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    Title: 體驗經濟之真實性研究-以體驗展示的場所營造為例
    The Authenticity Study of Experience Economy-in the case of Place Making for the Rendering Experience
    Authors: 巫基福
    Wu, Chi Fu
    Contributors: 李仁芳
    Lee, Jen Fang
    巫基福
    Wu, Chi Fu
    Keywords: 體驗經濟
    真實性
    行銷美學
    場所營造
    風格
    主題
    Experience Economy
    Authenticity
    Marketing Aesthetics
    Placemaking
    Style
    Theme
    Date: 2010
    Issue Date: 2013-07-01 11:11:46 (UTC+8)
    Abstract: 在體驗經濟 (Experience Economy)時代中,消費者敏感點(Consumer Sensibility)已由服務導向的「品質」(Quality),轉為體驗導向的「真實性」(Authenticity)展現。因為惟有企業滿足消費者真正需求-提供真實且客製化的產品與服務時,才可以確實打動消費者;並在「控制成本」及「提升品質」的市場競爭中,切割出一個價值型利基的市場區隔。

    體驗型企業必須依其「產業特性」與「競爭優勢」,針對目標消費者進行產品與服務的真實性展現。特別是在產品設計、傳達研究、空間設計三個領域中,建構一個有利於消費者辨別的企業識別系統-「行銷美學」(Marketing Aesthetics),以透過各式各樣的感知經驗來吸引顧客,並與競爭對手產生差異化區隔。

    以行銷美學展現企業真實性的「差異化」策略中,最具有效力的方式是「場所營造」(Placemaking)。使潛在與既有顧客在極為吸引人的場所進行體驗,一方面無可抗拒地注意到企業的產品與服務,進而消費購買,另一方面潛移默化地接受其傳遞的企業形象與價值認同,提高品牌忠誠度。

    本文試圖結合行銷美學的「風格與主題分析」方法,以及聯合國文教組織(UNESCO)世界遺產公約作業準則中「真實性」研究,建立一個研究體驗型企業在「場所營造」構面,展現企業真實性的初步評估架構。並且以台灣現今較具產業特色與競爭強度的體驗型企業-肯園、食養文化山房、夏姿采采食茶文化等作為研究個案,藉以剖析市場現況及驗證評估架構。

    在場所營造的風格與主題分析架構中,五種「真實性表現」-天然的、原創的、獨特的、參照的、影響的,充分對應於「場所營造」的材料、設計、手工藝、場所及精神/情感的五大構面,形成不同的企業特質(風格與主題)。亦即此一分析架構應可有效協助企業進行系統性、架構性設計思考與服務流程規劃。

    在個案分析驗證中,因台灣多為小型文化創意或中型品牌跨界型公司,並無迪士尼或環球影城等類似組織成熟的大型企業,所以創新者的個人價值觀與美學傾向,易即是企業的行銷美學;卻也更易產生出獨特且展現真實性的場所空間。

    綜言之,本文為研究體驗經濟之場所真實性展現的初探,並展開「美學行銷」與「建築場所」的首次跨界對話,未來若能再從「使用者體驗規劃」及「服務設計」等不同角度進行分析,必能加強場所營造之真實性研究的完整性。
    In the era of experience economy, the consumer sensibility has transferred from the service-orientation of quality management to the experience-orientation of rendering “authenticity”. Only when enterprises satisfy what consumers really want-real and customized products / services, then they can touch consumers . They can split a value-based business niche market segments in the “cost control” and “quality management” of competitive market.

    The experience enterprises have to follow its industrial characteristics and competitive advantages to render their authenticity of products and services to target consumers. Especially in the three fields of product and graphic design, communications, and spatial design, they have to build a corporate identity system – “Marketing Aesthetics”, easily distinguished by consumers. Then they can touch and inspire customers through a variety of perceptual experiences and differentiate from their competitors.

    The best way is the “Placemaking” for the marketing aesthetics of differentiation strategy. That is for potential (and current) customers to experience that offering in a place so engaging that they can’t help but pay attention, and then pay up as a result by buying that offering. Thus it make customers imperceptibly accept the corporate identity and value recognition, drive brand loyalty.

    The thesis attempts to build the preliminary assessment system of rendering authenticity about the placemaking of experience-based enterprises. This system combines “the style and theme analysis of marketing aesthetics”, and ”the authenticity research of the Operational Guidelines for the Implementation of the World Heritage Convention (UNESCO)”. In order to analyze the current market and test the authenticity assessment system, there are some experience-based enterprises (with industrial features and competitiveness) case studies-Canjune international Inc., Shi-Yang Culture Restaurant, and Cha Cha Thé Culture international Co..

    In the style and theme analysis of placemaking , the five factors of authenticity-natural, original, unique, referable, and influential, is correctly mapping to the five dimensions of placemaking-materials, design, crafts, places, and spirit/emotions. It forms different characteristics of the corporation (style and theme). Besides, this analysis system which will be effective in helping enterprises systematic/architectural design thinking and service process planning.

    In the case studies of Taiwan experience-based enterprises, innovator`s personal values and aesthetic tendency that is the company`s marketing aesthetics. Because there are no the mature and large-scale enterprises such as Disneyland or Universal Studios. But it is easy to show the uniqueness and authenticity of place for customers.

