中文摘要

凡事講求效率促使社會大眾的生活步調越來越緊湊，現代人的壓力指數也越來越高。近年來國內外掀起一股主打「療癒」的商業模式風潮，其目的在以商業經營模式去解決情緒舒緩的社會現象，透過以「繪畫創作」所產生的療癒效益帶來很大的市場發展，也形成了一種嶄新的服務創新觀點。本研究從服務主導邏輯觀點探討繪畫創作企業社會創新的要素，透過個案訪談法研究四家企業體，分別為用心快樂、新活藝術、藝甸園和珍珠畫室，了解其繪畫創作為內容的服務模式，透過其經營模式不僅滿足消費者於情感面的需求，進而發展創新營運模式來解決社會議題。透過綜合分析訪談資料，並評估其社會創新的三個範疇之影響力：「繪畫創作企業的本質、營運模式、和社會影響力」，並且於影響力延伸考量以下面向：「經濟影響、社會影響、環境永續影響、藝術影響」，作為社會創新的衡量準則。本研究將繪畫藝術的觀點帶入服務科學研究，將創意、創新的思維結合企業經營，以社會創新的角度提供不同於以往以人為本的服務體驗，在體驗經濟的時代提供不同以往標準化的服務方式，作為創意產業發展下提升社會價值共創經營架構參考與實務意涵。藝術的普及性且不具有傷害性，利用繪畫創作的方式來進行內在抒發的管道，是極具有發展潛能的一種社會服務創新模式。

Abstract

This research aims to explore the development of museum digital image licensing in Taiwan, and explore the current development, value, strategy and potential of practical context. Although Taiwan’s museum image licensing system has gradually been gained attention after the Development of the Cultural and Creative Industries Act, it still has not received the same high attention as other core functions of museum. Therefore, the theoretical construction of image licensing strategy is still a gap in the academic research field. This research explores how museums use licensing cooperation to open the boundaries of knowledge sharing, create cooperative relationships, and achieve core values and goals, with a focus on innovative strategies for museum image licensing in Taiwan.

Development of the Cultural and Creative Industries Act is one of the legal sources of licensing regulation cited by museums in Taiwan, and it has the significance of promoting the image licensing of museum in the administrative system. Therefore, we use the subsidiary regulations of the Development of the Cultural and Creative Industries Act as the data pool for the selected research object. This research mainly takes the qualitative research method of single case embedded design, and assists with extracting important representative projects of this case as the secondary analysis unit. Moreover, it supplemented by research tools such as interview method and literature analysis.

The interviewees of this study are selected and stratified based on the important roles of secondary analysis unit cases. First, they are distinguished as "licensor" and "licensee". After filtering, we invite representative cases including, the principle investigator of the public welfare cultural and creative series plan, the designer of the JUST IN XX brand, and the executor of the dual-brand cooperation case of Lohas Pottery. The analysis framework of this research uses the Open Innovation (OI) theory of management as the core concept. The characteristic of open innovation is that there is a clear awareness of the management of the knowledge flow, and knowledge can begin to enter and exit the boundary throughdifferent mechanisms, breaking through the "not invented here (NIH)" R&D framework.

This research believes that emphasis on the incentives of innovation, including cultural meanings as value goals, creating connections, and proactively seeking suitable external participants, can promote cooperation towards innovation. Both the licensors and licensees also use the existing advantages to reconcile and seek a winning business model. The role of the museum creative navigator also exists in open innovation, guiding the path of innovation and practice, and assist in solving innovation problems. In addition to changing the existing market, the innovation results of the museum licensing cooperation also create new markets and even shape trend integration. This research suggests that museums should invest museum resources when promoting digital image licensing. We suggest museum use different strategies and make them coexist and explore current value and future development potential through the licensing system and regard the innovation of licensing as public interest and create a good cycle to benefits all participants.

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