A study of the factors of craftsman branding in cultural industries

• Main Authors: Wen-Chen Yu, 溫振宇
• Other Authors: Ting-Pin Shou
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/87786369930413939961

碩士 === 實踐大學 === 企業管理學系碩士班 === 98 === The cultural industry has been promoted for years in Taiwan. However, it seems that the technical arts industry still remains stagnant. Compared with other industries, the brand management of craftsman is a unique and crucial factor in the development of the technical arts industry, but the literature on Taiwan’s craftsman branding is limited. Through interviews with cultural craftsmen, questionnaires, and the Chi-square test, this study intends to discover the key factors in the craftsman branding in Taiwan. We find that the most important positive factors are creating customer value and touching the customer’s heart, international view and the life attitude, philosophical thinking, and taste of the craftsman.