    In conclusion, this is the preliminary research about the place of the authenticity rendering on the experience economy. And this is the cross-border “Marketing” and “Place” dialogue. Then, more "user experience " and "service design" studies should be able to strengthen the integrity of the placemaking authenticity research.
    Reference: 中文資料
    1.邱如美譯,詹姆斯‧吉爾摩 及 約瑟夫‧派恩 (James H. Gilmore & B. Joseph Pine II) (2008), 「體驗真實─滿足顧客的真正渴望」,《Authenticity-What Consumers Really Want》,天下雜誌。

    2.夏業良、魯煒譯,B. Joseph Pine II & James H. Gilmore (2003),「體驗經濟時代」,《the Experience Economy》,經濟新潮社。

    3.郭建中譯,Bernd Schmitt & Alex Simonson(1999),「大市場美學」,《Marketing aesthetics:the strategic management of brands, identity, and image》,新雨出版社。

    4.王育英、梁曉鶯譯,Bernd Schmitt(2000), 「體驗行銷」,《Experiential Marketing :how to get customers to sense, feel, think, act , and relate to your company and brand》,經典傳訊文化股份有限公司。

    5.李仁芳 (2008),「創意心靈-美學與創意經濟的起手式」,先覺出版。
    6.施植明譯,諾伯舒茲 (Norberg-Schulz) (1995),「場所精神-邁向建築現象學」,《Genius Loci -towards a phenomenology of architecture 》,田園城市。

    7.賀承軍,譯, Robert Venturi (2008),「向拉斯維加斯學習」,《Learning from Las Vegas》,田園城市。

    8.林俊宏譯,保羅‧高伯格 (Paul Goldberger) (2012), 「建築為什麼重要」,《Why architecture matters》,大家出版。

    9.池熙璿譯,Marc Stickdorn and Jacob Schneider (2013), 「這就是服務設計思考!基礎概念-工具-實際案例」,《This is service thinking: basics, tools, cases》,中國生產力。

    10.中國生產力中心 編著(2013), 「使用者體驗創新手冊-從顧客洞察到企業價值」,中國生產力。

    11.葉謹睿 (2010), 「互動設計概論-後數位時代的網站、介面、產品及軟體設計的原則」,藝術家出版社。

    12.高千涵 (2005),「創意生活產業體驗營造之探究」,政治大學科技管理研究所碩論。

    13.留佳敏 (2005),「國內茶藝館的體驗營造」,輔仁大學管理研究所碩論。

    14.林依蓁 (2006),「創意生活產業之品牌識別打造探究」,國立政治大學科技管理研究所碩論。

    15.施宥如 (2008),「體驗行銷對顧客滿意度與顧客忠誠度影響之研究-以爵士音樂餐廳Brown Sugar為例」,國立政治大學管理碩士學程碩論。

    16.巫基福 (1995),「歷史性建築空間型態之再利用研究-以台灣日治時期公共建築為例」,國立成功大學建築研究所碩士論文。

    17.司徒達賢(2005),「策略管理新論:觀念架構與分析方法」,智勝文化事業有限公司。

    18.于卓民審定(2008),Robert F. Hartley,「行銷個案分析」(Marketing mistakes and successes),智勝文化事業有限公司。

    19.于卓民 (2005),「國際企業—環境與管理」,華泰文化。

    20.周旭華譯(2006),Michael E. Porter,「競爭策略-產業環境及競爭者分析」(Competitive Strategy- Techniques for Analyzing Industries and Competitors),天下遠見出版股份有限公司。

    21.林孟儀、劉慧雯採訪整理 (2006),「設計創價時代」,臉譜出版社。

    22.閻蕙群、陳俐雯譯(2004),Virginia Postrel,「風格、美感、經濟學」(The Substance of Style- How the Rise of Aesthetic Value is Remarking Commerce, Culture and Consciousness),商智文化。

    23.蔡青雯譯(2004),山下和彥、關田理惠,「美學企業力—設計師X企業=日本設計大師共同打造的企業品牌」,商周出版。

    24. 鄭秀娟譯(2004),博報堂品牌設計,「五感品牌力—打造自我風格的品牌工程」,御書房出版。

    英文資料
    1.James H. Gilmore & B. Joseph Pine II (2007),《Authenticity-What Consumers Really Want》, Harvard Business School Press.

    2.Bernd Schmitt & Alex Simonson (1997), 《Marketing aesthetics:the strategic management of brands, identity, and image》, the Free Press.

    3.Clark, Roger H./ Pause, Michael (2004), 《Precedents In Architecture: Analytic Diagrams, Formative Ideas, And Partis》, John Wiley & Sons Inc.

    4.Intergovernmental Committee for the Protection of the World Cultural and Natural Heritage (V.2005), 《Operational Guidelines for the Implementation of the World Heritage Convention》, United Nations Educational, Scientific and Cultural Organization.

    5.Intergovernmental Committee for the Protection of the World Cultural and Natural Heritage (V.2008), 《Operational Guidelines for the Implementation of the World Heritage Convention》, United Nations Educational, Scientific and Cultural Organization.

    網站資料
    1.肯園官網: http://www.canjune.com.tw

    2.食養文化山房官網: http://www.shi-yang.com

    3.夏姿陳官網: http://www.shiatzychen.com

    4.采采食茶文化官網: http://www.chachathe.com

    5.李仁芳教授網站: http://tim.nccu.edu.tw/jflee/articles/C85.htm

    6.維基百科: http://zh.wikipedia.org

    7.維基百科(英): http://en.wikipedia.org ,

    8.智庫百科:http://wiki.mbalib.com
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    96932057
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096932057
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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