休閒文化創意產業與城市體驗行銷藉由演唱會舉辦產生之關聯性研究

The Connection of Cultural Creativity Industry and City Experiential Marketing with a Concert

文化創意產業已被列為我國六大新興產業之一，文創城市是指「全新的創造性創意城市，城市內文創產業活絡發展，城市空間優美怡人， 成為一個創意產生與孕育的場域，既適合人居，也適合觀光遊憩，擁有高度競爭力。」全球文化不斷的變遷之下，流行音樂是唯一具全球化競爭條件的大眾媒介，台灣是華人流行音樂的重鎮，且近年藉由行銷策略將流行音樂的影響性與優勢的觸角，延伸至觀光產業的活絡。本研究將台灣年輕族群參與演唱會之體驗歷程分為三個分析構面：事前階段包含：定義文化創意城市的內涵、參與者涉入程度、其引發行為；體驗階段包含：開場情境轉換、演唱會迷人之處、硬體設備的感知與聚焦於歌手的體驗；效果階段包含：演唱會後文化創意城市的發展潛能、可行性與方向與關聯體驗。最後基於研究結果，分別針對演唱會事前、體驗及效果三階段提出行銷實務上之建議，並望有效整合成都會形文創城市體系及後續研究發展的方向。

Cultural creativity industry has already been listed as our country's six one of the big newly arisen industries. Under the trends of the globalization and symbol consumption, the creative industries taking knowledge economy as type combines the inspiration and intention, bring and develop the employment, that become the opportunity of Taiwan development in the future. Take a broad view of the evolution of Taiwan creative industries in recent years. The pop music is the only globalization to compete the mass media under condition; Taiwan is the key figure of Chinese people's pop music. Recent years by marketing policy the influence of the pop music and the antenna of the advantage extend to sightseeing industry. This research participates in Taiwanese young ethnicity the experience process of singing performance to be divided into four analytical factors, finally according to study a result put three a suggestion.