文創園區營運評價指標之建構

Abstract

本研究透過研究台灣文創園區發展之經驗，以建構一套具有普適性之文創園區營運評價指標，作為文創園區營運實務之參考。研究以商業模式（Business Model）為主要理論架構，以修正式德菲法和半結構式深度訪談為主要研究方法，建構出具專家一致性共識之文創園區營運評價指標體系，共包括九大構面四十項評估指標。\n研究結果發現，文創園區營運之核心價值主張需要具備獨特性、關聯性、衝擊力、原創力、傳播力，然後進一步思考其輸入端之關鍵資源、關鍵活動、關鍵合作夥伴，才能產生對輸出端之目標客層、顧客關係、通路的期待，由此確立其金流之收益流、成本結構。另外還發現，商業模式模型在文創園區營運之實際應用中，通路和顧客關係兩大構面的部分指標內容可能存在交叉重疊之處，需要注意其具體內涵的側重點差異。\n未來文創園區營運可以參考以下實務建議：\n1. 公部門營運單位應該放手讓園區適應市場機制，拓展園區發展空間。\n2. 提升平台角色的發展意識，明確園區的目標客層。\n3. 文創園區營運單位有責任幫助社會民眾提升對於文創園區的認知。\n4. 穩定的主管單位對於文創園區的發展至關重要。

Through the research on the development experience of Taiwan`s cultural creative parks, this study hopes to construct a set of universal evaluation index system of the business model for cultural creative parks as a reference for the practice of cultural creative parks. The study takes the business model as the main theoretical framework, uses the modified Delphi method and semi-structured in-depth interview as the main research methods to construct the evaluation index system with expert consensus. The evaluation index system includes a total of forty assessment indicators for nine aspects.\nThe study finds that the core Value Proposition of the cultural creative park operation should have uniqueness, relevance, impact, originality, and communication power, and then should consider the Key Resources, Key Activities, and Key Partners at the input end to generate expectations for the output, which includes Customer Segments, Customer Relationships, and Channels, thereby establishing the its Revenue Streams and Cost Structure. Moreover, the study finds that when the business model is applied to the practice of cultural creative parks, some indexes of the two aspects of the Channels and the Customer Relationships may overlap, so it is necessary to pay attention to the specific connotation and difference of these two aspects.\nFuture cultural creative park operations can refer to the following practical recommendations:\n1. The public sector operating organization should let the park adapt to the market mechanism and expand the development space of the park.\n2. Enhance the development awareness of the platform role and clarify the target audience of the park.\n3. The operating unit of the cultural creative park has the responsibility to help the public to raise awareness of the cultural creative parks.\n4. A stable operational authority is critical to the development of a cultural and creative park.