本研究發現，工藝產業的標竿公司本身所具備的智慧資本，從公司初創時期偏重在「人力資本」與「關係資本」的不均衡狀態，透過智慧資本的建構活動（創造、流通、加值與保護），形成目前各公司的智慧資本在各構面間的分佈漸趨於平衡協調且有明顯成長。此外，各公司均以發展自我品牌為公司重要策略目標，研究中也發現各公司的智慧資本建構活動與此策略目標相符合。 本研究結論如下： 壹、 智慧資本建構的內容層面 一、 工藝產業初創時期，智慧資本在構面間的分佈不均衡，以「人力資本」與「關係資本」為主。發展至今，智慧資本在構面間的分佈漸趨於平衡協調且均有明顯成長。 貳、 智慧資本建構的過程層面 一、 人力資本主要是透過完整的各領域多元化人才的引進、員工的教育訓練（包含美學、行銷、管理、研發設計等）、國內外的資訊與技術交流、研發設計團隊的建立等活動強化經營團隊與員工專業技能的深度與廣度，更透過共同的理念與對公司的認同感加深對公司的向心力，建構了整個人力資本。而人力資本主要是透過建立共同理念、塑造公司文化、強調團隊合作以及提供完整教育訓練來加以保護。 二、 流程資本主要是透過營運流程的改善、引進生產管理的概念、產品品質的要求、大陸設廠以求生產成本降低、知識管理系統（包含資料庫）的建立、新科技的引入與生產設備的研發與取得等活動加以建構。而流程資本主要是透過建立知識管理系統、設置研發資料庫與保護人力資本來加以保護。 三、 創新資本主要是透過持續投入人力資金厚實本身的關鍵技術與其他輔助技術、產品多元化以求技術精進、國內外技術交流以求技術提昇、關鍵技術專利化等活動加以建構。而創新資本主要是透過保護人力資本、申請商標或專利來加以保護。 四、 關係資本主要是透過制訂不同的客戶策略、建立會員制度、產品設計更具特色、推廣藝術教育、結合上下游廠商、與國際通路合作、作品參賽得獎、參加國內外的展覽等活動來加以建構。而關係資本主要是透過建立會員制度、提升產品價值、建立品牌形象與強化夥伴關係來加以保護。 參、 智慧資本建構的策略層面 一、 工藝產業公司除了將建立自我品牌為主要策略目標外，更將發揚工藝文化、將工藝藝術生活化、推廣工藝藝術教育、成立展示館設定為公司目標。 二、 工藝產業公司所建構之智慧資本與自我品牌之策略目標相符合。 關鍵字：文化創意產業、工藝產業、智慧資本、智慧資本建構、智慧資本管理、智慧資本保護 / The research concluded that: 1. In craft companies, the construction of distribution of intellectual capital, which is not balanced in the initial stage, will be equilibrated. in the end. 2. The human capital of craft companies is constructed by recruiting diverse people, training personnel, exchanging technical information between internal and overseas companies, establishing R&D team, and reinforcing centripetal force. To protect the human capital, the companies should establish a common goal, form the business culture, emphasize team work, and provide training courses. 3. The process capital of craft companies is constructed by improving their business process, adopting the system of production management, requesting quality of products, building up factories in China, establishing the system of knowledge management, importing new technical tools, and obtaining equipments of production. To protect their process capital, these companies should establish the system of knowledge management, set up the database of R&D, and guard their human capital. 4. The innovation capital of craft companies is constructed by investing in key and auxiliary technology, developing diverse products to strengthen technical ability, exchanging technical information between internal and overseas companies to intensify technical ability, and obtaining patents. To protect their innovation capital, these companies should obtain a trademark and patents, and guard their human capital. 5. The relationship capital of craft companies is constructed and protected by making different consumer strategies, managing membership, designing innovative products, popularizing craft education, integrating all suppliers and channels, cooperating with international channels, and building up brand image. 6. The intellectual capital established by craft companies conform with the strategically target that craft companies want to develop their brand.

