建構臺南市文化創意產業之優勢項目的探索性研究

An Exploratory Research on the Strength of the Cultural and Creative Industries in Tainan City

自1990年代以來，城市文化經濟已成為全球主要城市形塑城市意象和促進經濟轉型的新動力，而以文化創意產業為主要的發展焦點。此項產業在於強調由地方文化所內生的特色產業，企求將在地的文化元素透過創意和創新，以為在地文化創造新價值、並具體化為文創商品。但其競爭優勢就在於其它地方無法複製和取代之特有文化元素所創造的文創商品，才是城市經濟在全球城市網絡中的競爭利基。而臺南市一直是以臺灣的文化首都自居，擁有豐富多元的文化底蘊，卻缺乏挖掘其文化創意產業發展之優勢項目的研究。因此，本研究根據臺南市的地理環境、歷史文化、產業軌跡和生活慣習等構面所塑造的文化資源，以及官方的相關統計資料，再透過SWOT分析以進行探索性研究，從中解析其文化資源的優勢與劣勢、機會與挑戰，進而建構其文化創意產業中的優勢項目。本文發現：古蹟文物、宗教文化、小吃美食、傳統工藝和農漁業的文化元素是臺南市的標誌性文化標記，是臺灣其它地方難以複製的文化資產，當然是最具競爭優勢和發展潛力的文化創意產業項目。

Urban cultural economy has become a new driving force to shape the city image and promote economic transformation for the world's major cities since the 1990s and has become the main development focus for cultural and creative industries. Featured by industries endogenous to local culture, the cultural and creative industries attempt to create new value through creativity and innovation extracted from local cultural elements. Cultural and creative merchandises thus made embody the new value created by the industries. The competitive advantage of the industries lies in the fact the cultural and creative merchandises are created out of unique local cultural elements and are thus irreplaceable. This is the competitive niche of urban economy in the global urban network. Tainan city has always been the cultural capital of Taiwan and has rich and diverse cultural heritages. However, there are few researches mining the advantages of its cultural and creative industries. Based on the cultural assets shaped by the facets of geographical environment, history and culture, industrial trajectory, life habit of the Tainanese, related official statistical data, and SWOT analysis, this exploratory research analyzes the strengths, weaknesses, opportunities, threats facing cultural assets, and the advantages of the cultural and creative industries for. This study found that monuments, religious culture, snack food, traditional crafts, and cultural elements of agriculture and fisheries are the symbolical cultural markers of Tainan city and the cultural assets of Tainan city are unique and irreplaceable. Those cultural markers are, of course, the most competitive items in the cultural and creative industries.