從空間符號觀點探討文創園區之行銷策略：以華山文創園區為例

Abstract

本研究試圖從符號學的角度對「華山文創園區」進行詮釋。首先運用皮爾斯的符號理論闡釋空間在面對歷史變化的過程中背後的意涵為何；其次再根據巴特的意義分析系統模式，將研究執行中所觀察到的現象、訪談內容及相關理論文獻逐一分析，歸納出符號建構的空間氛圍，並討論其從純空間使用功能轉換為具符號意義的空間存在價值；最後藉由品牌符號與行銷之理論，來統合園區空間的行銷邏輯策略，且運用新顧客體驗路徑「5A 架構」，進行實地訪察並檢證其成效。綜合以上，具體研究成果如下三點：1. 「台北酒工場」或「臺北酒廠」的符號演進大致由官方力量主導，其所承載的客觀「功能性」符號轉化為具情感投射的主觀「文化性」符號：「華山文創園區」。2. 「華山文創園區」透過逐年積累的文化成果而得到具意義的象徵符號為富含「歷史文化韻味的創意品味空間」。3. 「華山文創園區」的行銷邏輯為借助本身的獨特歷史條件優勢和將舊有建築結合新時代潮流來創造各種新鮮的時下話題。

This study attempts to interpret the Huashan 1914 Creative Parkvia the perspectives of theory of signs. First, using the sign theory of Peirce, C.S., this idea illustrates how different meanings could represent the park during historical transformations over time. Second, applying the Meaning Analysis Mode of Roland Barthes, this idea organizes the spatial atmosphere which is constructed by signs, and it discusses the value of being transformed from pure space to symbolic space. Finally, based on brand symbols as well as marketing theory, this study integrated the logics of marketing strategies of the park, and using the new customer path called 5A's model, which is performed through field investigation to examine its effects. To sum up, the three specific research results are as follows: 1. The evolution of Taipei Liquor Factory or Taipei Brewery has mainly been controlled by the authoritative domain, and its sign which carried a functional feature transformed to a cultural one, named Huashan 1914 Creative Park. 2. Huashan 1914 Creative Park is symbolized by having the creative sense of space with historical and cultural implications which are the results of cultural efforts and accumulation over years. 3. The logics of marketing strategies of Huashan1914 Creative Park via unique historical conditions and new trends which, combined with old buildings, create contemporary popular topics.