誠品文化創意產業空間的創造:都市之競爭性共構

Abstract

近年文創產業的推動成為台灣經濟發展的新策略,政府試圖透過政策誘因 大力推動文化創意產業,藉此解決資本危機與創造資本的持續流動,台灣文化 創意產業之新的經濟地理逐漸形成,值得深入考察與探討。本文討論台灣文化 創意產業空間的形塑過程,透過華人市場中相當具代表性的文創品牌—誠品企 業,以新經濟地理學中的個案研究做為研究策略,探查誠品的品牌化過程、在 地化與全球化的尺度糾結,以及企業到都市發展之競爭性的共構,以理解台灣 文化創意產業及其所牽繫的城市發展。透過二手資料的收集與分析、誠品相關 業者與知情的關係人訪談,本研究現發現,第一,誠品品牌化的經驗是與地方、 尺度及空間相互關聯的地理糾結的過程。在誠品發展歷程中,運用準確的社會 閱讀能力,填補台灣中產階級崛起中對消費需求縫隙,接合台灣社會經濟成長 的時空共構。其次,誠品透過彈性化的經營方式,皆有效的為自身創造出品牌 能力與知名度。透過全球與地方化的過程,透過商場經營、設點位置、活動舉 辨等,成功地挪用歷史地理的文化片斷,形成其自身優勢,成為文化創意結晶 「租的藝術」。最後,在成功地挪用在地化運動之後,跨界接合臺灣本土文化所 引領的「中華文化」,進一步地形成都市成長的競爭性共構,「誠品化」成為台 灣都市發展的商品空間模式。In recent years, the promotion of the cultural and creative industry has become a new strategy of economic development in Taiwan. The government has tried to use policy incentives to promote the cultural and creative industry vigorously to solve the crisis of the capital and create a continuous flow for it. The newly economic geography of Taiwan's cultural and creative industry has evolved, which is worthy of further study and discussion. This study, which chose a representative branded company – Eslite, aimed to explore the branding process, the entangled geographies of localization and globalization, and the competitive isomorphism from an enterprise into an urban development of Eslite. The methodology of this study utilized the collection and analysis from second-hand materials, direct observation, and interviews with informants. The findings of the study are as follows. First, the Eslite branding experience has been an entangled geographies process in place, scale and space. Eslite has had an ability of the accurate reading of society to fulfill the demand gaps of Taiwan's middle class and join Taiwan's socio-economic structures. Second, Eslite has used flexible management effectively for creating their brand’s popularity. The entangled geographies of localization and globalization have emerged from their market’s management, position and activities. They have worked on their strategy by the manner of appropriating the place image of Taiwan’s history and geography successfully, and become the ‘Art’ of rent. Last, the urban development could be further formed as a competitive isomorphism. Consequently, ‘Eslitization’ has become a commodity spatial pattern of Taiwan’s urban development.