英文摘要 |
This article aims to explore the heritage strategy and activation of Taiwan Flying Embroidery. Our research target was the ROC Free Style Embroidery Painting Association which was founded by the Folk Art Heritage Award winner Si-Xue Chen who registered the first trademark of Taiwanese embroidery—Flying Embroidery. By discussing the management and strategy at the ROC Free Style Embroidery Painting Association, we study the strategy and vision of embroidery as cultural and creative industries. The in-depth interviews and focus-group interview methodologies were applied. The study suggested that professional management, a characteristic of interdisciplinary arts and crafts, complete education inheritance model, and strengthening of cultural marketing feasibility strategy. The result of this study will be able to provide some concrete suggestions and strategies for government officials to promote creative embroidery industrial business and revive regional cultures. |