近年研究指出文創產業要能創造高附加價值，首要取決於創造獨特的品牌價值。因此，以品牌化或品牌權益觀點探討企業經營品牌之「品牌價值鏈」議題實屬迫切。以Porter(1985)之價值鏈分析架構，主要基於生產製造業的創價思維，較難應用在詮釋文創產業以文化和創造為核心的複雜創價意義；因此第一年計畫將探討本產業之品牌化經營模式，建構以文化創意為基礎之價值鏈（CCVC）。再者，台灣文創廠商歷經台灣經濟轉型，廠商從代工模式走向品牌化的轉型，掌握文創市場新契機及以創造和設計能力建立強力品牌，可謂是一種長期、動態性的發展。文創產業隨著轉型過程中，CCVC重要價值單元可能轉換或核心能耐變動。基此，本研究第二年計畫以「動態價值鏈」觀點進行探討，以觀察某些業者在品牌經營過程中價值活動的轉移或其採用類似組態的廠商在品牌發展和策略演化上之差異。最後，隨著美學經濟的效益被重視，不少文創業者已結合文化和美學元素賦予文創商品更高的附加價值。品牌忠誠係從消費者實際的使用經驗中逐漸形成，因此，從提供文化美學的完整體驗，可以使得消費者更能欣賞到文創商品的價值。第三年將結合服務場景、劇場理論等學理觀點，探討CCVC和品牌體驗行銷之關係，冀期提供實務管理意涵。 Recent studies have shown that firms in the cultural and creative industries (CCI) can build more enduring competitive advantages if they are able to create unique brand values. It is critical for these firms to understand the value chain in the cultural and creative industries and assess their positions in the value chain. It is argued that Porter’s value chain model (1985) does not fully describe the structure of the CCI sector as culture and creativity elements have to be placed at the heart of the value creating process. Porter’s value chain model was derived from a manufacturing setting. Project 1 will focus on the development of brand management model in the CCI and Cultural and Creative Value Chain (CCVC). Moreover, many firms in the CCI have been through the transformation of the Taiwan economy, some are transforming by seeking emerging opportunities in cultural and creative market and creating strong brands of great creativity and design capabilities. During transformation process from OEM/ODM to OBM, the value activities of these firms have been reconfigured and core competences have been changed accordingly. Based on the dynamic capabilities perspective, Project 2 attempts to find out the dynamic process of value repositioning and value activity shift among the firms in the CCI, and tries to identify groups of firms that adopted similar value configurations and compare their differences in brand strategy development process as well. There is increasing recognition of the economic value of aesthetics; CCI can provide more values by embracing aesthetic elements into its product/service design. As brand loyalty is built by consumers experiencing a product, the value of cultural and creative products can only be appreciated by consumers through providing cultural aesthetics experiences. Therefore Project 3 will apply servicescape and dramaturgy theory to explore the relationships between CCVC and brand experiential marketing. The study will provide practical implications for firms doing business in cultural and creative market.