本研究以臺灣文化創意產業之後發品牌「八方新氣」為例，探討其市場分析、品牌定位，及其行銷策略。本研究結果顯示，王俠軍是該品牌的靈魂支柱，也是以東方白賦予作品表現天地八方新氣象的主角。「八方新氣」採高難度的燒瓷技術，將瓷器製作門檻墊高，以工序冗長、高成本的路線，爭取市場的獨創性，並以純淨白瓷展現其造形線條及細緻質感，建立市場區隔。其強調「藝術生活化」的實踐，同時保有文化特質與時尚感，並將消費市場擴及生活用品上。「八方新氣」以其工藝出眾、創意深度及時代風格的品牌定位，不僅將其核心價值貫穿整個品牌建立的過程，使組織由內到外散發出明確而一致的品牌識別，又可與競爭者進行區隔，設法在消費者心中建立有利的形象地位。

Taking NewChi, a latecomer but a promising brand among creative industries in Taiwan, as a case study, the current research aims to explore its market analysis, brand position, and marketing strategies. The results of this study showed that Heinrich Wang is the soul of the brand, and acts as a main character giving the brand its spirit with pure white. NewChi overcame the problems of porcelain shrinkage and collapse under high temperature, and soon produced excellent products through the innovation of porcelain production. This innovative production allows for the manufacture of objects with unique shapes, in turn, creating NewChi's market segmentation. With both deep cultural quality and stylish attributes, NewChi has expanded its market to artistic pieces for daily use. NewChi focused on the modernization of traditional Chinese aesthetics and the improvement of porcelain production technique, possible only after a long quest for technical perfection. The brand positioning of NewChi not only penetrates to its core values throughout the entire process of brand building, but also allows the entire organization to demonstrate clear and consistent brand recognition. The brand recognition results in clear market segmentation among its competitors, and helps its potential customers to establish a favorable image toward NewChi.