師範院校文化創意產品的購買意願、設計與行銷：以中國沿海地區某師範院校為例

Customer Purchase Intention, Design and Marketing of Cultural and Creative Products in Normal Universities and Colleges: A Case Study of a Normal University in Coastal Area of China

文化創意產業，作為中國近年重點規劃與發展的文化新業態，是引領和示範東部沿海地區各省份文化產業發展的重要動能，當中要數廣東省的發展勢頭最為強勁。而高等院校也紛紛積極開發校園文化創意產品，意圖在當前高等教育競爭激烈的情景下塑造良好形象和提高學校知名度。與此同時，中國愈發重視教師教育，推動全國近200所的師範院校迎來難得的發展良機，廣東省教育廳為此還率先提出「新師範」建設。在此背景下，該省的師範院校開發文創產品換取更多教學資源的必要性大增，故值得深入探討不同持份者的實際需求和觀點。個案研究選在廣東省內某師範院校進行，以該校在校學生、往屆畢業生和在職教職工為研究對象；通過網絡調查法收集資料，共發出350份問卷，有效問卷為316份。利用頻數和列聯表法統計分析資料，結果顯示：該校開發文創產品市場的前景廣闊，各持份者均表示有較高的購買意願，絕大多數人支持個案院校創立專屬品牌文化店；但他們對學校的文化認同度較低、對市面上現有產品的版權歸屬問題不甚重視，以及三類消費者對產品的設計需求和行銷意見存有一定差異。因此，學校應重視校園文化的建設，以提升各持份者的認同感和歸屬感；針對不同受眾，開發與設計更為多樣的產品，並採用多元行銷方式。

Cultural and creative industry, as a new type of cultural industry, with the key plan and cultivation of China's government in recent years, is a vital dynamic for leading and demonstrating the development of cultural industry in various provinces of the eastern coastal areas, especially in Guangdong Province, which has the strongest development momentum. At present, under the context of fierce competition in the field of higher education, colleges and universities are actively developing their own cultural and creative products, in order to improve the popularity and shape a good brand image. Meanwhile, China pays more and more attentions to teacher education, providing a unique development opportunity for nearly 200 normal universities around the nation. Then, Guangdong Provincial Department of Education was be the first one to put forward and start the scheme, called ''New Normal Education''. Based on above situation, normal colleges and universities in Guangdong has a certain necessity in fostering and designing cultural and creative products to gain more educational resources. Thus, it is worth exploring the actual needs and views of different stakeholders about this type of products. The case study was conducted in a normal university in Guangdong Province, taking the students, former graduates and on-service teachers in this school as the research subjects. Through an online survey, 350 questionnaires were sent out, and 316 valid questionnaires were returned. By using Frequencies and Cross-tabulation to analyze the data, it was found that the market of cultural and creative products in sampled university has a broad prospect, all the stakeholders have a high purchase intention, and vast majority of them support the case universities to establish the brand cultural stores for products marketing. However, the university's culture identification and the awareness of copyright protection of existing commercial products aren't as good as expected. Moreover, the results further indicated that these three types of consumers have some significant differences in the design demands and marketing opinions of the products. Therefore, the university should focus on the construction of campus culture to enhance consumers' identity and sense of belonging, designing more diversified products for different stakeholders, with multiple marketing strategies.