本研究目的主要先探討職業婦女日常創意生活經驗現況；然後研究職業婦女的背景變項(婚姻狀況、年齡、子女數、最小子女年齡、職業別)與日常創意生活經驗的關係；最後再深入探討職業婦女之日常創意生活經驗與幸福感間關係。 本研究採取問卷調查法，以研究者自編的「職業婦女之日常創意生活經驗量表」，及「中國人幸福感量表」為調查研究工具。研究過程可分為三階段，第一階段先以開放式問卷訪談幾位有豐富創意生活經驗的職業婦女，編製「職業婦女之日常創意生活經驗量表」。第二階段，以方便取樣的方式，抽取一百名職業婦女進行預試。第三階段正式施測，以方便取樣的方式，抽取以新竹以北之縣市為主的職業婦女，共得370份有效問卷。並將收集資料以描述性統計、t檢定、單因子變異數分析、迴歸分析、集群分析進行分析。 本研究主要發現如下： 一、職業婦女的日常創意生活經驗的內涵可分為六個向度，分數由高至低分別為：「運用資源處理生活事務性創意」、「空間或概念重組性創意」、「運用專業知識或技術性創意」、「人際互動性創意」、「即興的表達與因應性創意」、「家務性創意」。 二、不同婚姻狀況、不同子女數的職業婦女在日常創意生活經驗上無顯著差異。 三、不同最小子女年齡、不同職業別、不同年齡的職業婦女在日常創意生活經驗上有顯著差異。 四、不同背景變項的職業婦女在幸福感上無顯著差異。 五、職業婦女的日常創意生活經驗對幸福感有顯著的預測力。 六、職業婦女的創意類型可分為四種：「全面創意型」，「懶人創意型」，「平凡無奇型」，「一成不變型」，且四類型的幸福感有差異。 綜合上述結果，本研究發現越會使用日常創意生活經驗的職業婦女，其幸福感越高。特別是越會使用「人際互動性創意」「即興的表達與因應性創意」、「運用資源處理生活事務性創意」創意生活經驗的職業婦女，幸福感越高。 最後，根據本研究的結果與討論為職業婦女、其他相關人員、諮商實務工作及未來研究提出建議。 / The relationship between creative life experiences and happiness of working women. The main purpose of this study was to explore the relationship between creative life experiences and happiness of working women. The participants included 370 working women in the north of Taiwan. The employed instruments were Working women’ creative life experiences scale and Chinese happiness inventory-5item version. The applied analysis methods are Descriptive, Independent Sample T Test, One-Way Analysis of Variance, Pearson Product-Moment Correlation, Linear Regression ,and Cluster analysis. The main findings of this study were as follows: 1. Working women’s creative life experiences were as follows in sequence: “Manage resource to handle life problem creatively”, “Reconstruct space and concept creatively”, “Apply the professional knowledge and skill creatively”, “Interpersonal creativity”, “Extemporaneous communication and coping creatively”, “Housekeeping creativity”. 2. There are no differences between married and single working women in creative life experiences, and also among having different children of working women. 3. Both the age of working women and children, as well as working type had influences on creative life experiences of working women. 4. Creative life experiences had positive influences on the happiness of working women. 5. The creativity of working women can be divided into four types：fully-creative, lazybones creative, ordinary creative, fixed creative.

