南投竹藝文化創意產業感性?銷策?之研究近??文化創意產業逐漸受到政府與地方的重視。對地方而言，文化創意產業?但可吸引人潮進而增加產值，並能保存發揚地方傳統與特色;而目前地方在推動文化創意產業所面?的最大問題即是如何讓地方文創產業吸引人? 如何獲得一般消費者的認同? 進而願意消費?支持地方文化創意產業的發展，換?話?即是如何制定訂一套有效可?的文創產業的?銷策?;由此可知研究地方文創產業的?銷策?確實有其必要性及重要性。環顧目前全國發展地方文化創意產業較為成功的有五?個縣市，其中又以南投竹山的竹藝最為人所知;南投縣竹山鎮以「竹藝」作為推展文化創意產業的主要議題，2004 ?開始舉辦第1 屆「南投竹藝節」，至今已舉辦過七屆，但卻叫好?叫座，南投竹藝的知名?雖然打開?但相對的竹藝產業的消費產值卻沒有大幅提升，歸究其主要原因就是缺乏一套有效可?的?銷策?所致;同時日前本校與南投工藝之?八大工藝家簽屬產學合作以共同為南投文化創意產業的推動?努?。基於此，本研究將以南投竹山鎮竹藝產業為主要的研究對象，希望透過對感性?銷(Emotion Marketing)及魅?工學(Miryoku Engineering)的研究，?探討南投竹藝產業的核心價值及潛在的發展空間，進而提出南投竹藝文化創意產業感性?銷策?，此為本研究最主要的目的及貢獻所在。本研究計畫實際執?過程將分?階段?進?，第一階段將以以魅?工學評價構造法（Evaluation Grid Method,EGM）為主要的研究工具，透過深?訪談竹山竹藝產業的高涉入者，包含有推動者、經營者與消費者，萃取出相關原始感性魅?因子，做為第二階段設計感性?銷問卷之?考依據，而所得問卷資?將以統計軟體SPSS?做為竹山竹藝感性因子的分析比較及驗證，最後將綜合感性?銷五星??(Star Value)及問卷調查的統計資??制定推展南投竹藝文化產業感性?銷策?，以協助南投縣推廣竹藝產業。本研究預期能獲得的成果將包括有(1)竹藝產業的感性魅?因子;(2)竹藝產業的評價構造圖;(3)竹藝文創產業感性?銷策?，研究成果將可做為南投縣發展竹藝文創產業之?考依據及其他縣市發展文創產業之借鏡。 A Study on the Emotion Marketing Strategy for The Bamboo Cultural and Creative Industry of Nantou County The government focus on the cultural and creative industry recent years. The most important problem is how the local cultural industries can attract people ? how it can get the people identification ? That is how to make an effective and feasible marketing strategy for cultural and creative industry ? The bamboo industry of Nantou county is most famous in Taiwan. Nantou county develop cultural and creative industry by the bamboo industry. There is a Nantou Bamboo Festival hold on September every year in Zhu-Shan. The activity can not improve the condition of consumer because lack of a feasible marketing strategy. Meanwhile Tunghai university will cooperate with Nantou government on developing local cultural and creative industry via signing a agreement. Based on the above this research will focus on the emotion marketing strategy for the bamboo industry of Nantou county by studying on the Emotion Marketing and Miryoku Engineering. We hope to discovery the core value and potential developing space for providing the emotion marketing strategy for bomboo cultural and creative industry of Nantou county. This is the main purpose and contributions of this research. The implement of the study will divide into two phases. First we will abstract the original attractive factors through the deep interview on the expert. Second we will design the questionary depended on the results of the phase one. The data will be analyzed by the software SPSS. Finally we will combine the Star Value of emotion marketing and the results of the statistic analysis to making the emotion marketing strategy for the bamboo cultural and creative industry of Nantou county. The expecting results of this research will include: 1) the attractive factors of bamboo cultural and creative industry of Nantou county ; 2) the Evaluation Grid Map of bamboo cultural and creative industry of Nantou county; 3) the emotion marketing strategy for the bamboo cultural and creative industry of Nantou county. Nantou county and the other counties can develop the bamboo industry based on the results of this research in the future.
