| 摘要: | 在全球化與科技化浪潮之下，文化創意產業正風起雲湧，其所注重的是創意和個性，並且強調產品的生活性和精神價值，同時，也可以提高傳統產業的價值。為此，文化創意產業可說是當下全球各項產業發展趨勢中最受注目與發展潛力的熱門產業。 對於身處這高度競爭的時代，大多數企業無不陷入前所未有的慘烈競爭當中。而藍海策略卻不把競爭當做標竿，而是遵循不同的策略理念，追求價值創新，致力於為顧客和公司創造價值躍進，進而開啟無人競爭的市場空間與商機。綜觀許多產業走向夕陽，而霹靂布袋戲卻能在歷史的演變中創造無窮創新價值，並運用布袋戲獨特的演繹方式，結合科技不斷創新，在競爭激烈的娛樂市場中脫穎而出。為此，霹靂布袋戲的蛻變是傳統藝術文化求新求變的代表典範，惟有將傳統藝術融合創新的理念，傳統文化創意產業才能永續發展。 本研究以霹靂布袋戲為研究對象，其原因除了在於霹靂布袋戲為台灣優秀的文化創意產業之外，也可說是較具規模與知名度之組織，並且也是國內第一個以企業化經營的傳統戲曲團體，具有引入行銷概念與人才及商品鏈結構完整的特性。因此，本研究以質性研究的方式，透過深度訪談與次級資料分析，並搭配藍海策略之理論與分析架構來解析霹靂布袋戲產業，探討其如何運用自身之獨特優勢與經營策略，以及如何在競爭激烈的市場中脫穎而出並航向無人競爭的藍海；並且，也期望透過本研究之研究結果能夠提供霹靂國際多媒體在文化推廣與產業經營上的一些建議，以及能提供給相關文化創意產業經營上的一個參考範例。
In the advent of globalization and under the technology-driven influence, cultural and creative industries are on the rise. The creativity and personality are what the industry is focusing on in addition to the daily life relevance and spiritual value of the product itself. On the other hand, it can also upgrade the value for traditional industries as well. Hence, cultural creativity industries can be fairly described as the hottest industries that are the most notable with tremendous potential in the current industrial development trending environment globally. Amid nowadays of highly competitive environment, most enterprises inevitably are collapsing into the unforeseen calamity of fierce and relentless competition. Nonetheless, the blue sea strategy does not view the act of competition as the yardstick to measure, instead, it pursues the value renovation through different strategic ideas and dedicates to creation for value advancement for both customers and corporation alike, thus, it is feasible to pioneer a brand new market segment as well as business opportunity devoid of competition. From the perspective of comprehensive survey, the conclusion can be drawn for reasons accounting for many industries riding towards the sunset. Nevertheless, Pili Glove Puppet can still manage to create infinite new values along with historical evolution, in addition, it can employ the uniquely deductive way noted in Glove Puppet to integrate with constant technological innovation; thus, it finally emerges itself from the pack in the heavily competitive entertainment market. Hence, the transformation of Pili Glove Puppet can be referred as the typical representation of ceaseless innovations and changes noted for traditional arts and cultures. And only through the fusion between traditional arts with innovated ideas, then, it is feasible for sustainable development of traditional cultural creativity industry. This research adopts Pili Glove Puppet as the research subject. The cause for doing so not only relies upon the acknowledgement of Pili Glove Puppet as Taiwan premier cultural creativity industry, but also it is an organization of certain magnitude as well as recognition. Additionally, it is also the first traditional opera organization with enterprise management, possessing the characteristics of induction with marketing concept, the talents and the comprehensiveness of commodity chain structure. Hence, this research approaches with quality research methodology and through in-depth interview survey and secondary data analysis, in conjunction with the theories based upon blue sea strategy as well as analytical structure, then it is feasible to analyze the Pili Glove Puppet industry, explore how to utilize its unique advantage and operation strategy, and how to reemerge itself amid fiercely competitive market and sail towards the blue sea devoid of competition. Moreover, this research also expects that the findings of this research can provide suggestions in regard to cultural promotional efforts in international multimedia for Pili as well as its industry operations. And this research also expects to provide as one of the reference models in related industrial operation of cultural creativity. |
