研究生: |
嚴子貿 Ed Yen |
---|---|
論文名稱: |
時尚亞洲策展商務平台機制 Runway Clubs Asia MICE Platform |
指導教授: |
王千睿
Wang, Chien-Jui |
學位類別: |
碩士 Master |
系所名稱: |
國際時尚高階管理碩士在職專班 Executive Master of Business Administration Program in Global Fashion |
論文出版年: | 2020 |
畢業學年度: | 109 |
語文別: | 中文 |
論文頁數: | 158 |
中文關鍵詞: | 創意思考 、音樂產業 、時尚產業 、品牌商務 、MICE(策展) 、數位內容行銷 、大數據 、人工智能互聯網商務 、時尚亞洲智能化策展商務 |
英文關鍵詞: | Design Thinking, Music Industry, Fashion Industry, Brands, MICE, Content Marketing, Big Data, AIoT, Runway Clubs Asia |
DOI URL: | http://doi.org/10.6345/NTNU202001401 |
論文種類: | 學術論文 |
相關次數: | 點閱:243 下載:46 |
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人工智能 (AI) 和物聯網 (IoT) 在許多面向改變了社會的最新趨勢技術,不僅是產、官、學界制定的策略性計劃。新冠肺炎的居家隔離、安全社交距離等生活方式,已經催生了全球關切的最大需求公約數 - 環境保護、國際慈善事業、數位化視聽娛樂、在線教育以及日常維生用品供應的智能商務。但諷刺的是,全球工業4.0、智慧城市、提高生產效率以及各種緊急狀況下的生存解決方案,卻也是加速地球成為無法逆轉、逼近生態臨界點以及各國家、種族之間衝突不斷的罪魁禍首。在激烈的氣候變遷,物種滅絕以及病毒侵襲環境下,地球即將成為人類無法居住的星球,亞洲將首當其衝,且問題更嚴重。
本技術論文,是研究員秉持當初報考面試時就設定的目標,以其國內、外音樂產業與國際策展經驗為基礎,創辦「時尚亞洲商務 - 智能化策展平台」(以下簡稱時尚亞洲商務或本案商務);經過GF-EMBA四校教授與業師的聯合課程洗禮,以具備更高的視野及指標技術、藝術結合理念,修整上線。以亞洲為世界中心、本地與國際文化創意並重理念,其特色是以成立高規格科技視覺影音節目製作中心,每年度辦理能號召環保、社會公益主題的演唱會或甄選獎項、並置入智能化MICE機制,進行育才培訓、商務加速器等策展活動,提供註冊會員各種高品質,支持環保、社會公益回饋機制的商品與服務。
本研究案商務以創意思考結合內容行銷的理念,以數位內容行銷方式,透過高指標活動的影音圖文分享,由終端用戶選擇並決定參與、分享各種辦理的高指標活動,同時能在更高指標隱私權維護下,透過智能化管理,取得最喜愛、個性化、優惠或免費的專屬商品與服務,並且由終端會員決定資料存取及分潤對象。本案研究員認為,最具樂趣與值得品味的娛樂生活,應該以最高價值的回饋機制,提供所有參與的個人或品牌。這個價值不僅是利益,而是匯聚支持環保國際慈善公益成員單位或個人、以最高指標藝術與技術資源的商務,建構一個支持產、官、學政策,地球生態永續經營的優質產業鏈。這就是本論文研究、探索的重要使命,願景和目標。
Social and economic inequality manifests in unequal health risks after the global spread of COVID-19 and pandemic potential. The increase in the Home Quarantine Period, Social Distancing, and other lifestyles have spawned the demands of issues and solutions on environmental protection, international charities, digital audio-visual entertainment, online education, and smart business for daily necessities. Artificial Intelligence (AI) & the Internet of Things (IoT), the latest trend-tech making society-changing in many fields, is no longer just a sugar-coated Utopia Plans and stock-savior strategic plan for Industry, Government, and Academia.
