Value Creation Strategies of A Cultural Creative Company：The Value House Perspective

• Main Authors: Chia-Ling,Hsiao, 蕭嘉鈴
• Other Authors: Harlie Lu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/40244156920037408458

碩士 === 實踐大學 === 企業創新與創業管理研究所 === 97 === Recently with knowledge-based economy grows, "aesthetic" develops as main trend in the market. Our government sets the development plan for the Cultural Creative industry with design industrial chain of the concept. The issue of “How to make the entire cultural creative industries becomes a profitable business model” would be the key point of the creative industry. This study focus on the combination of “creative” and “design” , which creates the Taiwan’s souvenir to bring new idea of promoting Taiwan. This research hopes to refer the Value House Strategy, touching services theoretic framework, internet marketing theories to define the case company position for virtual internet world, and figure out the innovative strategies to reach niche market and find the business model to generate greater revenue and profit, which finds the balance point to connect the creation and reality between virtual and physical world. This study discusses the case company business model in virtual world. The case company launches a website names “memorize your life by postcards” to extend customers’ traveling experience via iPhone virtual platform-App Store. Combined with static and dynamic interaction, the simple souvenirs make tourists get into the deep touching as if the real traveling experience comes again and stay.