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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098932092 |
| Creators | 羅雪茹, Lo, Huesh Ju |
| 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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