「花言瓷語」臺灣個人陶藝工作室品牌策略之探討
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2018
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摘要
陶瓷發展至今已有千百年的歷史，無論在人類日常生活的實用性質上或精神層面的藝術價值上，皆有其深遠的影響力，扮演著舉足輕重的角色。就臺灣而言，從最早期以遮風避雨的磚瓦為主，作為改善居住之主要用途開始，臺灣光復後，演變為創造臺灣經濟奇蹟與賺取豐厚外匯的生力軍，改善成千上萬人的生活，其影響力之巨大，足以因它興起繁榮的鶯歌陶瓷大鎮，也曾一度創造出擁有賓士車密度最高的富裕陶鎮紀錄。然而，也因為它的光環消退而回歸平淡，昔日榮景不在。直到現代陶藝的接棒而走入藝術心靈的新境。本研究藉由文獻回顧方式整理臺灣各個世代陶瓷產業的優劣因素，試圖從中間找出興衰之問題所在。研究結果發現，自從中國大陸陶瓷產業崛起後，漸漸取代臺灣陶瓷產業外銷代工的角色。
因此，研究設計結合「花言瓷語」現代陶藝工作室個案分析與訪談幾位臺灣較有特色、且具有競爭力的工作室創始人，探究後發現，背後真正的原因在於臺灣陶瓷產業過度依賴外銷訂單，長期忽略創新開發的重要性，無法形成屬於自己品牌的市場差異化與獨特性價值，才是被取代背後真正的主因。研究建議應結合政府與民間的力量，成立一個跨部門的單位，統合官方機構與民間團體力量，有計畫性的執行輔導推廣，方能創造臺灣陶瓷產業的另一個高峰，走出屬於臺灣陶藝的新里程碑。」
關鍵字 : 陶藝、創新、自然生態、品牌
Abstract With over one thousand years of history, clay has played an important role, both in terms of function and aesthetic values, in mankind’s daily life. In early days in Taiwan, clay was mostly used to make bricks and tiles for housing quality improvement against wind and rain. After Taiwan's retrocession to the Republic of China, the use of clay evolved in such a way that ceramic products became a major export goods that fueled the country’s economic miracle. As business improved for the lives of tens of thousands of people, Inge, a town known for ceramic production, was at the time so wealthy that it saw the highest density of Mercedes Benz cars. The popularity of ceramics, however, did not last when the industry declined. It wasn’t until present day that ceramics reinvigorated as a form of art. This study is an analyzation of the strengths and weaknesses of Taiwan’s ceramics industry across different periods, and through literature review, it strives to understand the causes for the industry’s rise and fall. Results show that Taiwan’s OEM export gradually flagged as the ceramics industry in Mainland China emerged. This study also takes a look at The Dialogue Between Flowers and Porcelain Workshop, a private ceramic art studio, as a case study as well as interviewed several otherstudio founders whose works are characteristically unique and boast a competitive edge. This has led to the discovery of a serious problem behind the decline of Taiwan’s ceramics industry, for it over relied on trade and for a long time neglected the importance of innovation, research and development. As such, manufacturers fail to differentiate themselves in the market. This paper concludes by suggesting government and private sectors work together to establish a cross-department organization. By integrating their strengths and providing well-planned advisory and promotion services for the ceramics industry, it is hoped that Taiwan’s ceramics industry can climb to a height, marking a new milestone in its development. Keywords: Ceramic Art, Innovation, Natural Ecology, Branding
Abstract With over one thousand years of history, clay has played an important role, both in terms of function and aesthetic values, in mankind’s daily life. In early days in Taiwan, clay was mostly used to make bricks and tiles for housing quality improvement against wind and rain. After Taiwan's retrocession to the Republic of China, the use of clay evolved in such a way that ceramic products became a major export goods that fueled the country’s economic miracle. As business improved for the lives of tens of thousands of people, Inge, a town known for ceramic production, was at the time so wealthy that it saw the highest density of Mercedes Benz cars. The popularity of ceramics, however, did not last when the industry declined. It wasn’t until present day that ceramics reinvigorated as a form of art. This study is an analyzation of the strengths and weaknesses of Taiwan’s ceramics industry across different periods, and through literature review, it strives to understand the causes for the industry’s rise and fall. Results show that Taiwan’s OEM export gradually flagged as the ceramics industry in Mainland China emerged. This study also takes a look at The Dialogue Between Flowers and Porcelain Workshop, a private ceramic art studio, as a case study as well as interviewed several otherstudio founders whose works are characteristically unique and boast a competitive edge. This has led to the discovery of a serious problem behind the decline of Taiwan’s ceramics industry, for it over relied on trade and for a long time neglected the importance of innovation, research and development. As such, manufacturers fail to differentiate themselves in the market. This paper concludes by suggesting government and private sectors work together to establish a cross-department organization. By integrating their strengths and providing well-planned advisory and promotion services for the ceramics industry, it is hoped that Taiwan’s ceramics industry can climb to a height, marking a new milestone in its development. Keywords: Ceramic Art, Innovation, Natural Ecology, Branding
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陶藝, 創新, 自然生態, 品牌, Ceramic Art, Innovation, Natural Ecology, Branding