國內近年興起美感經濟以及手創商品的風潮，根據行政院青輔會在2006年的統計，文化創意產業首次擠身年輕人熱門創業行業的前三名，而這些投入創作的手創者也藉台灣各大小型的創意市集擺攤而有了讓自製作品顯露頭角的機會，並更進一步發展自創品牌並讓自製作品躍上創意市集的龍頭老大。 網路行銷工具部落格同時兼備｢通路｣與｢媒體｣功能，無論是從｢功能面｣、｢使用面｣、｢傳播面｣、｢行銷面｣或是｢需求面｣等不同面向探討部落格的特性，部落格的特性都可以化約為以下八大特性：｢交流/互動性｣、｢知識累積性｣、｢主觀性｣、｢易被搜尋性｣、｢多媒體性｣、｢時間性｣、｢低門檻性｣及｢分眾性｣，這些特性讓行銷資源不足的手創者可以藉由部落格作為整合行銷¬¬進行宣傳商品以及販賣商品的管道和平台，這些都是傳統行銷工具無法達到的行銷特性。 因此本研究從行銷與整合行銷的觀點探討最能代表Web 2.0精神之一的部落格，並以消費者焦點團體訪談與質化個案研究深度訪談方式初探部落格如何協助手創者進行行銷及推廣，並進行手創者運用部落格與社群交流互動、推廣宣傳品牌以及銷售販賣的描述性研究。 / Recently, aesthetics economy and hand-made products have became a trend in Taiwan society, and according to the survey of National Youth Commission, Executive Yuan in 2006, for the first time Creativity Industry became the most popular industry for youth to start their business. Moreover the Creativity Markets have provided creators both the chances and places to show their own talents, works, and established their own brands. Blog played both the place and media roles, from its function, usage, media, marketing or needs aspects to discuss the characteristics of blog, we found blog has the following eight characteristics: interaction and communication, knowledge - accumulation, subjectivity, easy for searching, multi-media, instantaneity, low-threshold and community divides. These characteristics can help hand-made creators who have inadequate marketing resources to promote and sell their products by applying these functions. Therefore, this study is based on marketing and IMC point of view and by FGD and Case study trying to find out and illustrate how blog help hand-made creators to communicate their consumers, to promote their brands and to sell their hand-made products.

文化創意產業是人類知識的薈萃，屬於無價的無形資產，透過時代與空間交織出千變萬化的形貌，展現人類的智慧與創意的極致。表演藝術肩負「文化」承傳的使命，發揮「創意」的極限，是文化創意產業的核心，讓人們從庸碌的生活中，找到另一片新的可能。 全球第一個喊出「文化創意」的英國，創造了2001年所選定的十三個創意產業中，創造132萬的就業人口，總產值更高達1,125億英磅的佳績。令各國開始注意起文化創意產業帶來的附加價值，文化創意產業逐步成為全球矚目的新興產業。國內政府目前積極投入文化創意產業，透過強化網路外部性，除了創造更大的獲利空間，同時也為國內的文化環境，提昇更大的產業競爭優勢。 國內的音樂表演藝術活動擁有最多人數參與，也是最蓬勃發展的文化創意產業之一。例如前年流行日本的「交響情人夢」風潮，一路吹回國內，除了成功將趨勢與古典音樂相結合，創造國內的藝文話題外，也成功帶動國內的音樂水準，令參與人數直線攀升。 本研究以組織發展成熟為區隔，分析目前位處組織成熟期的音樂表演藝術團體之行銷策略與經營模式，透過其經驗分享與個案分析方式，與位於組織萌芽期的團體作對比，進一步分析其內外部優劣勢與與整體環境之評估，希望能夠提供未來文化創意產業發展的具體建議。以國內最知名的朱宗慶打擊樂團為例與新創團體-心享交響管樂團為例，本研究分析研究音樂表演團體之成功因素與行銷策略，透過國內外文獻與研究，進一步驗證藝文教育對文化創意產業發展之重要性，提供台灣的文創產業更寬廣的未來。 / Cultural and Creative Industry is an invisible asset which belongs to the whole human beings. It presents in various forms during ages, and it also transformed into the ultimate attainment in the history. Performance Art is the core of the Cultural and Creative Industry, and it develops the appearance of the “Culture” and also elaborates the limits of the “Creativitity”. It provides people to have wide imagination in their day-to-day lives. Even the music performance is the most popular activities in Taiwan, but it is still a huge chanllege to attract more people getting into the concerts hall. More and more groups attepmt to find out a better solution to make their customer loyally and increase the frequency of customer presence to the programs. According to the research, it will be better to understand the customer behavior well or teach them when they were in childhood. The researcher interviews two music performance groups, one is a well-known band, Ju Percissopm Groups; and the other one is a new beginner, Shin-Sharn Wind Symphony Orchestra. After the research, it shows the importance of the education. Meanwhile, it is more essential to link up with the trend and maintain the relationship with the other different groups. For example,” Madame Cantabile”, the famous Japanese Drama which broadcasted couple years ago, it had already promotes the classical music, and it also fascinates lots of new consumers which has never listen to classic music. It made a huge hit to classical music, and it also set an excellent example for the Cultural and Creative Industry.

