The Study on Customied Strategies for Integrating Chinese Painting and Calligraphy with Cultural and Creative Products-Case Study of Tai-Hwa Pottery.

• Main Authors: CHEN, HSIU-YU, 陳秀玉
• Other Authors: LIN,MING-FANG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/2m4rg4

碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 104 === Chinese history, society, culture and aesthetics have had a big impact on Chinese painting and calligraphy. Painting and calligraphy have in turn been deeply affected by Chinese philosophy, religion, humanities and politics for a very long time. The variation of calligraphy techniques is deeply attached to Chinese spiritual values. Therefore, there have been many different types of painting and calligraphy representing each dynasty. The cultural and creative industry has become the fourth wave of economic power, following the third wave of the information industry’s economy in recent years. The cultural and creative industry not only became the hottest topic of international economic development and industrial research, but also is one of the most important aspects of product design and design research these days. The purpose of this study is to explore the customized strategies for integrating Chinese painting and calligraphy with cultural and creativity products. In my up close and personal interview I analyze Tai-Hwa Pottery by studying its business model in order to understand the current state of development of Chinese painting and calligraphy, especially as it relates to cultural and creative pottery products. In addition I analyze Tai-Hwa Pottery's marketing strategies and how it attracts consumers by customizing products. Based on an analysis of the interview I concluded the following: 1. Cultural and Creative products must embody the spirit and local culture of the artist. 2. By adding art work to crafts, factories can become galleries. 3. By exhibiting artists' works and cultural and creative products alongside pottery, the pottery store actually becomes an art center. 4. Customers' needs guide the options offered for customizing products.