[[alternative]]The Impacts of Creation on the Economic Development of the Local Business District--A Case Study of Xitou Monster Village in Nantou County

[[abstract]] 文化在你我生活中，創意也在你我生活中，以貼近消費者需求的創意生活化容易引起消費者共鳴，進而帶動消費行為，創造利潤，支撐文化創意產業發展，硬體設施的文化創意建設或裝置固然重要，保持核心元素持續不斷地推陳出新，創意綿延不絕地予以鋪陳堆疊的軟性能力更是重中之重，兩者相輔相成，發展出具整體性、一致性特色事業，非但可帶來兵法所云之「築高牆」競爭者進入障礙，更能帶來文化創意群聚效果，不僅可為本身事業帶來「廣積糧」的創新秉賦，也能造就吸引人們前往觀光、消費的文化創意商圈。 為了研究成功營造出文化創意商圈的關鍵因素，本研究以位於南投縣溪頭妖怪村為樣本，現場觀察其地理人文環境，蒐集其發展歷程時空背景，透過其高階管理人員、員工及遊客等之訪談，以瞭解公司從策略階層至基層執行，最終遊客的反應回饋等，交叉比對並篩選出妖怪村商圈成功的因素。研究結果顯示：共同理念目標、以滿足員工精神需求的領導策略、團隊學習帶來的知識創新機制等激發出無限創意；堅持貼近消費者、創意生活化的核心價值、免費入園的定價策略、保持核心妖怪元素結合當地人文地理特色推出的體驗觀光、或是結合不同文化間舉辦的慶典活動等文化創新具體化商業行為，擴大了立地鑲嵌的想像空間與景深，更延長產品、人員、服務與形象差異化距離，展現「人無我有、人有我優、人優我廉」的競爭優勢，不但實現企業創造利潤的最終目標，也為「創新與持續商業化」奠定發展基礎。[[abstract]] Cultures are rooted in human life and so is creativity. Therefore, customer-oriented creativity is most likely to ignite or trigger the feelings and emotions of the customers and urge them to spend, which might benefit and support the development and growth of the cultural and creative industries. Although both hardware facilities and innovative thinking are the two major pillars supporing the growth and development of the cultural and creative industries, it is innovative thinking, or continuous accumulation of novel ideas, that renews the core characteristics of a business and develops a cultural and creative business district that mihgt reserve the talents and everlastingly attract the customers to enjoy and spend to their heart's content and thus set up barriers to entry. In the research, Monster Village in Xitou in Nantou County, Taiwan, was taken as an example to figure out the key factors to develop a cultural creative business district. The researcher first observed the geographicl and cultural enviornment of Monster Village as well as its background of development, and the results of the research were obtained via comparing the enforcement of the strategic plans with the consumers' responses through interviewing the higher-ranked managers, the employees and the visitors as well as the customers. The results show that: (1) The core of leadership strategy lies in meeting the employees' spiritual needs through setting up the same goal shared by both the employers and the employees. (2)Knowledge-innovation-based mechanism makes team learning possible, which brings forth such creative thoughts as combining the idea of ＂monsters＂ with the local cultural characteristics and cross-cultural festivals to form or shape a unique commercial behavior. (3)The commercial behavior expanded the imagination of site embeddedness and forms the characteristics of Monster Village in terms of the quality of personnel, services and enterprise image. The idea of 'being unique, better and cheaper' is the base of an everlasting innovative business