金門縣庇護工場文創商品之行銷策略探討

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Cultural & Creative Enterprise Management) > Item 987654321/28607

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Title:	金門縣庇護工場文創商品之行銷策略探討
Other Titles:	Marketing Strategies of Cultural and Creative Products by Kinmen County Sheltered Workshop
Authors:	陳洹君 CHEN, HUAN-CHUN
Contributors:	文化創意事業管理學系趙家民;賴文儀 CHAO, CHIA-MING;LAI, WEN-YI
Keywords:	金門庇護工廠;文創商品;行銷策略 Kinmen County Sheltered Workshop;Cultural and Creative Products;Marketing Strategies
Date:	2021
Issue Date:	2022-08-09 10:37:58 (UTC+8)
Abstract:	經由瞭解金門縣庇護工場的實務經營運作，探討庇護工場文創商品生產與行銷狀況，採用質性深度訪談方法進行研究。　　研究目的為探討身心障礙者庇護工場之經營管理及運作現況、庇護工場產品SWOT分析、分析身心障礙者庇護工場文創商品之行銷策略，將本研究發現提供給有關單位做為未來實施計畫或庇護性政策之參考或建議。　　本研究架構以「行銷策略」為主軸，探討庇護工場內部環境和外部環境的優勢與劣勢、機會與威脅，再經由SWOT分析為基礎，深入探討並找出其發展困境、市場定位、和願景等問題。實際上庇護工場文創商品的發展會受到庇護性員工本身條件的限制，因此研究生研擬出適合金門庇護工場文創商品行銷的方式。　　此研究發現為：優先採購方案的執行情況，影響庇護工場的營利情形；身心障礙庇護性就業員能力受限，生產效率較低；也因為「文創」本身定義不明也有多爭議，金門庇護工場文創商品市場區隔與定位模糊；缺乏足夠資金與專業行銷技術，行銷通路有限。最後，根據上述研究發現和結論，提出建議：一、轉型措施：邀請專家學者協助評估產品轉型之可行性，針對不足或不完善的地方提供建議或改善方針，同時引進外部的技術指導等。二、文創商品發展方向：庇護工場邀請文創領域專業人員給予庇護工場指導及協助又或是建立跨部會、跨領域合作平台與機制，共同協助推廣庇護工場文創商品的發展。　　Through understanding the practical operation of the sheltered workshops in Kinmen County, discussing the production and marketing of cultural and creative commodities in the sheltered workshops, using qualitative in-depth interview methods for research.　　The purpose of the research is to explore the current management and operation status of the sheltered workshops for the physically and mentally disabled, SWOT analysis of the products of the sheltered workshops, and analyze the marketing strategies of cultural and creative products in the sheltered workshops for the physically and mentally disabled, and provide the findings of this research to the relevant units for future implementation plans or References or suggestions for asylum policy.　　This research framework takes “marketing strategy” as the main axis, discusses the advantages and disadvantages, opportunities and threats of the internal and external environments of the sheltered workshop, and then based on SWOT analysis, in-depth discussion and identification of its development dilemma, market positioning, and vision, etc. problem. In fact, the development of cultural and creative products in the sheltered workshop will be restricted by the conditions of the sheltered employees. Therefore, graduate students have developed a method suitable for the marketing of cultural and creative products in the sheltered workshop in Kinmen.　　The findings of this study are: the implementation of the priority procurement plan affects the profitability of sheltered workshops; the capacity of sheltered employees with disabilities is limited and the production efficiency is low; also because the definition of “cultural and creative” itself is unclear and controversial, Kinmen Sheltered Workshop The market segmentation and positioning of cultural and creative products are blurred; insufficient funds and professional marketing techniques are lacking, and marketing channels are limited.　　Finally, based on the above research findings and conclusions, suggestions are made:1.Transformation measures: Invite experts and scholars to assist in evaluating the feasibility of product transformation, provide suggestions or improvement guidelines for deficiencies or imperfections, and introduce external technical guidance.2.Development direction of cultural and creative products: The sheltered workshop invites professionals in the cultural and creative field to give guidance and assistance to the sheltered workshop, or establish a cross-ministerial and cross-field cooperation platform and mechanism to jointly promote the development of cultural and creative products in the sheltered workshop.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

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