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Author: 劉雅旋
Liu, Ya-Hsuan
Thesis Title: 以服務設計觀點探討日日田職物所案例
Discussing the case of Daydaytian from the Perspective of Service Design
Advisor: 鄭勝分
Cheng, Sheng-Fen
Committee: 鄭勝分
Cheng, Sheng-Fen
吳宗昇
Wu, Chung-Shen
郭耀昌
Kuo, Yao-Chang
Approval Date: 2024/10/09
Degree: 碩士
Master
Department: 社會教育學系
Department of Adult and Continuing Education
Thesis Publication Year: 2024
Academic Year: 113
Language: 中文
Number of pages: 120
Keywords (in Chinese): 服務設計地方文化產業流程優化文化沉浸文化永續性
Keywords (in English): service design, local cultural industry, process optimization, cultural immersion, cultural sustainability
Research Methods: 次級資料分析個案研究法半結構式訪談法
DOI URL: http://doi.org/10.6345/NTNU202401963
Thesis Type: Academic thesis/ dissertation
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本研究探討了服務設計在地方文化產業中的應用,以「日日田職務所」為案例,深入分析其對企業運營、客戶體驗及文化影響力的提升作用。研究背景源於地方創生政策的推動,地方文化產業在這一背景下逐漸成為地方經濟和社會發展的重要支柱。然而,許多文化企業在實際運營中面臨市場反應遲緩、創新能力不足及文化影響力有限等挑戰。本研究的目的在於通過服務設計視角,探索這些挑戰的解決方案。
研究採用了質性研究方法,包括深入訪談、現場觀察和問卷調查,收集了豐富的一手資料。通過分析發現,「日日田職務所」在運營流程上缺乏靈活性,導致市場適應能力下降;部門協作機制不完善,限制了企業的創新效率。此外,研究還發現企業的客戶滿意度未達預期,部分原因在於服務設計未能充分考慮客戶的全流程體驗,從而影響了品牌忠誠度。文化影響力方面,企業未能充分挖掘和利用地方文化資產,導致品牌在市場中的差異化優勢不足。
基於這些發現,本研究提出了具體的改善建議,包括優化運營流程以提高靈活性、建立跨部門協作機制以促進創新、以及加強文化資產的挖掘與利用,以增強品牌的文化影響力和市場競爭力。研究結論指出,服務設計作為一種系統化的設計思維,不僅能有效解決文化企業在運營中的各類挑戰,還能為地方創生政策提供新的實踐策略和發展路徑,促進文化產業的可持續發展。

This study explores the application of service design in the local cultural industry, using "Daydaytian " as a case study to analyze its impact on business operations, customer experience, and cultural influence. The research is set against the backdrop of the promotion of regional revitalization policies, where the local cultural industry has gradually become a key pillar of local economic and social development. However, many cultural enterprises face challenges in their operations, including slow market response, insufficient innovation capacity, and limited cultural influence. The purpose of this study is to explore solutions to these challenges from a service design perspective.

The research employed qualitative methods, including in-depth interviews, field observations, and surveys, to gather extensive primary data. The analysis revealed that "Daydaytian " suffers from a lack of flexibility in its operational processes, leading to a decreased ability to adapt to market changes. Additionally, the company’s interdepartmental collaboration mechanisms are inadequate, limiting its innovation efficiency. The study also found that customer satisfaction has not met expectations, partly due to service design failing to fully account for the entire customer journey, thus affecting brand loyalty. In terms of cultural influence, the company has not fully explored and utilized local cultural assets, resulting in insufficient differentiation in the market.

Based on these findings, the study offers specific recommendations for improvement, including optimizing operational processes to enhance flexibility, establishing interdepartmental collaboration mechanisms to foster innovation, and strengthening the exploration and utilization of cultural assets to boost the brand’s cultural influence and market competitiveness. The study concludes that service design, as a systematic design thinking approach, can effectively address various operational challenges faced by cultural enterprises and provide new practical strategies and developmental pathways for regional revitalization policies, thereby promoting the sustainable development of the cultural industry.

第一章 緒論1 第一節 研究背景與動機1 第二節 研究目的及待答問題11 第三節 研究流程13 第二章 文獻探討17 第一節 服務設計的基本原則與工具17 第二節 地方文化產業發展脈絡28 第三節 日日田職物所36 第三章 研究設計與實施43 第一節 研究架構43 第二節 研究方法46 第三節 研究實施48 第四章 研究分析與討論53 第一節 地方文化產業的整合發展與需求性53 第二節 地方文化產業可行性綜合評估62 第三節 地方文化產業的存續性構面分析73 第四節 綜合討論81 第五章 結論與建議85 第一節 研究結論85 第二節 研究建議94 第三節 研究貢獻102 第四節 研究限制105 第五節 未來研究建議107 參考文獻110 附錄119 附錄一、訪談同意書119 附錄二、日日田職物所資料分析圖120

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