tag:blogger.com,1999:blog-7713797157121997802024-02-19T05:17:45.699-08:00謝榮雅 Blog奇想創造 | GIXIA GROUP |
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www.gixia-group.com謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.comBlogger286125tag:blogger.com,1999:blog-771379715712199780.post-27314487289116336472014-06-06T00:24:00.001-07:002014-06-06T00:27:15.710-07:00::奇想花絮:: 設計思考力講座報名中!<h3>
<span style="font-family: inherit; font-size: small; text-align: justify;">奇想抱報第三十六期精選文章</span></h3>
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<a href="http://gixiabb.blogspot.tw/2014/06/designthinkinglecture.html#.U5FqwnKSySp" target="_blank"><img border="0" src="http://2.bp.blogspot.com/-AQswFGrR3Z4/U4097rQN4HI/AAAAAAAABfE/vzSDIkvhIOU/s1600/%E5%B0%88%E6%AC%84%E9%A6%96%E5%9C%96%E7%B7%A8%E8%BC%AF-%E8%8A%B1%E7%B5%AE-01+(3).jpg" height="320" width="320" /></a></div>
<span style="font-family: inherit;"><span style="color: #134f5c;">設計思考絕不只侷限於美學與風格呈現,而是強調細膩觀察、使用者需求導向、參與共創和</span></span><span style="color: #134f5c; font-family: inherit;">跨領域整合的當代產業必修課程!創意如何發想?創新如何實踐?本課程是一場跨領域交流的盛宴,帶您深入鑽研、解析服務設計的竅門,在設計思考成為顯學的今日,由各領域創新達人傾囊相授,引導您發掘自己獨一無二的利基點。</span><br />
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<a name='more'></a><span style="font-family: inherit;">奇想抱報的讀者有福了!可用每人3,200元的優惠價格參加講座,敬請踴躍報名!</span><br />
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<span style="font-family: inherit;">日期:2014.06.12(四)</span><br />
<span style="font-family: inherit;">地點:U-space(台北市光復南路102號3樓)</span><br />
<span style="font-family: inherit;">電話:02-8773-9808#326邱小姐</span><br />
<span style="font-family: inherit;">費用:一般報名3,800/人,訂戶及兩人以上報名3,500/人,奇想抱報讀者報名3,200/人</span><br />
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<span style="font-family: inherit;">講座議程:</span><br />
<span style="font-family: inherit;">09:00~09:20 主辦單位致詞與流程說明</span><br />
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<span style="font-family: inherit;">09:20~10:50 (90 mins)</span><br />
<span style="color: #134f5c; font-family: inherit;"><b>Keynote:設計思考大哉問</b></span><br />
<span style="font-family: inherit;">- 問題的系統性解決方案</span><br />
<span style="font-family: inherit;">- 以人為本的消費者旅程</span><br />
<span style="font-family: inherit;">- 五感體驗搭配軟硬整合</span><br />
<span style="font-family: inherit;">講師:謝榮雅/ 奇想創造執行長</span><br />
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<span style="font-family: inherit;">10:50~11:00 中場休息 </span><br />
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<span style="font-family: inherit;">11:00~12:00 (60 mins)</span><br />
<span style="color: #134f5c; font-family: inherit;"><b>產品創新:未來生活的破壞式創新設計</b></span><br />
<span style="font-family: inherit;">講師:簡大為/ 奇想創造總經理暨首席設計師 </span><br />
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<span style="font-family: inherit;">12:00~13:00 用餐時間 </span><br />
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<span style="font-family: inherit;">13:00~14:00 (60 mins)</span><br />
<span style="color: #134f5c; font-family: inherit;"><b>服務創新:客製開發,轉型精緻服務</b></span><br />
<span style="font-family: inherit;">講師:李瓊淑/ 台灣大車隊總經理</span><br />
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<span style="font-family: inherit;">14:00~15:00 (60 mins)</span><br />
<span style="color: #134f5c; font-family: inherit;"><b>社會創新:生態綠與公平貿易的美味聖戰</b></span><br />
<span style="font-family: inherit;">講師:余宛如/ 生態綠創辦人 台灣公平貿易協會理事</span><br />
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<span style="font-family: inherit;">15:00~15:30 中場休息 </span><br />
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<span style="font-family: inherit;">15:30~16:30 (60 mins)</span><br />
<span style="color: #134f5c; font-family: inherit;"><b>商模創新:跨界整合 開創多贏市場 </b></span><br />