1980年後工業時代，全球經濟轉向以服務和商業經濟為主，全球化影響在地經濟，傳統產業式微，迫使傳統城市面對空間重組之議題，並且回應市民的新需求。大稻埕曾是人文薈萃的寶地，更是台灣的的經濟中心，如今卻面臨相同的問題。此時，世界各地颳起文化創意產業的風潮，英國的成功經驗，讓文創產業成為各國眼中振興經濟的一帖良藥。台灣亦陸續出現相關政策，從社區總體營造到都市再生前進基地計劃，到後來出現民間單位世代群。世代群提出創業育成、街區營造、文化運動三大目標，用不同角度提供一個重塑都市形象的解答。 Landry用都市規劃的角度提出「創意平台」之概念，他認為創意平台串連散落城市各地的創意能量，帶領城市轉型。本研究以陳威如與徐卓軒提出的「平台機制設計方法」做為理論基礎，檢視世代群是否達到Landry提出的「創意城市七項要件」。本研究希望透過研究結果，回答下述三個研究問題：（1）世代群推動創意平台之平台機制如何運作？（2）世代群內部運作具備哪些創意街廓之要件？（3）世代群與大稻埕他者關係，如何促進大稻埕發展為創意街廓？ 本研究得到的初步結論：（1）世代群透過嚴格的身份認證機制，控管平台品質，再對被補貼方釋出優渥的補貼政策，吸引其進入平台後，建立其歸屬感增加黏著度。（2）多元的創意人才與中高度的授權組織文化，讓組織與地方保持創新活力。（3）對內於地方深耕經營，並與他者相互合作，孕育共同地方認同感；對外打造國際藝術節，建立內外部認同感。 / In the 1980s, known as post-industrial society, service industry and the commercial economy started to dominate the global economy. Globalization affected the local economy which leads to a decline of traditional industries, and the issue of space reorganization was raised in the traditional cities, and responded to the new demands of the residents. Dadaocheng used to be the cultural and economic center of Taiwan, but nowadays it stuck in the same transformation issue. In the same time, cultural and creative Industry was booming around the world, and the UK successful experience made the cultural and creative Industry become the solution to stimulating the economy in every country. Relevant policies were made in Taiwan as well, such as Integrated Community Development, Urban Regeneration Station, and Sedai Group－a private sector later appeared. Sedai Group proposed three objectives, including creativity cultivation, community development, and cultural movement to provide a solution to reshaping the image of a city from a different perspective. Landry proposed the concept of Creative Platform from the perspective of urban planning. He argued that the Creative Platform reorganized the creative energy scattered in the city and led the city transformation. This study takes the Platform Mechanism design method proposed by Chen and Yu as the theoretical basis, and check out did Sedai Group achieved the seven elements of Creative City which proposed by Landry. This study tries to answer the following three questions with the research findings: (1) How does the Platform Mechanism of Creative Platforms promoted by Sedai Group operate? (2) What are the internal operating elements Sedai Group possess to become a Creative Platform? (3) How does the relationships of Sedai Group with other sectors urge Dadaocheng to become a creative city? The preliminary conclusions of this study are as follows: (1) Sedai Group uses the strict identity authentication mechanism to control the quality of the platform, offers the preferential subsidy policy to attract the subsidy side to join the group, and establishes the sense of belonging to increase the user’s stickiness. (2) Multiple creative talents and the medium-to-high-altitude empowered organizational culture to allow the organization and the city sustain their creativity. (3) Richly cultivate the city and cooperate with other organizations to nurture local identity domestically, and organize international festivals to establish the internal and external identity.

