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篇名
文化創意產業商品化成熟度的建構與其子產業型態之定位
並列篇名
Constructing the Indices of Commercial Maturity and Positioning the Patterns of Sub-Industries in the Cultural and Creative Industry
作者 廖健博謝榮峰
中文摘要
近年文創產業蓬勃發展,文創產業業者在進行商品化過程中仍有許多疑慮與困境,然環顧國內外文獻目前尚無深入探討文創產業商品化成熟度的論文,亦少有文創子產業型態的分類與策略定位發展之專論,以作為政府文創產業政策發展之參考或提供業者瞭解國內文創產業供需市場的現況與趨勢。本研究旨在建構國內文化創意產業商品化成熟度的指標,並探討各子產業型態商品化成熟度之差異。針對文創產業者及參與文創活動之消費者進行問卷調查,回收後進行量化分析與討論。研究結果發現:一、經由文獻彙整出文創業者商品化強度與消費者接受度各三個衡量變項,再由主成份分析以建構出商品化成熟度指標;二、由主成份分析所得四象限的散佈圖,區分出四種子型態產業,並討論其市場特性與策略定位;三、四種子產業型態業者的商品化強度與消費者的接受度有明顯的差異且此四種產業型態的商品化成熟度,目前亦有不一致的發展狀況。最後,希望本研究結果能對文創各子產業型態的發展提出建議以供參考。
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.
起訖頁 39-56
關鍵詞 文化創意產業商品化市場成熟度消費者認知藝術行銷Culture & Creative IndustryCommercializationMarketing MaturityConsumer's CognitionArts Marketing
刊名 商略學報  
期數 201403 (6:1期)
出版單位 臺灣管理學會
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