碩士 / 國立臺北大學 / 公共行政暨政策學系 / 102 / Taiwan possesses superior conditions in the developing Cultural and Creative Industries, yet it is considerably weaker in the international marketing arena. The exhibition industry serves to integrate resources and as a channel for international marketing, and therefore can be a significant mechanism for further developing the Cultural and Creative Industries. When a cultural or creative exhibition is formed, culture and creativity can be considered to be the content, while the exhibition industry is the platform. One of the critical issues is how to create an uncontested market space under the present circumstances in which limited resources are drawn on to satisfy unlimited demands within the industry. An additional imperative issue is to prioritize which core resources and capabilities should be strengthened and turned into unique advantages when those resources required by the exhibition industry come from urban areas.
In light of the above issues, the first purpose of this study is to construct the analytical framework of the Cultural and Creative Exhibition Industry’s Blue Ocean Strategy. Secondly, the study looks outward to investigate the key factors of the industry’s success in the global market by taking such events as Ambiente, the spring trade fair in Frankfurt, Germany; the Licensing Expo in Las Vegas, USA; and the ICIF in Shenzen, China as objects of study. On the other hand, it will cast an eye domestically toward the Taiwan International Cultural and Creative Industry Expo (ICCIE) as well as the resources and conditions of the industry in Taipei. After reviewing and analyzing existing literature, as well as conducting observation and in-depth interviews, the findings and suggestions of the study can be summarized as follows:
(1).In terms of the analytical framework of the Cultural and Creative Exhibition Industry, an analytical perspective for the Cultural and Creative Exhibition Industry needs to be constructed; for this, Value Curve Analysis and Four Actions Strategic Analysis are needed. The findings indicate that cultural and creative exhibitions across alternative industries and enable curatorial units to attract potential customers and offer cultural and creative industries an opportunity for cross-industry integration.
(2) In terms of the key factors of success in the global Cultural and Creative Exhibition Industry, the findings show that the marketing of Ambiente is strong and focused; the Licensing Expo has a strong industrial foundation, accompanied by recreational and educational events; CICF in Shenzen is expanding by opening branches with support from the government; and the strengths of ICCIE in Taiwan are native cultural and creative personnel, as well as well-developed information technology. However, certain problems regarding the operation and implementation of ICCIE were also found. It is suggested that ICCIE generate demand and value by trading, interacting, and making connections with customers; eliminating entry fees for exhibitioners, creating exclusive experiences, and further breaking the value-cost trade-off ; and expanding the domestic market for cultural and creative products and services in order to acquire potential customers.
(3).In terms of the Blue Ocean Strategy for the development of Taipei’s Cultural and Creative Exhibition Industry, “Value Innovation” can be realized by utilizing social media, digital content, and experiential events, as well as eliminating exhibition entry prices as an incentive. It is suggested that curators could establish international cultural and creative exhibition brands, construct long-term plans, facilitate collaboration between sections of the industry, strengthen the mechanism for screening and selection of exhibition entrants, train curatorial units, improve the protection of Intellectual Property Rights, connect internet platforms and social communities, integrate resources and personnel, integrate fields within the MICE industry, articulate a larger vision, and expand participation.
| Identifer | oai:union.ndltd.org:TW/102NTPU0610018 |
| Date | January 2014 |
| Creators | WU, SHU-LI, 吳淑莉 |
| Contributors | Chiou, Chang-Tay, 丘昌泰 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 256 |
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