從資源基礎觀點探討文創商品的可持續競爭優勢之研究：以台灣土鳳梨酥為例_

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題名：	從資源基礎觀點探討文創商品的可持續競爭優勢之研究：以台灣土鳳梨酥為例
作者：	黎品溱
校院名稱：	國立嘉義大學
系所名稱：	企業管理學系
指導教授：	侯嘉政
學位類別：	博士
出版日期：	2015
主題關鍵詞：	資源基礎觀；核心競爭力；競爭優勢；可持續的競爭優勢；文創商品；Resource-Based View；Core Competence；Competitive Advantage；Sustainable Competitive Advantage；Cultural Creative Products
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:2

隨著生活條件的提升，消費者對商品的需求已經從低價提升至品質，一直到現在對文化創意、美學與感質上的追求。本研究利用資源基礎觀來探討文創商品的可持續競爭優勢。在文化創意產業化後，商品成為支持文創產業發展的主要獲利來源。本研究目的有三大重點：探討文創商品的資源特性為何、探討文創商品的核心競爭力項目及文創商品如何創造可持續的競爭優勢。
本研究以個案研究法，探討將土鳳梨酥文創商品化的三間廠商：微熱山丘、旺萊山及日出集團。除了進行企業面主管及員工的訪談，為補充與加強從企業內部不易發覺的資源項目，在廠商訪談前，先進行消費者焦點群體訪談，依據消費者的觀察與使用，在廠商訪談時直搗核心。研究發現，廠商有提供且消費者有感受的關鍵資源中，「無形資源」為創造文創商品核心競爭力的重要資源類型，特別是「文化」；廠商無提供但是消費者有感受的項目中，「體驗」則是消費者期待廠商能提供的；而廠商有提供但消費者沒有感受的項目中，「包裝」及「機器」都是需要與消費者加強溝通的重點項目。
最後提出本研究對文創商品帶給台灣社會的影響之見解，發現人們把購買文創商品當作生活品味及成功與否的指標，屬於增加社會認同及展現自我形象的衝動性購買，由此可見，文創商品除了必須向內管理商品核心競爭力，也要向外管理消費者的購買心理。

以文找文

Along with the upgrading of living conditions, consumer demands for goods has been raised from low price to high quality and up until today, consumer keep on pursuing the sense of quality and aesthetics towards cultural creative products. This study used Resource-Based View (RBV) to investigate the sustainable competitive advantage of cultural creative products. From past up until now, the cultural and creative industry goods have been supported the industry development and become the primary source of profit. This research has three main objectives which are: To investigate the characteristics of cultural and creative goods resources, to explore the core competence of cultural and creative goods, and how to create a sustainable competitive advantage for cultural and creative products.
This case study research explored the commercialization of pineapple cake in these three following companies: SunnyHills, PineApple Hill and Dawncake. In addition to corporate managers and employees face interviews, and also to complement and strengthen the internal companies’ data which were hard to find, before doing the interviews with the companies this research conducted focus group interviews with the customers. By using the basis on how consumers observe and use the companies’ products, the interviews results with the companies would directly reach the main point. This research found out that : (1) companies have provided crucial resources which consumer felt, "Intangible resource" was the important type of resources in order to create cultural creative products core competence, especially "culture" ; (2) companies did not provide but consumer feels the item , "Experience" is something that consumers expect the companies to provide ; (3) and the companies have provided but consumers did not feel the item, "Packaging" and "Machine" are crucial items needed to strengthen communication to consumers.
Finally, this study presented how cultural creative goods made an impact and insight on Taiwan society, how people buying cultural creative goods as lifestyle and success indicators, impulse buying to increase social recognition and to exhibit self-image. This proved that internally, the cultural creative products must increase the core competence and externally managing the consumers purchasing psychology.

以文找文

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