台灣正面臨整個大環境的不景氣，各產業均須擬定策略來因應環境的挑戰。在政府重視電子科技產業的情況下，傳統產業並沒有受到重視，但還是有一些廠商，能自力自強走出一片天。因此，本研究的議題是：面對世界經濟變化，傳統產業要如何才能持續生存和重新整合再出發？本研究以個案研究的方式探討企業如何運用群聚策略以提昇競爭力，希望研究結果有助於傳統產業未來的轉型。 傳統產業的業者甚多，本研究以一家玻璃製造公司進行研究，達到以下研究目的： 1.綜合分析現有玻璃產業現況及產業結構與環境變化，以利研究標的之掌握。 2.探討個案公司對於群聚策略之導入：所遇到的問題及如何解決;同時分析群聚資 源的整合方向。 3.了解傳統產業以群聚方式轉型過程中的作法，以提供其他產業之參考。 本研究整理個案公司的群聚策略與思考邏輯，發現因玻璃加工的生產技術透明度高，產業的進入障礙低，廠商無法成為價格的決定者，若採用群聚方式就能創造新的經營方向。因此，傳統產業群聚之焦點廠商如能將現有的資源加以整合，並可運用下列方式來提升競爭力： 1.聯合展示，如展覽館或博物館 2.品牌的建立和推廣 3.文化創意與藝術的結合，如玻璃廟和玻璃神轎 4.生態保育和文創的組合，如保育的推廣、白海豚、和玻璃文創 5.善用優勢分工以整合群聚成員的資源。 / In Taiwan, the whole environment is downturn because of industry changing. How do make individual industry to take strategic decision to face the challenges and struggle to survive in this timing. Traditional industries were not appealed and paid attention by government in Taiwan under government focus on High-Tech electronic industry. But some companies made good even outstanding by themselves. How do these traditional industries survive and face the whole world changing? How do they reintegrate the resource to start again? It is worth to study this topic. We use case-studying way to research. My paper theme is “In A’company case, using Clustering-Policy to enhance its competitiveness ”. We use depth interviews way to understand how these company choose solution to restruct under fierce international competition. We choose the company to research that it is glass-making manufacture afer evaluating many traditional companies. And we want to achieve the following purpose: 1. Analyze environment and structure of glass industry in many ways in order to handle my research topic. 2. To study how the case company use the Cluster-Policy strategy. Which problems did they face? How did they solve ? And we analyze the direction of cluster resource. 3. We want to understand the way they took in company changing for survival for suggesting to other industry. The following list are my research results: How to integrate the resource is the key point to raise their competitiveness in traditional industry. Under limited resource, we can use the following ways to jump up. 1. Joint show - exhibition or museum 2. Brand building and brand made-TTG 3. Cultural creativeness and artistic - glass temple and glass temple palanquin (folk binding) 4. Ecological conservation and cultural and creative combinations - plus brand to promote conservation 5. Clustering Integration Division - make good use of the advantages of division of labor Through by stating the relevant operating methods, analyzing problems and ideas, we can understand the Clustering-Policy solution and thinking logic of this company taking. According to my research, we can see that the glass industry entry barriers are not difficult, by production technology and high transparency, the manufacturers are unable to be price makers, but they can use Clustering-Policy to create a new business direction.

