An Innovation Model for Applications to Cross-Domain Integration with Art Aesthetics and Licensing- The Case Study of "Sun Rainbow Noodle Superman" and "Moda T. Bear_Modern Formosan Black Bear" Art Brand Innovation

• Main Authors: Lee, Hsiu-Chu, 李繡珠
• Other Authors: Wu, Yen-Chun
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/6pruy6

碩士 === 國立臺灣師範大學 === 高階經理人企業管理碩士在職專班(EMBA) === 106 === This is the economic era of cultural and creative industries as pioneer cases have been seen in Europe, the US, and Japan. Additionally, as Industry 4.0 and the AI era are coming, art aesthetics and art creation have become unique advantageous factors to boost competitiveness. Literacies of art aesthetics can neither be developed over night nor be cultivated with a single program. Instead, literacies are developed with value of beauty from the depth of the soul to create influential and powerful economic value. More importantly, although some cultural and creative workers understand this, yet the majority business groups or the whole industry does not yet understand this economic potential. With the need to develop literacies of art aesthetics, limited understanding about art aesthetics and insufficient abilities to integrate with different industries, the huge market potential of the cultural and creative industry has been ignored. Thus, the power of art aesthetics and creative business opportunities and economic value of inter-disciplinary or alternative market competiveness by working with different industries have been left behind. At the same time, published jointly by the United Nations Education and Cultural Organization (UNESCO), Confédération Internationale des Sociétés d'Auteurs et de Compositeurs (CISAC), and Ernst & Young in the end of 2015, the Creative Economy Report reported that the added value of global cultural and creative industries reach USD2250 billion, accounting for 3% of the global GDP and surpassing the revenues of global telecommunication services (USD1570 billion) and India’s GDP(USD1900 billion)。 Hence, the purpose of this study is to find the meaning and to indicate competiveness under a new economic wave. With the significance of time, the global taste for art aesthetics cannot be easily understood. Likely, it is not easy to integrate or apply art aesthetics and art creation. Moreover, only a few have discussed and expressed concern over these issues. This study proposes new economic strategies for businesses or the public to discuss relevant issues. The case study research format is adopted by this study to investigate different industries that cooperate with or apply to the cultural and creative industry. From the perspective of art aesthetics and art creation, this study examines the ability to integrate with different industries by utilizing innovative models and integrated strategies. According to the literature review, proposing innovative models, applying case analysis and innovation model included the introduction of green life, bookstore culture, corporate social responsibility (CSR), technology, restaurant franchising, art restaurant and museum, and concept of the platform economy. This seeks to discuss the utilization of art aesthetic contents with inter-disciplinary or innovative strategies of different industries as well as integration of art IP licensing to bring up new business opportunities and create new value-added economic power. At the same time, Rainbow Noodle Superman and Moda Taiwan Bear of Lisa Lee (Hsiu-chu, Lee) are studied as art innovation cases to describe global concepts and international visionary strategies of Taipei Tianmu Cultural and Fashion Arts to welcome a new wave of business opportunities of the cultural and creative economy. Based on the research results, this study proposes new value concepts of art creation as well as makes suggestions for the development of art creation value: 1. Penetration of art aesthetics to encourage creativities of the public and public art aesthetics life; 2. Irreplaceability of art aesthetics strategies to develop a unique cultural niche to transform the global fashion; 3. Strategies of unique return of investment (ROI) of art licensing to make the best use of integrated resources to create synergy; 4. Creation of business opportunities of art innovation to welcome the arrival of the AI era by integrating art and fashion technologies; 5. Support and financial assistance to cultivate talents in art creation with joint cooperation of the public and private sectors; and 6. Global concept of integrated application of art innovation and art licensing for international vision development to grasp the huge and potential global markets under a wave of creative economy. Cases of art and brand licensing such as the US Disney, Japanese Hello Kitty and roles in animations, and the UK Peter Rabbit proves the influential power of innovative strategies of art aesthetics and IP characters. Their influences expanded from local markets to international ones and they have become part of fashion and life of the people as well as bringing continuous huge impacts and business opportunities. This study will benefit the cultural and creative industry, business organizations, venture capital or investors and help them to be more concerned with the economic value and future potential of art aesthetics. By working together, we are able to take part in these huge business opportunities and manage business for a happy life.