Ironically, while proposals with various urgent solutions for survival, the concept, and mechanism based on the global Industry 4.0 and SmartCity are the same Prime Culprit pushing the Earth to Tipping Points rapidly, a Severe Climate, Viral Environment, revealed the future extinction of species, a planet unfit for humans forever. The thesis, therefore, presents a mechanism and business experience of the "Runway Clubs Business Platform" (here-in-after referred to as Runway Clubs) founded by the author. Adhering to the goals set at the time of applying for, and after the baptism of the GF-EMBA professors from four Universities and Team-Teaching Professionals, Runway Clubs Business has reshaped with a higher vision, and an insistence on the synergy of arts, culture, and trend-tech.
Upholds the idea of local and international cultural creativity, Runway Clubs takes Asia as the concert production center. The exclusive environment-saving products and services market through the annual top-notch concerts and MICE events targeting 1.5 billion registered members. Runway Clubs enables interactions among brands, creative industry workers, and patrons through the analysis of needs, to establish a high-quality industrial chain of sustainable operation, learning, global ecology, and conservation.
Inequality is a major barrier in ensuring health and wellbeing, especially for the most vulnerable in society. As a service for registered members to partake in and share the splits of its specified revenue, Runway Clubs advocates profit distribution to allow fashion and environmental protection plans to enter everything in life. It's the purpose of the study, the significance mission, vision, and goal of this thesis would like to explore.
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[93] Hurley, R.F., Hult, G.T.M., 1998. Innovation, market orientation, and organizational learning: an integration and empirical examination. Journal of Marketing, Vol. 62, pp. 42-54.
[94] Irit Rogoff〈不斷擴大的領域-典藏國際版文選,第十三卷中文版第一期〉( Mar 2014)頁13
[95] 呂佩怡,〈「當代策展學」如何可能?〉《藝術觀點 (ACT)》64期 (2015.10) pp 108-115
[96] Rosamund Davies, Gauti Sigthorsson 齊克用譯 (April 1, 2016) Introducing the Creative Industries: From Theory to Practice (1st ed.) Taiwan ISBN:9789863990413 財團法人台灣金融研訓院 pp22- 24
[97] 陳冠瑾 (May 7, 2016),〈論展覽的教育設計〉《台灣教育月刊第5卷 第7期P.95》
[98] 陳玫岑(Mei-Tsen Chen)、朱耀明 (Yao-Ming Chu) (2012)〈科技博物館的展示策劃:從科技詮釋觀點〉《科技博物,16卷3期 (2012 / 09 / 01) P5 - 30》
[99] 資料來源微軟科技專案The Next Rembrandt檢自https://www.nextrembrandt.com
[100] Microsoft reporter (April 13, 2016) ,〈The Next Rembrandt〉《Microsoft》 Retrieved from https://news.microsoft.com/europe/features/next-rembrandt/
[101] 界面 (Sep 7, 2016) ,〈人工智慧機器人和人類創意總監廣告創意比賽〉《資訊》 Retrieved from https://kknews.cc/zh-tw/news/gralae.html
[102] 張雲山 (Dec 3, 2017) ,〈李彥宏:全面轉型AI,欲喚醒萬物〉《中信出版集團》 Retrieved from https://kknews.cc/news/gralae.html
