文創商品之設計與行銷方式探討－－以品家家品為例

A Study on Design and Marketing Style for Cultural and Creative Product - A Case of JIA Inc.

美學經濟興起，產品的實用功能早已不是吸引消費者購買時的主因，產品的吸引力來自人們的感覺喜好，產品美學介面給予人們美的感受並留下深刻印象，甚至促成後續消費與收藏，亦形成消費者檔像的產品設計趨勢，因此許多有先見之明的企業加以重新思考如何在文化方面，尤其在文化創意之上有所改革與推動。本研究以文化創意產業中的指標個案，主要研究目的為探討文創商品之設計與行銷方式之間的關係。研究架構已感質商品的美學經紀商業模式的藝術文化、創意設計與產業為根基，並納入行銷推廣部份一併探討，主要採用雯現蒐集及資料分析進行探討，透過個案調查研究，以質性研究方法評估現象屬性，以編輯式分析法將相關資料經整理、分析、歸納後，並印證研究中所建構之模式。研究結果發現，文化創意產業在商品設計，與行銷不同於一般產業，透過本研究之模式套用驗證，可看出文創商品之設計與行銷可被模式化，可為任何文化內涵的文化創意產業的商品設計調查準則與行銷模式，以提供未來相關企業與產品設計參考，期望促進文化創意產業的發展產業的發展並提升國家競爭軟實力。

The rise of aesthetic economics is remarkable over the past few years, and it also displays the experiential economy has entered our life affecting many products with cultural connotations and changing people's lifestyles, The useful feature of the product is not the only reason to buy the product of the consumer. The interface of product aesthetics gives people a sense of the beauty and impression; it also promotes people to consume and collect. Therefore, many entrepreneurs are sufficiently prescient to Reform and promote Cultural and creative industries. Based on information analysis and literature review, this study presents a framework applicable to design and marketing style of culture and creative product. The findings are as followe:(1)The cultural and creative industry must adhere to the quality and connotation of the product which is the greatest advantage to eatablish market differentiation by cultrue;(2)The sucess of the cultural and creative industry needs to make good use of the brand and product advantage to the bussiness market in a steady way.