| Summary: | 碩士 === 亞洲大學 === 國際企業學系碩士在職專班 === 101 === Cultural and creative industry is not only the most important trend guiding the world-wide economic development, but also brings the traditional industry new turning-points and commercial opportunities. In 1993, Shui-Li Snake Kiln successfully transformed the traditional pottery factory into the first pottery crafts park, with the functions of culture, education, tourism, and recreation. That is, Shui-Li Snake Kiln has also become a famous tourist attraction and the model example of creative management. However, after twenty years of growth and development, the competitive pressure from the other industries of the same walk has emerged. Whether its business model and marketing strategies will still exercise their power to keep the industry alive forever is the main concern of this study. This study adopts the qualitative research along with the documentary analysis and the actual intensive coverage by visiting the industry and making close observations. Three study dimensions-entrepreneurship, business model and creative marketing have been used as study dimensions. By investigating and analyzing the past and the present developmental situations of Shui-Li Snake Kiln. The following are the study results:
1. the Dimension of Entrepreneurship:
The key factors to the successful industry transformation are thinking positively in difficult situations, shouldering running risks, keeping alert to the changes of the trends, taking the lead of the times with creative and brand-new ideas. By integrating the visible and the invisible resources , the best of the industry will be brought out successfully.
2. the Dimension of Business model:
With creativity, new changes have widely made in business model, the products, the market and the technology. With the flexible adjustment of human resources a balance between tourism and manufacturing has been stricken. With the well-organized design of the park, a nostalgic style has been shaped, by equally emphasizing both manufacturing functions and nostalgic beauty.
3. the Dimension of Creative Marketing:
By telling stories of the ups and downs of pottery history, accompanied by D.I.Y experiencing class, the visitors tend to be touched and impressed; furthermore, bathed in the memory of those beautiful old days, and then identify themselves with the place. They begin to love it and keep it in mind. Taking good advantage of resources from the industry, the government and school and knowing how to keep up with the times, and use flexible vivid management strategies have really improved the business efficiency a lot.
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