運用文化產品與文化地景來推動鶯歌陶瓷文化創意產業邁向國際化

Using Cultural Products and Cultural Landscapes to Promotion Globalization of Cultural and Creative Ceramics Industry in Yingge

本研究是在探討鶯歌陶瓷博物館在推動品牌－鶯歌燒時，以這些行銷要素（文化產品品質、文化地景、策略聯盟）是否會透過顧客的認知與態度（品牌價值、地點認同），最後影響到公司的目標（全球化、文化消費）。在此研究裡，我們利用SPSS與AMOS來檢驗每個變數間的因果關係，並在大台北地區（台北市、新北市）進行配額抽樣。實驗結果顯示，本研究的假說幾乎成立，在此也提供了兩個方案給鶯歌陶瓷博物館管理者。最有效的辦法是管理者可以找尋適合的產業進行策略聯盟。成功的合作可以讓顧客認識新品牌，也會帶來更多的利潤和聲譽，而達到文化消費。另外，也可透過強化鶯歌的文化地景來加深顧客的印象，最後達成全球化的目標。在此，鶯歌陶瓷博物館管理者可以藉由本研究結果去發展其品牌-鶯歌燒的行銷策略進而達到全球化的目標。

We investigate whether the Yingge Wares brand with marketing elements which include the quality of cultural products, cultural landscapes, and strategic alliances, affects the globalization and cultural consumption of the Yingge Ceramics Museum through brand value and place identity of customer recognition and attitude. The empirical results show that methods are provided for promotion through strategic alliance. Amongst, successful cooperation can develop customer brand awareness to increase profit and improve reputation to achieve cultural consumption. Additionally, enhancing the cultural landscape in Yingge can strengthen the customer's impression and achieve globalization. Consequently, Yingge Ceramics Museum manager can employ our results to develop marketing strategies for the Yingge Wares brand to achieve the goal of globalization.