<span style="font-family: inherit;">講師:張幼霖/ NPOchannel執行長</span><br />
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<span style="font-family: inherit;">16:30~17:30 (60 mins)</span><br />
<span style="color: #134f5c; font-family: inherit;"><b>數位創新:科技始終來自於人性的UX redesign</b></span><br />
<span style="font-family: inherit;">講師:陳文剛/ AJA使用經驗總監 台灣使用者經驗設計協會理事長</span><br />
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<a href="http://gixiabb.blogspot.tw/2014/06/designthinkinglecture.html#.U5FshnKSySq" target="_blank"><img border="0" src="http://4.bp.blogspot.com/-D7rF1agkG0k/U4gDmDGURZI/AAAAAAAABd4/he6rYgSoPxc/s1600/0612%25E8%25A8%25AD%25E8%25A8%2588%25E6%2580%259D%25E8%2580%2583%25E5%258A%259B%25E4%25BA%2594%25E6%25A0%25A10425.jpg" height="640" width="479" /></a></div>
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<span style="font-family: inherit;"><br /></span>謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-21988004525644418582014-05-20T21:14:00.000-07:002014-05-20T21:22:37.352-07:00:設計隨筆: 當工藝文創遇上科技文創<h3>
<span style="font-family: inherit; text-align: justify;">奇想抱報第三十五期精選文章</span></h3>
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<span style="font-family: inherit;"><a href="http://gixiabb.blogspot.tw/2014/05/craftsmanship.html#.U3wjQdKSySp" target="_blank"><img border="0" src="http://3.bp.blogspot.com/-ZQLRsdy5kjQ/U3RpUzPp8DI/AAAAAAAABbQ/4kzWUemf4zc/s1600/%E5%B0%88%E6%AC%84%E9%A6%96%E5%9C%96%E7%B7%A8%E8%BC%AF-%E9%9A%A8%E7%AD%86-01+(1).jpg" height="320" width="320" /></a></span></div>
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<span style="color: #134f5c;"><span style="font-family: inherit;"><span style="font-family: inherit;">工業革命以來,手工細作和機器量產之間的恩怨情仇,大家應該耳熟能詳,我不贅述了。期</span></span><span style="font-family: inherit;">間分分合合,但大抵上走的是漸行漸遠、彼此徑渭分明分明的路線。前者標榜與在地風土、文化底藴和歷史傳統的深刻連結,卻也因為現代化歷程(工業化+都市化)的沖刷而逐漸與常民生活的脈絡脫鉤; 後者則主要是透過服務商業機制和大眾消費文化支撐起現代社會的日常運作,也因此大幅滲透入市井小民日用尋常的生活脈絡中。</span></span></div>
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<span style="font-family: inherit; text-align: justify;">然而,機械文明造就出來的人造物大行其道的結果,卻失去社會的觸角與人文的溫度。其刻板劃一的生產過程和勞動情境也侵蝕了既有社會關係,造成自我異化、人際疏離與社會衝突。</span><span style="font-family: inherit;"></span><br />
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<span style="font-family: inherit; text-align: justify;">當代的文創主流,亦即所謂的「工藝文創」,其實是為了反省修正短時間內急速現代化所產生社會弊端而誕生的。從上世紀九十年代中期的社區總體營造運動以降,我們的文化政策就開始針對這塊土地上曾經擁有、卻接近失落的人文遺產進行大規模、有系統地召喚與修復,當然也包括曾經盛極一時的俗民工藝傳統。</span><span style="font-family: inherit;"></span><br />
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<a href="http://gixiabb.blogspot.tw/2014/05/craftsmanship.html#.U3wjQdKSySp" target="_blank"><img border="0" src="http://1.bp.blogspot.com/-avt6ICY1Ezo/U3mYdXgzOII/AAAAAAAABbs/_h4m-OEwU7E/s1600/unnamed+%25282%2529.jpg" height="234" width="320" /></a></div>
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<span style="font-family: inherit;">然而,在「文化產業化」的大旗下這麼多年過去了,工藝仍面臨技藝傳承的困難、意義脈絡的斷裂、量能產值的停滯以及市場銜接的瓶頸。社會學的背景,因緣際會身在設計圈,我經常不禁在想:臺灣過去幾十年從事全球代工所累積下來的豐沛技術製造能量所造就的所謂「科技文創」,有沒有可能另闢蹊徑在工藝復興這件事情上幫得上忙?又可以怎樣幫得上忙?科技文創和工藝文創或可預期的精彩交鋒,又如何能夠不發展成拯救者與被拯救者的不平等權力關係,甚而開創新型態的共存共榮?</span><br />
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<span style="font-family: inherit; text-align: justify;">部份或全面量產機制的導入,當然是工藝救亡圖存的關鍵手段,但正是因為極為關鍵,不可貿然行之。因為除了材料、製程等攸關技術應用的問題亟待解決外,真正的問題癥結在於兩造之間生活意義的縫合與生活脈絡的嫁接。</span><br />
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<span style="font-family: inherit;">簡單地說,工藝生產端的原生環境和工藝消費端的生活世界可能極其不同,加上文化感受性同時涉及多重感官經驗的交感,所以做文創絕對不是把圖騰、象徵、符號任意移植到不同生活物件的視覺介面上就可以了事的。</span></div>
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<span style="font-family: inherit;">首先,針對工藝所從出之「文化脈絡的解讀」是必要的,這牽涉到一種對異文化深層的理解、融會和詮釋。也因此,人類學式的田野調查:包括參與觀查、深度訪談以及民族誌撰寫都是極其重要的應用手段和工具。庶民生活意義脈絡的梳理不能訴諸由上而下、優越感作祟或自我感覺良好的臆斷,尤其對於長期以來習慣做為品味立法者的設計專業工作者更是如此; 否則一不小心就容易淪為另一種形式,對內無形施暴的文化宰制與殖民了。</span></div>