[103] Glenn McCartney Ph.D. (Dec 12, 2008),〈The CAT (Casino Tourism) and the MICE (Meetings, Incentives, Conventions, Exhibitions),Vol. 9(4) Pages 293-308〉《Key Development Considerations for the Convention and Exhibition Industry in Macao》 Retrieved from https://doi.org/10.1080/15470140802493380
[104] David Sackllahom (Mar 11, 2016) ,〈Why SXSW Will Never Be the Same After Obama 〉《Consequence of Sound》 Retrieved from
https://consequenceofsound.net/2016/03/why-sxsw-will-never-be-the-same-after-obama/
[105] 法國坎城國際唱片展 (https://www.midem.com/en-gb.html)
[106] 美國奧斯汀南方音樂節 (https://www.sxsw.com)
[107] 加拿大多倫多音樂節 (http://cmw.net)
[108] 歐洲音樂理事會 ( Dec 2019),〈Cultural Policy - Music Moves Europe〉《emc-imc.org》Retrieved from https://www.emc-imc.org/cultural-policy/music-moves-europe
[109] Taylor Swift 泰勒絲 ( Aug 19, 2020),〈Taylor Swift 泰勒·斯威夫特〉《wikipedia》Retrieved from https://www.emc-https://zh.wikipedia.org/zh-tw/泰勒·斯威夫特
[110] 天野 喜孝 ⁄ AMANO Yoshitaka: mizuma-art ( 2020),〈 MANO Yoshitaka〉《mizuma-art.co.jp》Retrieved from https://mizuma-art.co.jp/artists/amano-yoshitaka/
[111] DMM Futureworks ( 2020),〈service〉《DMM Futureworks 》Retrieved from https://dmm-futureworks.com
第三章研究方法
[112] Design Thinking (July 29, 2020) ,〈Design Thinking〉《wikipedia》
https://en.wikipedia.org/wiki/Design_thinking
[113] Content Marketing (Aug 11, 2020) ,〈Content Marketing〉《wikipedia》
https://en.wikipedia.org/wiki/Content_marketing
[114] 梅特卡夫定律 (May 9, 2020) ,〈梅特卡夫定律 〉《wikipedia》
Retrieved from https://zh.wikipedia.org/wiki/梅特卡夫定律
[115] 創新擴散理論Diffusion of Innovations (July 12, 2020) ,〈Diffusion_of_innovations〉《wikipedia》Retrieved from
https://en.wikipedia.org/wiki/Diffusion_of_innovations
[116] Rikke Friis Dam and Teo Yu Siang (July 2020) ,<what is Design Thinking and why is it so popular? >《Interaction Design Foundation》Retrieved from https://www.interaction-design.org/literature/article/what-is-design-thinking-and-why-is-it-so-popular
[117] 陳龍安 (Dec 2005 ) <創意思考的策略與技法> 《interaction-design.org 教育資料集刊第三十輯》Retrieved from https://www.interaction-design.org/literature/article/what-is-design-thinking-and-why-is-it-so-popular
[118] Segmenting-targeting-positioning (STP) (Feb 18, 2020),〈Segmenting-targeting-positioning〉《wikipedia》Retrieved from https://en.wikipedia.org/wiki/Segmenting-targeting-positioning
[119] Extensible Markup Language (XML) (Aug 15, 2020),〈Extensible Markup Language〉《wikipedia》Retrieved from https://en.wikipedia.org/wiki/XML
[120] SMS (short message service) (Aug 25, 2020),〈SMS (short message service) 〉《wikipedia》Retrieved from https://en.wikipedia.org/wiki/SMS
[121] Wikipedia ( June 17, 2020),〈大數據〉《wikipedia 》
Retrieved from https://zh.wikipedia.org/wiki/大數據
[122] Wikipedia ( Aug 4, 2020),〈Business Intelligence〉《Wikipedia 》Retrieved from https://en.wikipedia.org/wiki/Business_intelligence
[123] 李曉麗 (March 7, 2018),〈商業智慧數據應用的5層金字塔〉《Fine Report》Retrieved from https://buzzorange.com/techorange/2018/03/07/2018-bi-trend/
[124] 區塊鏈 (July 18, 2020),〈https://zh.wikipedia.org/wiki/区块链〉《wikipedia》Retrieved from https://zh.wikipedia.org/wiki/区块链
