Innovative Diffusion & Social Marketing of Indigo Dyeing：A Case Study of Miaoli Natural Dyeing Association

• Main Authors: JHANG, HUEI-JHEN, 張慧貞
• Other Authors: Shih-Ming Huang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/9w3wpc

碩士 === 國立聯合大學 === 經濟與社會研究所 === 101 === Since the reconstruction and restoration of indigo dyeing by Taiwan Provincial Handicraft Research Institute in 1994, indigo dyeing has transformed into delicate community-based indigo dyeing craft. It is diffused to every corner of Taiwan from the launching points of the community universities in Miaoli and it is promoted through innovative teaching method. Associations with partnership are established to specialize in the promotion of the indigo dyeing. Exhibition and sales of craft works, DIY of dyeing, exhibition and performance are utilized to promote indigo dyeing. In the meanwhile, social marketing thought was combined. This study referred to the analysis model of CORPS of non-profit organization to explore how the associations promote Indigo Dyeing through social marketing. The researcher explored below through interviewing with the core members of Miaoli Natural Dyeing Association, practical involvement and observation of the actual operation: (1) The diffusion mechanism of indigo dyeing imported to Miaoli; (2) The operation and development of indigo dyeing in the organization structure of association in Miaoli and (3) How it is linked to Hakka culture. The results of the research are as the following: 1. Through learning information network, the indigo dyeing was diffused to Miaoli. The innovative teaching method is mainly adopted, the associations are set up basing on the partnership to diffuse indigo dyeing. 2. Miaoli Natural Dyeing Association provides indigo dyeing related knowledge and skills to local people and units in need. Through the cooperation of public organizations, symbiotic mechanism is formed, then gradually developed. 3. Miaoli Natural Dyeing Association adopted below promotion methods and combined personal involvement to proceed social marketing: (1) Exhibition and sales of handicraft works; (2) DIY of indigo dyeing; (3) Exhibition and performance. 4. The link between Miaoli indigo dyeing and Hakka culture is the construction of Innovation. Through the cooperation between Miaoli Natural Dyeing Association and local related organizations, the exhibitions of indigo dyeing works are utilized to display the link between indigo dyeing and Hakka in the spatial arrangement, festivals and activities. Even the textures and patterns of the works are integrated with the symbols of Hakka culture.