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<span style="font-family: inherit;">第二個階段是「符號語言的轉化」,這部份包括文化元素的挪用、轉譯與重新接合。個人淺見是:設計思考的理念訴求和具體做法,包括1) 對總體情境脈絡的通盤掌握以及2) 系統解決方案的提出,在這個階段應該得要放進來了。設計工作者要學習權且放下經營者本位與專家意識,重新從使用者需求(或透過使用者經驗設計研究的反饋)的角度去解構/重構整個文化消費的體驗旅程,瞭解如何將先前已經「去脈絡化」了的藝文作品去蕪存菁、重新「再脈絡化」縫合回預期設定的消費族群能夠充分肯認、感知、鑑賞進而產生新興文化雜揉的生活載體之中。</span></div>
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<span style="font-family: inherit;">至於「量產機制的導入」,因為牽涉到產能的提昇以及後端商品化的可行性,其中又關乎工藝材料在強度和特性上如何變造才能夠應付規格化、標準化大量生產製程,製程如何突破、開發成本如何cost down等,都是可預期的嚴峻考驗。「市場操作的結合」更是大哉問,舉凡新興商模的開發、品牌策略的佈局、行銷企劃的部署、包括供應鏈管理在內的企業資源規劃系統的建制、顧客服務管理的維繫等,更是俯拾之間盡皆學問,絲毫馬虎不得。</span></div>
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<a href="http://gixiabb.blogspot.tw/2014/05/craftsmanship.html#.U3wjQdKSySp" target="_blank"><img border="0" src="http://3.bp.blogspot.com/-38s5gQLwthQ/U3mYrpzD35I/AAAAAAAABbw/Xg1ia7vwQvM/s1600/FRL1004.jpg" height="213" width="320" /></a></div>
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<span style="font-family: inherit;">我們期待工藝文創與科技文創進一步碰撞、對話、交流後激盪出相得益彰的火花,工藝文創得以更全面的商品化和市場化,科技文創也能夠擺脫生硬冰冷的科技語言,重新注入具有歷史人文意涵的嶄新生命情調。</span></div>
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<span style="font-family: inherit;"><span style="font-family: inherit;">本文作者:奇想創造 奇想學院知識長暨首席研究員 朱逸恆/Erik Chu</span></span></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-16329688418406800802014-05-02T23:09:00.000-07:002014-05-05T23:12:59.934-07:00跨設計潮高峰會:奇想創造執行長謝榮雅暢談創意 X 生意<h3>
<span style="font-family: inherit;"><span style="background-color: white; line-height: 30px;">漂亮家居、設計家4/30</span><span style="background-color: white; text-align: justify;">《 2014漂亮家居台灣空間設計力論壇》</span></span></h3>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi3xs895p5BmEFkfCBZ-iUwm8Rel7LNGWjtxuRRyjWiGVfIKD6fGP_HLbqbpiX9yUwlizPq091GbPR5uYUBUcjyGnz3VVapuaWbGTQ4NGTbFtNMSg-5ja4Lq12BEdWKbt-x3k5fFW7FoHc/s1600/DSC05824.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi3xs895p5BmEFkfCBZ-iUwm8Rel7LNGWjtxuRRyjWiGVfIKD6fGP_HLbqbpiX9yUwlizPq091GbPR5uYUBUcjyGnz3VVapuaWbGTQ4NGTbFtNMSg-5ja4Lq12BEdWKbt-x3k5fFW7FoHc/s1600/DSC05824.JPG" height="213" width="320" /></a></div>
<span style="background-color: white; font-family: inherit; text-align: justify;">在當今不斷強調創新與創意的職場環境下,一個設計人其實逐漸碰到越來越多、越來越複雜的設計挑戰,從構思到執行、或與消費者對話、甚至是以設計作為品牌經營等。同時,創意與產業間的鏈結關係也越顯重要。因此,</span><span style="background-color: white; font-family: inherit; text-align: justify;">台灣新世代的設計職人接下來該汲取哪方面的思維,來成就與定義新的台灣風格?該如何因應新時代的「創意思考」潮流?凸顯個人品牌重要還是設計團隊重要?以及滿腦的精彩創意,是否可以真正被執行、被落實為「生意」?你一定很想知道吧!</span><br />
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<a name='more'></a><span style="font-family: inherit;"><span style="background-color: white; text-align: justify;">4/30奇想創造執行長謝榮雅出席漂亮家居、設計家舉辦的《 2014漂亮家居台灣空間設計力論壇》亞洲五大城設計高峰會,藉由自身經驗,</span><span style="background-color: white; text-align: justify;">從參與過去台灣產業的OEM生態轉型至今日的ODM結構中,</span></span><span style="background-color: white; font-family: inherit; text-align: justify;">與現場百餘位的設計師與民眾一同探討上述問題,探究設計創新與品牌管理、設計的市場溝通,以及如何把創意落實成「商品」、「生意」。希望透過此次論壇引領台灣新世代的設計職人汲取創新的思維,跨出不同領域設計的框架,成就與定義新的台灣風格。</span><br />
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<span style="background-color: white; font-family: inherit; text-align: justify;"><br /></span>謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-63055754178631121532014-04-17T20:01:00.003-07:002014-05-20T20:57:34.369-07:00::品牌觀察:: 自信創意 背書小資時尚<h3>
<span style="font-family: inherit; text-align: justify;">奇想抱報第三十四期精選文章</span></h3>
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<span style="color: #134f5c;">不進醫美整型、無需忍饑節食,英國時尚達人Gok Wan (溫國興) 直接挑戰英國婦女常見的壯碩身型,以及普遍低落的常民衣著品味,用專業及創意掀起一股關於自信與美麗的小資時尚復興運動,進而帶動超市服飾品牌熱賣,讓掛名系列服飾秒殺熱賣,更吸引澳洲Target百貨跨海重金禮聘為其代言。究竟是什麼讓Gok成為這些品牌的趨力和保證,我們不能不從他在企製主持的節目中直搗消費大眾最深層的美感恐懼,並撩撥極致的時尚渴望說起...</span><br />
