手作創業之路─亞洲手創展中的手作業者

Nurturing Artisan Entrepreneurship: The Artisans in Pop Up Asia Trade Fair

許玉融(Yu-Jung Hsu)

指導教授 ： 陳良治

國立臺灣大學/工學院/建築與城鄉研究所/碩士(2021年)

https://doi.org/10.6342/NTU202104595

摘要

近年來，各式各樣的創意市集遍地開花，也出現商業展覽會等不同形式。當手作者的創業活動蓬勃發展，手作似乎已經從興趣轉變為職業。這些手作創業者試圖在手作的興趣和創業的職業之間取得平衡點，讓手作得以創業。本研究以Pop Up Asia亞洲手創展中的手作創業者為研究對象，探討其在創業之路上所面臨的矛盾與困難，以及展覽會如何協助創業，以回應本研究的三項發問：1. 手作創業的商業展覽會如何形成？ 2. 展覽會的手作創業者如何化解創作（藝術）與創業（商業）之間的矛盾？其與一般創業者有何不同？3. 展覽會在手作產業中扮演著何種角色？相較於市集，展覽會有何功能、作用與影響？除了展覽會之外，手作創業者還需要何種創業資源？
　　本研究採質性研究，透過13位手作創業者訪談與展覽會之參與式觀察，了解手作創業展覽會中手作創業者之創業過程，以及發生在展覽會暫時性群聚空間內外之合作與交流動態。本研究發現：1. 展覽會主辦方透過十多年的手創人脈與市集經驗匯聚手作創業者，讓展覽會成為機會的平臺。2. 手作創業者透過參展化解手作與創業之間的矛盾。由於手作創業者需要另外學習其不熟悉的創業技能，加上創作獨立、封閉的特質，讓他們不容易接觸其他的資源與網絡。而展覽會主辦方所舉辦的工作坊、陪跑計畫等創業支援活動，便補足了手作創業者的創業技能。3. 亞洲手創展作為一個暫時性群聚空間，除了提供產品的銷售空間之外，更發揮著群聚、聲譽、曝光、客群凝聚等功能，也扮演著成果發表會、品牌檢測器之角色。此展覽會的特殊之處在於幫助手作創業者微型創業，並同時以線上、線下之方式，在展覽會內外串連社群網絡與學習資源。最後，本研究之學術貢獻為手作創業現象與暫時性群聚理論之討論，尤其在於暫時性群聚活動所延伸創造的創業資源。

關鍵字

暫時性群聚 ； 手作創業 ； 手作創業展覽會 ； 微型創業

並列摘要

In recent years, more and more creative bazaars (markets) and craft fairs have been held. Since the entrepreneurial activities of artisans are booming, it seems that the hobby of craft work has changed into a career. These artisans try to strike a balance between their hobby in craft work and their entrepreneurial career in order to turn their creativity into business. From the perspective of the artisan entrepreneurs in Pop Up Asia Trade Fair, this study discusses the contradictions and difficulties they faced on the road to entrepreneurship, and the entrepreneurial assistance the craft fair gives in response to the three questions of this research: 1. How does the craft fair form? 2. How do the artisan entrepreneurs in the craft fair resolve the contradiction between the creation of art and the establishment of businesses? And how are the artisan entrepreneurs different from general entrepreneurs? 3. What role does the craft fair play in the craft industry? Compared to those in the bazaars, what are the functions, effects and influences of the craft fair? In addition to the craft fair, what other entrepreneurial resources do the artisan entrepreneurs need?
　　This study adopts qualitative research methods. Through conducting interviews with 13 artisan entrepreneurs and participation observations in PUA Trade Fair, this study explores not only the artisan entrepreneurial process but also the dynamics occurring inside and outside this fair. This study finds that: 1. Based on its ten years of experience in participating the creative bazaars and networks, the PUA organizer has been able to make the craft fair a platform of opportunity for artisans. 2. By exhibiting at the craft fair, the artisans manage to resolve the contradiction between the creation of art and the establishment of businesses. Since most of the artisans specialize in creation, they must learn extra entrepreneurial skills which they are not familiar with. Besides, due to the nature of the creative works, the artisans present isolated and closed characteristic, having no easy access to other resources and networks. Therefore, the organizer holds business support activities such as workshops and “Running Mate” plans, complementing the artisans with entrepreneurial skills. 3. As a temporary cluster, PUA not only provides the sales spaces, but also serves the functions of peer gathering, reputation building, exposure gaining, and customer attracting for the artisans. Furthermore, it plays roles as an annual presentation stage, as well as a brand examiner. Lastly, this study features that the craft fair helps the micro-entrepreneur artisans, and uses both online and offline approaches to connect social networks and entrepreneurial learning resources inside and outside the craft fair.

並列關鍵字

temporary clusters ； artisan entrepreneurs ； craft fair ； micro-entrepreneurship

參考文獻

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