台灣原住民文化創意產業發展的美麗與哀愁

Abstract

本研究旨在探討台灣原住民文化創意產業之發展現況，引介相關研究文獻和觀念，認識創意與創新之與原住民文化創意產業發展的重要性，並跳脫「客製」與「量產」二元對立的策略模式、破除文化商品化的負面評論，思考如何以「跨界整合」的生產模式概念，尋求未來原住民文化創意產業的藍海策略。最後，研究結果在考量「傳統」、「創意」、「價格」、「銷量」等面向，分別從上游（創作研發）、中游（生產製程）、下游（銷售）等階段，對原住民文化創意產業的前景提出原創產業應走「內外兼顧」的發展策略；意即部落內與部落外。「部落內」的概念，是指原住民在地生活文化只有到達當地當下才能體驗到的特殊生活方式及文化特色，當然也能形成一種「生態旅遊」、「部落觀光」的模式；而「部落外」則是讓原創產業商品走出部落，增加產能、提高國際能見度、與外部購買力，讓文化能從內而外的傳承與傳播。

Abstract This study aims to explore the development of Cultural and Creative Industries in Taiwan's aboriginal communities, and the significance of creativity and innovation. This is an attempt to seek a “cross-field integration” production model and blue sea strategies for Taiwan's aboriginal cultural and creative industry by escaping from the dualistic strategies of "customization" and "mass-production" and breaking away from the negative image of culture commodification. Results of this study are used to develop a “from local to mass market” strategy, which covers the upstream (creative R&D), midstream (manufacturing), and downstream (marketing) with consideration to the "traditions", "creativity", "price", and "marketing". "Local" means “inside the tribes”, which refers to the unique lifestyle and culture that can only be experienced at the aboriginal tribes at certain times. This concept forms the development of "ecotourism" and "tribal tourism". "Mass market" means “outside the tribes”, which entails marketing of the creative products outside of the tribes, increasing productivity, improving international visibility, and boosting external purchasing power.