A Study on the Design Developing Strategy for Products of Native Trend

• Main Authors: Yu Min Chin, 金裕閔
• Other Authors: Yeon Sheng Yang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/59556083983706427473

碩士 === 華梵大學 === 工業設計學系碩士班 === 97 === The cultural creativity industry has become a popular issue in recent years. As the title tells us, cultural creativity industry combines culture, creativity, and industry. In other words, culture will become an industry through creative design. However, how to industrialize culture and creativity is not known. In 2004, Chen, Yu-Ping, CEO of Hwataoyao created a new thinking model where the "Native Trend" concept was proposed to approach creativity conomics through eight key factors. Such a "Native Trend" concept was used in this study to explore the design and development strategy for the cultural creativity industry. In this study, three dimensions from the triangle strategic structure were used to explore the design and development strategy of local fashion products, including cultural dimension, creative design dimension, as well as management and development dimension. Through literature review and expert interview, 15 key factors and 75 sub-ordinary factors were constructed. From the questionnaire survey of six daily culture, eating, clothing, housing, traveling, education, and entertainment, weights were obtained for their relative importance. From the priority ranking order, different design and development strategies were proposed for the references of cultural creativity industry. The results indicated that the atmosphere from our living environment had the biggest impact on the user’s perceptions, which can be used a primary source for designer’s inspiration. In addition, the brand positions of a cultural product should be clearly identified. This will help the execution of marketing strategies. At last, enterprises should pay more attention to environmental protection because consumers have placed a lot of emphasis on the social duty of enterprises.