Taiwan Cultural Creative Industries in JewelryBrand Marketing ResearchA Case Study of Small-sized Studios

• Main Authors: Chie-Fen Wu, 吳志芬
• Other Authors: Yu-Cheng Chuang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/12387593271301077539

碩士 === 元智大學 === 資訊傳播學系 === 94 === In 2002, the government has challenged the “Cultural Creative Industries” as one of the 2008 Top Ten Country Development Plans. The economic development for cultural creative industries task force has proposed on the “2005 Taiwan Cultural Creative Industries annual report” in the thirteen props industry strategy developing strategy, the importance of brand value development. In addition, as the global industry competitiveness intensifies, the only solution for product innovation to succeed is to have an own brand name and marketing business. It’s not only obvious that name brand awareness is an important factor in surviving within a market, but it is also a significant role in Taiwan’s globalization and increasing of competitiveness. Taiwan’s jewelry industry is considered to be one of the government’s long-term traditional subject, in recent years, domestic wages have increased, production cost has multiplied, the pressure within the industry itself, the transition phrase of remaining in the WTO, massive imports enters and is stationed as home, as well as strict and severe management environmental changes. In order for traditional jewelry dealers to strive for survival in the reform, they must act as an agent for foreign products or have a self-created product to suit the developing market as well as to meet the consumer’s demand. This research will be focused upon the jewelry industry is one of the most important in the cultural creativity industry and take jewelry industry’s small sized studios as primary research target. Using qualitative research method, the research is conducted by gathering information from previous documents from discussions, documents from professionals and interviews from experts working in the field, the key point in the research is: 1. Brand localization is the key factor in small sized studios 2. Brand equity is the key factor in small sized studios 3.Using the small jewelry studios brand marketing model, further understanding of many aspects of brand marketing in Taiwan can be achieved; in addition, research analysis can lead to key points of feasibility in market development. Provided below are references that are necessary to enter the jewelry industry as an individual or as an industry; simultaneously, recorded data that can be provided to the government to thrust culture innovation industry to support small sized work studios as reference.