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題名：文化創意產業其組織發展歷程、品牌經營與體驗行銷關係之研究：以陶瓷工藝業為例
書刊名：創業管理研究
作者：岑淑筱 引用關係／郭家毓
作者(外文)：Tsen, Shu-hsiao／Kuo, Chia-yu
出版日期：2012
卷期：7:3
頁次：頁103-128
主題關鍵詞：文化創意產業；組織發展歷程；陶瓷工藝業；品牌經營；體驗行銷；Cultural and creativity industry；Organizational growth stages；Ceramic industry；Brand management；Experiential marketing
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:30
  • 點閱點閱:53
本研究在探討陶瓷工藝業者在各組織發展時期中，採行的品牌經營作為與體驗行銷策略為何，並以個案研究法進行深度訪談，透過紮根技術進行資料歸納與收斂，將其分成前朝輝煌奠基期、舉步維艱挑戰轉型期與穩定發展能力複製擴散期等階段，並以具體化產品價值性與獨特性、創造品牌形象與故事及強化相關服務與現場設施作為組織發展目標，並透過市場定位明確、顧客導向行銷策略（體驗行銷）、多元式行銷經營（實體店鋪、觀光園區）、融合藝術於生活用品中、兼具藝術創意與實用巧思、價格等當價值、營運成本效益化等品牌經營手段，提升組織未來發展與長期競爭優勢。
The research is to study the strategies of the ceramic industry on its brand management and experiential marketing at different organizational developing stages. It applied the case study method to do the in-depth interviews with the top management of three ceramic brands. After analyzing the data collected from interviews by the analysis technique of grounded theory, there were three different organizational developing stages that the cultural and creative industries would experience, including initiation & growth stage, transformation stage and stable developing & proliferation stage. To specify the value and uniqueness of the products, creating brand image and story, and strengthening the related service and on-site facilities are organizational development goals through above three stages. Furthermore, ways such as clear market positioning, customer-oriented marketing strategy (experiential marketing), multiple sales channels (brick-and-mortar store, tourism factory / park), integration of the arts into the daily stuffs, combination of artistic creativity and practical ingenuity, price equal to the value and cost-effective operation, all are helpful to promote the future development and long-term competitive advantage of the organizations.
期刊論文
1.Dokko, G.、Wilk, S. L.、Rothbard, N. P.(2009)。Unpacking prior experience: How career history affects job performance。Organization Science，20(1)，1-279。  new window
2.周中理、陳正(2007)。體驗行銷策略、顧客關係管理與行銷績效關係模式研究--台灣旅館業之驗證。行銷評論，4(3），339-364。new window  延伸查詢new window
3.Quinn, R. E.、Cameron, K.(1983)。Organizational Life Cycle and Shifting Criteria of Effectiveness: Some Preliminary Evidence。Management Science，29(3)，363-377。  new window
4.Schaefer, M.、Rotte, M.(2007)。Favorite brands as cultural objects modulate reward circuit。Neuroreport，18(2)，141-145。  new window
5.江義平、李怡璇、江亦瑄(20080300)。文化主題商品體驗行銷效果之研究。東吳經濟商學學報，60，67-103。new window  延伸查詢new window
6.Batra, Rajeev、Homer, Pamela Miles(2004)。The situational impact of brand image beliefs。Journal of Consumer Psychology，14(3)，318-330。  new window
7.Doyle, Peter(1990)。Building Successful Brands: The Strategic Options。Journal of Consumer Marketing，7(2)，5-20。  new window
8.Smith, K. G.、Mitchell, T. R.、Summer, C, E.(1985)。Top Level Management Priorities in Different Stages of the Organizational Life Cycle。Academy of Management Journal，28(4)，799-820。  new window
9.Cliffe, Simon J.、Motion, Judy(2005)。Building Contemporary Brands: a Sponsorship-Based Strategy。Journal of Business Research，58(8)，1068-1077。  new window
10.Dube, L.、Le bel, J.(2003)。The categorical structure of pleasure。Cognition and Emotion，17，263-297。  new window
11.Jeffcutt, P.、Pratt, A. C.(2002)。Editorial Managing Creativity in the Cultural Industries。Creativity and Innovation Management，11(4)，225-233。  new window