[125] 高敬元 (Sep 24, 2019),〈區塊鏈5年內翻轉就商業模式〉《數位時代》
Retrieved from https://www.bnext.com.tw/article/54863/gartner-say-blockchain-will-have-a-transformational-impact-across-industries--in-five-to-10-years
[126] Meghan Rimol (Sep 24, 2019),〈2019Hype Cycle for Blockchain Business〉《Gartner》Retrieved from https://www.gartner.com/en/newsroom/press-releases/2019-09-12-gartner-2019-hype-cycle-for-blockchain-business-shows
[127] 陳怡之 (Jan 1, 2017),〈區塊鏈應用於金融交易關鍵成功因素之研究〉《中興大學資訊管理學系所》Retrieved from
https://www.airitilibrary.com/Publication/alDetailedMesh?docid=U0005-0402201722482200
[128] Security Token Offering (STO) (July 13, 2020),〈Security Token Offering〉《wikipedia》Retrieved from https://en.wikipedia.org/wiki/Security_token_offering
第四章歷程結果與討論
[129] Aretha Chinnaphongse ( June 18, 2020),〈SM Tharman〉《Socio-Political 》Retrieved from http://theindependent.sg/singapore-must-strengthen-social-compact-and-make-sure-no-one-is-left-behind-sm-tharman/
[130] Tarina Chou ( June 18, 2020),〈「妙麗」艾瑪華森〉《BAZAAR 》Retrieved from https://www.harpersbazaar.com/tw/fashion/news/g32898284/emma-watson-joins-kering-board/
[131] Joe Coscarelli ( Oct 18, 2015),〈CMJ’s Lineup Adopts a Growing International Accent〉《New York Times》Retrieved from
https://www.nytimes.com/2015/10/19/arts/music/cmjs-lineup-adopts-a-growing-international-accent.html
[132] Youtube (Jun 14, 2013),〈I'm Here - GPS Navigation & Map - Android & iOS App〉《Youtube》Retrieved from https://www.youtube.com/watch?v=zJ-6PV4MO00
[133] Youtube (Jun 14, 2013),〈I'm Here 我在這 (GPS定位與地圖位置分享) - Android 和 iOS App〉《Youtube》Retrieved from https://www.youtube.com/watch?v=AI0vj8COZts
第五章結論與建議
[134] 張詠晴 ( Jan 20, 2020),〈幣特財經〉《Yahoo新聞 》Retrieved from
https://tw.stock.yahoo.com/news/金管會與櫃買中心納管證券型代幣交易-分鐘看懂sto新制五個重點-074500883.html
[135] Wikipedia (August 29, 2020),〈Greta_Thunberg〉《Wikipedia》Retrieved from
https://en.wikipedia.org/wiki/Greta_Thunberg
[136] Brian H. Hough &魏然( Nov 18, 2018),〈紐約高檔公寓和瑞吉度假村的房產 STO 實例〉《ChainNews 鏈聞》Retrieved from
https://www.chainnews.com/zh-hant/articles/432455142791.htm
[137] Corning Incorporated ( Feb 3, 2012),〈A Day Made of Glass 2〉《Corning Incorporated》Retrieved from https://www.youtube.com/watch?v=jZkHpNnXLB0&feature=youtu.be
[138] 鄧嘉玲 Jane Deng ( May 10, 2015),〈家族企業接班大布局〉《哈佛商業評論 Harvard Business Review》
Retrieved from https://www.hbrtaiwan.com/article_content_AR0003105.html
[139] 資誠聯合會計師事務所 ( June 4, 2019),〈2019全球危機調查報告〉《PwC台灣》Retrieved fromhttps://www.pwc.tw/zh/news/press-release/press-20190604.html
[140] Pipelines to Platforms ( 2020),〈COVID-19: BIG SHIFTS IN THE ENTERTAINMENT INDUSTRY - Entertainment is making its biggest shift yet to platform business models〉《Pipelines to Platforms》Retrieved from https://platformed.info/covid-19-big-shifts-in-the-entertainment-industry/
2. 其它文獻探討
[141] 區塊鏈說明探討資料
包含起源,特徵,主要商業應用挑戰與運作方式等說明
(https://en.wikipedia.org/wiki/Blockchain July 3, 2020)
(http://wiki.mbalib.com/zh-tw/区块链Juune 4, 2020).
