| Summary: | 碩士 === 國立政治大學 === 科技管理研究所 === 99 === The study on Creative industries has been raging for a decade. The Government of Unite Kingdom came up with the first definition of creative industries and formulated policies to develop the industries, other countries defined their own definitions afterwards. Recently, researchers started to study about the relationships between creative industries and innovation in other industries.
Se-Hwa Wu（2008）classified marketing innovation as six criteria: design, packaging, channel, display, advertising, and pricing. Among the six criteria, design, packaging, advertising are intrinsically the activities implemented in the core creative industries. As the same concept of the relationships between creative industries and innovation in other industries, there might be connections between these creative activities and innovations in enterprises.
The main purpose of this research is to find out relationships between technology innovation and creative activities of design, packaging, and advertising. To enhance the quality of this study, four other variables obtained from literature review are taken into account. Due to the importance of manufacturing industries in Taiwan, this study uses firms of manufacturing industries in Taiwan as samples.
The main findings of this research are as below:
1. OBM has significant relationship with creative activities while sales does not.
2. Market factors have significant relationship with creative activities.
3. Product innovation has strong relationship with creative activities while process innovation does not.
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