文化創意景區開發決策之研究

Abstract

文化創意產業已成為21世紀世界各國經濟發展的支柱，與高科技產業並列為推動新經濟發展的動力。文化創意景區的開發，不但能促進觀光旅遊業發展，更具有帶動地方經濟的作用。 擁有五千年歷史的中華文化，曾經蘊育出許多文化瑰寶。雖然兩岸長久以來因政治隔閡，造成經濟，文化，社會，以及觀念上的差異，但歷史所留下來的世界性文化遺產，仍然是兩岸人民共同的驕傲。隨著中國的改革開放，兩岸加入世界貿易組織以後，許多事物有了大幅的改變，兩岸競合的模式愈來愈明顯。台灣企業管理與國際行銷的能力，是中國大陸學習的典範，而中國大陸廣大的人口，豐富的資源，更是台灣看好的市場。如何運用兩岸不同優勢，發揮最大效益，創造雙贏局面，實為許多企業策略發展的重心。。 本論文之研究對象是以宗教文化「佛之少林文化」與「道之太極文化」為其創意的主要來源。個案公司擬開發四處文化創意景區，分別位於台灣與中國大陸。由於景區開發為大規模建設，牽涉層面極廣，所需資金龐大，除了要有適當的財務規劃外，在不同國家所面臨的投資環境與產業競爭，研發與生產技術，組織與管理制度等因素，都會影響投資計劃的決策。 傳統的投資決策，常用NPV與IRR等財務性指標，較難掌握投資案的真實價值。事實上，許多非財務性指標，如投資環境、產業競爭，創新，品牌、供應鏈、替代品、互補品、顧客、員工、內部流程等等，都密切影響著財務績效。 本論文即以「價值創造」為基礎的策略分析工具，針對兩岸環境、產業，以及專案價值進行評估。其中運用了六種決策工具，包括「Stobaugh環境評估模型」、「BERI企業風險指標」、「產業獲利率」、「六力分析」、「平衡記分卡」，以及「價值觀、使命與願景」。同時考慮「質」與「量」的多重因素，透過更週全的理性決策模式，來提高大型專案計劃的決策品質。 宗教文化創意景區開發的價值，在於能夠塑造一個感官體驗與思維認同的情境，引領消費者進入信仰文化的氣氛中，達到心靈的喜悅與滿足，體驗行銷遂成為宗教文化創意景區創造收入的重要途徑。在體驗經濟的時代，具明顯主題訴求與體驗設計的宗教文化景區，市場競爭區隔明顯，價格的需求彈性低，有著現金流量穩定的優勢。 宗教文化創意景區的開發，不僅具有傳承歷史文化的意義，並能帶動周邊產業發展，充足人們精神生活，提高公司聲譽。這些無形的效益遠超過財務上的效益。本研究做成的景區開發的最適優先順序，提供了個案公司一個整體開發策略的清楚方向。

Culture creative industry has played an important role in the worldwide economy development in the 21st century, and paralleled with high technology industry as the power of new economy development. Not only the development of culture creative scenery can improve growth in tourism, but also promote local economy. Much cultural treasure has been cultivated from the five thousand years of Chinese history. Although the political factor has resulted in economic, cultural, social, and conceptual differences, the people in Mainland China and Taiwan are all proud of their world-famous heritage. Things have changed greatly since Mainland China’s innovation and the joining of both Mainland China and Taiwan in WTO. The competition and cooperation between Mainland China and Taiwan become more noticeable. Mainland China can learn business management and international marketing from Taiwan, while Taiwan can benefit from doing business with Mainland China because of its huge population and abundant resources. Use of different advantages from both sides to maximize the benefit has become the focus of many business strategic plans. The subject of this thesis includes religious culture “Buddhist Shoalin culture” and “Taoist Taichi culture” as the major source of originality. The case company proposed to develop four of the culture creative scenery located in Taiwan and Mainland China. Because the scenery development involves a great deal of funding, appropriate financial planning is essential. Furthermore, investment strategy is likely to be influenced by different investment climate, industrial competition, R&D, production technology, organization and management system. Traditional investment decision often used financial index such as NPV & IRR which is hard to appreciate the true value of the project. In fact, many non-financial indexes such as investment climate, industrial competition, innovation, brand, supply chain, substitutes, complements, customers, employees, internal flow, etc, also affect financial outcome.

This thesis was based on “value creation” as a strategic analysis tool to assess Mainland China’s and Taiwan’s environment, industry, and the project value. Six decision-making tools were used including “Stobaugh investment climate analysis model”, “BERI business risk index”, “Industrial return rate of equity”, “Six competitive forces analysis”, “The balanced scorecard”, and “Value, mission & vision”. The “Quality” and “Quantity” factors were also taken into account, so that through establishing a more comprehensive and rational decision-making model, it can promote the quality of the large scale project decision-making. The value of religious culture creative scenery is to build a sensational experience and thinking identification to lead the consumers into the atmosphere of culture belief and reach spiritual blessing and satisfaction. Therefore, experience marketing becomes an important path to create revenue for religious culture creative scenery. In the era of experiencing economy, religious culture scenery is featured with its clear subject-orientation, experiencing design, distinguishing market segment, low demand elasticity in price, and superiority in cash flow stability. The development of religious culture creative scenery not only means the continuation of history and culture, but also facilitates related industry development. It also fills human spiritual life and promotes company reputation. These invisible values exceed far more than its financial value. This research has made the priority for scenery development to provide case-company a clear direction for a comprehensive development strategy.