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研究生:李宏泰
研究生(外文):Lee, Hung-Tai
論文名稱:以動態觀點探討文化創意產業市場競爭優勢
論文名稱(外文):An Exploration Of Cultural And Creative Industry Market Competitive Advantage From The Dynamic Perspective
指導教授:王弈升王弈升引用關係
指導教授(外文):Wang, Yi-Sheng
口試委員:李奇樺張永富王弈升
口試委員(外文):Li, Chi-HuaChang, Yong-FuWang, Yi-Sheng
口試日期:2012-07-23
學位類別:碩士
校院名稱:遠東科技大學
系所名稱:行銷與供應鏈管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:155
中文關鍵詞:動態文化創意產業
外文關鍵詞:DynamicCultural and Creative Industries
相關次數:
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過去針對文創產業的研究,一般皆用資源基礎理論的觀點,強調企業內部資源獨特性,但卻難以適用及無法說明文創產業身處於動態競爭的環境中,如何擁有持續性的競爭優勢,因而造成推動文創產業面臨到許多問題;同時環顧國內、外學術論文,也鮮少以動態觀點描述文創產業市場競爭之研究探討,並且亦無連貫性。因此,在文創產業現象中,文創產業動態因素為何及市場競爭因素是什麼?動態與文創產業之間的脈絡關係,並且文獻中缺乏整體文創產業的動態概念及理論解釋之洞見與詮釋的研究缺口,導致文創產業的意義,無法在行銷實務中呈現其真正的樣貌與完整性。因此,本研究的目的包括(1)探究文創產業動態因素及市場競爭因 素;(2)建立文創產業市場競爭概念化架構。

為瞭解文創產業的真實情境,以文創產業六大旗艦計畫的產業為研究對象;應用田野深度訪談,和參與觀察文創產業的情境及進行脈絡歸納。以文創產業主管機關及業界專業經理人為研究選取對象,進行文創產業情境及脈絡的探索。本研究採取紮根理論,並使用質性譯碼軟體NVivo 8進行資料分析,以開放譯碼、主軸譯碼及選擇譯碼進行分析,共得到5個文本意義「知識專屬資產、核心資源、高動態能耐、策略彈性及產業競爭」。本研究貢獻在於浮現「文創產業市場競爭優勢概念化架構」的洞見,歸納出文創產業的市場競爭核心價值,並以此架構進行檢視文創產業中,市場競爭評估的適用性,以提供學術參考指標及臺灣文創產業的業者良好運作的方向及提升市場競爭優勢。

According to the research on cultural and creative industry in the past, they normally appeared resource-based theory and focused on the uniqueness of internal resource in industry, but it actually not only is non-applicable but also cannot express how cultural and creative industry owned lasting competitive advantages in the dynamic competitive environment; therefore, this caused many problems while promoting cultural and creative industry. Meanwhile, looking about journals both domestically and internationally, the study and discussion of market competitive advantage of cultural and creative industry from dynamic point of view are also deficient and discontinuous. Hence, in the phenomena of cultural and creative industry, what are dynamic factors of cultural and creative industry, and what are the factors of market competitive advantage? Contextualized relations between dynamics and cultural and creative industry, and the gap between dynamic concept of the overall cultural and creative industry, insight of the interpretation of the theory and the interpretation itself in the document, caused the meaning of cultural and creative industry cannot display its real face and integrity in marketing practice. Consequently, the purposes of this study includes (1) to explore dynamic factors and factors of market competitive advantage of cultural and creative industry; (2) to create conceptual framework of market competitive in cultural and creative industry.

In order to understand the real situation of cultural and creative industry , 6 flagship programs of the cultural and creative industry were taken as the objects of the study, with the application of deep field interview, the participation in observing the scenario of cultural and creative industry, and the implementation of contextual induction. In this study, the objects were competent authority in cultural and creative industry and professional managers, for exploring scenario of cultural and creative industry and context. This study adopted grounded theory, and used Qualitative coding software to analyze date, including open coding, axial coding, and select coding, and then proposed theoretical propositions. This study 5 text meaning "proprietary knowledge assets, core resources, high dynamic capability, strategic flexibility, and industry competition broadcasting. The contribution of this study is to show the insight of “the conceptual framework of the market competitive advantage in cultural and creative industry”, inducting core value of the industry. In addition, this framework is used to view the properness of valuation on market competitive advantage , in hoping to provide reference academically, good operational direction for vendors in cultural and creative industry in Taiwan, and enhancement of competitive advantages in markets.

誌謝 -I
中文摘要 -II
英文摘要 -IV
目錄 -V
表目錄 -VII
圖目錄 -VIII

第壹章 緒論-1
第一節 研究背景與動機-1
第二節 研究目的-5
第三節 研究內容與流程-6

第貳章 文獻探討-8
第一節 文化創意產業之背景脈絡-8
第二節 動態觀點研究-24
第三節 動態與文化創意產業之關聯性-40
第四節 本章小結-48

第參章 研究設計-49
第一節 紮根理論與資料分析-49
第二節 紮根田野研究程序-53
第三節 焦點團體座談與深度訪談-60
第四節 理論抽樣與樣本結構-62

第肆章 文化創意產業之文本意義及行動意義-65
第一節 文創產業之文本意義-65
第二節 文創產業之行動意義-73
第三節 文創產業之命題建構-76
第四節 建立文創產業之概念化架構-89
第五節 命題核心範疇-91
第六節 本章小結-93

第伍章 結論-95
第一節 研究結論-95
第二節 策略意涵-96
第三節 研究貢獻與發現-99
第四節 研究限制與建議-100

參考文獻 -101

附錄一 主管機關訪談大綱-117
附錄二 專業經理人訪談大綱-119
附錄三 受訪者基本資料-121
附錄四 開放譯碼與說明-123
附錄五 主軸譯碼與開放譯碼-142
附錄六 開放譯碼與選擇譯碼-153
附錄七 六大旗艦產業之核心能耐-154
附錄八 六大旗艦產業之核心資源-155

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