大學經營文化創意產業園區關鍵成功因素之探討

Key Success Factors in a University-Operated Cultural and Creative Park

文化創意產業為當今全球性熱門的重要經濟力，且常以產業群聚的文化創意產業園區為區域策略。園區的經營者，除政府外，也有以大學為經營主體。大學經營文化創意產業園區，具有人才及研發的優勢，但也有其身份及資源限制，究竟其關鍵成功因素為何？這是值得探究的課題。本研究旨在探討大學經營文化創意產業園區的關鍵成功因素。主要運用層級分析法（AHP），透過專家個別訪談與問卷調查，獲得結論如下：（一）大學經營文化創意產業園區的關鍵成功因素，含有管理行銷、產業聚落、學校投入、政府支持、及環境設施5個構面與31項指標。（二）歸納所有因素指標的重要程度，人才能力資源因素重要於資產資源因素。（三）5個構面中，以「管理行銷」構面最重要。（四）每一構面中最重要指標，相對為經營團隊能力、提供進駐廠商優惠、文化創意人才，協助園區土地取得、以及創意氛圍塑造。（五）經營團隊能力也為整體因素的最重要指標。最後，根據研究成果，本研究分別針對學校、政府、產業、後續研究者提出相關建議。 The cultural and creative industry is vital to current global economic power. This industry is promoted through cultural and creative parks, often government-operated, although the parks are also operated by universities. A university-operated cultural and creative industrial park has the advantages of talent and R & D, but also has the constraints posed by its own identity and resources. The purpose of this article is to relate the success factors in a university-operated cultural and creative ark, derived from exploration, using the analytic hierarchy process (AHP), individual interview and expert questionnaires. The researcher provides five conclusions: 1.The key success factors in a university-operated cultural and creative park can be grouped into five categories - marketing management, industry cluster, university investments, government supports, and environmental facilities - and 31 assessment indicators. 2. Human capacity is more important than tangible assets. 3. Management and marketing are the most important of five key success factors. 4. The most important assessment indicators of each category are marketing management, industry cluster, university investments, government supports, and environmental facilities. 5. Management team capabilities are the No. 1 factor of all assessment indicators. Finally, the researcher also provides some suggestions for university, government, industry, and researchers.