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研究生:向佳郁
研究生(外文):Chia-Yu Hsiang
論文名稱:文化創意產業創新策略與創新績效之研究
論文名稱(外文):The Modeling of Innovation Strategy and Performance in the Creative Industry
指導教授:吳志文吳志文引用關係
口試委員:黃焜煌沈宗奇吳志文
口試日期:2014-06-03
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
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:2014
畢業學年度:102
語文別:中文
論文頁數:84
中文關鍵詞:創意產業創新策略創新績效創新導向創新政策市場知識資源基礎理論產業組織理論
外文關鍵詞:Innovation PerformanceInnovation StrategyCreative industryInnovation OrientationInnovation StrategyMarket KnowledgeResource-Based ViewIndustry Organization Theory
相關次數:
  • 被引用被引用:3
  • 點閱點閱:212
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
創意產業 (Creative Industry)因競爭激烈且變化迅速的新產品開發環境中,在既有技術科技的優勢下結合文化、藝術與生活。除此之外,在既有存在的文化中,加入國家、族群或個人等創意,賦予文化新的風貌與價值。本研究根據資源基礎理論與產業組織理論作為研究架構,且文創產品的創新性、獨特性及附於品牌生命,並有效結合創新策略的行銷手法,在最短的時間內掌握商機,是文創工作者必須面對的重要導向。現階段微、小型文創工作者面臨草創期的產業發展階段,面對環境、資源、策略與政策面的配套不完善下,這些文創工作者須如何利用不同策略,來進攻創意產品的龐大商機。本研究以創新導向、創新政策、市場知識、創新策略探討其影響文創工作者績效表現的成功關鍵因素且也作為文創工作者的關鍵創新策略。在實證調查部分,本研究採問卷調查方式,有效受訪者共 85 位,主要研究方法以複迴歸分析法與模糊比較分析法加以驗證其模型假設。本研究結果發現創新導向、市場知識、創新策略對於文創工作者之績效表現有正向的影響,而創新政策對於文創工作者的創新活動表現皆是沒有影響關係。後續依照實證結果給予管理意涵,並提供有利提升文創工
作者的創新績效之策略建議。


Over past research of theoretical basis is resource-based view (RBV), this study combine with resource-based view and industrial organization theory in our modeling. In this respect, the study raises a number of important questions
concerning how firm innovation orientation, market knowledge, innovation policy and product-innovation strategy impact to firm’s performance in the creativity industry context. We should examine the research about that innovation orientation, market knowledge, innovation policy product-innovation strategy are the key determinants of innovation performance for creative workers. This study collected 85 questionnaires from creative worker in Taiwan and applied multiple regression analysis and fuzzy set qualitative comparative analysis (fs/QCA) to explore the
sufficiency conditions for innovation performance. The finding support the conclusion that the three conditions as innovation orientation, market knowledge, and product-innovation strategy in combination with are sufficient for high innovation performance to the creative industry. But the variable of innovation policy, this expression is not necessary, which means the finding have to reject the
past research. The article concludes provide the theoretical and managerial implications with creative workers for difference strategy behavior.


誌謝............................................... i

摘要.......................................... ii

ABSTRACT ........................................... iii

圖目錄................................................. vi

表目錄............................................ vi

第一章 緒論............................................... 1
第一節 研究背景......................................... 1
第二節 研究動機....................................... 3
第三節 研究目的........................................ 4
第四節 研究流程....................................... 5

第二章 文獻回顧........................................... 6
第一節 文化創意產業................................ 6
第二節 理論基礎......................................... 9
第三節 創新導向(Innovation Orientation) ........................................................11
第四節 創新政策(Innovation Policy) ........................................... 15
第五節 市場知識(Market Knowledge) .......................................... 17
第六節 創新策略(Innovaiton Strategy) ....................................... 20
第七節 創新績效(Innovation Performance) ........................................................ 23

第三章 研究方法.......................................... 25
第一節 研究架構 ...................................... 25
第二節 研究假設 ....................................... 26
第三節 變數定義及衡量 ............................................ 29
第四節 研究設計 ...................................... 34
第五節 調查方法 .......................................35
第六節 統計分析方法 ................................... 35

第四章 實證結果........................................... 38
第一節 樣本結構分析 .................................... 38
第二節 敘述性統計分析 ............................................ 42
第三節 信度分析 ....................................... 45
第四節 驗證性因素分析 .............................................. 49
第五節 複迴歸分析 ............................................ 51
第六節 模糊質化比較分析 ............................................ 54
第七節 複迴歸分析與模糊質化比較分析之比較 .............................................. 57

第五章 討論與管理意涵................................. 58
第一節 研究討論 ..................................... 58
第二節 管理意涵 ...................................... 61

第六章 結論與建議...................................... 63
第一節 研究結論 ...................................... 63
第二節 研究限制 ...................................... 65
第三節 後續研究建議 .............................. 65
參考文獻................................................. 67
附錄一:問卷 ............................................ 80


一、中文文獻參考

1.許士軍(民 94),「創意生活產業」的特色、解放與陷阱,遠見雜誌,第 230期。

2.黃偉基(民 101),從時尚文創聚落看台灣服飾設計產業未來發展,台北產經季報,第 11 期。

3.王怡穎(民 93),創意市集,台北:田園城市。

4.宋世祥(民 99),文創空間的生命史:從創意市集、創意園區到創意街區,取自文化創意產業經紀人平台。

5.梁國新(民 102)。創新●樂活。中華民國經濟部電子月刊,第 20 期。

6.林珮萱(民 102)。創業狂想曲:痞客邦網路調查,遠見雜誌,第 326 期。

二、政府資訊平台

1.中華民國文化部,文化統計資料庫,取自
http://cscp.tier.org.tw/index.aspx。

2.中華民國文化部,文化創意產業推動服務網,取自
http://cci.culture.tw/cci/cci/index.php。

3. 行政院主計處編輯小組(民 100)。工商及服務業普查總報告,取自行政院主計處。

4.行政院文建會(民 91),挑戰 2008:國家發展重點計畫,取自文建會官網。

5.財政部財政資料中心(民 102),財政部官網 。

6.財團法人台灣經濟研究院(民 102),臺灣文化創意產業發展年報。取自文化部官網。

7.新北市政府文化局(民 102),文創藝術、設計媒合產業補助計畫,取自文化局官網。

8.財團法人台灣文創發展基金會(民 102), 借鏡韓國的文化創意產業的發展策略,取自文化局官網。

9.財團法人資訊工業策進會(民 101),2012 年台灣數位內容產業年鑑,取自經濟部工業局。

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