影視布袋戲消費行為分析：以霹靂國際多媒體為例   免費試閱

The Study of Media Hand-puppet Consumer Behavior- A case study of Pili International Multimedia

文化產業自1980年代受到討論與重視，由於本質上具備有地方性依附關係、符號消費、及生命週期不長等特性，需積極導向創新、網絡與學習，並重視都市消費方向發展。台灣的布袋戲產業，跨越傳統到現代，不僅具備創新特質，更屬於地方資源特點之文化產業。從創作、生產、配銷到週邊商品的開發，影視布袋戲產業的發展，不僅傳承傳統文化，也因創新故事題材、表演、通路等內涵，擴大消費市場，成為具產業經濟價值之文化產業代表。本研究以影視布袋戲產業為題，探討其消費特性與市場潛力，結果指出，流行與創新、傳統文化特色、消費環境等是影視布袋戲經濟的重要基礎，而符號消費也確實支撐布袋戲產業的經濟效益，其中北部區域更為明顯也能負擔較高消費，而中南部地區則較重視產業底蘊的文化認知特性，也說明區域消費的差異。

Since 1980s, the cultural industry has been discussed and emphasized in urban economy. However, essentially due to the cultural industry has characteristics of local dependence, symbolic consumption, and short life cycle, it needs to be actively guided with innovation, networking and learning, and pays intensively more attentions to urban consumer preferences. Taiwanese puppet industry, from traditional to modern, is a typical industry with innovation and locality in Taiwan. It developed an observed industrial network with a core of the hand-puppet show from the producing stage including artistic works, productions, and scripts, to the market including packaging, marketing routes, and related products. In recent, it further brings a significant economic effect and becomes one of the most representative cultural industries. This study discussed consumer behavior and potential market of media hand-puppet shows and addressed innovation and fashion, traditional cultural form, and consumption conditions being important foundations for economic media puppet. By the way, the symbol consumption is also supporting the hand-puppet economy. The result further pointed out regional differences in consumption that the symbolic consumption is more obvious in the northern region which people also can afford higher consumption, while central and southern regions were more concerned about the cultural cognitive characteristics of media hand-puppet shows.