台灣原住民族工藝產業行銷策略探討-以台東縣原社手創生活館為例

Abstract

人類的文明從農業、工業、商業、科技等社會型態不斷前進，逐漸進入了感性的時代，人們追求的不再是工業科技產業下制式的生活套件，而是具有個人主觀的個性美感與文化精神意涵，即使是杯碗瓢盆、提袋服飾甚至是傢俱擺飾，能夠將這些生活中的用品融入文化創意，是工藝產業最具體的表現，在提升產品價值性的同時，文化內涵的置入也隨之發生。

包含著南島與海洋文化的台灣原住民族，在經過中國、日本以及幾個歐洲國家駐足停留的多元文化融合下，展現出獨特鮮明的的文化風格，是足以在邁向全球化、地球村的趨勢下，成為台灣文化競爭的重要的焦點；推廣多年的原住民族政策，從最基本的生活福利保障、傳統文化保護，到進一步的社區營造、產業發展，已逐漸結構化與組織化，在現階段發展的基礎下，本研究將探討目前原住民族的工藝產業，在行銷中擴展文化可見度的方式以及經濟效益提升就業的策略，從工藝品質、微型產業到競合結盟的進程，在文化、創意與產業的結合下，達到原住民族傳統性保存與經濟共生的最大效益。

由台東這個原住民族群最多的地區開始，在台東市區糖廠的閒置倉庫裡，長期對原住民發展推動的「台灣基督長老教會原住民社區發展中心」，成立了「手創生活館」這個文化工藝展售空間，成為台東文化工藝產業重要的推廣平台，在工藝產業凝聚、文化傳承與經濟就業發展的推動之外，同時也創造了自有品牌「卡塔文化」、「小鳥不要來」，生產傳統琉璃珠與創新的琉璃飾品，兼具產業規模、產品特色、文化行銷與工藝傳承扶植的角色，是值得探討的重要機構。

不同於一般行銷策略的商業分析與探討，針對台東這個特殊的文化區域，在原住民族特色工藝產業發展下，結合觀光、數位與促進台灣國際印象為行銷策略目標，應該說原社手創生活館賣的並不只是工藝產品，而是透過產品的傳統性、故事與創意性，傳遞原住民生活的智慧與文化精髓，讓傳統文化進入現代，與時並進的繼續流傳下去，所以縱使有許多的產業外移，但移不走的是這片土地上的好山好水與美麗文化。Human civilization from the agriculture, industry, commerce, science and technology continue to advance the social patterns, gradually into the emotional age, we no longer pursue the same specifications as the industrial technology life products, but a subjective sense of beauty and personality culture and spiritual content, even the life of the cups, bowls, pans of water containers, pots, bags, clothing, jewelry or furniture, decorations, can be integrated into the cultural and creative life of products, the most concrete e-xpression in the craft industry , in enhancing the product value at the same time, also with cultural connotation into place. Includes the South Island and the marine culture of Taiwan indigenous, after China, Japan and several European countries visit the multi-cultural integration, the show's unique distinctive cultural style, is sufficient to move towards globalization, the trend of the global village , became an important cultural competition in Taiwan focus; promote years of indigenous policy, from the most basic welfare protection, protection of traditional culture, to further community improvement, industrial development, has gradually structured and organized, the current basis for the development in this study to explore the current Taiwan indigenous groups in the craft industry, in marketing in the way of expansion of cultural visibility and economic benefits of upgrading and employment strategy from the craft quality, micro-industry alliance of competition and cooperation process, and integrating with the cultural and creative industries, from which to explore how indigenous traditional preservation and economic symbiosis of maximum benefit. Taitung has many of the Aboriginal race, located in Taitung City in the sugar factories idle warehouse, long-term assistance to indigenous people "Indigenous community development centres" organization, the establishment of "Indigenous Cultual Craft" The Aboriginal craft for sale institutions, the formation of Taitung in the promotion of culture and an important platform craft industry, mainly in the craft industry cohesion, cultural heritage, economic development, employment promotion, while creating a "culture of qkata", "birds do not come" brand, the production of traditional and innovative the glass jewelry, both industry and marketing functions, institutions are worthy of discussion. And the general marketing strategy is not the same business analysis and discussion in the Taitung area of special cultural, with indigenous characteristics of the craft of industrial development, will combine tourism, digital, and promote Taiwan's international image marketing strategy as the goal, not just sell craft products, but through the traditional nature of the product, stories and creative nature, so that indigenous's wisdom and culture has continued, so that traditional culture into modern, keeping with the times to continue to survive, even if many of the industry to leave, but this film good mountain land, good water and beautiful culture is inseparable.