英文摘要 |
During the recent years, the cultural and creative industry has been growing vigorously. While the dealers engaging in this industry experienced the commercializing process, there are still many misgivings and dilemmas constantly generating. However, reviewing the literature, we didn't find any academic articles to deeply discuss the topics about the maturity of commercialization in the cultural and creative industry. There are few special issues to explore the patterns of the sub-industrial classification and the developing of strategy position as well to be the references of the developing policy in the cultural and creative industry for the government or to offer the understanding of the situation and trend of marketing supply and demand for the dealers and firms. This study aims to construct the indexes of commercializing maturity in the cultural and creative industry and to explore the difference of maturity among the four patterns of sub-industries. Questionnaire survey includes the dealers and consumers in this related field and activity. After finishing data collecting, quantitative analysis and discuss are processed. The results show that: 1. through literature review, we concluded three individual measurable variables of the dealers' merchandizing capabilities and consumers' acceptance to construct the indexes of commercializing maturity by principal component analysis (PCA). 2. According to PCA scatter plot, four patterns of sub-industries are defined, and their marketing attributes and strategy positions are also discussed. 3. There are significant difference among the four patterns of sub-industries related to the dealer's merchandizing capabilities and the consumer's acceptance. As for the four patterns of sub-industries, it is found that their maturity of commercialization has also developed inconsistently so far. Finally, the writer hopes that the result of this study can be the suggestion proposed as a reference for the further developing of each pattern of sub-industries. |