從共創到創業-KAMARO’AN

From Co-Creation to Entrepreneurialism-KAMARO’AN

KAMARO’AN 是花蓮縣港口部落的在地品牌，是源自學校設計科系團隊與花蓮縣港口部落藝術家共同合作計畫的成果。這計畫成果體現了設計專業可貢獻於為社區建立具有商業價值、持續發展的事業。本研究採用實務導向研究方法，探討設計專業於發展可盈利的社區企業所進行的創業活動。設計知識常常是根植於設計活動中，透過設計的實際執行和反思才能獲得與累積設計知識。因此，研究者實際參與KAMARO’AN 計畫讓我們得以獲得關於這研究議題的經驗，並從執行過程所引發的反思衍生知識。根據KAMARO’AN 品牌建立與發展的過程，本文彙整我們發展可行的價值鏈所進行的活動，包括由設計團隊和港口部落藝術家一起共創所產生的設計創意，結合部落的手工生產和現代製程發展出的彈性生產方式，以及整合內部和外部資源所執行的營銷與分銷活動。最後，針對如何建立可成長的在地品牌，以及設計創業路徑提出討論與建議。

KAMARO’AN is a Makotaay’s brand, which was achieved through a collaboration project involved a design team from a university and artisans form Hualien's Makota'ay Village. The project exemplifies that design profession can contribute to the establishment of a community business in a sustainable and commercially viable way. To understand the entrepreneurial activities for building a profitable community business, this study adopted a practice-led research to understand the inquiry. Design knowledge is inherent in the activity of designing, gained by engaging in and reflecting on activities through the design process. Thus, participating in the project allows us to obtain the experiential knowledge and elicit reflection on the conducted project. According to the experience in conducting the project “KAMARO’AN”, this paper outlines the activities we carried out to establish a feasible value chain, including design creativity generated from the co-creation of the design team and Makotaay’s artisans, flexible manufacturing methods combining the tribal hand production and modern methods, and marketing/distribution activities through the use of internal and external resources. Further discussions and suggestions on how to build a growing community brand and design-led start-ups are presented at the end of this paper.