簡單中的不簡單:簡單生活節的價值共創

• Main Authors: 高于婷, Kao, Yu Ting
• Language: 中文
• Published: 國立政治大學
• Subjects: 價值共創; 簡單生活節; 生活風格; 文化創意產業; value co-creation; SimpleLife Festival; Lifestyle; cultural and creative industry
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0983590012%22.

「簡單生活節」是個自2006年底開始、每兩年舉辦一次、位於台北市中心華山1914文創園區的大型活動，以城市的生活風格為主軸，「做喜歡的事，讓喜歡的事有價值」為號召，內容涵括音樂、市集、論壇等，多元且具創新。活動為期兩天，三屆下來每屆均有超過三萬人入場，更創下上千萬元的消費，不論規模、經營模式在國內皆可說是首見。 在國內開始注重文化創意產業之際，究竟簡單生活節的經營模式為何？活動能持續舉辦的核心能耐為何？需要哪些利害關係人的資源投入？國內對於大型文創活動的價值經營研究較少，本研究以價值共創的角度，探討簡單生活節（1）由哪些人共創，創造了什麼價值，（2）為各利害關係人帶來什麼價值。另外也由主辦者的角度，去探討（3）如何和各利害關係者進行價值共創，以及（4）要讓活動長期經營、價值極大化需要哪些要素。 本研究發現，（1）參與簡單生活節共創的角色有參與者（演出者與擺攤者）、贊助者（最大宗為統一超商）、場地提供者（華山文創園區）、支援平台（StreetVoice），彼此因認同簡單生活風格而集結，其創造的價值為風格型態的品牌價值以及宣傳平台價值，而活動讓（2）參與者得到金錢效益以及增加曝光度、贊助商得到金錢效益和品牌效益、場地提供者得以累積能耐以及增加曝光度、StreetVoice網路平台增加使用者的黏著度。（3）主辦者透過四大基石與利害關係人共創價值：設立支援平台以累積創意能量、讓利害關係者參與設計互動方式、互動密切頻繁、雙方相互提供價值，（4）組織層面須要能體察社會趨勢的領導者，以及藝術和商業頭腦兼具的A型團隊；營運層面需要明確的商業模式，不只在共創過程中和各利害關係者累積長期良好的合作關係，還要能將關鍵資源運用至關鍵流程中，而發展背後的支援平台更是活動長期經營的關鍵。 === SimpleLife festival, a big cultural two-day event in Taipei Huashan1914 Creative Park every two years since 2006, which attracts more than 30000 people and generates considerable income. It is a collaborative creation on lifestyle aesthetics which combines music, markets, exhibitions and lectures, and the scale and business model are very innovative in Taiwan. Hence, what are the values from this event and how to co-create it are the precious issue. This research explains: (1) What values do SimpleLife festival create and who are the stakeholders? (2) What are the values for stakeholders? (3) How does conductor co-create with stakeholders? (4) For conductor, what are the key factors to maximize value of holding SimpleLife festival? The findings of this research demonstrate：(1) Participants, sponsors(7-ELEVEN), place provider(Huashan1914 Creative Park), and internet platform(StreetVoice) are the stakeholders of SimpleLife Festival, they gathered by identifying the same lifestyle concept. It creates brand value of lifestyle and promoting value. (2) Participants get income and promoting value; sponsors get income and generate branding; place provider gains awareness and core competence, and backup platform increases stickiness from users. (3) The conductor co-creates with stakeholders by utilizing four powers: build platform, enhance engagement of stakeholders, interacting frequently, and provide values. (4) For organizations, leaders with trends investigation and a team with both commerce and art brain are needed. For operation, clear business model is needed, not only define clear key resources and key process, but build the backup platform is the key factor of operating in the long run.