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  • 學位論文

文化創意品牌平台建構之研究-以「簡單生活節」為例

The Study of Building a Brand-consciousness Platform for Culture and CreativeIndustries – A Case Study of “Simple Life”

指導教授 : 楊其文
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摘要


近年來,文化產業被認為是國家經濟發展及提升社會品質的重要因素,因此,每兩年「簡單生活節」的舉辦在文化創意活動的範疇中,不但深具指標地位也開創文化創意的另一種面貌;「簡單生活節」在2006年舉辦後,延續經營「Street Voice 街聲」網路平台,並在2008年後取得經營信義區四四南村的「好丘」以及華山文化創意園區的「Legacy 傳」,如何讓「簡單生活節」深化其長期經營品牌的模式並發展消費者的深度溝通,持續建立消費者對品牌價值的認同,其包含文化論述與感性關係的互相影響,正是品牌操作所重視的一環。 舉辦「簡單生活節」讓消費者關注獨立品牌的發展,進而加深品牌建立的重要性,究竟「簡單生活節」的品牌核心價值與活動持續舉辦的核心深度與廣度為何?辦理活動需要注入哪些資源整合?以及如何建立文化創意品牌平台?都是值得探討的面向。 本研究目的以「簡單生活節」作為文化創意品牌平台建構的方法與成效,用訪談的方式來分析(1)品牌的篩選與整理。(2)品牌平台模式建構。(3)觀察主辦者如何建立品牌形象。(4)活動長期經營、以及子品牌延伸發展究竟需要哪些要素。 透過研究發現,經營文化創意品牌的平台建構,從如何經營、建構的觀點以及累積建立品牌的定位,到根據研究結果,提出文化創意產業平台的建構,如何有效運用在子品牌的發展與延伸價值與方法,進而提出文化創意品牌平台建構的具體結論與建議。

並列摘要


In recent years, the culture industry has been considered as the crucial factor of national economic development and the enhancement of social quality, therefore, the biyearly activity “Simple Life ” not only plays the role of a tremendous indicator, but also initiates another facet of cultural creation; furthermore, “Simple Life ” was held In 2006, the web platform of Street Voice was established and in 2008, the activity of “Good –Cho’s” located in the Szu- Szu -Nan Village, Hsin-Yi District, Taipei; and the “Legacy Taipei” located in HuaShan1914- Creative Park have been run. How to continuously build up the brand value of “Simple Life ” with consumers’ , and deepen on long term model of brand operation to engage in deep communication with consumers, it has included the interaction between cultural discussions and emotional relationship which are the very key point emphasized in the operation of building brand. The keeping of “Simple Life ” appeals consumers to care about the development of independent brand, and then, deepens the importance of brand building. But what on earth are the core brand value of “Simple Life ” and the core facility of continually holding the activity? Which input of the integrated relationship among those resources is needed? And how to building model of a brand’s platform? The purpose of the study is to base on the method and results of building the brand platform of “Simple Life ” as a cultural creation to analyze the following items by the interview method: (1) the screening and finishing of a brand; (2) the building model of a brand’s platform; (3) observing how the organizer builds up the brand image; (4) which elements are needed in long-term operation of the activity and the extended development of a sub-brand. By way of researching, the knowhow of operation, the perspectives of construction and the accumulated brand status are found. In the end, the author provides the method for cultural creation industry to build up effective application of sub-brand development and its extended values, furthermore, offers the concrete conclusion and suggestions of building the brand platform of cultural creation.

參考文獻


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