| Summary: | 碩士 === 國立清華大學 === 經營管理碩士在職專班 === 100 === In this study, we focused on cultural and creative industry and summarized the business and marketing strategies of aboriginal people’s arts and crafts through literature review, and create an analysis approach with business model feature dimensions. We selected traditional Atayal fabric studio – Lihang Studio as case study object. We have induced the case’s management and marketing business model by exploring the Lihang studio's mission and vision through five forces analysis and the dimensions of business model, and finally, proposed the advantages and disadvantages of the case with conclusions and recommendations.
Through our analysis, we learned that, Lihang Studio puts much emphasis on traditional fabric culture and highlights their own value. In the process of research and weaving, they not only gets the ethnic self-identification back, but also gets others recognition of fabric. As a productive studio of preservative art works, Lihang Studio provides not just fabric crafts, but more fabric art. The Atayal’s culture has very distinct style. Lihang Studio its value and spreads the ethnic culture through the manufacturing of interior cloth and other kinds of cloth.
The works of Lihang Studio are rich with culture and stories, as every works has its story and allusion. Due to such art collection of works contain a historical emotion and cultural artistic connotations, it is called the cultural giant of Atayal traditional fabrics. As to its mechanisms for marketing, because their works have a strong cultural conservation, so that the public are in droves, and resulting in the effect of word of mouth marketing and brand marketing.
The Lihang Studio 's mission is to find new value of tradition, and provides innovative products form. Its business and marketing strategy are not profit-oriented. Its rich cultural basis results in the value of the fabric crafts highlighted, and good word of mouth marketing, brand marketing. This paradigm should be worth pondering and benchmarking in the "profit-based" and “sales-oriented" commercial market.
This research provides the other creators of those interested in Aborigines fabric crafts a clear business model context, and by the case of Lihang Studio, others can adjust their business and marketing strategy so that aboriginal fabric crafts are more than "commodities" and can spread deep ethnic cultures and has successfully sustainable development.
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