本研究嘗試從管理的規劃與決策面來探究創意的重要性，並以個案研究法探討個案對象國民戲劇創意人－吳念真，以瞭解此類型創意人的創意來源組成。在研究架構的選擇上，則是修正學者Amabile於1996年提出的創意要素架構(componential framework of creativity)，並加入過去的生命經驗(antecedent conditions)等強化創意來源組成的影響性。最後，以此理論架構為研究基礎並使用樣版式分析法進行資料分析。 透過本研究可瞭解，結合民眾情感從事創作的吳念真試圖打破走進戲院的固定族群，並吸引未曾進入戲院看戲的社會中下階層，因此他透過探討一般百姓生活中會遭遇的情景與情感做為作品主軸，讓目標族群在作品中找到共鳴而願意購票觀戲。然而，並非所有的創意人皆能勝任此類型創意素材的創作，他必須要經過長時間的生活歷練與細微的觀察來體驗民眾的情感為何、他必須樂於從一般百姓的口中獲取不同的生命歷程、他更要勇於嘗試這類作品可能面對的市場接受度。而在考量目標族群需求而架構故事的同時，創意人實已無形地選擇故事角色應由什麼樣的人來做詮釋最為真實、舞台設計應以何種走向來呈現故事背景、音樂調性應如何襯托故事的情感表達等。這一切皆是在架構故事雛形的同時所無形做出的配置與設計。 創意成形過程就如同一個專案執行前的規劃，需要選定目標客群、以客群的需求來設計產品，及如何配置執行工作的人員等，而創意成形需要仰賴創意人的創意來源組成元素等才能獲取特定類別的創意作品，因而其重要性及不可取代性更為顯著。

紡織業是我國製造業中不可或缺的角色，悠久的歷史伴著台灣經濟的成長，而隨著台幣升值、產業外移等環境變遷造成紡織業的衰退，許多體質不良的生產廠商也從此沉沒在一片競爭激烈的紅海中。 我國的紡織業多半是代工製造，面對來自全球的低價競爭，欲殺出重圍，或是僅求生存，即為一難題。但是老牌的忠興織造做到了，而且越做越好，甚至進入精品產業供應鏈，現已為全球最大織帶代工廠。 為了一探究竟，本論文利用鄭榮郎（2001）提出台灣傳統產業之各層次的轉型策略構面，以及採用綜合各家學說的關係管理構面─資源投入強度、公開溝通、功能性連結以及合作傾向，為本論文的研究構面，運用個案的轉型案例，來推論出傳統紡織代工業如何轉型以提高企業價值，甚至利用特有的關係管理創造出全球最大織帶代工廠的榮耀。 本研究獲得以下主要結論： 1. 企業轉型時，即使選擇專注在代工的本業上，也會大幅提高「代工品牌」的附加價值。 2. 企業積極的社會性連結，是我國傳統代工產業成功轉型之關係管理中很重要的部分。 3. 企業徹底了解自身的成長脈絡與競爭優勢，才能發展出合適的轉型策略。 4. 企業成功轉型中，在接單層次的提升上，會先著眼於較穩定發展、風險較低的市場。 5. 企業成功轉型中，藉由網絡中地位的提升，能夠增加議價力，並改變供應鏈的溝通模式。 / Textile industry is definitely one important role of Taiwan’s manufacturing. It accompanies the growth of Taiwan’s economic. However, during the period of NTD appreciation, many textile firms moved their factories to China to respond the lower and lower profit challenge from global competition. But most of them failed and disappeared. “How to survive?” It is the big problem then. Nevertheless, Universal Webbing Company did it. Now Universal Webbing Company is the biggest webbing-OEM -company of the world. To figure out the reasons of Universal Webbing’s success, this thesis use the two aspects to investigate the company. One is “The transformation strategy of traditional industries to value up” by Dr. Jung-Lang Cheng. Another aspect is the sum up of Relationship Management from various scholars. The conclusions in this paper are below, 1. Companies can value up even still choose the OEM for their transformation way. 2. Active and unique Social Bonding between companies (which is one part of Relationship Management) can be very helpful for well-transformations of Taiwan OEM/ODMs. 3. The company should consider both its own histories and advantages before choosing what kind of transformation for its good fit. 4. To start a profitable transformation, the first step should be to search and define the relatively stable market/customers’ industry to lower the failure risk. 5. During the advantageous transformation, companies can improve the bargain power by raising their status in the network. Moreover, it is able to create the new communication mode in the industrial chain.

