淡水貓故事文化創意商品創作研究

Abstract

隨著社會結構與經濟型態的改變，間接導致偏鄉沒落與凋零，具有地方意象的「文化創意商品」不但可落實「在地全球化（logloblization）」，更可創造龐大的經濟效益，成為近十年來歐美日等國家積極發展的目標。因此「文化創意產業」，也是近年我國經濟發展計畫中的重要環節。淡水是臺灣北部最早開發的良港，也是外來文化引入臺灣的門戶，隨著港口淤積與政經中心轉移，漸漸由貿易重鎮轉變為觀光地區。淡水獨特的歷史文化吸引大量遊客尋訪，但除了食品特產、卻沒有專屬的文化商品。 由歷史來看，貓與人類航海史密不可分，從訪問調查中更進一步發現，淡水河岸街貓久居於該處、並有血脈傳承，河岸街貓與淡水港貿易關連密切，早在2008年臺北縣政府已明訂條文禁止捕捉淡水街貓，並指示相關單位規劃政策，將街貓納入淡水觀光資源。「地方性文化創意商品」與所在地域有著密不可分的關係，希望藉此研究將地方特色推向市場，並提供就業機會、共創造地方經濟效益。 本研究以淡水港與當地街貓歷史為主，研究創作在地文化商品。透過文獻探討歸納整理文化商品應具備的符號內涵，並加入街貓與淡水港的文化關聯，輔以問卷調查遊客對於淡水印象及文化商品的偏好類型，搭配故事行銷設計具淡水意象的「淡水貓故事文化創意商品」，希望藉此建立產業區隔並創造地方自有品牌，作為日後發展地方性產業之參考。Transformation of social structures and economic patterns have indirectly caused rural areas to decline and shrink. Since that “cultural and creative products” which possess place images can achieve logloblization as well as bring significant amount of economic benefits, marketing cultural and creative products have become an important economic development goal of the Western countries nearly a decade. Similarly, “cultural and creative industry” has also become an important part of the economic development in Taiwan in recent years. Tamsui was the first harbor established in Northern Taiwan; therefore, it was the place where foreign cultures came in. However, its position as a trade center transformed into a tourist spot due to the accumulation of sediments in the Tamsui River and the shift of political and economic center. Although the special history and culture of Tamsui does attract a large number of tourists, it has few unique cultural products except its cuisines. Cats and maritime history have always had a close relationship seen from a historical perspective. Through interview surveys, the researcher found that the street cats around Tamsui riverside have been living there for a long time and have reproduced multiple descendants. Hence, it can be inferred that there is a strong connection between the street cats of Tamsui riverside and the port trade. As early as in 2008, the Taipei County Government had expressly prohibited trapping Tamsui street cats. It also instructed related government agencies to include these cats as tourism resources. Nevertheless, as Taipei County upgraded into New Taipei City and brought personnel changes, the policy did not continue. “Localized cultural and creative products” have a close relationship with their location. These products can not only promote local specialties to the market but also create job opportunities and provide local economic benefits. This research intends to study and create localized cultural products based on the history of Tamsui harbor and street cats. Through literature review, the research discussed the symbols and meanings that cultural products should possess. By using questionnaires, the researcher found out tourists’ impressions of Tamsui and their preferences of cultural products. Then, the researcher combined these results with the cultural connection between street cats and Tamsui harbor along with story marketing in order to design the “Tamsui cats’ stories cultural and creative products” that possess the image of Tamsui. These products are aimed to segment the industry and establish private brand, and serve as references for future development of local industries.