| 摘要: | 「袖珍藝術娃娃屋」是指將現實生活中物品採取相同或近似之材質，依通用之標準比例縮小複製，由消費者依自身創意加以搭配組合後完整呈現；可培養優良休閒嗜好與興趣、提昇美學涵養，滿足現代人心靈追求，此類高層次商品在台灣市場，目前尚屬胚胎期階段，發展空間大，是值得探討的議題。 本研究主要是探究台灣袖珍藝術產業商品設計與行銷，為了能深入了解袖珍藝術商品相關的設計與製造、行銷與推廣情形，本研究目的可分為三個部分：首先，探究袖珍藝術產業商品設計與製作。其次，了解袖珍藝術產業商品的行銷與推廣情形。最後，提出台灣袖珍藝術產業分析及現存問題與改善策略。 本研究採質性個案研究法進行，首先以四位重要袖珍藝術推廣人為本研究對象，並且進行深度訪談、直接觀察以及文件分析之研究方法執行研究，在綜合分析與探討後，得以下研究之結論。第一、袖珍商品生產勞心費力，量產開發難度高，行銷成本高推廣不易；第二、各袖珍藝術推廣人對袖珍藝術創作協會的成立態度不積極；第三、實體店面經營困難，以網路行銷及教學為主；第四、作好市場區隔及產品定位，客製化娃娃屋將是袖珍藝術收藏市場的主流。 最後，提出對袖珍藝術相關推廣者的建議：第一、建立創新的教學系統提升袖珍藝術的利用價值；第二、袖珍藝術作品租賃展示，創造附加價值。
＂Miniature art dollhouse＂ and refers to the goods of identical or similar materials in real life.In accordance with general standards scaled production and after your creativity to mix full by the consumer. Cultivate excellent leisure hobbies and interests and enhance the aesthetics cultivation to meet the modern spiritual pursuit. This kind of high level products in the Taiwan market and there was an embryonic stage. The development in a large space, a topic worth exploring. The purpose of the research is to investigate Taiwan miniature art product design and marketing. This study aims to get a deeper understanding of miniature art of commodity - related design and manufacturing, marketing and promotion. The purpose of this study can be divided into three parts: First, explore the design and production of miniature art objects. Second, understand the marketing and promotion of miniature art objects. Finally, analyze Taiwan miniature art industry, explore its existing problems, and provide some countermeasures for the problems. This study used qualitative case study, and the participants of the case study included four prestigious miniature art promoters. Start with four important miniature art promoters for this case study. The research methods involved interviews, direct observation, document analysis. After a comprehensive analysis and discussion the following conclusions were arrived: First, the miniature art production takes time and effort. Production and development are highly difficult, high marketing costs also make it difficult to promote. Second, the miniature art promoters to Pocket Art Association was founded and the attitude is not positive. Third, physical it is more difficult to manage physical stores, therefore network marketing and teaching are the mainstream. Fourth, for better market segmentation and product positioning, customized Doll House miniature art collection would be the mainstream in the market. Finally, recommendations to the miniature art promotes are proposed. First, build a innovative teaching system Upgrade the value of miniature art. An innovative teaching system can be build to upgrade the value of miniature art. Second, miniature art works rent display and creating added value. |