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<span style="color: #134f5c; font-size: large;">定義自我 展現風采</span></div>
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有別於近年媒體內容遵奉著美容整型與奢華消費為美麗與品味的要件,Gok在2006年於英國BBC Chanel 4上製播主持了《How To Look Good Naked裸出好身材》節目,直接挑戰英國大嬸大叔壯碩的身型,以專業而大膽的方式—公開展示主人翁巨幅裸身照、街訪經過的路人、更具風情的內在美選項及合宜迷人的個人穿搭建議。Gok在節目中力主以不整型、不節食的方式,用大眾的力量與造型專業證明每一個人本來就具有的獨特魅力,重新教育主人翁及大眾,核心的美麗關鍵其時源於內在的自信!無數身材走樣的中年女子,因而打破被制約的審美標準,重拾自信,展現風采。節目獨特的定位、觀點與訴求,療癒了普遍烙在每個人心底的美感恐懼,建立閱聽大眾更寬闊而健康的美學觀,同時將這位原在幕後為眾多名人操盤的時尚造型師推向幕前,成為眾所週知的時尚達人。</div>
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隨著《裸出好身材》受到歡迎,Gok接著在2008年另闢《Gok’s Fashion Fix》節目,除帶領觀眾探訪名媛貴婦的奢華衣櫥,更瞄準衣裝品味饋乏卻衣櫥爆滿的英國婦女,啟動一場舉國衣櫥災難救援戰。在這系列的節目當中,Gok揭露了一個又一個爆滿衣櫃中根本無法上身的物件,以及主人翁未識自身風采優缺點的實證,逼迫我們承認財力與衣櫥大小斷不能保證一個人合宜的造型,只有認清自己身材容貌的優缺點,精選適合的服飾配件,才是通往品味與氣質的王道。Gok再次以專家級的建議協助主人翁打理專屬個人的風情,不論是精選24件衣物配件取代爆滿衣櫃的提案,或者帶主人翁上街shopping訓練購衣眼光,Gok啟動揚長補拙的個人衣著企劃,在提昇大眾穿搭品味之時,也培養了更多的時尚信眾。</div>
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<span style="color: #134f5c; font-size: large;">小資無罪 平價萬歲</span></div>
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《Gok’s Fashion Fix》開播三年後,BBC進階推出《Gok’s Clothes Roadshow》,用全國巡迴的方式到每一個城鎮進行時尚整救行動。節目每集都由Gok領軍進駐一個城市,舉辦衣物審查交換大會,號召當地民眾將久未上身的衣物帶到會場中進行分享交換,Gok除了協助參與者了解自己,找出適合的衣物外,也在活動中挑選1-3位當地民眾進行變身大改造,同時企劃平價服飾與奢華品牌的時尚對決,在公眾購物中心搭起走秀舞台,讓設計師以5倍差額進行主題式的服飾走秀規劃。在創意巧思之下,鄉親們所熟悉的親友變身時尚秀台上的名媛,高級定製品牌與平價服飾變得同樣迷人,讓前來評選投票的民眾相信,顯於外的形像能夠散發風采,不在於魔鬼身材天使臉孔,不在奢華美服,而是平實合宜佐以自信、創意、品味。</div>
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<span style="color: #134f5c; font-size: large;">自信創意 背書品牌</span></div>
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在時尚的國度裡,Gok定義“自信“ 為美的核心,大膽破除群眾狹隘的審美觀,用創意激化每一個人的時尚DNA,幫助在真實生活中的女性找回自信,定義自身的美麗,培養獨具的品味,展現魅力風采,自信擁抱,這股小資時尚復興運動,非僅翻轉了英倫女性的品味及審美價值,更讓Gok自己成為平價時尚品牌的趨力和保證。</div>
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有鑑於此,英國Sainsbury’s服裝品牌TU特別為其開闢掛名系列“Gok for TU”,吸引無數的信眾及粉絲前來。截至2013年底,Gok已與Sainsbury's 合作2年,推出10組服飾精選,創下每14秒即售出一件的驚人佳績,直接帶動TU品牌的熱賣。而澳洲Target百貨也看重Gok個人的品牌力與影響力,跨海重金禮聘為優質平價的商品代言,讓自信創意的精神進駐Target的平價時尚風潮中,自信、創意或許是自信品味、追求質感的消費者追隨,驚呼“oh my Gok!" </div>
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本文作者:奇想創造品牌長 林靜雯/Yolanda Lin </div>
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<span style="text-align: start;">【更多文章:</span><a href="http://gixiabb.blogspot.tw/" style="text-align: start;"><span style="color: #134f5c;">奇想抱報第三十四期</span></a><span style="text-align: start;">】</span></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-6623881823270239112014-03-31T03:42:00.003-07:002014-03-31T03:42:59.237-07:00::奇想花絮:: THAT! Is Amazing<h3>
<span style="font-family: inherit; font-size: small;">奇想抱報第三十三期精選文章</span></h3>
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<span style="color: #134f5c;"><span class="s1" style="font-family: inherit;">2014</span><span class="s2" style="font-family: inherit;">年「國際家庭用品大展」於三月中旬在美國芝加哥盛大展開,「奇想創造」(</span><span class="s1" style="font-family: inherit;">GIXIA </span><span class="s1" style="font-family: inherit;">Group</span><span class="s2" style="font-family: inherit;">)以廚房用品自有品牌</span><span class="s1" style="font-family: inherit;">THAT!</span><span class="s2" style="font-family: inherit;">系列進駐國際品牌展區,系列產品「奇想奶油刀</span><span class="s1" style="font-family: inherit;">MELTTHAT!</span><span class="s2" style="font-family: inherit;">」,更在數百家參展的上萬件作品中,一舉闖進前十強,拿下「全球創新大獎」(</span><span class="s1" style="font-family: inherit;">global innovation award</span><span class="s2" style="font-family: inherit;">)之殊榮,成為唯一與國際品牌同台競技的台灣廠商。</span></span><br />
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<span class="s1" style="font-family: inherit;">始於</span><span class="s2" style="font-family: inherit;">1926</span><span class="s1" style="font-family: inherit;">年的「國際家庭用品大展」是北美地區全球家庭用品界影響力最大的年度盛會,每年皆吸引全球通路齊聚一窺家庭用品未來發展趨勢。國際知名品牌莫不利用此一場合發表最新產品,以打造公司嶄新獨特的企業形象,並爭取訂單。</span></div>
