近年來文化創意已逐漸成為顯學。英國政府於1997年首先定義「創意產業」（Creative Industry），並制訂政策致力發展之。從文化創意產業被獨立為一個研究領域並大量討論後，也有學者開始關心文化創意產業與其他產業創新的關係。 在企業的行銷創新中，也能看到文化創意的影子。吳思華等（2008）所進行之台灣地區第二次產業創新活動調查中，將創新分為技術創新與非技術創新。非技術創新中又分為組織創新與行銷創新。行銷創新再細分為六項：產品外觀形象設計、包裝、銷售通路、產品展示方式/管道、訂價付款方式，廣告促銷推廣。其中外觀形象設計、包裝、廣告促銷推廣，這三項行銷創新活動的內容，正是文化創意產業分類中的廣告、設計業的活動內容。由此觀之，廣告、設計等文化創意活動與企業創新的關連性也因此不言可喻。 本研究由廣告、設計，與包裝的面向來切入，探討這些文化創意活動與企業技術創新的關連；此外也提出廠商特性與市場方面之相關因素加入自變數中，使分析內容更為豐富周全。而為了從不同產業的角度看文化創意之相關連結，且因為製造業在台灣產業中的重要性，故選擇此產業為研究對象。 本研究分析方法採用logistic迴歸，實證結果為： 1. 廠商特性之規模因素對廠商進行文化創意活動之傾向較不相關，自有品牌則有相關。 2. 市場因素對廠商進行文化創意活動之傾向有顯著相關。 3. 產品創新因素對廠商進行文化創意活動之傾向非常相關，製程創新則較不相關。 / The study on Creative industries has been raging for a decade. The Government of Unite Kingdom came up with the first definition of creative industries and formulated policies to develop the industries, other countries defined their own definitions afterwards. Recently, researchers started to study about the relationships between creative industries and innovation in other industries. Se-Hwa Wu（2008）classified marketing innovation as six criteria: design, packaging, channel, display, advertising, and pricing. Among the six criteria, design, packaging, advertising are intrinsically the activities implemented in the core creative industries. As the same concept of the relationships between creative industries and innovation in other industries, there might be connections between these creative activities and innovations in enterprises. The main purpose of this research is to find out relationships between technology innovation and creative activities of design, packaging, and advertising. To enhance the quality of this study, four other variables obtained from literature review are taken into account. Due to the importance of manufacturing industries in Taiwan, this study uses firms of manufacturing industries in Taiwan as samples. The main findings of this research are as below: 1. OBM has significant relationship with creative activities while sales does not. 2. Market factors have significant relationship with creative activities. 3. Product innovation has strong relationship with creative activities while process innovation does not.

早期台灣畫廊的經營者，多是美術系所畢業或研習美術相關者。當時因畫廊尚未形成一個產業，經營者因為擁有人脈和資源，彼此集中性高，所以在經營管理上趨向封閉，集中與被動。 八零年代當國內經濟的自由繁榮發展，台灣社會對藝術的需求漸增而促使畫廊產業化時，就關鍵性地決定了台灣畫廊業是「需求導向」的產業。由於是需求市場導向，各家畫廊買賣交易的畫作內容就容易呈現相當的一致性，於是畫廊紛紛投入經營本土藝術家。到九零年代達競爭激烈，然後到了千禧年後隨市場焦點的轉移到中國當代、亞洲當代、和台灣當代藝術的經營，擴大的經營區塊使台灣畫廊業面臨許多考驗。其經營模式從被動走向主動，從被動式提供展覽場地到積極規劃畫廊內展覽，積極介紹推銷畫作，建立收藏家名單，畫廊之間彼此競爭。這批台灣畫廊第一代經營者的模式，主要著眼於強調培養並建立與本土藝術家如同家人般緊密的人際關係，憑靠長期積累建立的關係以人情價取得作品，再參考二手拍賣市場，以當時屢屢升溫的行情價向收藏家賣出。 中國熱在全球發酵，中國藝術家成為新收藏標的，藝術市場的規模及消費能力一躍千里。本研究的目的是先分析藝術家、畫廊、收藏家、拍賣公司、美術館及學術界之間的微妙關係，更進一步的幫助畫廊找到其關鍵核心能力，建立畫廊品牌並且鞏固自己的人脈。最後探討台灣畫廊如何面對亞洲藝術市場的成長，順應趨勢來調整方向？哪些異質性創新決定了畫廊競爭力？及如何運用策略性思考達到永續經營的方向？ / Prior to the 1980s, art galleries are mostly owned and run by arts students and practitioners. In those days, galleries have not developed as an economic sector. Their business was heavily relying on the owners' personal resources and connections. It was therefore inward focused in management and outlook. Demand for art works increased as Taiwan's economy prospered since the 1980s. It has led to the industrialization of galleries in Taiwan, fundamentally defined it as a "demand-orientated" sector. Because of this demand-orientated nature of the sector, art works that form the subject matter for the sales by the galleries have become similar across the sector. Galleries have therefore striven to scout for local artists whose works may be marketable. Competition within the sector has turned fierce as it evolved into the 1990s. And, as the sector went into the 2000s, with the opening of the market in mainland China and elsewhere in Asia, focus of Taiwan's galleries has further expanded. The way galleries are run have evolved