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題名:文化創意商品產業化之模式研究
作者:陳兵誠
作者(外文):Being-Chenem Chen
校院名稱:國立雲林科技大學
系所名稱:設計學研究所
指導教授:陳啟雄
學位類別:博士
出版日期:2015
主題關鍵詞:文化創意商品文化創意產業創意生活產業產業化設計與開發Cultural Creative ProductsCultural Creative IndustryCreative Life IndustryIndustrializationDesign and Development
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當今,世界各國正藉由「設計」提升自我文化並與創意結合。其中,文化創意商品設計的推廣與實踐,更被列為國家經濟發展的重點項目,期許擴展具有文化特色的美學經濟。文化創意商品產業化,簡言之,即透過商品量產開發來締造產值,以促使產業運行。然而就文化創意產業發展而言,在歷經十年多時間演繹及政策帶動下,經許多研究報告及相關文獻指出,臺灣目前於文化創意產業或創意於產業業者均面臨商品產業化之難題,此外對於創意產業經營發展之論述和文化創意商品設計開發產業化相關議題研究與評估準則付之闕如,針對產業在商品設計開發產業化過程,著實遭遇到很大困境,且因素涵蓋多種面向範疇。
有鑑於此,本研究經由相關案例訪談及參與式觀察研究,再運用電腦輔助質性資料分析軟體NVivo10.0針對訪談內容與文獻資料紮根譯碼分析,以演繹推論方式建構出「文化創意商品設計開發產業化花朵鏈圖模式」,並從模式中選擇「科技加值」與「行銷加值」兩大要素進行第二波深度訪談與調查,且歸納文化創意商品設計開發產業化於「科技加值」與「行銷加值」因子。最後,經演繹推論建立「文化創意商品設計開發產業化科技加值模式」與「文化創意商品設計開發產業化行銷加值模式」,並彙整出「文化創意商品設計開發產業化生命週期表」以達成研究目的。而在紮根譯碼過程,藉由質性研究電腦輔助軟體NVivo10.0針對譯碼進行內部一致性之信度檢核,分析結果顯示本研究所紮根譯碼要素具有極高信度,可提供研究者參酌。
研究結果發現:於文化創意商品設計加值與產業化發展研究,(1) 文化創意商品蘊含著「外顯與內隱」設計要素,經譯碼分析可由「在地文化設計應用」、「文化商品設計要素」構成;且透過「創新研發與思考」提升商品創新性,並結合「複合媒材應用」以擴展商品附加價值。(2) 文化創意商品設計開發產業化花朵鏈圖模式係由「故事化」、「藝術化」、「商品化」、「量產化」與「產業化」等五個概念元素所組成,並促成文化創意商品設計開發產業化。於文化創意商品設計開發於產業化模式研究,(1) 文化創意商品量產開發,藉由機器與手工搭配生產,為文化創意商品設計開發產業化最佳方式,除了可提升商品產量亦可兼顧品質,另導入新科技儀器製作能解決商品生產問題。(2) 文化創意商品製造生產,導入軟體協助管理與建立一套生產SOP流程,能大大提升商品穩定性與品質良率,對於品質控管有所助益。(3) 文化創意商品製造量產開發,產業應先「確立商品屬性與定位」,再決定「生產製造方式」,且透過其他方式製程,亦能達到商品大量生產開發。(4) 文化創意商品設計開發產業化係以產業為先驅導向,且產業文創化易於文創產業化。(5) 產業以參展為主要行銷方式,並運用五感行銷策略推廣文化創意商品,且可透過商品故事塑造加上消費環境與市場通路策略應用,做為產業延續行銷加值最大效益。(6) 商品製程改變與調整,及申請商標、專利與著作為產業目前抑制文化創意商品遭受仿冒方法,可有效嚇阻不肖業者對於商品仿冒與侵權。(7) 人才培育與經驗傳承為產業永續經營主要目的。於文化創意商品產業化模式建構與驗證,(1) 文化創意商品設計開發產業化科技加值模式,可清楚瞭解產業於文化創意商品製造與量產程序及所考量因素。(2) 文化創意商品設計開發產業化行銷加值模式,透過市場與消費觀察擬定行銷策略,並藉由競爭與策略發展,達成產業永續經營目的。
依據結論本研究最後提出建議:(1) 政府應多走入產業基層並聆聽各界聲音藉以瞭解產業的需求,於「政策推廣與計畫獎勵補助」方能有效協助產業發展。(2) 建議政府應建立「文化藝術專業平台」,提供產業一個諮詢、交流管道,主動協助業者解決困難與需求。(3) 政府於政策資源挹注分配須平衡且力求公平性,對於產業才能均衡且健全發展。(4) 面對文化創意商品設計開發產業化,透過機器輔助生產著實可提升商品產量增加,且商品亦可經由機器生產展現工藝特性,建議業者須克服手工生產問題,嘗試以機器代替手工製成,對於產量與品質穩定性能有所助益。(5) 本研究所建構相關模式僅適用於文化創意產業與創意產業領域,在應用本研究所建構模式時請審視各產業的特性,彈性修正本研究結果方可。(6) 可依據本研究所建構「文化創意商品設計開發產業化花朵鏈圖模式」接續其他三個加值議題(文化加值、設計加值、創意加值)做研究,或依據本研究結果,找尋產業案例做實證研究。
關鍵字:文化創意商品、文化創意產業、創意生活產業、產業化、設計與開發。
Countries around the world are now enhancing their self-culture and integrating it with creativity through “design”. Among them, the promotions and practices of cultural creative product design are listed as the highlight of the nation’s economic development with an expectation to expand aesthetic economics featured with cultural characteristics. The industrialization of cultural creative products refers to the concept of creating the output value through the product production and development to facilitate the functioning of the industry. Nevertheless, for the development of cultural creative industry, many researches and literatures indicate that, whether it is Taiwan in the cultural creative industry or creativity for business operators, both of them now challenged by the product industrialization through years of deduction and under the promotion of policies. Besides, discussions of the operating pattern of creative industry as well as researches and evaluation standards related to the industrialization of cultural creative product design and development have shown no effectiveness despite of a great effort. During the industrialization of product design and development, the industry is truly in a predicament, which is caused by all kinds of factors.