文化創意產業已成為當今世界各國經濟發展的重要課題，行政院也界定出科技與文化雙主軸的發展策略。根據文建會文化白皮書中指出台灣十三項文化創意項目中，工藝產業發展最具傳統文化價值及突顯地方傳統特色。台灣資訊科技產業發達但如何結合文化創意，以開創新的市場商機便成為本研究主要動機。　 　　本研究主要探討科技商品結合文化創意並運用水平行銷來開創新市場，並透過未來的行銷概念，提供未來進入文化創意產業者一個實用的行銷策略。針對選取個案，採深度訪談法，輔以次級資料蒐集與分析以瞭解運用水平行銷的觀點，分析文化創意與科技產品結合的產品重新定位策略並運用行銷3.0模式，提供新產品與新市場之行銷策略。根據分析結果有以下發現： 　　運用水平行銷法可產生以下效益：1. 創造新市場。2. 新商品價值。3. 新行銷運作模式。而文化商品行銷策略特別在以下幾點更要注重未來的溝通方式。1. 人性行銷：包括品牌認同、品牌誠信與品牌形象。2. 共同創作。3.選擇相互契合的通路夥伴。 / Cultural and creative industries have become worldwide economic development focus, and the Executive Yuan has also formulated a strategy for developing the industry both in technology and culture aspects. According to the 13 cultural and creative industries listed in the White Paper on Cultural Affairs from the Council for Cultural Affairs, the development of the craft industry is most valuable culturally and can highlight local traditions. The Taiwan IT industry has been mature, and the purpose of this research is how to incorporate cultural creativity to create new market opportunities. This research focuses on the integration of technology products and cultural creativity with lateral marketing to create new markets, and on the applications of future marketing ideas to provide practical marketing strategy for any potential cultural and creative industry businesses. This research exercises in-depth interview for selected cases in combination with the collection and analysis of secondary information to gain an insight into lateral marketing. The purpose is to provide new products and new marketing strategy by analyzing the incorporation of cultural creativity into technological products, re-positioning strategy and utilizing Marketing 3.0. The research findings include the followings: The lateral marketing yields the following benefits: 1) creating new markets, 2) new product value, and 3) new marketing models. Besides, the marketing strategy of cultural product should emphasize the following points to improve future marketing communication: 1) human-based marketing: brand recognition, brand integrity, and brand image, 2) cooperative creation, and 3) selecting suitable channel partner.

台灣的傳統產業在過去時代扮演重要角色，但因市場環境變動、競爭日益劇烈而漸漸失去優勢，在競爭力衰退下不得不力求轉型。近年來政府開始大力推動本土文化的保存與發展，積極把傳統產業或具有特色的地方性產業加以推廣，藉此來改善產業的經濟情形，加深地方認同感和在地連結。 過去以生產為主的傳統產業想轉型利用文化加值，首先在觀念上需要有所突破，從專注在製造產品到著重消費者的感受，由物質的生產進化到與知識經濟、體驗經濟、美學經濟相關。台灣在文化創意產業中的「創意生活產業」是不同於其他國外文化產業的分類，以創意整合生活產業的核心知識，是提供高質美感和具有深度體驗的產業，呼應了台灣朝向精緻、創意及高品質的趨勢。 本研究欲探討企業由傳統產業轉型經營創意生活事業的過程，透過動態能力的架構來了解企業如何培養新的能力以適應環境的變化。讓更多欲轉型的傳統企業有合適的參考典範。 本研究之研究問題有四點：1. 傳統產業轉型經營創意生活事業的動機為何？ 2.傳統產業轉型經營創意生活事業的過程為何？ 3. 傳統產業如何將產業文化資產活化再利用？ 4. 轉型後的企業如何經營創意生活事業？ 本研究之研究結論如下： 傳統產業受限於企業規模與產業特性，要從原本單純的製造生產跨足創意生活事業往往需要有適當的契機。 傳統產業轉型經營創意生活事業的過程中，發展新能力所需的核心知識，通常是來自於過去經營時對該領域專業知識的深度了解以及豐富的產業經驗。 傳統產業轉型經營創意生活事業的過程中，除了過去的製造能力外，會藉由專業人員指導、國內外類似企業參訪、實做經驗或從消費者的反饋來培養服務能力。 傳統產業轉型經營創意生活事業的過程中，企業會從產業文化的核心去擬定目標確立發展的主體，將其產業文化資產的特色充分發揮、創造價值。 傳統產業轉型經營創意生活事業的過程中，會將在地特色、創意與教育等元素融入產品以及體驗服務中，並以生活化的方式表現出來，以使顧客有深度且豐富的體驗感受。