How consumers consume culture products:A study of the relationship among brand concept,product story and consumption practice.

• Main Authors: Shih-Yu Huang, 黃詩喻
• Other Authors: 黃哲盛
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/14285736839285430348

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 98 === To face of globalized knowledge economy, the industry development of promoting economic growth and quality of life become global developed country strongly driven spindle. Taiwan’s creative industry use「Creative Taiwan」to target for the development on 2002, and the turnover grow to 45.42％ from 2002 to 2007, the value come with creative industry also achieve to 3,354 hundred million. If content-based culture products lack of content would only remain pure artistic value, culture products used in the design should emphasize its storytelling. Moreover, modern society continues to change and cultural products emerge constantly, through consumption practices study interaction between consumption and culture can realize how consumers consume cultural products. This research use case study as research method interview Taiwan personal brand 「26 creative」,understand brand concept and product story, and then analyze the connection. In addition, for consumes use in-depth interview as research method, investigate different interpretation product stories and preference extent. Finally, find out different product stories will create what kind of consumption meaning for consumers. Finally, we find the implantation of product stories of culture products, consumers preference are provoked inner emotional response of story presented method, and the majority were consuming as experience. At the managerial implications, product design can use this to develop strategies. The simple and resonated story plot will catch the consumer. Moreover, using marketing actives to strengthen brand concept, and impress on story content with introduction.