文化創意商品的品牌經營策略研究 - 以幾米為例

Abstract

文化創意產業是目前世界各國，國家政策及地方經濟的發展趨勢，並且在世界貿易上創下驚人的成長佳績。然而在國內，於文化創意產業的整合過程中，「文化不等於創意；創意亦不等於產業」的核心思維，卻幾乎有被忽略的危機，其三者間的組合與互動，需要眾多的管理知識與策略應用，藉由商業化的過程將文化創意轉換成為品牌，進而建立起品牌優勢外銷世界，在全球化的推波助瀾下，建立起台灣的知識經濟。 因此，本研究對文化創意商品的品牌塑造進行探索性研究，試圖建構出一個初步的參考架構，並以Aaker & Joachimsthaler（2000）所提出的「品牌領導模式」（Brand Leadership），針對已塑造成功的文化品牌進行探討，並參酌相關文獻發展出研究架構，並分為原生價值、品牌識別、組織結構以及品牌打造計畫等四個構面進行研究。研究結果發現：1、創意工作者為文化品牌的經營核心，因為創意作品的價值與精神，才是消費者進行消費的原動力，因此專業經紀制度的建立，讓創意工作者清楚遊戲規則，有利於發展健全的文化創意產業；2、文化品牌藉由品牌識別，從原創價值中拉出可經營的脈絡，包括：精確掌握「消費者趨勢」與「消費者動機」、藉由異業合作補自身之不足、「生活化品味」的塑造等；3、文化品牌以品牌識別指導品牌打造計畫，並藉由執行品牌打造計畫來推動品牌識別。

The cultural and creative industry is the development trends of state policies and local economy all over the world at present and also creates the surprising growth. However, the process of the integration in Taiwan have been nearly neglected the key thinking of “culture is not equal to the creation, Industry mean creation also”. The association and interdynamic among its three, need numerous managerial knowledge and strategic application. The commercialized course will build and accumulate the Brand Equity, and then set up the advantage and effect sales to the world. Therefore, this research is an exploratory study to the brand of the cultural and creative industry, attempt to build and construct out a preliminary structure. We use the Brand Leadership (Aaker and Joachimsthaler, 2000) to be a main theory structure and consider relevant literature to develop out the research structure, then focus on a case of the already molding the culture brand succeeding. There are four composition carry on this research structure: the Primitive Value, the Brand Identity, the Institutional Framework and the Brand Planning. The conclusions of this research are found: 1, The creative worker is a management core of the culture brand, because of the value and spirit of the creative works is the motive power that consumers expend. Therefore the setting-up of the professional agent's system and make the creative worker to realize the rule of the game that can help to regular the cultural and creative industry. 2, the culture brand pull out the train of the market management from the brand identity, including: precise grasp “consumer trend” and “consumer motive”, supplement one's own deficiency by other related corporation, mold “Life Taste”. 3, the brand identity direct the brand planning, and by carry out the brand planning to promote the brands identity.