地方文化商品開發模式之研究-以南投縣草屯鎮為例

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题名:	地方文化商品開發模式之研究-以南投縣草屯鎮為例
其它题名:	The Research of Symbolism in Local Culture Commodity Developing Mode - A Case Study in Nantou County
作者:	汪銘峰 Wang, Ming-Fong
贡献者:	郭炳宏 Koo, Ping-Hong 東海大學工業設計學系
关键词:	關鍵字：地方文化商品、符號學、文史設計符號知識庫、劇本導引、草屯 Key word: Design symbol knowledge base, Semiology, Literature and history, Drama guiding in local culture goods, Caotun.
日期:	2007
上传时间:	2011-03-22T06:26:29Z (UTC)
摘要:	在西方文化政策的推導下，國際興起ㄧ陣文化產業風潮，促使台灣1995年提出文化產業，接續2002年提出文化創意產業，因而發現到，台灣在文化政策中，其經濟論述不斷增強，進而與經濟產業政策產生密切關連的跡象。根據文建會統計，從八十三年到九十三年這近幾十年來，文化相關節慶活動的舉辦，影響人潮與消費量有逐漸增高趨勢，其中文化商品的消費程度更是關注的焦點，因為文化商品是地方產業與國家經濟結合的未來發展方向，所以我國需更重視這項議題。位於南投縣草屯鎮積極推動地方產業發展；雖然文化積累與數十年對產業經營與舉行文化節慶來促銷文化商機，卻無法達成「產品文化化，文化產品化」目標。田野調查發現，地方文化商品普遍無法具備歷史性、故事性、獨特性，使文化商品設計師(在地與外地設計者)與消費者(外地遊客與在地居民)，造成文化認同的差異與文化商品推動上的問題，所以本研究試圖提出，地方文化商品開發模式，提升地方特色商品維持經濟效益。故本研究二點目的：1、地方文化資源有系統的資料形式整理，應用符號學理論架構，歸整草屯地方文史設計符號知識庫，提供外地與在地設計師開發設計。2、在知識庫輔助開發商品上，還是無法直接達成，外地消費者與在地居民在文化商品的認同；必須以劇本導引法規劃文化商品展，強化地方文化、歷史、故事特色。研究方法主要兩個「符號學」、「劇本導引法」，前者完成文化商品開發模式建構的主要概念；後者完成消費大眾對文化商品的認知差異，兩者方法互有相輔相成的關連性，完成文化商品開發模式實驗的整體架構。量化研究結果發現，文史設計符號知識庫，確實有辦法解決開發地方文化商品，成為在地與外地商品開發設計師，依循取得地方文化、景觀、符號、象徵元素的直接方法，既能縮短開發時間，也能掌握商品的文化內涵，然而運用文史設計符號知識庫開發商品，必須與大眾消費者做近距離的評價，而且研究結果顯示劇本導引地方文化商品內容，讓大眾消費者對地方文化與故事產生感情與興趣，促使消費購買的高度評價。本研究結果希望能提供對地方文化產業從事者，在文化商品開發上的參考。 Under the circumstances that the western cultural policy is derived , it impelled Taiwan to propose the cultural industry in 1995, continued proposing the cultural intention industry in 2002. It not only explored Taiwan among cultural policy, but economical theory has constant enhancement, and the economic industrial policy has combined closely. According to the civilization and constriction council, these nearly eleven years from 83 to 93, the run-up of the relevant festival celebration activity of culture, It has the tendency to increase gradually in influencing on crowd and consumption of capacity. It focuses that the degree of consumption of the culture goods pays close attention especially among them. Because the culture goods are process ways that the local industry and national economy combinition, so our country needs to pay attention to this topic even more. Development of collecting the local industry in the town , Nantou County Caotun, the value of the positive drives cultural industry; Although it depends on accumulating culture and managing the industry with decades; It takes place the cultural festival celebration to promote the cultural business opportunity, but unable to reach ' culture of the products, culture commercialization '. The local culture goods are generally unable to possess history, story, uniqueness, and making culture goods in designer (in ground and nonlocal designer ) and consumer (whether nonlocal visitor and in place residents), the difference causing culture to admit and culture goods promote the question on, so this research attempts to propose, local culture goods develop way , raise local special goods keep the economic benefits. So click the purpose two times in this research: (1) Local culture resources have systematic materials forms to put in order , using the Semiology theory structure, collecting the local literature , history carelessly and design the symbol knowledge base, in order to offer the other places and develop the ground designer. (2) In knowledge base being auxiliary to develop goods, unable to reach directly, nonlocal consumer and in ground in approval, culture of goods resident; Must guide with the drama , cause the regulation to row the culture goods exhibition , strengthen local culture , history , story characteristic . The result of study of quantization is found, the literature and history is designed the symbol knowledge base. It can really develop the local culture goods, and developing a designer with the nonlocal goods, in accordance with following and making local culture, symbol, direct method to symbolize the element; It not only shortens construction period, but grasps the cultural intension of the goods too. In using literature and history symbol to develop the knowledge bases goods, it must make entering masses consumer from appraisal, the result shows that the drama guiding causes the goods content of local culture, and makes the consumers of masses produce the emotion and interest to local culture and story, impelled to consume the high evaluation. This result of study hopes to be offered to the person who is engaged in local cultural industry, developed reference on in the culture goods.
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