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故事導向之商業模式研究 : 以臺南文創場域為例 = The Study of Story-oriented Business Model –The Case of Tainan Cultural and Creative Field

黃妃平 國立臺南大學 經營與管理學系 科技管理碩士班 民104 [2015]

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  • 題名:
    故事導向之商業模式研究 : 以臺南文創場域為例 = The Study of Story-oriented Business Model –The Case of Tainan Cultural and Creative Field
  • 著者: 黃妃平
  • 國立臺南大學 經營與管理學系 科技管理碩士班
  • 主題: 體驗行銷 商業模式 故事導向 文創場域; ExperientialMarketing BusinessMod Story-oriented CulturalandCreativeField
  • 描述: 本研究以生活美學平台4G服務推動發展為主題，因應ECFA已明訂中國大陸同意對台灣降稅的早收清單裡，包含服飾配件、內衣、鞋、袋包箱等產品，關稅降低雖可幫助廠商拓展中國大陸市場，提升台灣產業的市場規模，但同時此類產業多屬運用勞力較多的產業，對岸擁有大規模產業與自有品牌林立，未來台商必須步入與擁有龐大人力、通路且財力雄厚的中國品牌正面對決，亟需加速擬訂品牌應戰策略。 本研究以臺南文創場域業者為研究對象，並選定以成衣、袋包、鞋類、文創設計等相關設計時尚品牌產業為主，主軸在於發展場域、地域振興與商品解說設計與先進展示科技展業者為輔，透過科技技術導入、開發出各式Markerless AR(AR無圖標辨識)互動展示系統產品，並配合體驗行銷與商業模式論述，探討臺南文創場域是否能借鏡其模式，讓文創場域是否能推動美學推動溫度與推廣發展。.
    This study takes creativity lifestyle platform promoted by 4G services development as a research theme in accordance to ECFA early harvest list provided by China to Taiwan agreed tariff reduction in, including clothing accessories, underwear, shoes, bags and other products pack boxes. Although the lowering of tariffs can help firms expand China market and increase industrial market scale in Taiwan, these industries mostly belong to labor-intensive. China has its own brand and large-scale industries, and in the future Taiwan must fight with China with a huge human and financial strength. It is necessary for Taiwan to accelerate establish brand strategy. This study chooses the firms of Tainan cultural and creative industries as the research targets and selects clothing, bags, footwear, cultural and creative design and other related industries based fashion brand design. The main focus lies in the development field, and local promotion and introduction of goods and Advanced Display Technology Exhibition design industry are supplemented. Through technology instill to develop a variety of AR, no icon identification, and Markless interactive display system products following the experiential marketing and business models discussion, this study explores whether the Tainan Cultural and Creative field can learn from its model and promote the development and promotion of aesthetics..
  • 出版者: 碩士論文--國立臺南大學經營與管理學系科技管理碩士在職專班, 104學年度
  • 建立日期: 民104 [2015]
  • 格式: xi,50葉 : 圖 ; 30公分..
  • 語言: 中文
  • 資源來源: NUTN ALEPH
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