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    題名: 台灣酷元素探究
    作者: 張寶芳
    Chang, Christine Pao-Fang
    貢獻者: 政大新聞系
    關鍵詞: 獵酷;酷元素;文化分析;coolhunting;cool factors;cultural analysis
    日期: 2013-03
    上傳時間: 2013-01-09 10:03:29 (UTC+8)
    摘要: 全球邁入體驗經濟時代，各國意識到單憑製造的實力不足以取勝，紛紛提出「軟實力」，一套整合文化、環境、社會、情感的新價值主張。「臺灣酷元素探究」目的在找尋臺灣文化所蘊涵的獨特魅力。本研究結合魅力工學與紮根理論，透過田野調查、文化人士訪談、外籍學生焦點座談、社群討論等方法蒐集資料，並以相似圖表法(affinity diagram method)進行歸納，萃取出臺灣酷元素，如創新、搏感情、多元、自由、混搭等十五項。產業可複製本研究之酷元素萃取模式，去找尋自身產品的獨特魅力元素，或者再從這些文化基底的通用酷元素衍生新的酷元素，創新品牌價值。例如應用本獵酷模式於萃取臺灣餐飲產業的酷元素。未來，本研究將以臺灣酷元素為基礎，深化酷元素內涵及彼此間的連結，並思考如何創意轉化酷元素到其他產業的產品創新。進而運用敘事理論，幫助產業發展建構在酷元素之上的故事策略，說出深植人心的產品故事。
    The world is moving towards the age of the experience economy. Countries have realized that solely relying on manufacturing process is not sufficient to achieve success. The research combines Miryoku engineering with grounded theory. The research began from the perspective of culture, starting with people, to discover what is cool about Taiwan at its most basic cultural level. Utilizing field research, interviews with cultural informants, focus-group involving international students, and facebook social chatting to collect and analyze information, we abstracted 15 "cool" characteristics of Taiwanese society, including innovativeness, friendliness, diversity, and freedom. In the future, we hope that industries can transform these "cool" characteristics into innovativeness in their products and services design. We also employed narrative theory to help industries utilize story strategies built on "cool" characteristics in order to develop product-stories that deeply root themselves in the hearts of consumers.
    關聯: 2010產業創新研討會暨成果發表會
    創業管理研究 , 8卷1期(2013.3), 131-152
    資料類型: conference
    顯示於類別:[新聞學系] 會議論文

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