異業合作主題式文創商品品牌行銷之探討－以三木藝術為例

Abstract

根據2021年台灣文化創意產業發展年報，比較內銷市場及外銷市場的相關表現，產品設計產業整體是以外銷市場為主，但2020年因國際COVID-19疫情情勢嚴重，影響相關交易活動、國際展會停辦也隨之影響了整個外銷市場，2020年文創產業內銷市場卻明顯顯示提升，成長了2.82%，年報指出雖然工業設計營業額，在近年來呈現向下的趨勢，不過2020年的衰退幅度比過去來的趨緩，其營業額較2019年衰退2.71%，主要是靠在內銷市場的表現穩定住了向下的趨勢，這也表示關於內銷市場還是有持續努力及發展之空間。本研究針對異業合作主題式文創商品，探討主題式的商品與一般文創商品的差異、以及跨產業的異業合作能為文創品牌帶來之效益及影響，而台灣文創品牌三木藝術，是一間音樂禮品設計公司，近年來積極發展與國內跨產業品牌進行合作，透過本研究彙整三木藝術整體品牌行銷概況、探討三木藝術異業合作之品牌行銷案例分析，因而延伸以下問題三木藝術整體的行銷策略為何？與其他團隊異業合作的契機及考量為何？異業合作在整體行銷策略中發揮的功能為何？對三木藝術帶來哪些影響？對消費者的體驗行銷帶來何種影響？並透過文獻分析法、深度訪談法，搜集相關文獻針對研究對象加以了解、進行個案深度訪談，深入探究其相關影響。研究結果顯示一、透過異業合作確實能有效增加不同品牌之價值。二、透過異業合作能帶來有效的客群開發。三、異業合作夥伴選擇方面確實是成功關鍵因素。四、主題式文創商品確實比一般商品效能要強。五、消費者的體驗行銷確實需要整套性的規劃。According to the 2021 Taiwan Cultural and Creative Industry Development Annual Report, comparing the differences between the domestic and the export market, in the product design industry, it is mainly the export market. However, due to the serious situation of the international infectious disease COVID-19 in 2020, impact on trading activities and cancellation of international exhibition also affected the export market. In 2020, the domestic market of the cultural and creative industry shoes an increase, with an increase of 2.82%. The annual report pointed out that although the turnover of industrial design has shown a downward trend in recent years, but the decline in 2020 will be slower than in the past, and its turnover will decline by 2.71% compared with 2019, mainly relying on the stabilization of the domestic market to stabilize thedownward trend, this also means that the domestic market can continue to develop.This research focuses on themed cultural and creative products of strategic alliances, discuss the difference between themed products and general cultural and creative products, and the benefits and influences that cross-industry strategic alliances can bring to cultural and creative barnds. Some Music Design is a music gift design company. In recently, it has actively developing strategic alliances with Taiwan brands, through this research, the general situation of Some Music Design brand marketing, discuss the case of Some Music Design brand marketing and strategic alliance. Therefore, extending the following questions, what is the marketing strategy of Some Music Design? what are the opportunities and considerations for strategic alliances? What is the function of strategic alliance in marketing strategy? What impact does experiential marketing have on consumers? And through literature analysis and in-depth interviews, collect relevant literature to understand The research object,conduct in-depth case interviews, and explore relevant influences.This research shows: 1.Strategic alliances can effectively increase the value of different brands. 2.Strategic alliances can bring effective customer development. 3.The selection of strategic alliances partners is a key factor for sussess. 4.Theme cultural and creative products are more effective than general products. 5.Consumer experience marketing does require a complete set of planning.