This research has therefore firstly conducted case interviews and participant observation researches, and then used the ancillary computer qualitative data analysis software NVivo10.0 to carry out grounded decoding on the interview content and literature in order to construct the “Flower Chain Graph Pattern for the Industrialization of Cultural Creative Product Design and Development” through deductions and inferences. Besides, two principal elements –“technology added-value” and “marketing added-value”–were selected from the pattern to carry out the second in-depth interview and investigations, and factors of the industrialization of cultural creative product design and development were summarized from these two elements. Finally, “Technology Value-Added Pattern of the Industrialization of Cultural Creative Product Design and Development” and “Marketing Value-Added Pattern of the Industrialization of Cultural Creative Product Design and Development” were established through deductions and inferences, and then used to summarize the “Life Cycle for the Industrialization of Cultural Creative Product Design and Development” to achieve the research target. During the grounded decoding process,computer qualitative data analysis software NVivo10.0 was used to conduct reliability check for the codes’ internal consistence. The results have shown a high reliability of this research’s essential grounded decoding factors, which can be used as a reference for researchers.
The research indicates that: Regarding studies of values added in cultural creative product designs and industrialization development,(1) cultural creative products contain “apparent” and “hidden” design elements, which can be composed by “design applications of local culture” and “design elements of cultural products” through the decoding analysis. Besides, not only the product innovation can be enhanced through “innovative development and thinking”, but also the product added value can be increased through “applications of complex materials”; (2) the flower chain graph pattern for the industrialization of cultural creative product design and development are composed by five conceptual elements including the “story”, “arts”, “commercialization”, “mass production”, and “industrialization”. It also successfully promoted the industrialization of cultural creative product design and development. Regarding studies of the industrialization pattern of cultural creative product design and development, (1) mass production and development of cultural creative products: the combination of mechanical and craft productions has created the best way to industrialize cultural creative product designs and development, which helps to increase the product production and quality. Besides, the introduced new technology instrument also solves production issues; (2) production of cultural creative products: it can be managed by the introduced software and a production SOP was also established through the system. This also helps to increase the product stability and yield rate with some benefits to the quality control; (3) mass production and development of cultural creative products: the industry shall firstly “assure the product’s attribute and positioning” , and then decide the “production methods”. Besides, the products can also be largely produced through other methods; (4) the industrialization of cultural creative product design and development is oriented by the industry and creating a cultural creative industry is easier than industrializing cultural creativity; (5) joining exhibition is the principal marketing approach for the industry and the five-sense marketing strategy is also well-used to promote cultural creative products. Besides, it is possible to expand the marketing effect and to add values on the industry by creating stories of the products and adding strategic applications consumer environment and market access; (6) production alternations and adjustments, and applications of trademarks, patents and copyrights are used to control counterfeited cultural creative products and effectively prevent unscrupulous vendors to counterfeit or to infringe the rights of cultural creative products; (7) cultivation of talents and inheritance of experiences are the main purposes of having a sustainable operation of the industry. In the construction and verification of cultural creative products’ industrialization pattern, (1) the technology value added pattern for the industrialization of cultural creative product design and development clearly shows the industry’s production and mass production procedures cultural creative products and considerations; (2) the marketing value added pattern for the industrialization of cultural creative product design and development can set marketing strategies through industry’s observations on the market and consumptions, and reach the target of having a sustainable operation through competitions and strategic developments.
Based on the conclusion, this research has made some recommendations: (1) the government shall have more contacts with the industry’s grassroots and listen to all the players in order to understand the industry demand. Besides, only “policy promotions and strategic rewards and subsidies” can assist the industry’s development effectively; (2) the government shall not only establish a “professional cultural and art platform”, offering the industry a channel for consultations and exchanges, but also assist the operators to difficulties and fulfill their demand actively; (3) the government shall distribute all policy resources in a balanced and fair way in order to created a balanced and good development of the industry; (4) regarding the industrialization of cultural creative product design and development, an ancillary production of machines can truly increase the production volume. Besides, mechanical production also shows the products’ characteristics in crafts. It is suggested that the operators shall solve issues caused by the manual production and try to replace manual production by mechanical production in order to stabilize the production volume and product quality; (5) patterns constructed in this research can only be used in domains of the cultural creative industry and creative industry. Before applying the patterns constructed by this research, please survey the industry’s characteristics and to make appropriate adjustments on our research results; (6) the “Flower Chain Graph Pattern for the Industrialization of Cultural Creative Product Design and Development” established by this research may be further studied with other three add value topics (culture, design and creativity value added patterns). It is also possible to collect examples of the industry to conduct practical researches based on this research’s results.
Key Words: Cultural Creative Products, Cultural Creative Industry, Creative Life Industry, Industrialization, Design and Development.
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