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<span style="font-family: inherit;"><span class="s1">在本次展覽中,奇想創造自有品牌</span><span class="s2">THAT!</span><span class="s1">系列,以其前瞻科技結合材料與美學的產品,以及高規格設計品牌形象和體驗專區,成功進駐國際一級戰區,與全球知名大品牌如雀巢、雙人牌、</span><span class="s2">bodum</span><span class="s1">、</span><span class="s2">JosephJoseph</span><span class="s1">、</span><span class="s2">oxo</span><span class="s1">等齊足並馳,豔驚全場、毫不遜色,成為眾多買家及媒體流連詢問的熱門展區。</span></span></div>
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<span class="s1" style="font-family: inherit;">本次參展的經驗彌足珍貴,不論是奇想鮮解凍(</span><span class="s2" style="font-family: inherit;">THAWTHAT!</span><span class="s1" style="font-family: inherit;">)、奇想奶油刀(</span><span class="s2" style="font-family: inherit;">SPREADTHAT! / MELTTHAT!</span><span class="s1" style="font-family: inherit;">)、奇想樂冰勺(</span><span class="s2" style="font-family: inherit;">SCOOPTHAT!</span><span class="s1" style="font-family: inherit;">)等產品,讓國際觀展人員在親身體驗之後,莫不發出</span><span class="s2" style="font-family: inherit;">“THAT! is amazing!”</span><span class="s1" style="font-family: inherit;">的驚嘆和讚許。而當地主流電視媒體</span><span class="s2" style="font-family: inherit;">NBC NEWS</span><span class="s1" style="font-family: inherit;">和重量級設計雜誌</span><span class="s2" style="font-family: inherit;">core 77 design magazine</span><span class="s1" style="font-family: inherit;">,更因這個初試啼聲即摘下大獎的亞洲精品品牌的超人氣及硬實力,特派員兼程了解叫好又叫座的緣由,進而邀請報導,可謂是台灣本品牌進軍國際市場的美好開端。</span></div>
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<span class="s1" style="font-family: inherit;">奇想創造</span><span class="s2" style="font-family: inherit;">THAT!</span><span class="s1" style="font-family: inherit;">品牌的出現,源於當代家居生活型態的轉變。過往位於家中一隅的溼熱廚房,已隨著敞開進化的趨勢成為居家生活的交誼中心,擔負起家人、朋友間互動、共享、休閒的功能。奇想創造選定廚房用品作為切入,跨界整合台灣最擅長的科技、材料及製造能量,同時注入精準深刻的設計力,打造</span><span class="s2" style="font-family: inherit;">THAT</span><span class="s1" style="font-family: inherit;">!廚房系列品牌,重新定義生活形態,致力於提供人們在備餐用膳時以方便、舒適、優雅的姿態,享受人與人互動共享的視、聽、嗅、味、觸五感體驗,期待引領另一波時尚生活新風潮,也希望打造源於在地、發光世界舞台的台灣精品。</span></div>
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<span style="font-family: inherit;"><span class="s1">本文作者:奇想創造</span><span class="s2"> </span><span class="s1">品牌專員</span><span class="s2"> </span><span class="s1">武宏鈞</span><span class="s2">/Alex Wu </span></span></div>
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<span style="text-align: start;">【更多文章:</span><a href="http://gixiabb.blogspot.tw/" style="text-align: start;"><span style="color: #134f5c;">奇想抱報第三十三期</span></a><span style="text-align: start;">】</span><br />
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-16820547056123939582014-03-24T00:24:00.000-07:002014-03-24T00:24:08.192-07:00「謝榮雅的設計觀察」:擁抱設計4.0 催生大品牌
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<span style="font-family: inherit;">擁抱設計4.0 催生大品牌</span></h3>
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<span style="text-align: justify;"><span style="font-family: inherit;">【2014.3.24 經濟日報/文/謝榮雅】</span></span></div>
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<span style="font-family: inherit;">前一陣子大家熱烈討論<span class="s1">hTC</span>在<span class="s1">Apple</span>與<span class="s1">Samsung</span>夾擊之下大起大落的現象。在我看來,<span class="s1">hTC</span>的例子徹底反映了目前台灣科技業所面臨的問題。</span></div>
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<span style="font-family: inherit;"><span class="s1">Apple</span>的產品向來以「破壞式的創新體驗」風靡全球市場,<span class="s1"> Samsung</span>則擁有完整的研發供應鏈,能夠貼緊市場趨勢並以最佳效能向上提升,作「漸進式的整合與突破」;那麼,我們還有沒有第三條路的機會?</span></div>