from passive to active business development. Exhibitions, promotional tours, and formation of collectors' groups and lists abound. Competition is intense. This is markedly different from and more transparent the way of the first-generation of these galleries, which relied often solely on personal connections and a model in which profits are taken from the gap between the secondhand market and that among the private collectors. In recent years, works by mainland Chinese artists have been sought after extensively. The economy of scale of the market for art works and the financial resources devoted to such market have multiplied. This research studies the delicate relationship among artists, galleries, collectors, auctioneers, museums and the academia. It is hoped that this research will help Taiwan's galleries in their development of core competency and network . Last but not least, this research also seeks to explore questions such as how Taiwan's galleries can benefit from the growth of Asia's market for art works, what features are to determine galleries' competitiveness, and how such features and strategic planning can help achieve sustainable trading?

有關科技創新在擴散上的研究已行之有年，且有不少有關的研究發現及案例。但是創新的層面不只侷限於科技，在近年來服務創新、行銷創新等概念的興起，產生了創新領域內新的研究目標。而這些類型的創新擴散研究更是相當稀少，故本研究希望從此一方向進行探索性研究，期望同時有助於實務與學術的發展。 社會與科技的快速發展，促使網際網路的使用普及化，也影響到公司與消費者間的溝通及行銷模式。行銷創新：Inbound Marketing也是在這樣的情境下誕生。而近來台灣大量公司也採行Inbound Marketing作為重要的行銷手段時。讓公司不斷採納Inbound Marketing的理由及想法應該有可解釋的背後因素，所以本研究期望藉由研究的結果回答三點研究問題：(1) 影響行銷創新採用的重要關鍵因素為何？(2) 行銷創新擴散主要因素為何？(3) 不同產業在採用行銷創新上的異同為何？ 本研究藉由文獻與學理的回顧，進一步探討Inbound Marketing行銷創新。以創新擴散、科技接受模式及兩階段理論作為基礎，發展出個案研究的基礎架構。研究架構將創新採用的過程，以創新決策流程作為基礎，區分為動機、啟發、執行及常規化等四個階段，並結合科技接受模式及兩階段理論中所討論的要素，進一步發展出構面。動機構面中含括創新、環境及組織等要素，啟發構面則包含設定標的及尋求創新等項目，執行構面則有重新定義及釐清兩個步驟，最後的構面則是常規化階段。本研究採用多重個案研究法，依前述的架構構面與變項進入深入的探討。 本研究所得到的初步結論包括：(1) 資源、環境及競爭要素是影響行銷創新採用的重要關鍵因素。(2) Inbound Marketing的高創新可近性是行銷創新擴散的主要因素。(3) 消費性電子及連鎖餐飲業在Inbound Marketing行銷創新採用的比較中，產業差異並不顯著。本論文最後進一步提出實務上及後續研究上的建議。 / Studies in innovation distribution and diffusion field have been researched for decades, but most innovation target will focus on technology innovation. Marketing innovation is still a new issue in innovation diffusion field. The study wants to be a base for following research in this topic. Internet quickly developing has totally changed communication tools between customers and companies, and forced new marketing method (or “marketing innovation”) “Inbound Marketing” was generated. And in these years, more and more companies adopt inbound marketing as a regular marketing tool. This study tries to explain the factors and motivation of company adopts marketing innovations, main reason of marketing innovation diffusion and differences of marketing innovation adoption between different industries. This study review innovation, marketing innovation related research, and make sure study target” Inbound Marketing” as a marketing innovation. And the study frame combines innovation diffusion, technology adoption model and two stage theory to analyze all study cases. The study structure is divided into four stages: Motivation, Inspiration, Execution and Routinization. Motivation contains “Innovation”,” Environment” and “Organization” factors. Inspiration includes “setting targets” and “seeking innovation”. Execution has ” Re-define” and “clarify” two stages. Finally companies adopt innovation and “Routinization”. The study finds “Resources”, “Environment” and “Competition” would be the main reason of marketing innovation adoption. And the high accessibility of inbound marketing with “Environment ” and “Competition” is the main factor of marketing innovation diffusion. Finally ,comparing “ Consumer Electronics Industry” and “ Chain restaurants” two industries, the difference in marketing innovation adoption is not obvious.

