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研究生:張振忠
研究生(外文):Chan-chung Chang
論文名稱:文化創意產業之策略規劃研究-以霹靂多媒體為例
論文名稱(外文):Understanding Strategic Planning in culture and creative industry-A Case Study of PiLi Multimedia
指導教授:王慶寧
指導教授(外文):Ching-ning Wang
學位類別:碩士
校院名稱:國立中山大學
系所名稱:傳播管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:61
中文關鍵詞:文化創意產業策略規劃資訊使用行為個案分析
外文關鍵詞:strategic planninginformation behaviorcase studyculture and creative industry
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文化創意產業在國外的發展已有一段長久的時間,並且也有相當不錯的成效。台灣有鑑於文化創意產業的未來發展潛力,於2002年5月31日,通過「文化創意產業發展計劃」,劃分為13大類由經濟部、教育部、行政院新聞局和文建會共同執行,並將其列為「挑戰2008:國家重點發展計畫」其中之一項目,可見其受重視程度。

本研究以文化創意產業為背景,選擇足以代表台灣文化的布袋戲並以在此產業中的代表企業「霹靂多媒體」為研究對象,去探究在面臨傳播科技及生存競爭的壓力下,一個富有文化色彩的企業如何利用策略規劃的觀點以及多元媒體的資訊,來建立本身的競爭優勢。此研究採用個案研究方式,藉由深度訪談,針對霹靂多媒體節目部、網路部及商品部主管及員工進行研究,希望能以策略規劃的角度來探討文創產業的決策形成過程,並探討傳播媒體的加入,對決策過程是否也會帶來不同的影響。

本研究以目標設定期、環境評估期、策略制定及執行期、績效評估期作為策略規劃的四個主要時期,同時搭配在企業流動的資訊來源、內容及傳送方式,依此為框架,去探討資訊在策略規劃不同時期所扮演的角色及管理上的意涵,並試圖為原策略規劃理論及實務操作上做出修正及建議。
在研究中發現資訊在策略規劃的過程中確實有其不同意義及內涵,根據研究結果對於在文化創意產業中的企業而言有幾項建議可供未來營運參考:
(1)找出適合自己文化產品的媒體
(2)資訊籂選的重要性
(3)資訊的妥善運用需與企業本身組織配合
Culture is one of the most important properties in every country. Although every country has her own culture, it isn’t easy to find a viable business model and turn it into a real industry. Hollywood is very famous around the world, and it really makes a lot of people know the culture of movies. Also it contributes a great quantity of profit to USA. In Taiwan, our government also works hard to develop a real industry with our culture and make a higher profit. In 2005, our government listed the culture and creative industry in the project『Plan for National Development in the New Century 』to imrpove the relative environment and to train more people.

However, we find most of our enterprises in culture and creative industry are small - medium companies and their scale is not big enough to compete with overseas companies. Culture and creative industry is full of uncertainty and risk (Hesmondhalgh,2002). For these small - medium companies, we may need a systematic method to build the business model.『Strategy planning』is a very famous tool or theory in management which offers a systematic thinking and makes a correct strategy. Moreover, these successful companies in culture and creative industry are good at using media to promote their goods or services. Media is not only a promotional tool, but also a channel to access the information from the customers or fans. Therefore, I combine this factor into this research to find how the companies use this information from media to help their strategic planning.

In this research, I use qualitative research method to find a typical case, PILI multimedia, which is famous with the palmar drama in Taiwan. For enterprise, I use the strategic planning to find how well the information from the multimedia affects the planning process. This research separates the strategic planning into four steps to help us understand the information flow more clearly. From the research findings, , several suggestions are made for the companies in culture industry .
(1)To find the media your own culture goods or
service really want.
(2)Use the information carefully and order it.
(3)Make sure your organization could handle the
huge and complicated information.
第一章 緒論 ..................................................6
第一節 研究背景..........................................6
第二節 研究動機..........................................7
第三節 研究目的..........................................8

第二章 文獻探討..........................................9
第一節 文化創意產業源起..........................9
第二節 文化創意產業特色.........................10
第三節 媒體管理......................................11
第四節 策略規劃......................................14