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<span style="font-family: inherit;">以代工起家並聞名於世的台灣,面對競爭激烈的市場,要如何從代工模式升級轉換為品牌思維呢?首先,離工廠愈近,離消費者就愈遠,因此唯有擁抱你的消費者,打破以生產製造規格為主軸的思考,才有可能發展出創新的體驗形式或平台架構。</span></div>
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<span style="font-family: inherit;">其次,塑造自己獨特的品牌性格,為「定義人類未來的美好生活」而努力,對設計做精準而有效的聚焦,而非為了降低風險把問題丟給消費者來選擇,否則對企業來說無異是一種資源的浪費。最後,是我向來提倡的「設計<span class="s1">4.0</span>」。</span></div>
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<span style="font-family: inherit;">一般來說,企業高層經常是創新的阻礙,只有當設計創新的力量得以進入高階管理階層,擺脫代工思維才得以發揮高度想像力,預測出下一世代的生活形態。因此,從源頭開始改革的關鍵就在於決策者的腦袋與心態。</span></div>
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<span style="font-family: inherit;">在台灣品牌積極開拓國際市場的過程中,也有幾項必須引以為鑒的盲點:</span></div>
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<span style="font-family: inherit;">一、不重視本土市場經營:想要貼近消費者體驗,本土市場將會是最重要的戰場。當韓國政府傾全力推廣本土品牌,日本企業也往往將最頂級的產品留給國內消費者,這種魚幫水、水幫魚的效應,造就了這兩國在地市場經營的成功。我不禁要反問,當政府疾呼國人要愛台灣品牌,那麼台灣品牌是否愛著台灣消費者呢?</span></div>
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<span style="font-family: inherit;">二、未整合運用台灣優勢:如同國際大型企業都懂得善用台灣所開發出的材料與技術,甚至挖掘台灣本土優秀的設計團隊共同合作,但又有幾家台灣品牌瞭解並重用台灣的設計人力與技術或材料資源?</span></div>
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<span style="font-family: inherit;">三、缺乏品牌行銷決策:若未能成功扭轉代工製造思維和老二主義,連帶將影響到行銷策略的評估。有效的品牌行銷懂得善用工具掀起話題並且製造期待,目的就在於暢通與消費者之間的對話,然後大規模攻占消費者的生活;甚至以此企圖回頭塑造品牌風格、生活形態,也定義引領潮流的新商品規格。</span></div>
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<span style="font-family: inherit;">四、忽視跨界開放的重要性:對國際品牌來說,對內整合資源、對外策略聯盟是成功的必要因素。</span></div>
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<span style="font-family: inherit;"><span class="s1">Apple</span>積極收購如<span class="s1">Siri</span>智能語音或液態金屬等新技術,而<span class="s1">Samsung</span>透過韓國文化振興院結合在地文化產業的軟實力,在在都呈現了國際品牌擁抱跨界合作可能性的積極態度;台灣品牌又何必閉關自守、孤軍奮戰呢?</span></div>
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<span style="font-family: inherit;">當品牌已然成為一場國際競爭力的戰爭,生產製造的對決不再是全部,唯有重視創新、整合的想像力,才能精準預測未來人類夢想的生活趨勢。若能掌握市場經營與產業優勢的理性,兼具貼近消費者體驗與跨界開放的感性,以及險中求勝的決心,從大廠升級到大品牌,僅在一念之間。</span></div>
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<span style="text-align: start;">原文網址:經濟日報/</span><a href="http://udn.com/NEWS/READING/REA8/8566880.shtml" target="_blank"><span style="color: #134f5c;">擁抱設計4.0 催生大品牌</span></a></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-12319681155839447582014-03-18T00:36:00.000-07:002014-03-18T00:36:06.299-07:00::品牌觀察:: 安心舒適 打造潔淨王國<h3>
<span style="font-family: inherit;">奇想抱報第三十二期精選文章</span></h3>
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<span style="color: #134f5c;"><span class="s1"><span style="font-family: inherit;">當代生活不論工作或休憩,大抵離不開移動和旅行。在旅次當中,那些最支微末節的潔淨需</span></span><span style="font-family: inherit;">求,若伴隨著舒適安心的體驗,足以撫慰疲累身心,激發繼續前進的動力。猶如樂句中的休止符,用寧靜的力量勾勒出曲風,與精彩的樂音交相舞出動人的旋律。</span></span></div>
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<a name='more'></a><span class="s1" style="font-family: inherit; text-align: justify;">首次歐洲自助之旅,啟於千禧年將臨的德國幕尼黑,意料外的事件隨</span><span class="s2" style="font-family: inherit; text-align: justify;"> </span><span class="s1" style="font-family: inherit; text-align: justify;">著旅程的開展接踵而來。原約好做城市一日遊的友人,因臨時派外緣慳一面;復活節假期忙亂的空中交通,致航班將行李遺落,僅能留下旅店地址申訴協尋;四月春寒料峭,驟變的天氣讓人甫出機場即直奔將打烊週休的店家,蒐搶禦寒衣物;臨時訂下的小旅店,簡陋地連電壺都無能提供。幸而隔日航空公司送來失而復得卻散了身的行李,門房好意附贈封箱膠帶一只,讓無處添購裝備的我,勉強維持著一個五花大綁的跛腳行囊。</span><br />
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<span class="s1" style="font-family: inherit;">儘管頓失友人指引,我卻堅持把握在慕尼黑的遊程。直至夜暮低垂,踉蹌在雨雪中趕赴中央車站,準備搭乘奔往荷蘭的夜車。候車的清冷寂寥,讓人想起此行的挫折種種,忽覺得身心俱疲,還帶點時運不濟的委屈。此時站中各店漸次歇息,卻見</span><span class="s2" style="font-family: inherit;">McClean</span><span class="s1" style="font-family: inherit;">朗亮的招牌,趨前一探,竟是個空間敞亮潔淨、內有專業服務人員的複合式浴廁中心</span><span class="s2" style="font-family: inherit;">-- McClean</span><span class="s1" style="font-family: inherit;">。</span></div>
