2014 年 61 巻 3 号 p. 3_67-3_76
This research aims to discuss the design, development and marketing strategies of the Taiwan indigenous cultural products by studying "Dragonfly Beads Art Studio" , a studio located in Sandimen Township of Pingtung County. First of all, this research has, through a literature analysis and discussion as well as an in-depth survey investigation, conducted an analysis of the cultural product design characteristics. Then, based on the methods of grounded theory, this research has found out important coding to summarize strategic factors for the design and development of cultural products and industry operations. Finally, this research has, through a SWOT cross-matrix analysis, analyzed and summarized a strategic approach for the product design and development or industry operations as a way to reach the research goals. The research results indicate that: (1) the basic components of the indigenous cultural product design are "applications of the local cultural design" and "factors of the cultural product design" based on the coding analysis. Besides, the "innovative research and development thinking" and "applications of complex materials" can also be applied to reach the goal of developing product innovations; (2) the studio is good not only at applying unique totems and signs in the development of cultural product design, but also at inheriting the indigenous culture, arts and workmanship through these products; (3) through the SWOT cross matrix analysis and the assessment of identifying strategic factors, this paper has summarized three special factors, which can be used as a reference for the studio in terms of product design and development or industrial and operational strategies.