【雲門‧九歌】之文創創意商品開發創作研究

Abstract

文化創意產業市場中的文創創意商品，不論是國內外的視覺藝術或是藝術團體，產值都是急速擴張，對於藝術團體而言，如果能讓衍生商品更具特色加以創意包裝，長年下來能為這藝術團體帶來可觀之非票房收益。本創作研究將探討雲門九歌之文創商品，以了解賦予文化內涵的創意商品與消費者互動所創造出來的品牌價值。期待研究結果能提供台灣表演藝術團體在文創創意商品的開發之參考。全文內容共分五章：第一章前言，敘述研究動機與目的、研究範圍與方法以及整體創作架構；第二章為相關學理與文獻分析，運用木刻版畫學理論說明，並探討木刻版畫圖像發展與獨特風格；國外表演藝術文化創意商品分析意義整理，最為後續商品開發之依據；第三章則是【雲門‧九歌】相關分析，以了解【雲門‧九歌】之特色，分析【雲門‧九歌】的優缺點，進一步作為擬定本創作目標與方向，並付諸於創作理念之中；第四章將【雲門‧九歌】創作說明與歷程，分析歸納與詮釋，規劃新的方向與定位，藉由商品開發說明與方向以驗證本創作論述；第五章為結論與建議。本設計創作研究之具體研究價值，在於角色的轉換為創意商品展現具有祈福、開運及創意的特色文創商品，商品加入文化識別是具有更高價值，文創商品的新觀點、獨特風格有助於增加團體之形象及商品販售與發展。The output value of cultural and creative originality goods in the cultural and creative industry increases rapidly in terms of whether domestic/international visual arts or artistic groups. For artistic groups, if their derivative products are more creatively packed, they will have considerable non-box-office receipts after many years. In this study, the cultural and creative products of Nine Songs of Cloud Gate were investigated to understand the brand value created by the interaction between consumers and originality goods with cultural content. The research result was expected to provide Taiwanese performing arts groups with a reference to the development of originality goods. The paper includes five chapters. In Chapter 1 – Introduction, the research motives and purposes, the research scope and methodology, and the overall framework are explained. In Chapter 2 – Literature Review, the woodcut theory is explained, the development and unique style of woodcut paintings are explored, the cultural and creative goods of foreign performing arts are analyzed and sorted, and, finally, the development basis of future products is established. In Chapter 3 – the Analysis of Nine Songs, the features as well as the advantages and disadvantages are explored in order to settle the goal and direction of this investigation. In Chapter 4, the creation and history of Nine Songs are analyzed, induced, and interpreted to establish a new direction and position, and this study is verified through the explanation of direction and development of products. In Chapter 5 – Conclusion and Suggestion, the study is concluded, and the suggestions are provided. This study is of specific value. Through the cultural and creative originality goods with the features of praying for blessings and bringing luck, it was found that when cultural identification is added to a cultural and creative product, the product will be more valuable, and a unique style is helpful for the improvement of group image as well as the sales and development of a product.