客家文創產業品牌建立之研究：以台客藍、台灣藍、客農知香、阿金姐為例

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题名:	客家文創產業品牌建立之研究：以台客藍、台灣藍、客農知香、阿金姐為例
作者:	莊玉莙;Chuang,Yu-chun
贡献者:	客家研究碩士在職專班
关键词:	客家;文化創意產業;品牌建立;Hakka;Cultural and Creative Industry;Brand Building
日期:	2013-07-08
上传时间:	2013-08-22 11:50:35 (UTC+8)
出版者:	國立中央大學
摘要:	本研究以客家文創產業品牌之建立為研究主題，選取四案例為研究對象，了解其品牌建立之歷程及其貢獻與啟示，以文獻探討與深度訪談法依半結構式訪談題綱進行訪談，最後將訪談內容以MAXQDA軟體分析整理歸納後之研究發現如下：（1）客家元素為客家文創業者品牌經營與產品設計之核心。（2）品牌核心理念須與企業經營方向一致，透過追求品質與創新以保持競爭優勢。（3）使特定族群認同品牌，為企業打造品牌之重心。（4）客家文創業者秉持企業家精神，以企業社會責任深耕地方、傳揚文化、關懷弱勢，帶動社區繁榮與活絡客庄經濟，創造客家文創產業之綠海。 This research aims to investigate the establishment of Hakka Cultural and Creative Industry. We could not only understand the building process of this industry, but its contribution and inspiration according to the four cases that were chosen as the research objects. Methodology for conducting this research comprises two measures: literature review and depth interview. The data was collected in semi-structured interviews and were analyzed by content analysis and MAXQDA software. The main research findings are as follows: 1. The component of Hakka culture would be the central part of running Hakka cultural and creative business and product design. 2. The core concept of the brand must be consistent with the brand managing orientation. To stay competitive, it is essential to strive for quality and innovation. 3. Developing brand essence by building brand awareness among specific groups. 4. Hakka Cultural and Creative Industry maintains entrepreneurial spirit, and their corporate social responsibilities call to actions are making society contribution, spreading culture, caring for the disadvantaged, building prosperous community, and perking up the Hakka economy, which made its Green Ocean business successfully build.
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