A Study onIntegrating the Concept of Culture and Creativity into Digital Media Marketing - Taking 3D Simulation of Machine Tool as an Example

• Main Authors: YANG CHEN-SHAN, 楊金山
• Other Authors: Lee, Tai Shan
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/24p9k9

碩士 === 國立勤益科技大學 === 文化創意事業系 === 105 === Cultural creativity is a comprehensive new discipline of the current development in Taiwan. Most of the relevant research is focused on sightseeing factories, commodity development, and brand management, etc. There is little research on how to use the concept of cultural innovation in industrial products. Therefore, this special choice of machine tool industry as the research object is according to the current national industrial policy and the trend of global wisdom manufacturing,. This study is toattempt to apply the concept of cultural creativity in the marketing of machine tool product, which can create a new image of the product, so that the machine tool is not only on behalf of low-tech and high labor industrial projects, but to present the new era of technology-based wisdom manufacturing industry. Therefore, this study will discuss the following aspects from the machine tool marketing point of view: First of all, is to sort out the domestic machine tool industrial development process and the marketing methods; secondly, is to discuss the industrial marketing trends and needs; and thirdly, is to discuss how to combine the machine tool products with the media related marketing as well. As the rapid development of cloud communications technology, the current media transmission has also undergone a major innovation. The influence of new media on internet technologyhas gradually increased, which can be seen from the 2016 United States presidential election. Therefore, the part of the study will be focused on the new media, and sort out the relevant characteristics, then import the machine tool products, and ultimately put forward the machine tool marketing method. In the performance of the content, this study will use the way of animation simulation, and planning the following items: (1) processing action simulation; (2) stand-alone introduction; (3) production; (4) production process, and so on.In addition to the 3D simulation of the machine tool, this study will use machine tool as the theme of the design, and try to make the machine tool products and manufacturers have the impression link, and then create a good brand image. Finally, this study will summarize the following advantages of the tooling machine through digital media marketing: (1) Repeatability - digital images can be replayed, can be used with the global exhibition of machine tools;(2) Impression and easy interpretation - through the screen and with the instructions, can clearly understand the content and deepen the impression; (3) High profile and free from time and place restrictions - through the audio and video platform and network connection, to provide content that can be obtained at any time.And its production results can be used for the network community platform and a variety of mobile devices to send, to meet the needs of digital marketing.