| 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。
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. |
