傳統產業跨足文創產業之經營模式分析-以L公司為例

Abstract

In recent years, traditional industry is facing industrial restructuring trend. The motivation of this study is how traditional industries promote toward a workable direction for transition in order to maintain growth momentum in the market. If traditional industry wants to fight into cultural and creative industries, the establishment of brand-thinking will be the priority considerations. This involves issues including the thinking mode of the manager and the management of operations , such as how to transfer the thinking mode of quantifying the profits into the one of delicately producing and consumer orientation. This research will take the case of traditional stamping die company as an example, using the business model canvas as analytical framework to offer suggestions and discuss issues which traditional industries faced while fighting into cultural and creative industries. The reaserch will also have further discuss on profit-making mode, cost structure, marketing channels, key resources, target markets, customer value proposition and staff eduation of L company, in the hope of improving the company's current management difficulties.

近年來傳統產業面臨著產業轉型的需求，傳統產業如何向上提升，尋求可行的轉型方向，以便能在市場上維持成長動能，乃是本研究的主要探討動機之一。若傳統產業要跨足文創產業，品牌思維建立將會是優先考量的重點，其中涉及的問題包含經營管理者的管理思維與作業管理方式，如將傳統「量化」、「利潤優先」的思維，翻轉為產品精緻、消費者獨特性需求的導向。 本研究以傳統沖壓模具製造的公司為案例，運用商業模式九宮格為分析架構，探討傳統產業跨足文創產業所面臨的課題，並提出可能的建言，其中將針對個案公司的獲利模式、成本結構、行銷通路、關鍵資源、目標市場、顧客價值主張及內部人員教育等問題點進行深入探討，期能改善個案公司目前所面臨的經營困境。