12.Kong, L.(2000)。Culture, economy, policy: trends and developments。Geoforum，31(4)，385-390。  new window
13.Banks, M.、Lovatt, A.、O'Connor, J.、Raffo, C.(2000)。Risk and Trust in the Cultural Industries。Geoforum，31(4)，453-464。  new window
14.Hirschman, Elizabeth C.、Holbrook, Morris B.(1982)。Hedonic Consumption: Emerging Concepts, Methods and Propositions。Journal of Marketing，46(3)，92-101。  new window
15.黃慶源、黃永全、蘇芳儀(20071200)。體驗行銷、服務品質、觀眾滿意度與忠誠度關聯性之研究：以國內科學工藝博物館「青春氧樂園--無菸，少年行特展」為例。科技博物，11(4)，71-91。new window  延伸查詢new window
16.陳心田(20041200)。組織生命週期各個階段的經營策略分析：臺灣汽車整車製造公司的多個案研究。管理學報，21(6)，759-776。new window  延伸查詢new window
17.Joy, Annamma、Sherry, John F. Jr.(2003)。Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience。Journal of Consumer Research，30(2)，259-282。  new window
18.McLuhan, Robert(2000)。Go live with a big brand experience。Marketing，26(4)，45-46。  new window
19.De Chernatony, Leslie、McWilliam, Gil(1989)。Branding terminology: the real debate。Marketing Intelligence & Planning，7(7/8)，29-32。  new window
20.Oliver G(2001)。Multicultural teams: Increasing creativity and innovation by diversity。Creativity and Innovation Management，10(2)，88-95。  new window
21.王素彎(2006)。台灣文化創意產業的發展。經濟前瞻，107，45-52。  延伸查詢new window
22.田祖武、莊雅涵(2007)。品牌體驗與產業契合度對服務業品牌延伸評價之影響。行銷評論，4(3)，311-338。new window  延伸查詢new window
23.Flamholtz, E. G.、Aksehirli, Zeynep(2000)。Organizational Success and Failure, An Empirical Test of a Holistic Model。European Management Journal，18(5)，488-498。  new window
24.Flamholtz, E. G.、Hua, W.(2002)。Strategic Organizational Development and the Bottom Line: Further Empirical Evidence。European Management Journal，20(1)，72-81。  new window
25.Mitchell, V. W.(2001)。Re-conceptualizing Consumer Store Image Processing Using Marketing Review 363 Perceived Risk。Journal of Business Research，54(2)，167-172。  new window
26.Schmitt, B. H.(1999)。Experiential Marketing。Journal of Marketing Management，15(1/3)，53-67。  new window
學位論文
1.李道霖(2007)。非營利組織發展策略之研究：以佛教慈濟骨髓幹細胞中心為例(碩士論文)。國立臺灣大學。  延伸查詢new window
2.吳筱儂(2009)。讓文化戀上創意的魔法師-創意生活產業行銷策略發展歷程之研究(碩士論文)。靜宜大學。  延伸查詢new window
3.洪永昌(2004)。企業生命週期與融資策略(碩士論文)。國立臺灣科技大學。  延伸查詢new window
圖書
1.Arnold, E.、Price, L.、Zinkhan, G.(2004)。Consumers。New York：McGraw-Hill。  new window
2.Temporal, P.(2002)。Advanced Brand Management: From Vision to Valuation。John Wiley & Sons。  new window
3.Merriam, S. B.(1988)。Case study research in education: A qualitative approach。San Francisco：Jossey-Bass Publishers。  new window
4.Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。  new window
5.Pine, B. Joseph II、Gilmore, James H.、夏業良、魯煒(2003)。體驗經濟時代。台北：經濟新潮社。  延伸查詢new window
6.李再長、Daft, R. L.(2006)。組織理論與管理。台北：華泰出版。  延伸查詢new window
7.劉維公(2003)。何謂文化創意產業？。台北：今藝術出版。  延伸查詢new window
8.經濟部文化創意(2007)。2006台灣文化創意產業發展年報。台北：經濟部工業局。  延伸查詢new window
9.經濟部文化創意(2008)。2007台灣文化創意產業發展年報。台北：經濟部工業局。  延伸查詢new window
10.Alono, S.(2000)。The Antecedent and Consequences of Customer Loyalty: the Roles of Customer Satisfaction and Consumer Trust-Commitment。University of Texas-Pan American。  new window
11.Chandler, A. D.(1962)。Strategy and Structure。Cambridge：Harvard University Press。  new window
12.Daft, R. L.(1997)。Organization theory & design。N. Y.：West。  new window
圖書論文
1.Haire, M.(1959)。Biological Models and Empirical History of the Growth of Organizations。Modem Organizational Theory。New York：John Wiley and Sons。  new window
 
 
 
 
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