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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/122334


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/122334


    Title: 創意內涵俱樂部的經營模式探討
    An Innovative Business Model of Creative Industry-Creative Content Club
    Authors: 王蔚紋
    Contributors: 許牧彥
    樓永堅
    王蔚紋
    Keywords: 創意內涵俱樂部
    青銀共創
    社會企業
    雙邊平台
    Creative Content Club
    Youth-elderly collaboration
    Social enterprise
    Two-sided platform
    Date: 2018
    Issue Date: 2019-02-12 16:00:48 (UTC+8)
    Abstract: 高齡社會是臺灣近年十分關切的議題，高齡社會產生的工作年齡人口減少、醫療資源分配不均與熟齡族群的社交隔離等問題為本研究創新與研發的動機。本研究的目的為設計改善上述問題的創新服務和其經營模式，透過青銀共創劇本的機制幫助長輩找到自我認同與人生意義，讓他們累積的人生閱歷能夠被重視且有所發揮；另一方面，讓電影與戲劇專業的師生在與長輩互動與合作的同時獲得劇本創作靈感，為文創產業注入更多內容，讓劇本版權成為本創新服務的核心資產。
    本研究的創新提案為滿足長輩對互動式學習的需求與文創產業對內容需求的雙邊平台。透過蒐集次級資料了解潛在需求與國內外創意樂齡的現有方案來設計「創意內涵俱樂部」的創新提案，提供的服務為電影賞析和藝術工作坊，目標市場與目標客群鎖定為台灣都會區的養生村與五十五歲至七十五歲健康或亞健康的長輩。本研究再透過焦點訪談與市場消費者問卷調查進行合作者與市場驗證，擬定「創意內涵俱樂部」將以收取承包費、會員費、資料庫使用費和版權使用費獲利，以及未來可延伸異地旅遊、與網路串流影片平台合作、發行有聲書等服務與產品。


    關鍵詞：創意內涵俱樂部、青銀共創、社會企業、雙邊平台
    Aged society has become one of the major topics in Taiwan; it results in reduced working age population, inequality in medical resources, and social isolation among the elderly. In order to improve such situation and emerging problems, the present study is to propose an innovative service, which enables the youth and the elderly to collaborate and create screenplay about life stories. The study aims to make the senior citizens realize their experience is valuable, and their life stories can apply in many ways and forms of arts, hence help them gain more confidence. On the other hand, college students major in theater and film can draw inspiration from the senior citizens’ sharing, produce original screenplay to enrich creative industry. Copyright of screenplays is the property of the service.
    To achieve these purposes, this study establishes two-sided platform to fulfill both the elderly’s demand for interactive learning and the demand in content from creative industry. The study firstly collect secondary data to conduct market research and understand existing creative aging activities, using these information to design the services of “Creative Content Club (CCC)” , and determine the target market and target audience. Then the study uses qualitative and quantitative approaches to verify the possibility of the proposal of CCC, and comprehend more about the potential customers, develop the business strategy and marketing plan of how CCC operates as a social enterprise.

    Key words：Creative Content Club, youth-elderly collaboration, social enterprise, two-sided platform
    Reference: 中文文獻
    1. 國家發展委員會（2018）。中華民國人口推估 (2018至2065年)。
    2. 國家發展委員會（2016）。中華民國人口推估 (105至150年)。
    3. 行政院內政衛福勞動處（2015）。高齡社會白皮書。7。
    4. 楊瑪利、黃漢華（2017）。不老日本vs.不老台灣。遠見雜誌，第374期。86-195。
    5. 趙雅麗（2005）。意義經濟的意義。淡江人文社會學刊五十五周年校慶特刊。18-30。
    6. 黃雅慧 (譯)（2015）。超高齡社會的消費行為學: 掌握中高齡族群心理, 洞察銀髮市場新趨勢(原作者 ： 村田裕之)。經濟新潮社。19-72/195-217。
    7. 呂以榮、張誼方、曾秀雲、江亮演、鄭淑子（2018）。老人與家庭: 高齡與超高齡社會議題。雙葉書廊有限公司。268-269。
    8. 智榮基金會（2018）。樂樂活大家講-全台長者生活需求圖表書。23/ 30-35/147-167。
    9. 李國駿（2011）。長庚養生文化村銀髮學園藝術教育的田野研究。國立臺北教育大學藝術與造形設計學系碩士班碩士論文，台北市。 取自https://hdl.handle.net/11296/j9ddrs。
    10. 陳淑婷、林思玲 (譯)（2010）。學．問：100種提問力創造200倍企業力(原作者：Brian Stanfield)。開放智慧引導科技股份有限公司。

    英文文獻
    1. Coyle Caitlin E. (2017). Understanding Social Isolation: Chronic conditions. Retrieved from University of Massachusetts Boston, PhD Center for Social & Demographic Research on Aging Gerontology Institute.
    2. Thwaite Alice. (2017). Growing the creative ageing movement: International lessons for the UK. The Baring Foundation.
    3. Cutler David. (2015). Living national treasure: arts and older people in Japan, The Baring Foundation.
    4. Cutler David. (2017). Dutch old masters and mistresses_ creative ageing in the Netherlands, The Baring Foundation.
    5. Cutler David. (2017). Towards the end: The Baring Foundation’s Arts and Older People Programme 2010-2017, The Baring Foundation.
    6. Design Council. Designing Methods for Developing Services: An Introduction to Service Design and A Selection of Service Design Tools.

    網路資料
    1. 經濟部（2016）。論活用中高齡人力資源。
    取自：http://itriexpress.blogspot.com/2016/09/blog-post_8.html
    2. 華視（2018）。臺灣老人健保醫療 一年花2612億。
    取自：https://news.cts.com.tw/cts/general/201805/201805281926149.html
    3. 智榮基金會（2018）。新熟齡退修生活需求研究。
    取自：http://ccc.stansfoundation.org/?p=1749
    4. 智榮基金會（2018）。興趣學習將是臺灣銀髮經濟的重要商機。
    取自：http://ccc.stansfoundation.org/?p=142
    5. 智榮基金會（2016）。追求身心靈全面凍齡的熟年商機。
    取自：http://ccc.stansfoundation.org/?p=1293
    6. 智榮基金會（2015）。才藝學習變興趣專長，助攻精彩的第二人生。
    取自：http://ccc.stansfoundation.org/?p=2721
    7. 青年日報（2018）。分享精采人生 熟齡文學獎徵件。
    取自：https://www.ydn.com.tw/News/274557
    8. Design Council.
    取自：https://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    104363049
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104363049
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.MBA.008.2019.F08
    Appears in Collections:[MBA Program] Theses

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