泰雅族織物工藝品之商業模式-以野桐工坊為例

Atayal Weaving Handcrafts business model - The Case Study of Lihang Studio

詹育娟

指導教授 ： 黎正中

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2012年)

https://doi.org/10.6843/NTHU.2012.00454

摘要

本研究透過文獻整理，歸納出文化創意產業中，原住民工藝品的經營及行銷策略，建立一個商業模式特性構面分析，並透過泰雅傳統織物工坊-野桐工坊的個案研究方式，由探究野桐工坊的使命與願景、五力分析後，再運用商業模式特性構面分析，整理出野桐工坊經營與行銷之商業模式，提出優勢及劣勢之結論及建議。
經由分析後得知，野桐工坊深耕傳統織物文化，突顯己身的價值，在研究與織造的過程，除了找回族群自我認同，也得到了其他人對於其織物的肯定，做為一個製作典藏藝術品的工坊，野桐工坊帶出的，不僅只是織物工藝品，更是織物藝術品；「風格」鮮明的泰雅族文化，在其巧手之下，透過家飾布、各式服飾展現出來，不僅展示價值，也傳播了文化。
野桐工坊的作品，就是富含著文化與故事，每一樣作品都說得出它的故事、它的典故，對於這樣的典藏藝術品，蘊含了歷史情感與文化藝術深度的內涵，莫怪稱之為泰雅傳統織物文化的巨擘。對於市場行銷機制，也因著其作品的強大文化涵養，讓大眾趨之若鶩，造成口碑行銷與品牌行銷的效果。
野桐工坊依著其組織使命是在尋找傳統的新價值，並以創新產品的形式出現，經營及行銷策略並不以營利為主，卻也因為其深厚的文化底蘊，造成了織物工藝品價值的突顯，並形成良好之口碑行銷、品牌行銷，這應該是在以「營利」為主，「數字」掛帥的商業市場中，可以值得深思與標竿之處。
透過本研究，可提供其他有志從事原住民織物工藝品的創作者，有一清楚的商業模式脈絡，可藉由野桐工坊的例子，調整己身工坊的經營與行銷策略，讓原住民織物工藝品，不僅僅是「商品」而已，還能傳播深刻的族群文化，並成功的永續經營下去。

關鍵字

文化創意 ； 原住民 ； 織物 ； 工藝品 ； 個案研究 ； 尤瑪達陸 ； 野桐工坊

並列摘要

In this study, we focused on cultural and creative industry and summarized the business and marketing strategies of aboriginal people’s arts and crafts through literature review, and create an analysis approach with business model feature dimensions. We selected traditional Atayal fabric studio – Lihang Studio as case study object. We have induced the case’s management and marketing business model by exploring the Lihang studio's mission and vision through five forces analysis and the dimensions of business model, and finally, proposed the advantages and disadvantages of the case with conclusions and recommendations.
Through our analysis, we learned that, Lihang Studio puts much emphasis on traditional fabric culture and highlights their own value. In the process of research and weaving, they not only gets the ethnic self-identification back, but also gets others recognition of fabric. As a productive studio of preservative art works, Lihang Studio provides not just fabric crafts, but more fabric art. The Atayal’s culture has very distinct style. Lihang Studio its value and spreads the ethnic culture through the manufacturing of interior cloth and other kinds of cloth.
The works of Lihang Studio are rich with culture and stories, as every works has its story and allusion. Due to such art collection of works contain a historical emotion and cultural artistic connotations, it is called the cultural giant of Atayal traditional fabrics. As to its mechanisms for marketing, because their works have a strong cultural conservation, so that the public are in droves, and resulting in the effect of word of mouth marketing and brand marketing.
The Lihang Studio 's mission is to find new value of tradition, and provides innovative products form. Its business and marketing strategy are not profit-oriented. Its rich cultural basis results in the value of the fabric crafts highlighted, and good word of mouth marketing, brand marketing. This paradigm should be worth pondering and benchmarking in the "profit-based" and “sales-oriented" commercial market.
This research provides the other creators of those interested in Aborigines fabric crafts a clear business model context, and by the case of Lihang Studio, others can adjust their business and marketing strategy so that aboriginal fabric crafts are more than "commodities" and can spread deep ethnic cultures and has successfully sustainable development.

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