STO相關資訊:
關於STO的優缺點論述
[142] Liying Wang ( Dec 20, 2018),〈為何大家都在說STO〉《APPWORKS》Retrieved from https://appworks.tw/sto-ico-regulation-trend/
[143] Johnny ( June 11, 2020),〈為什麼台灣不能沒有STO?〉《匯流新聞網》Retrieved from https://tw.stock.yahoo.com/news/區塊鏈-為什麼台灣不能沒有sto-073324855.html
[144] 張詠晴( Jan 20, 2020),〈幣特財經 - 台灣金管會的STO〉《匯流新聞網》Retrieved from https://tw.stock.yahoo.com/news/金管會與櫃買中心納管證券型代幣交易-分鐘看懂sto新制五個重點-074500883.html)
[145] BaiDu百科( Oct 2017),〈AIoT人工智能物联网〉《BaiDu百科》Retrieved from https://baike.baidu.com/item/AIoT/23298459
[146] Wikipedia( May 23, 2020),〈Audiovisual〉《Wikipedia》Retrieved from https://en.wikipedia.org/wiki/Audiovisual
[147] Wikipedia( July 1, 2020),〈Information and communications technology〉《Wikipedia》Retrieved from
https://en.wikipedia.org/wiki/Information_and_communications_technology_July_1
[148] 全球音樂專業經理人論壇
http://immf.com榮譽主席 Peter Jenner 等資源,全球各地區唱片與相關音樂產業高階經理人註冊的會員組織,討論各區域現況最即時的處理與互動資訊交流,每年聚集各地依據預先設定主題開會,歷年固定在MIDEM召開會員大會討論唱片產業現況與趨勢。本研究案主責人亦是會員議題電子信件名單成員,曾獲榮譽主席邀請於北京與挪威參加聯合國智財局數位影音著作權會議,透過本研究案主責人在金曲獎評審系統運用的影音資
料庫,規劃藝人參展、台北101煙火音樂、西門町消費族群研究大資料庫跨區影音族群運作,討論數位商務解決之道。
[149] 2049中國收復台灣之後:新世界版圖的赤色地球(丁建中,October 1, 2011)
[150] 家族企業還重要嗎?巨流圖書股份有限公司(王振寰,溫肇東,June 1, 2011)
[151] PwC ( 2020),〈2020台灣家族企業傳承白皮書〉《PwC》Retrieved from https://www.pwc.tw/zh/publications/topic-family-business/assets/2020-taiwan-family-business-guide.pdf
[152] A2IM 美國獨立唱片聯盟(http://a2im.org/event/a2im-indie-week-2018/)
A2IM的執行總裁Richard James Burgess Ph.D. 多次邀請本研究案主筆參與該組織在美國辦理的 A2IM Indie Week, 洽談台灣、美國藝人雙向進、出美國全球華語市場合作可行性方案。該公司前任聯盟會員服務資深總監 Jennifer Masset 目前轉任到 Spotify擔任北美洲市場總監,透過在參加美國德州 SXSW音樂展十項本研究案主筆表示,美國現在非常需要的就是台灣音樂表演內容,主要提供美國當地市場的華裔族群線上付費聆聽需求市場。
[153] Wikipedia (May 23, 2020),〈畢氏音程〉《Wikipedia》Retrieved from
https://zh.wikipedia.org/wiki/畢氏音程
[154] Robert McSweeney ( Oct 2, 2020 ),〈Tipping Points〉《CarbonBrief》Retrieved from https://www.carbonbrief.org/explainer-nine-tipping-points-that-could-be-triggered-by-climate-change
[155] 高雅欣 ( June 22, 2020 ),〈AI 可以創造更受歡迎的音樂嗎?〉《FutureCommerce》Retrieved from https://fc.bnext.com.tw/ai-music-aimi-endel/
[156] Barclays ( Nov 8, 2018),〈Gen Z: Step aside Millennials〉《Barclays》Retrieved from https://www.investmentbank.barclays.com/our-insights/generation-z.html
[157] Ram Charan (December, 2016) The Secret of Great CEO Selection, Harvard Business
Review 94. (December 12, 2016)
[158] After The Handshake, Harvard Business Review 94. (December 12, 2016)
[159] 行銷用語專有名詞釋義 https://www.slideshare.net/astralweb/131-43194340
[160] 企業代工與品牌建立,交大研究所論文,黃義霖,企業從代工到品牌之品牌建立策略研究: 以南韓三星集團為例https://ir.nctu.edu.tw/bitstream/11536/40074/1/850601.pdf)
第二章文獻參考,受眾研究彙整來源檢自以下數據資料來源:
[161] Ecommerce Statistics: https://99firms.com/ June, 2020
[162] Global Overviews: https://datareportal.com/ Simon Kemp Jan, 2020
[163] COVID-19 pandemi: https://www.emarketer.com/
[164] Amazon profits: https://www.geekwire.com/
[165] The Future of Technology In EMEA: https://go.forrester.com/
[166] Internet World Stats: https://www.internetworldstats.com/
[167] Dating and Relationships in the Digital Age:http://www.pewinternet.org/
[168] 37 M-commerce Statistics & Trends In 2020 https://subscriptionly.net/m-commerce-statistics/)
[169] 2019台灣網路報告:(企財團法人台灣網路資訊中心委任台灣創市紀市場研究顧問,
https://report.twnic.tw/2019/assets/download/TWNIC_TaiwanInternetReport_2019_CH.pdf)