文創產業之商業模式—A企業之個案研究

Abstract

文創產業是近幾年令人矚目的新興產業，全球化趨勢及科技快速進步，許多產業不再只限於在當地，加上產業界線越趨模糊，異業同盟、生態圈產業鏈的經營模式等，各產業不僅面對地方競爭，更面臨在全球競爭中如何保持持續創新領先的課題。 本研究著重於文創零售通路商業模型的探討，以A公司作為主要研究個案，透過另外三家零售通路公司的訪談及資料蒐集，探討通路發展策略的關鍵資源及成功經驗。三家公司雖然都有各自不同的價值主張和策略方向，但仍有共同可學習的經營模式，如充分運用集團資源，以整合的策略發展新事業；對實體賣場規畫體驗式營銷，創造顧客有記憶的消費經驗；進行連結當地文化資源，深化文創產業化的耕耘行動。 本研究從點到線再延伸到面，架構文創產業發展的平台，平台的穩健發展有助於聚集更多參與者，刺激創新不斷產生，這是一個生生不息的創新模式，希望可做為文創產業發展策略的參考。

Cultural and Creative Industry is emerging and attracts worldwide attention in recent years. Globalization and rapid technological progress causes many industries no longer confine to the local, furthermore with the increasingly blurred industry line, industry alliance and eco-industrial chain business model, each industry commit to maintain continuous innovation lead by facing not only the local competition, but also the global competition. This study focuses on the discussion of the business model of Cultural and Creative Industry retail channel, using company A as the major research case, and discusses the key resources and successful experiences of the development strategy through the interviews and data collection from other three retail companies. Although three companies have their own different values proposition and strategic direction, there are still common learning model such as the full use of group resources; to develop the new business by integrating the strategy; to plan an experience marketing in physical stores; to link the local cultural resources and to deepen the cultivation of Cultural and Creative Industry. This study develops the platform of Cultural and Creative Industry extending from point to line and to surface. The steady development of the platform will help to gather more participants to stimulate innovation . This is an endless innovation model which hope to provide some retail business development strategy reference for the Cultural and Creative Industry.