本研究旨在探討台灣地區零售業目前行銷創新的現況。以往之文獻顯少涉及廠商特性與行銷創新間的關係，本研究則以細緻化後的行銷創新分類，實證探討台灣區零售業廠商特性與行銷創新間的關係。 首先，本研究探討了台灣地區零售業相較於非零售業之服務業而言，特別會進行哪些類型的行銷創新，以瞭解零售業的行銷創新特性；接著，本研究探討了會進行各種不同類型的廠商有何廠商特性，以瞭解零售業廠商特性與行銷創新間的相關性；最後，本研究進一步鎖定零售業廠商的市場範圍廣度及主要顧客類型此兩個構面，而去研究廠商的市場範圍廣度及主要顧客類型對零售業廠商進行行銷創新是否有顯著的影響。 本研究的分析方法採用probit迴歸模型，實證結果發現： 1.台灣地區零售業廠商行銷創新之比例高於非零售業之服務業的行銷創新之比例，且零售業廠商進行任何一種行銷創新之比例也都高於非零售業之服務業。零售業廠商所進行的各類行銷創新當中，有進行該創新的廠商比例為由高到低為：銷售通路、產品/外觀/形象設計、廣告促銷推廣、產品展示方式/管道、包裝、定價付款。 2.除了定價付款的創新之外，零售業廠商市場範圍包含海外市場數目越多，對於廠商進行其他五種行銷創新皆有正向影響；亦即，廠商的市場範圍越廣，則越容易進行此五類的行銷創新。 3.當零售業廠商的主要顧客類型包含消費者時，除了產品展示方式/管道的創新之外，此項廠商特性對於廠商進行其他五種類型的行銷創新皆有正向影響。當零售業廠商主要顧客類型包含非母企業集團之其他公司時，本研究結論無足夠證據支持其對進行此六種行銷創新是否有正向或負向之影響。當零售業廠商的主要顧客類型包含政府單位時，對於進行產品展示方式/管道的創新有正向影響。 / This research is to study the market innovation of the retail industry in Taiwan. Previous researches had rarely studied on the relationship between firm characteristics and market innovation. This research uses an empirical method to investigate the relationship between characteristics of retail firms in Taiwan and market innovation. This research first finds out what sorts of market innovation that the firms in the Taiwan retail industry tend to do, then identifies the relationship between firm characteristics and marketing innovation, and finally investigate the impacts of customer types and market area upon market innovations of these retail firms by probit regression model. The main findings of this research are in the following. I. Firms in the Taiwan retail industries have higher level of market innovation in every aspect as compared to firms in other service industries. The ranking of the percentage of each sort of market innovation, from high to low, is as follows: channel, design, promotion, display, package, and pricing. II. The increase of the number of overseas markets will contribute to higher level of five sorts of market innovation, except for the pricing innovation. In other words, the higher the retail firms’ market area, the more likely the firms will have marketing innovation. III. If the retail firms’ major customers include final consumers, firms are more likely to have channel, design, promotion, package, and pricing innovation, except for the display innovation. If the major customers include the government, retail firms are more likely to have display innovation, but less likely to have channel, design, promotion, package, and pricing innovation.