本研究首先探討文化創意產業鏈，導入產銷策略與STP模型（市場區隔、目標市場、市場定位），建立文化創意產業鏈的一般模式，以此為基礎，對溫州文化創意產業進行SWOT分析，提出發展溫州文化創意產業的對策建議，供政府與專家學者參考。

This paper discusses first the industry chain of the cultural and creative industry, import production and marketing strategy and STP model (market segmentation, market targeting, market positioning), to establish the general model of the industry chain of the cultural and creative industry, then take this general model as based to do SWOT analysis of the development of the cultural and creative industry in Wenzhou, as reference for the government and experts and scholars.