文化創意產業之陶瓷產業經營模式分析

Abstract

各式關於文化創意產業發展的討論近年來很多，但大都比較偏向藝術領域的討論，對於個別產業的經營模式與發展特性研究相當稀少。以台灣的陶瓷產業來說，在過去曾經發展過完整的產業聚落，但現今產業已沒落，存活下來的廠商也多以低價產品代工或是轉而以內需市場需求為導向的觀光經營為主。 本研究即是利用個案研究的方法，利用東西方成功的瓷器品牌做經營模式之比較。利用價值鏈分析、交易成本理論、收入成本分析、消費者探討等理論，來深入廠商的各經營活動，歸結出陶瓷產業的關鍵成功因素。 研究結果發現，目前產業內的領導品牌擁有價值鏈高度垂直整合的特性，此乃由於過去的歷史發展背景，廠商多以生產走向品牌的模式發展。然而，本研究歸結陶瓷產業廠商的核心價值活動在於研發設計與行銷。因此，對於一個新興品牌來說，成功的模式並不須建築在高度垂直整合之上。反之，良好的價值鏈分工機制與策略聯盟，將可為廠商帶來更大的利益，更加有助產業的發展與整合。 本研究最後將所得之結論做延伸，提出對台灣陶瓷產業發展的建議。分別由以下三個觀點呈現 : 一、品牌建立之意義與態度 二、建立產業交易平台與價值鏈分工機制 三、建立屬於台灣特色的創意運用

In recent years, there are lots of discussions about the development of Culture and Creative Industry. However, most of them focus more on the art filed rather than the individual business model. Take the Ceramics Industry in Taiwan for example, it used to develop an integrated industrial bloc before, but most of the business owners suffered a lot after Taiwan lost its labor-cost advantages. Nowadays, the ceramics industry in Taiwan had transformed their business from export to domestic demands. To deepen the research in this topic, the methodology adopted in this research is case research. By comparing the business models by both the western and the eastern brands, conclude the key success factors in ceramics industry by using the value chain model, transaction cost theory, cost-revenue analysis and consumer research. The results show that vertical integration is one of the characteristic between those leading brands. Nevertheless, this research summarizes the key success factors of this industry are design and marketing functions which means there is not necessary for a new brand to adopt vertical integration in order to compete in the global market. On the other hand, a co-operative mechanism and strategic alliances provides a great opportunity for more profits and further integration of industrial development. In the end, this research provides further strategic suggestions for the ceramic industry in Taiwan by generalizing the conclusions. The suggested points can be summarized as follows: 1. The meaning and attitude of brand-building 2. Set up the industrial transaction platform and co- operative mechanism of value chain 3. Establishing a creative application belonged to Taiwan itself