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系統識別號 U0002-1807201018432100
中文論文名稱 消費者如何消費文創產品:品牌概念、產品故事與消費意義之關聯性研究
英文論文名稱 How consumers consume culture products:A study of the relationship among brand concept,product story and consumption practice.
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士班
系所名稱(英) Department of International Trade
學年度 98
學期 2
出版年 99
研究生中文姓名 黃詩喻
研究生英文姓名 Shih-Yu Huang
學號 697550969
學位類別 碩士
語文別 中文
口試日期 2010-06-22
論文頁數 87頁
口試委員 指導教授-黃哲盛
委員-王如鈺
委員-李月華
中文關鍵字 文化創意產品  品牌概念  產品故事  消費意義  故事行銷 
英文關鍵字 Culture products  brand concept  product story  Consumption practices  Storytelling Marketing 
學科別分類 學科別社會科學商學
中文摘要 面對全球化的知識經濟時代,促進經濟成長並兼顧生活品質與品味的產業發展,已成為全球進步國家極力推動的主軸,而臺灣文化創意產業於2002年開始以「創意臺灣」為發展目標,推動文化創意產業發展計畫,文化創意產業營業額在2002年到2007年成長了45.42%,附加價值也達3,354億。以內容為基礎的文創產品,若缺乏內涵將僅存純藝術價值,因此文化創意應用在設計上強調的就是其故事性。另外,在現代社會不斷變遷以及文創產品不斷出現,透過消費意義研究消費與文化之間互動關係,可了解消費者消費文創產品的現象。本研究以個案研究訪問台灣自創設計品牌「貳拾陸巷」,瞭解其品牌概念與產品故事,其次分析兩者的關連性,並對消費者作深度訪談,探討不同產品故事的解讀及喜好程度,最後研究不同的產品故事呈現將為消費者創造何種消費意義。

研究結果發現,在文創產品的產品故事運用上,消費者普遍偏好於可激起內心情感共鳴的心理層次策略的故事表現方法,大部分屬於體驗型消費,所以在管理意涵上,產品設計可針對此擬定策略,以簡單明瞭且會引起內心情感共鳴的故事情節,抓住消費者的目光,運用行銷活動輔助加強品牌概念傳遞,並利用文案、簡介或銷售人員訓練幫助理解故事內涵。
英文摘要 To face of globalized knowledge economy, the industry development of promoting economic growth and quality of life become global developed country strongly driven spindle. Taiwan’s creative industry use「Creative Taiwan」to target for the development on 2002, and the turnover grow to 45.42% from 2002 to 2007, the value come with creative industry also achieve to 3,354 hundred million. If content-based culture products lack of content would only remain pure artistic value, culture products used in the design should emphasize its storytelling. Moreover, modern society continues to change and cultural products emerge constantly, through consumption practices study interaction between consumption and culture can realize how consumers consume cultural products. This research use case study as research method interview Taiwan personal brand 「26 creative」,understand brand concept and product story, and then analyze the connection. In addition, for consumes use in-depth interview as research method, investigate different interpretation product stories and preference extent. Finally, find out different product stories will create what kind of consumption meaning for consumers.

Finally, we find the implantation of product stories of culture products, consumers preference are provoked inner emotional response of story presented method, and the majority were consuming as experience. At the managerial implications, product design can use this to develop strategies. The simple and resonated story plot will catch the consumer. Moreover, using marketing actives to strengthen brand concept, and impress on story content with introduction.
論文目次 目錄
目錄..................................................Ⅰ
表目錄................................................Ⅲ
圖目錄................................................Ⅴ

第一章 緒論..................................1
第一節 研究背景與動機........................1
第二節 研究目的..............................4
第三節 研究流程..............................5

第二章 文獻探討..............................6
第一節 文化創意產業..........................6
第二節 品牌概念..............................17
第三節 故事行銷…............................23
第四節 消費意義..............................31

第三章 研究設計..............................37
第一節 研究觀念架構..........................37
第二節 研究方法..............................38
第三節 研究對象..............................42

第四章 訪談分析與結果........................44
第一節 個案公司之背景介紹....................44
第二節 個案公司之產品故事....................51
第三節 消費者對產品故事之解讀與喜好..........58
第四節 產品故事所創造的消費意義..............67

第五章 結論與建議............................74
第一節 研究結論..............................74
第二節 管理意涵..............................77
第三節 研究限制與建議........................78

參考文獻.....................................80
附錄一.......................................86

表目錄
表2-1: 各國文化創意產業之定義................7
表2-2: 各國文化創意產業之分類................8
表2-3: 品牌概念相關文獻......................22
表3-1: 受訪者資料一覽表......................43
表4-1: 受訪者理解故事程度一覽表..............66
表4-2: 受訪者對故事喜愛程度一覽表............67

圖目錄
圖1-1: 2002-2007年文化創意產業營業額統計圖...2
圖1-2: 2002-2007年文化創意產各產業營業額成長率統計圖...2
圖1-3: 研究流程..............................5
圖2-1: 文化創意產業的必要條件................10
圖2-2: 品牌概念的來源........................18
圖2-3: 品牌概念分類圖........................21
圖2-4: Holt消費實踐矩陣圖....................32
圖3-1: 觀念架構圖............................37
圖4-1: 貳拾陸巷創作產品(一)..................47
圖4-2: 貳拾陸巷創作產品(二)..................48
圖4-3: 貳拾陸巷創作產品-失智樂團系列........51
圖4-4: 失智樂團系列角色介紹..................52
圖4-5: 貳拾陸巷創作產品-窮開心系列..........53
圖4-6: 窮開心系列產品介紹....................54
圖4-7: 貳拾陸巷創作產品-Insight系列(一) ....55
圖4-8: 貳拾陸巷創作產品-Insight系列(二) ....56
圖4-9: 受訪者消費意義一覽表..................73
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