在體驗經濟 (Experience Economy)時代中，消費者敏感點(Consumer Sensibility)已由服務導向的「品質」(Quality)，轉為體驗導向的「真實性」（Authenticity）展現。因為惟有企業滿足消費者真正需求－提供真實且客製化的產品與服務時，才可以確實打動消費者；並在「控制成本」及「提升品質」的市場競爭中，切割出一個價值型利基的市場區隔。
體驗型企業必須依其「產業特性」與「競爭優勢」，針對目標消費者進行產品與服務的真實性展現。特別是在產品設計、傳達研究、空間設計三個領域中，建構一個有利於消費者辨別的企業識別系統－「行銷美學」(Marketing Aesthetics)，以透過各式各樣的感知經驗來吸引顧客，並與競爭對手產生差異化區隔。
以行銷美學展現企業真實性的「差異化」策略中，最具有效力的方式是「場所營造」(Placemaking)。使潛在與既有顧客在極為吸引人的場所進行體驗，一方面無可抗拒地注意到企業的產品與服務，進而消費購買，另一方面潛移默化地接受其傳遞的企業形象與價值認同，提高品牌忠誠度。
本文試圖結合行銷美學的「風格與主題分析」方法，以及聯合國文教組織(UNESCO)世界遺產公約作業準則中「真實性」研究，建立一個研究體驗型企業在「場所營造」構面，展現企業真實性的初步評估架構。並且以台灣現今較具產業特色與競爭強度的體驗型企業－肯園、食養文化山房、夏姿采采食茶文化等作為研究個案，藉以剖析市場現況及驗證評估架構。
在場所營造的風格與主題分析架構中，五種「真實性表現」－天然的、原創的、獨特的、參照的、影響的，充分對應於「場所營造」的材料、設計、手工藝、場所及精神／情感的五大構面，形成不同的企業特質(風格與主題)。亦即此一分析架構應可有效協助企業進行系統性、架構性設計思考與服務流程規劃。
在個案分析驗證中，因台灣多為小型文化創意或中型品牌跨界型公司，並無迪士尼或環球影城等類似組織成熟的大型企業，所以創新者的個人價值觀與美學傾向，易即是企業的行銷美學；卻也更易產生出獨特且展現真實性的場所空間。
綜言之，本文為研究體驗經濟之場所真實性展現的初探，並展開「美學行銷」與「建築場所」的首次跨界對話，未來若能再從「使用者體驗規劃」及「服務設計」等不同角度進行分析，必能加強場所營造之真實性研究的完整性。 / In the era of experience economy, the consumer sensibility has transferred from the service-orientation of quality management to the experience-orientation of rendering “authenticity”. Only when enterprises satisfy what consumers really want－real and customized products / services, then they can touch consumers . They can split a value-based business niche market segments in the “cost control” and “quality management” of competitive market.
The experience enterprises have to follow its industrial characteristics and competitive advantages to render their authenticity of products and services to target consumers. Especially in the three fields of product and graphic design, communications, and spatial design, they have to build a corporate identity system – “Marketing Aesthetics”, easily distinguished by consumers. Then they can touch and inspire customers through a variety of perceptual experiences and differentiate from their competitors.
The best way is the “Placemaking” for the marketing aesthetics of differentiation strategy. That is for potential (and current) customers to experience that offering in a place so engaging that they can’t help but pay attention, and then pay up as a result by buying that offering. Thus it make customers imperceptibly accept the corporate identity and value recognition, drive brand loyalty.
The thesis attempts to build the preliminary assessment system of rendering authenticity about the placemaking of experience-based enterprises. This system combines “the style and theme analysis of marketing aesthetics”, and ”the authenticity research of the Operational Guidelines for the Implementation of the World Heritage Convention (UNESCO)”. In order to analyze the current market and test the authenticity assessment system, there are some experience-based enterprises (with industrial features and competitiveness) case studies－Canjune international Inc., Shi-Yang Culture Restaurant, and Cha Cha Thé Culture international Co..
In the style and theme analysis of placemaking , the five factors of authenticity－natural, original, unique, referable, and influential, is correctly mapping to the five dimensions of placemaking－materials, design, crafts, places, and spirit/emotions. It forms different characteristics of the corporation (style and theme). Besides, this analysis system which will be effective in helping enterprises systematic/architectural design thinking and service process planning.
In the case studies of Taiwan experience-based enterprises, innovator's personal values and aesthetic tendency that is the company's marketing aesthetics. Because there are no the mature and large-scale enterprises such as Disneyland or Universal Studios. But it is easy to show the uniqueness and authenticity of place for customers.
In conclusion, this is the preliminary research about the place of the authenticity rendering on the experience economy. And this is the cross-border “Marketing” and “Place” dialogue. Then, more "user experience " and "service design" studies should be able to strengthen the integrity of the placemaking authenticity research.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096932057 |
| Creators | 巫基福, Wu, Chi Fu |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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