客家文创产业品牌建立之研究：以台客蓝、台湾蓝、客农知香、阿

【作者】 庄玉莙

【关键词】 Hakka 客家 客家女性 客家文化

【导师姓名】江明修

【学位名称】硕士

【学位年度】2013

【学位授予单位】暂无

【所属分类】暂无

【录入时间】2013-01-01

【全文挂接】 读秀挂接

【摘要】向一致，透過追求品質與創新以保持競爭優勢。（3）使特定族群認同品牌，為企業打造品牌之重心。（4）客家文創業者秉持企業家精神，以企業社會責任深耕地方、傳揚文化、關懷弱勢，帶動社區繁榮與活絡客庄經濟，創造客家文創產業之綠海。...

【外文摘要】This research aims to investigate the establishment of Hakka Cultural and Creative Industry. We could not only understand the building process of this industry, but its contribution and inspiration according to the four cases that were chosen as the research objects. Methodology for conducting this research comprises two measures: literature review and depth interview. The data was collected in semi-structured interviews and were analyzed by content analysis and MAXQDA software. The main research findings are as follows:1. The component of Hakka culture would be the central part of running Hakka cultural and creative business and product design.2. The core concept of the brand must be consistent with the brand managing orientation. To stay competitive, it is essential to strive for quality and innovation.3. Developing brand essence by building brand awareness among specific groups.4. Hakka Cultural and Creative Industry maintains entrepreneurial spirit, and their corporate social responsibilities call to actions are making society contribution, spreading culture, caring for the disadvantaged, building prosperous community, and perking up the Hakka economy, which made its Green Ocean business successfully build....