behaviors are the main value drivers of culture and creative products. This study also explored the interactions between the enterprises in this industry, and finds that the more competitive actions were focused on getting the recognition of connoisseurs. Finally, we attributed the value creating of the culture and creative industry to three types of value configurations.

並列關鍵字

Customer capital ； Information cascade ； Value co-creating ； Customer value

參考文獻

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