文化創意產業國際品牌建構研究--以夏姿服飾有限公司為例

Abstract

文化創意產業的概念提供了人們與產業一個思考並決定是否更勇敢地滿足自我內心的熱情、是否更有趣地與世界分享我們的生活與文化之美、是否為世界創造出更恆久的意義與價值等議題之機會。惟於進行上述理想之同時，亦必須擁有獲致收益與累積聲譽之方法，以為持續此發展之必要資源。此種理想異於純藝術表現，其外緣因素甚為複雜，必須能夠整合人才與產業方面資源方得以實踐。 世上華人十數億，皆可以豐碩之中華文化資產為其創意發源，皆可以融合古典與時尚為其創作風格，皆可以品牌與國際發展為其目標與願景，並且有許多廣為人知之商業理論方法得以運用。然而就「文化、創意與作品」之實際呈現而言，是否真能感動人們，是否得以躍上世界舞台，則值得深思。本研究以經營達40年之品牌，獲國內外市場與產官界肯定之夏姿服飾公司為對象，透過深度訪談、問卷、觀察與資料分析方法，參酌本人於國際事業經營管理18年之學習與實務經驗，探討於夏姿發展歷程中下列構面對其文化創意事業與國際品牌建構之影響，如人文特質、思維與風土，文化、創意與作品，及行銷企劃、傳播與通路佈建方法之運用等課題。依序為第一章緒論，第二章夏姿・陳的發展脈絡，第三章文化與品牌的根本，第四章創意的開展，第五章文化品牌的行銷傳播，及第六章結論與建議。 得到影響夏姿國際品牌建構成就之關鍵因素為 : 1.領導人於其視野、價值觀與熱情下，對品牌願景與定位之決定，對獨特性與完美之追求，及為永續性而聚焦並按部就班於文化與品牌根本建設之堅持。 2.對創意源自文化與生活內涵，品牌為長期整體諸細節效果累積而成之認知。 3.與志同道合之人員及主顧之共識共鳴、激盪創意、共創價值，並共同成長。 4.與國際目標客群、產業界及重要媒體之積極互動。 5.創意與作品受國際主顧、產業界及重要媒體肯定兼具藝術性與市場性價值。 6.完整產業經營管理能力之具備，並臻至目標國際市場之標準。 對於未來夏姿國際品牌建構之建議為 : 1.經營管理、創意人才與工藝匠師之積極培養，作為國際業務擴展基礎建設。 2.創意作品之年輕化、趣味化及跨藝術與產業合作，以激發創意及市場潛能。 3.更積極活潑之創新性與置入性傳播方法應用，以對更廣大之目標客群溝通。

The concept of cultural& creative industry offers people & enterprisers an opportunity to meditate and decide if to bravely fulfill their inner passions, to share the aesthetics of their own life & culture with the world in a more interesting way, to contribute more sustainable meanings &values to the world and so on related issues. However, the prerequisite is that while pursuing the above dreams, people are required to equip themselves with the means of gaining incomes & reputation as the essential resources to support their long way to dream-come-true. This practice is obviously different from pure art performances, the factors involved are complicated. Only the well managed integration of all required recourses& networks makes it happen. There are more than billion of Chinese people in the world, all may come up with ideas sourced from rich Chinese cultural heritage, all may blend classics and vogue as their style of artworks, all may take branding and go global as their marketing plans, plus there are various well-known business approaches to apply. However, in terms of the “practical outcome quality”, whether they are able to touch people’s heart and qualified to be showcased on the world platform is a doubt. Thus this study took the case, SHIATZY CHEN, the enterprise brand and fashion house of a 40-year history, won practical rewards from cross-national markets as well as recognition from the official, as a role model. Through the methods of in-depth interview, questionnaire survey, participant observation and literature analysis, as well as personally educational& career experience of 18-year in international business management, probe into how SHIATIZY CHEN’s branding effectiveness has been cultivated over its history by the factors, such as personnel’s orientation, value system, enterprise culture, environment, creativity, work quality, marketing-communication acts, outlet deployment and so on issues. And brought out as Chapter 1 : Introduction, Chapter 2 : SHIATZY CHEN’s roadmap, Chapter 3 : Root cause of culture and branding, Chapter 4 : Creation realization, Chapter 5 : Marketing& communication applied by a cultural brand, and Chapter 6 : Conclusion and suggestion. Conclusion, key factors effectively cultivated SHIATZY CHEN’s international branding are : 1. Determination of brand vision & position, constant pursuance for uniqueness & perfection, and insistence to focus on step-by-step cultural & branding infrastructure for sustainability, under leaders’ personal vision, values and passion. 2. Understanding creativity is sourced from cultural & life contents, and branding is resulted from long term accumulation of all acts& effects by whole organization. 3. Inspiring ideas, generating work-values, and transforming with the personnel & customers who share similar vision. 4. Interacting with the targeted customer group, market platform and key media. 5. Creation & products recognized by cross-national customers, marketplace and key media as of realistic and artistic values. 6. Equipped with integrated industrial and managerial competence which meet targeted marketplaces’ criteria. Suggestions for SHIATZY CHEN’s future development are : 1. Wider recruitment for managerial, creative and craftsman personnel to support cross-national business expansion. 2. Try crossover collaborations and so on aggressive approaches to vitalize creativity& market potential. 3. Try more active and creative marketing-communication approaches, such as Product-placement to movies and so on to reach targeted customer group in more countries.