創意生活產業顧客體驗設計之探討－以蜻蜓雅築珠藝工作室為例

The Exploring of Customer Experience Design in Creative Life Industries-A Case Study of "Dragonfly Beads Art Studio"

10.6793/JNTCA.201110.0160

張淑華(Shu-Hua Chang)

文化創意產業 ； 創意生活產業 ； 體驗經濟 ； 顧客體驗設計 ； Cultural and creative industries ； creative life indnstries ； experience economy ； customer experience design

藝術學報

89期（2011 / 10 / 01）

151 - 174

繁體中文

創意生活產業是台灣文化創意產業政策中，因應體驗經濟於2003年提出的具體政策。研究以個案--「蜻蜓雅築珠藝工作室」，探討體驗流程及體驗線索之設計。研究發現：（1）經營者之生活理念，影響顧客體驗動機；（2）文化符號融入品牌視覺設計，引發體驗的記憶；（3）文化符號作為產品故事，使顧客產生體驗價值；（4）五感感官融入體驗流程及體驗線索設計；（5）服務、活動設計與顧客生活經驗連結；（6）結合適邊的文化資源，豐富顧客的體驗認知；（7）體驗流程及線索起始點的設計，讓顧客產生容易產生體驗認知；（8）體驗價值的認知，因顧客生活風格差異而有所不同。後績研究可透過多重個案研究，以建立顧客體驗設計的理論模式。

Following the trend of the experience economy, the policy on creative life industry has been promoted since 2003, which is one of the cultural and creative industries in Taiwan. This paper discusses the concept of service innovation design in terms of customer experiences, and as applied in the creative industries. The case study: ”Dragonfly Beads Art Studio” is used to illustrate its approaches in creating total customer experience. This study found the followings: (1)the service providers' philosophy in life and cultural value affect the customers' motivation; (2) the experiential values of the customers start from the entrance point of the venue or the website; (3) the cultural symbols as product stories can arouse customers' experiential value; (4) more integration of five senses with experiential process and more focused experiential clues can generate more experiential values; (5) the combination with cultural resources around customers' cognition of culture; (6) in order to enhance experiential value, the service and promotion design have to link with customers' lifestyle;(7) emphasizing the design of experience process and experience clues from the start touchpoint, inspire customers have the experiential values easily; (8) the cognition of experiential values, due to the customers' lifestyle.

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