第三章 研究方法......................................18
第一節 個案的選擇-霹靂多媒體..........18
一、布袋戲的起源......................................18
二、台灣的布袋戲發展..............................18
三、台灣布袋戲的文化意義......................20
四、霹靂布袋戲的創新與改變..................20
第二節 研究對象......................................21
第三節 研究步驟......................................22

第四章 研究分析......................................24
第一節 訪談問題設計..............................24
一、策略規劃四個時期..............................24
二、資訊流動的三個面向..........................25
第二節 訪談分析......................................26
一、各階段的資訊使用重覆性高..............27
1、資訊來源................................................27
1-1來自本身部門內或是其它部門的資訊.....27
1-2公司外部的資訊.........................................29
2、資訊的傳播管道.........................................30
2-1面對面及會議.............................................30
2-2 網路及電話................................................31
3、資訊內容.....................................................32
3-1實際數據表現.............................................32
3-2內容反應及需求.........................................34
3-3合作內容.....................................................35
二、各部門所扮演的資訊角色有所差異.......37
1、網路部門是消費者意見的資訊提供者.....37
2、各部門互為彼此資訊的傳送者.................38
三、策略規劃各階段資訊的用途差異...........39
1、第一階段、第二階段-資訊的利用.........39
2、第三階段-資訊利用及取得.....................40
3、第四階段-資訊的評估匯整.....................40

第五章 研究結果............................................42
第一節 研究發現............................................42
一、企業內資訊循環快速................................42
二、策略規劃的資訊類別為組織內部、消費者、廠商..42
三、實際數據表現為策略規劃重要依據............43
四、策略規劃與資訊運用..................................43
第二節 研究限制.............................................44
一、研究方法的多樣化......................................44
二、研究對象的轉換..........................................44
三、研究對象的深度與廣度...............................45
第三節 研究建議..............................................45
一、企業實務層面..............................................45
1、找出適合自己文化產品的媒體......................45
2、資訊的籂選...................................................46
3、企業本身組織的配合 ..................................46
二、理論層面.....................................................47
1、文化創意與策略規劃的衝突.........................47
2、跨學科的理論結合........................................47

英文文獻............................................................49
中文文獻............................................................51
英文文獻
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Albarran, A. & Slocum, P., (2006). Strategic Planning in Local Television Newsrooms. The International Journal on Media Management, 8(3), 146-153.
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Armstrong, J. S. (1982). The Value of Formal Planning for Strategic Decisions: Review of empirical research. Strategic Management Journal, 3(3), 197-211.
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Garnham, N. (2005). From cultural to creative industries. International Journal of Cultural Policy, 11(1), 15-29.
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Hesmondhalgh, D. (2002). The Cultural Industrie. London: Sage Publications Inc.
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Hirsch, P. (2000). Cultural industries revisited. Organization Science, 356-361.
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中文文獻
文建會。計畫專案。 民國97年8月10日,取自:
http://www.cci.org.tw/gov_support/gov_support_detail.asp?sqno=67
吳明德(民94),台灣布袋戲表演藝術之美。台北市:台灣學生出版社。
陳弘揚,(民94),文化創意產業之品牌行銷研究,碩士論文,銘傳大學設計管理研究所,台北市。
陳龍廷(民96),台灣布袋戲發展史,台北市:蒯衛出版社。
張瓊慧(民92),從傳統出發的文化創意產業叢書-黃強華、黃文擇與霹靂布袋戲。台北市:生活美學館。
馮世人,(民95),霹靂布袋戲產業鏈發展指標之研究,碩士論文,朝陽科技大學建築及都市設計研究所,台中縣。
經濟部工業局(民92),2003臺灣文化創意產發展年報,台北市:周能傳、陳德華、林登讚、張光民、黃世輝等。
經濟部工業局(民94),2005臺灣文化創意產發展年報,台北市:周能傳、陳德華、林登讚、張光民、黃世輝等。
經濟部工業局(民95),2006臺灣文化創意產發展年報,台北市:周能傳、陳德華、林登讚、張光民、黃世輝等。
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