Please use this identifier to cite or link to this item: http://rportal.lib.ntnu.edu.tw:80/handle/77345300/45022
Title: 校園文創品牌開發設計與行銷—以國立臺灣師範大學為例
Other Titles: The Design and Promotion of University Cultural and Creative Products: Case Study of National Taiwan Normal University
Authors: 彭, 瓊倫
陳, 首蓁
柯, 皓仁
Keywords: 文化創意商品
臺灣師範大學
吹台風
設計
行銷
Cultural and Creative Products
National Taiwan Normal University
Design
Marketing
Issue Date: 6-Jun-2015
Publisher: 南華大學文化創意事業管理學系暨碩士班
Citation: 國際文創產業匯流學術研討會:第八屆美學藝術與文化創意產業研討會
Abstract: 文化創意從臺灣民間推展至政府,帶動近年的藝文產值與當代意識。而當代生活對於「物」的思維,也承襲了資本主義社會的運行,有了更高價值的認定與追求。臺師大於這樣的時代思潮下,反思了過去校內的禮品供需問題,進而自主研發並生產文化創意商品,除了提供校內禮品的需求,也拓展了學生對於校園生活記憶的擷取,進而提升購買商品之慾望,達到更高的市場動能。商品從設計、製作到行銷,都由臺師大一貫完成,因此商品具有更高的臺師大獨立性與特殊價值。本文將從臺師大的歷史背景與人文氛圍下,所延伸出的獨特商品設計及製造,以及不同於一般市場機制的校園體系,如何從校園拓展至校外,進而發展成獨立品牌之過程,進一步說明與探討其脈絡。 This article presents the experience of National Taiwan Normal University (NTNU) in the cultural and creative industry. In order to consolidate the cultural and creative capacity of NTNU, the NTNU Press was designated as the main unit to design and produce cultural and creative products for NTNU. This article describes how NTNU Press leverages the historical, architectural, cultural, and festival elements of NTNU to design products, and how to market and promote the cultural and creative products inside and outside the campus.
URI: http://rportal.lib.ntnu.edu.tw/handle/77345300/45022
Appears in Collections:同仁著作

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校園文創品牌開發設計與行銷.pdf論文全文3.71 MBAdobe PDFView/Open
校園文創品牌開發設計與行銷10406.pdf論文簡報檔8.93 MBAdobe PDFView/Open


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