文創產業營銷專業知能之人才培育－－以工藝設計產業為例

The Training Model of Marketing Broker in Culture and Creative Industry: The Case of Craft Industry

文化創意產業在現今社會已顯然受到大眾的注目，透過文化訴求與產品的結合，總可讓消費者獲得生活美學、文化傳承、創意特性、商品功能等多方面的滿足，然而，目前國內的文創產業中，卻缺乏文創商品的營銷人才，更缺乏培訓機制，無法協助創作者有效地將商品推廣至國內外市場，因此，本研究試圖建立一套適切的營銷專業知能培育模式，以工藝設計產業為例，透過基礎知能、專業化知能與國際化知能等三大主軸，分別規劃出相關課程，以期提供產、官、學各界於培育文創產業營銷人才上的重要參考依據。

While Cultural and Creative Industry in Taiwan has alreadybecame an important industry to contribute the newly value forindustrial restructuring, the professional marketing managers is needed.Through the effective marketing activities, marketing managers wouldhelp art workers to transfer their creative thinking and to sell theirspecific products to customers. However, the key marketing personexisted in the value chain is lack and the training system is needed toimprove. This study thus tries to design a serious of training coursesregarding the knowledge and skills in the case of Craft industry. Some courses are developed in each part, including basic, professional, andinternational knowledge, in order to provide a valuable implication forgovernment, business, and future studies in academia.