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<span style="font-family: inherit;"><span class="s1">在歐陸,公共廁間並不見大量設置,商家也多採取需消費才開放提供洗手間的策略,個人清潔衛生之事自是出外行旅的問題。</span><span class="s2">McClean</span><span class="s1">採取敞亮簡潔的店頭設計,在一旁清楚標示著服務項目及價格,放眼望去即可見著制服的服務人員,對顧客採取售票刷卡感應方得入內的消費模式,並標榜著在每一位顧客使用之後即進行清潔的服務,傳達出一種清潔、安全的觀感。寒累交迫之際,它的淋浴服務竟發出奇妙的召喚,鼓動我在出發前買得一頓溫暖暢快的慾望。</span></span></div>
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<span class="s1" style="font-family: inherit;">猶記當時購票進入</span><span class="s2" style="font-family: inherit;">McClean</span><span class="s1" style="font-family: inherit;">時,迎上前的是著整潔制服的服務員,在確認服務項目之後,便引導大包小包的我至保管箱區鎖上大小行李,接著領至猶如少了浸泡池的極簡型個人風呂的淋浴空間,待確認設備狀態及空間潔淨度後,即備上毛巾及沐浴用品,留予顧客進行梳洗。</span><span class="s2" style="font-family: inherit;">McClean</span><span class="s1" style="font-family: inherit;">從店頭視覺、設施配備的安排及服務流程,都指向潔淨、安心的品牌承諾,無疑讓每一位消費者,願意添些花費好好解決這等生活要事。</span></div>
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<span class="s1" style="font-family: inherit;">除前述為旅人設置的附鎖行李櫃外,</span><span class="s2" style="font-family: inherit;">McClean</span><span class="s1" style="font-family: inherit;">還在空間的配置備加用心。淋浴間外貼心提供的整裡桌及小椅,讓顧客能得以理好隨身大小物件,從容離去;而遠望如廁空間外的洗手槽,晶亮的鏡子配搭淨爽的擦手巾,一旁極富造型的隨身矮櫃,利於擺放隨身袋從容盥洗。更有甚者,隨時待命的清潔人員,果然在每一個設備用畢時即推著清潔車前去仔細清理。</span></div>
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<span style="font-family: inherit;"><span class="s1">在</span><span class="s2">McClean</span><span class="s1">尋得的溫暖與體驗,換得我歐陸夜車上的一夜好眠,也讓我煥然迎向下一段旅程,沒想竟成日後久留於腦海的幕尼黑印象,較之在地風土人情更持久鮮明。</span></span></div>
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<span class="s1" style="font-family: inherit;">從最基礎的日常需求發現商機,用貼心服務的概念深入歐洲人的日常生活場域,</span><span class="s2" style="font-family: inherit;">McClean</span><span class="s1" style="font-family: inherit;">已成為個人化潔淨服務的標竿及先驅。自</span><span class="s2" style="font-family: inherit;">1993</span><span class="s1" style="font-family: inherit;">年從德國、法國、瑞士各大火車站開始設點,至今產業範圍已拓展至</span><span class="s2" style="font-family: inherit;">70</span><span class="s1" style="font-family: inherit;">個國家。年前造訪瑞士,在幾個主要火車站及大城的市街遊走,再發現不少</span><span class="s2" style="font-family: inherit;">McClean</span><span class="s1" style="font-family: inherit;">的服務據點,營運項目從洗手間、淋浴間、梳化間到哺乳育嬰空間的提供,同時配有殘障設施,可見這個用專業、品質與系統所打造的潔淨王國,已顛覆大眾對公共衛廁的觀感,贏得了顧客的信賴及忠誠,讓外出行旅者願意花錢買下安心與舒適。</span></div>
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<span style="font-family: inherit;"><span class="s1">McClean</span><span class="s2">堅持專屬的革命性個人潔淨服務,將洗澡如廁這等不足掛齒卻重要不過的生活小事,從滿足使用者需求的面向提升至享受安心、潔淨與服務的美好體驗,莫怪成為歐陸首屈一指的業界品牌。下回遊歐,不妨前往造訪體驗一番!</span></span></div>
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<span class="s1">本文作者:奇想創造品牌長</span><span class="s2"> </span><span class="s1">林靜雯</span><span class="s2">/Yolanda Lin</span></div>
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<span style="text-align: start;">【更多文章:</span><a href="http://gixiabb.blogspot.tw/" style="text-align: start;"><span style="color: #666666;">奇想抱報第三十二期</span></a><span style="text-align: start;">】</span></div>
謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-65456889303855484522014-03-09T23:28:00.001-07:002014-03-09T23:28:30.558-07:003/13 公共電視_《穿越藝次元》「工業設計—建構美學經濟的起點」首播 歡迎收看!<span style="font-family: inherit; text-align: justify;">「所謂的設計,是在別人的需要上,看見自己的責任。」- 謝榮雅</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKGzlrGp0NrtIRoOXO2YMYMwTs0JkrYplvarvQE5X_tZM_OQ2bMnwQpLvM2lGHbfEqQl371bgr0PpZBY8wuoK0T_prYMuR-Vgm-LofaymBFj3ST3grMDMYg3Bc-XIjgJMU4Ijz4c7_hRMv/s1600/%25E7%2585%25A7%25E7%2589%2587.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKGzlrGp0NrtIRoOXO2YMYMwTs0JkrYplvarvQE5X_tZM_OQ2bMnwQpLvM2lGHbfEqQl371bgr0PpZBY8wuoK0T_prYMuR-Vgm-LofaymBFj3ST3grMDMYg3Bc-XIjgJMU4Ijz4c7_hRMv/s1600/%25E7%2585%25A7%25E7%2589%2587.JPG" height="320" width="240" /></a></div>
