文化創新──青出於藍染工坊

Culture Innovation-Sanxia’s Indigo Dyeing Story Story

曾在高科技公司上班的三峽在地青年，滿腔熱情投入到深具文化特色的藍染產業，創立了「青出於藍染工坊」。但在三峽地區風華一時，深具人文價值之工藝，正面臨地方創生的諸多挑戰，這些亟待克服的問題衝擊著這位年輕人，如：該如何讓人才願意投入、深耕及傳承發揚？該如何運用結合當地特色與藍染文化的體驗行銷設計，形塑具實質效益的營運模式以避免競爭？本個案藉由描述染工坊，從創立到整合地方特色，所歷經的情境及困難，創業者思維問題解決的途徑，協調與整合社區大學、農會、青農與多元運用價值，獲致更具新意之解決方案，進而建構成以文化創新為核心價值的體驗行銷之過程，此有助於引導學習者由情境中思考、判斷、釐清與分析相關訊息。

With a heart full of passion, a young local person from the Sanxia district, who was formerly employed at a high-tech company, entered into the culturally rich indigo dyeing industry, establishing Blue Dyeing Workshop. However, once thriving in the Sanxia region, this art form, rich in humanistic value, is now facing a multitude of challenges presented by regional revitalization. These urgent problems engulfed this young person and caused him to agonize over matters of how he must convince people to be willing to participate in the cultivation, and the passing on, of the industry. In addition, he also wrestled the problem of how to ward off competition, and how an experiential marketing design that combines local features and indigo dyeing culture must be utilized tocreate a business model that delivers concrete benefits. This case describes the predicaments and problems encountered by Blue Dyeing Workshop in the various stages from its establishment to the integration of local characteristics; it outlines how the creator devised methods to solve problems, and how, ultimately, colleges, farmer’s organizations, young farmers, and other applicative values from the community were integrated to obtain a novel solution and create a cultural innovation-based experiential marketing design, thereby providing students with an opportunity to learn by way of thinking, interpreting, clarifying, and analyzing the related information and situations presented in the case.