| Summary: | 碩士 === 南華大學 === 文化創意事業管理學系文創行銷碩士班 === 103 === "Miniature art dollhouse" and refers to the goods of identical or similar materials in real life.In accordance with general standards scaled production and after your creativity to mix full by the consumer. Cultivate excellent leisure hobbies and interests and enhance the aesthetics cultivation to meet the modern spiritual pursuit. This kind of high level products in the Taiwan market and there was an embryonic stage. The development in a large space, a topic worth exploring.
The purpose of the research is to investigate Taiwan miniature art product design and marketing. This study aims to get a deeper understanding of miniature art of commodity - related design and manufacturing, marketing and promotion. The purpose of this study can be divided into three parts: First, explore the design and production of miniature art objects. Second, understand the marketing and promotion of miniature art objects. Finally, analyze Taiwan miniature art industry, explore its existing problems, and provide some countermeasures for the problems.
This study used qualitative case study, and the participants of the case study included four prestigious miniature art promoters. Start with four important miniature art promoters for this case study. The research methods involved interviews, direct observation, document analysis.
After a comprehensive analysis and discussion the following conclusions were arrived: First, the miniature art production takes time and effort. Production and development are highly difficult, high marketing costs also make it difficult to promote. Second, the miniature art promoters to Pocket Art Association was founded and the attitude is not positive. Third, physical it is more difficult to manage physical stores, therefore network marketing and teaching are the mainstream. Fourth, for better market segmentation and product positioning, customized Doll House miniature art collection would be the mainstream in the market.
Finally, recommendations to the miniature art promotes are proposed. First, build a innovative teaching system Upgrade the value of miniature art. An innovative teaching system can be build to upgrade the value of miniature art. Second, miniature art works rent display and creating added value.
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