董澤平Dong, Tse-Ping陶育華Tao, Yu-Hwa2023-12-082023-06-272023-12-082023https://etds.lib.ntnu.edu.tw/thesis/detail/77796e3ff204fd3a6e9ddbaa0d6d5ee8/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/120200全球文創設計的發展已深刻影響各產業，並透過情感共鳴和文化認同吸引消費者。航空客運業已轉型為體驗產業，需要提供具有情感吸引力的服務，以創造獨特的顧客體驗。本研究以航空產業為對象探討其文化創意設計策略。綜合文獻資料分析法、參與觀察法、個案研究與深度訪談法，以Ｃ航空公司作為研究個案，並參考過去文獻作為理論基礎，考量航空產業之特性，進行策略因子之調整。從市場、企業及社會三個層面探討品牌形象、產品價值、操作使用與服務、開發及經營成本、產品設計、研發技術與生產製造、文化內涵及設計元素、法規、環保與永續等共九項設計策略因子，建構出航空產業文創設計策略之模式 ; 再經由訪談結果及研究資料彙整後進行模式之驗證。研究發現，由於航空產業之分工複雜性，文創設計策略因子因不同設計專案以及企業內部不同單位而具有差異性，需要高度協調整合 ; 而文創設計之成效主要受到成本預算、相關法規限制及合作廠商之影響。文末提出本研究之管理意涵、學術貢獻與研究建議，以期提供相關產業、設計者或學術界之文創設計發展作為參考。The development of cultural and creative design has profoundly influenced various industries and attracted consumers through emotional resonance and cultural identity. The aviation industry has transformed into an experiential industry, requiring the provision of emotionally appealing services to create unique customer experiences.This study focuses on the cultural and creative design strategies in the aviation industry. Combining document analysis, participant observation, case study, and interviews, the research takes C Airlines as a case study and refers to previous literature as the theoretical basis while considering the characteristics of the aviation industry. Adjustments are made to the strategic factors. Nine design strategy factors are explored from three perspectives of the market, enterprise, and society: brand image, product value, operation and service, development and operating costs, product design, research and development technology and manufacturing, cultural content and design elements, laws and regulations, environmental protection and sustainability. A model for cultural and creative design strategies in the aviation industry is constructed, and the model is validated through interview results and research data.The study found that due to the complexity of the aviation industry's division, the design strategy factors in cultural and creative design differ depending on different design projects and division within the enterprise, requiring a high degree of coordination and integration. The effectiveness of cultural and creative design is primarily influenced by cost budgets, relevant regulations and constraints, and collaboration with partners. The study concludes with managerial implications, academic contributions, and research suggestions, aiming to provide references for related industries, designers, and academia in the development of cultural and creative design.航空產業文創設計設計策略策略因子顧客體驗aviation industrycultural and creative designdesign strategystrategy factorscustomer experienceetd