Author:
Yang, Tse-Chih 楊澤之

Graduated Academic Year:
2019

Advisor:
Chiou, Chang-Tay, Liu, I-Chun  丘昌泰、劉宜君

 

Abstract:

After years of operation, the Creative Expo Taiwan has become quite extensive and unique, and has made great contributions to the development of Taiwan’s cultural and creative industry, the promotion of art and design education, and the cultivation of exhibition curation and exhibition industry talent. This study mainly discusses the developmental relationship between the Creative Taiwan Expo and the cultural and creative industry. With the Design Thinking Theory as the core, the study proposed to review the issues and challenges of Creative Expo Taiwan’s design, service and operation from the perspective of Design Thinking, and rebuild the promotion framework of Creative Expo Taiwan through the Design Thinking Theory to create of an industrial value chain.

This study uses two exhibitions: China’s Hangzhou Cultural & Creative Industry Expo and South Africa’s Cape Town Design Indaba as examples, and uses the Design Thinking Theory defined in this study to conduct in-depth analysis on the cases’ impact on exhibition planning, operation, services, and related industries. In-depth interviews were carried out with stakeholders such as the hosts, organizers, exhibitors, and performance groups, as well as scholars, experts, and non-profit organizations related to this research topic. The practical experiences of the interviewees were included in the positioning design and exhibition design, and link design of this study for analysis and comparison.

The study found six major issues that need to be resolved in the Creative Expo Taiwan such as vague brand positioning, unclear distribution of rights and responsibilities, inappropriate use of venues, inconvenient access of data, lack of in-depth academic expertise, and unreliable industrial links. The cause of these issues and operational difficulties originated from the planning and development of expo affairs. The Creative Expo Taiwan can learn from the successful operating experiences of the Hangzhou Cultural & Creative Industry Expo and Design Indaba, and also use the study’s policy recommendations based on Design Thinking Theory to resolve the current operating difficulties, and drive the sustainable development of Taiwan’s cultural and creative industry.

I would like to conclude with a quote that Dean Chang-Tay, Chiou iterated to the University’s PHD students, “Amidst the incessant wailing, I have already darted past tens of thousands of mountains,” and I’d like to thank Yuan Ze University for the lessons learned during my 4 years at the PHD program. Thank you for making me into the best version of myself and do the most as I can throughout life, and cultivating me so that I can give back to society and my country.

　　臺灣文博會歷經多年營運，已初具規模且獨樹一幟，對我國文化創意產業的發展、藝術與設計教育的推廣以及策展和會展產業人才培育貢獻殊偉。本研究主要探討臺灣文博會與文化創意產業兩者之間的發展關係。以設計思維理論為核心，提出以設計思維觀點檢討臺灣文博會於設計、服務與營運之問題和挑戰，並透過設計思維理論重構臺灣文博會的推動框架，以創造產業價值鏈效果。

　　本研究以中國杭州文博會與南非開普敦Design Indaba兩個展會為案例，以本文所界定之設計思維理論，深入分析案例於會展規劃、營運、服務以及對相關產業之影響；同時針對臺灣文博會主辦單位、承辦單位、參展廠商及表演團體等利害關係人以及與本研究議題相關之學者和專家、非營利組織等進行深度訪談，以受訪者之實務經驗納入本研究的定位設計、展場設計以及鏈結設計等進行分析與比較。

　　研究發現，臺灣文博會存在品牌定位不明確、權責劃分不清晰、場館使用不合宜、資料存取不便利、學術專業不深入、產業鏈結不確實等六大待解問題，探究其原因實為文博會於展會規劃及會務發展的營運困局。據此，臺灣文博會可借鑑本文案例杭州文博會及Design Indaba各擅勝場的營運經驗，亦可透過本研究以設計思維理論為基礎所提出的政策建議，以期解決臺灣文博會現下營運之困境，進而帶動我國文化創意產業永續發展。

　　謹以丘昌泰院長對本院博士生說過的一句話，「兩岸猿聲啼不住，輕舟已過萬重山」作為結語，感謝元智大學給予我四年扎實的博士訓練，讓我這艘小船在未來人生旅途上能夠發揮最大綜效，能先修身、後齊家，進而回饋予社會和國家。