近年來政府正大力推動文化創意產業，然而地方社區開始面臨文化產業新議題時，卻無法如同政府規劃的方案進行，除了遭受到援助不足的困境外，最大的窘境應該是設計規劃人才的缺乏，設計人才可以由專業系所來培養，但文化創意中的設計領域，卻是需要具有整合概念的設計師方能勝任。本研究藉由雲林縣莿桐鄉孩沙里社區「五百甲圳米」的設計行銷案例，歸納整理出文化商品的行銷運作，並提供理想的社區營造與文化商品結合最佳案例。透過資料的分析與設計形式的轉換，讓文化與商業設計密切地結合，在文化商品完成開發後，如何永續經營文化產業，亦是希望在此成功案例下找出新的契機。 In recent years, government is fully encouraging cultural and innovation industries. However, while local communities start facing the new subject of culture industries, they are not able to proceed with the program draw up by the government. Except incur the insufficient of support, the most awkward situation is the scanty of design and plan personnel. Design personnel can be train up by professional school,but the design field of culture innovation only the designer with integrated concept can be qualified. Nowadays, we are hoping through the project of design and promotion of Wubaijiazhen rice of Haishali neighborhood in Cihtong Township of Yunlin County.We can appropriate conclude the marketing and promotion method of culture commodities, and provide the best case of communities reform integrate culture commodities. Oppositely,on the transform of culture material analyzing and design form,we can combine the culture and commercial design intimately. After the development of the culture commodities,how to keep sustainable operation of culture industries? Under this success case we also hope to find out new opportunities.
