台灣數位內容文創產業關鍵成功因素與產品定位決策之研究

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題名:	台灣數位內容文創產業關鍵成功因素與產品定位決策之研究 The Study of Critical Success Factors and Product Positioning Decision-The case of Digital Content Creative Cultural Industries in Taiwan
作者:	余承憲 Yu, Cheng-Hsien
貢獻者:	國際企業管理學系
關鍵詞:	文化創意數位內容產業網路層級分析法產品定位 cultural and creative Taiwan’s digital content industry analytic network process method product positioning
日期:	2013-06
上傳時間:	2013-10-21 11:47:25 (UTC+8)
摘要:	行政院於 2002 年通過「加強數位內容產業發展推動方案」，運用台灣產業既有的優勢及文化特質，加強發展台灣數位內容產業，成為亞太地區數位內容開發設計與製作中樞，並帶動週邊衍生知識型產業發展。然而近年來，台灣製造業由於全球化因素，硬體生產逐漸外移，國內產值及工作機會大受影響，急需充份運用文化創意的創新元素，提升台灣數位內容產業的發展，成為新興產業發展的標竿，並且精確地對產品做有效的定位，提升數位內容產品的銷售量，成為企業獲利成長的關鍵因素。研究結果顯示，台灣數位內容產業關鍵成功因素的構面中相對權重值最高為「技術研發面、創意與人才面」。此外，前三名關鍵成功因素依序為「創新創意、人才培育、平台開發」，其中前兩名因素的產品定位決策以「享樂型產品」為主，而平台開發則是以「功能型產品」為主。最後，本研究發現就產品定位的整體方向而言，專家學者多數認為應該著重在「享樂型產品」的定位決策。 In 2002, Executive Yuan approved the ”Enhance digital content industry development promotion”, using Taiwan’s industry advantages and cultural characteristic to strengthen Taiwan’s digital content industry. To become the center of development and production of digital content in Asia Pacific and encouraging knowledge-based industry. However, in recent years due to globalization factors, the hardware production of Taiwan's manufacturing industry has been relocated, affecting the gross domestic product (GDP) and the jobs opportunities. It’s time to take the innovative elements of the cultural creative into the digital content industry in Taiwan and intent to become the lead industry. The key factors of benefits grow and sales volume is to accurately locate the products effectively. The results show that the relative highest dominance weights of key success factors in Taiwan's digital content industry is " Technology R&D and creativity talent". In addition,the top three critical success factors were "creative innovation, talent cultivation,platform development", where the top two factors in product positioning focus on " hedonic products" ,and platform development is based on the "functional product ". Finally, this study found that the overall direction of product positioning, the majority of experts think we should focus on the "hedonic products' positioning decisions.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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