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文創的兩難-中小型文創品牌公司如何透過核心資源與動態能力擴大競爭優勢？ 以蘑菇、來呦為例 = How Cultural and Creative Companies Expand Competitive Advantage through Core Resource and Dynamic Capability？The Multiple cases study of MOGU and LAYOO

桂琳 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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  • Title:
    文創的兩難-中小型文創品牌公司如何透過核心資源與動態能力擴大競爭優勢？ 以蘑菇、來呦為例 = How Cultural and Creative Companies Expand Competitive Advantage through Core Resource and Dynamic Capability？The Multiple cases study of MOGU and LAYOO
  • Author: 桂琳
  • 國立臺南大學 經營與管理學系 科技管理碩士班
  • Subjects: 稀少性 價值性 平衡 文創 核心資源 動態能力 難以取代性; Valuableresources Balance CulturalandCreativeCompanies Resource-BasedTheory Coreresource Dynamiccapability RareResources Non-Substitutable
  • Description: 當文創業者在進行創作與設計時，專注於將藝術、設計元素注入作品當中，創作出藝術價值與美感兼具的產品，然而這樣的一個產品往往出現叫好不叫座的情況，因此發展一個文創品牌面對的是藝術價值與商業價值間的兩難。透過此研究探討兩個文創品牌在面對大環境的快速變動時動態能力與核心資源的演變過程，導引出品牌於藝術與商業價值間的平衡點。透過雙重個案的縱斷面長期研究，深入探討中小型文創品牌隨時間的推進下是如何運用內部核心資源與動態能力將資源以漸進式的方式重新建構與調整，進而累積自身的核心資源，來維持在產業中的競爭地位，再更進一步推論出當文創品牌要跳脫文創圈於整個大環境下產生競爭優勢，除了需提升動態能力之外，其資源需具備較高的價值性、稀少性、難以取代性。.
    Cultural and Creative Industry workers focus on putting art and designed elements into their works. They created products with both artistic value and sense of beauty. However, the sales of the products are not good as expected. Consequently, someone who wants to develop a cultural and creative Industry brand must deal with the dilemma between the artistic value and commercial value. This study is about the evolutionary process of the dynamic capability and core resource with two brands which both face the fast-moving economic environment. They find out the balance between artistic and commercial value. This study is based on the multiple and longitudinal case study. I try to figure out how the small and medium-sized Cultural and Creative Industry rebuild and adjust by using Internal core resource and dynamic capability. Furthermore, they accumulate their own core resource to keep high competitive in the market. Judging from the study, we know the Cultural and Creative Industry brands have to have resource with valuable , rare and non-substitutable characteristics ,and then they can survive in the circumstance of Cultural and Creative Industry..
  • Publisher: 碩士論文--國立臺南大學經營與管理學系科技管理碩士班, 104學年度
  • Creation Date: 民104 [2015]
  • Format: vi,100面 : 圖 ; 30公分..
  • Language: Chinese
  • Source: NUTN ALEPH
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