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<span style="font-family: inherit; text-align: justify;">透過二十餘年創業的親身歷程,看見謝榮雅眼中的設計思考,以及如何協助台灣傳統產業從代工結構走向品牌化的成功之路!</span></div>
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<a name='more'></a><span style="font-family: inherit; text-align: justify;">公共電視即將於 3/13 首播《穿越藝次元》第三集「工業設計—建構美學經濟的起點」單元,奇想創造執行長謝榮雅將在節目中以獨特觀點分享美學科技、材料、技術對當代工業設計與生活的影響,並透過奇想THAT!系列自有品牌商品,以及造訪</span><a href="http://www.digital-can.com/" style="font-family: inherit; text-align: justify;"><span style="color: #666666;">數可科技</span></a><span style="font-family: inherit; text-align: justify;">杜秉明總經理暢談3D列印的發展與趨勢,期許台灣科技文創之新格局。節目精彩,歡迎鎖定收看!</span><br />
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公共電視《穿越藝次元》節目 第3集 「工業設計—建構美學經濟的起點」<br />
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<br />謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-70335363613361679132014-03-03T23:36:00.001-08:002014-03-03T23:37:25.747-08:00好文共享:繁簡之爭的設計反思<h3>
<span class="s1">奇想抱報第三十一期精選文章</span></h3>
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<span style="font-family: inherit;"><span class="s1">前些日子資深出版人陳穎青(老貓)發表「台灣必須在國際教學市場上打敗簡體字,沒有藉</span>口」一文,雖沒造成輿論譁然,連日來倒也引發了社群媒體上轉載和討論的漣漪效應。</span></div>
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<a name='more'></a><span style="font-family: inherit; text-align: justify;">陳文儘管不到慷慨激昂的程度,字裡行間卻不難看出對振興繁體中文的殷切期許。姑且不論以競爭的觀點來看待繁簡勢力的互動消長是否適切?漢字書寫繁簡之間的較勁角力(如果談不上是捉對廝殺)早已行之有年,倒不是什麼新鮮事。還記得我十幾年前剛到英國唸書,坐在圖書館電腦前費盡千辛萬苦使用螢幕虛擬鍵盤做注音輸入時就曾經憋悶到不行,尤其當眼睛餘光瞥見坐在身旁的大陸同學用羅馬拼音系統輕輕鬆鬆統敲擊鍵盤、無縫接軌振筆疾書之際。</span><br />
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<span class="s1">繁簡之爭看似『知其然』與『知其所以然』的消長輸贏,是注重形式與強調內容、重視表象與探究核心的對詰辯證?!但兩者之間難道真的註定是永不交集甚至背道而馳無法交融?!</span></div>
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<span style="font-family: inherit;"><span class="s1">近年來,在全球瘋學中文的大勢所趨下,繁體字確實面臨簡體字挾其「符號化」優勢(因為擬似「西語化」)的強勢競爭。多屬印歐語系傳統的歐美人士搞不懂、參不透複雜象形文字背後的造字邏輯與意義脈絡,即便再怎樣被充斥異國情調的原體漢字結構之美深深吸引,在縮短</span><span class="s2">learning curve</span><span class="s1">快速致用的實際考量下,選擇投靠表面上看似筆劃簡單、容易速成的簡體字陣營不難理解。</span></span></div>
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<span class="s1">務實地看,繁體字突圍的關鍵或許在於:怎麼進行系統教學?才能在不犧牲其發生脈絡或生產意義的前提下,既誘發學習興趣又增進學習效率。這是個屬於教學設計範疇的議題,以符合當下設計潮流換個角度進一步提問:我們可不可能有一個運用減法邏輯設計出來的繁體字教學系統,讓學習者在使用上簡單、直覺、親和、容易上手,不必叨叨絮絮長篇大論就能保存原體字本身豐富的情境脈絡和意義肌理?就像鋼琴上的黑鍵白鍵,簡約和重複背後蘊藏複雜機制,善加彈奏,就能夠傳遞出變化萬千的美麗音符。</span></div>
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<span class="s1">講到這裡,就不由得想起剛回國那幾年因為機緣巧合在中部一所實驗中學講授古文的經驗。我首先會讓板書較公整的學生將原文逐字謄寫在黑板上,然後任意遴選三位學生到講台前,用三種不同顏色的粉筆分別標示各自心中屬意的可能斷句。這種「句讀」的功夫相信對於研習過古中文者並不陌生,往往斷句對了,對文意的默會理解大概也就八九不離十。</span></div>
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<span class="s1">不過中學階段的孩子(尤其男生)多毛躁,敷衍了事者亦所在多有。因此每個上台的學生會被要求在其他同儕面前大聲朗讀自己句讀的結果以示負責,自己覺得顛三倒四、不忍卒「聽」者就到教室最後頭去。不是罰站而是小聲頌唸原文最少三遍再重新來過,相當神奇而且幾乎屢試不爽的是:在對上下文有總體脈絡式的大幅觀照後,見樹不見林或如墜十里迷霧的情況銳減,句讀的準確度也往往大幅提昇。</span></div>
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<span class="s1">這個印象深刻的教學經驗對我一直有著某種語言學甚至哲學認識論意義層次上的心證和啓發,不僅坐實了社會學想像的基本假設,也和多年後因緣際會踏入設計圈子才開始接觸的設計思考不謀而合。其中重點在於:即便是單一環節或個體存在的價值,也必須放在整體脈絡或結構條件的前提下才能完全彰顯。理解和創造皆然,搞清楚來龍去脈是重要的。就算是從事破壞式創新,仔細深究下也都事出有因,沒有天縱英才,仰賴天外飛來一筆的靈光乍現這種事情,那往往是媒體宣傳或品牌建構刻意造神的結果。常識和直覺裡偶而迸發的巧思並非無著的飄萍,其實都是日常生活脈絡裡不間斷知識內化和經驗積累的副產品。</span></div>
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<span style="font-family: inherit;"><span class="s1">當年在倫敦生活時,有一回跟來自希臘的鐵票哥們窩在一家窮學生常去的破咖啡館地下室抽煙清談,可能當時我正在用中文寫雜記什麼的,只見這老兄在我身邊一雙眼珠子瞪的老大、彷彿若有光。我還記得他老兄說:『在歐洲,人們看到玄奧難懂的事務會說</span><span class="s2">It’s very Greek. </span><span class="s1">但若在希臘遇到同樣情形,我們會說</span><span class="s2">It’s very Chinese.</span><span class="s1">』當時我們自詡博大精深、曖曖內含光的文化底藴被老外老實不客氣地地給恭維了一番,還著實讓我津津樂道了好一陣子。不過隨著住在國外的時間一久,也越來越覺得西方社會的「工具理性」發展到極致也不是全無道裡。有空到德國雙人牌廚具專賣店逛逛妳就知道我在說什麼,咱們廚房裡頭一把方頭大刀的制式配備切、砍、剁、刨無所不包,但刀工好壞得靠不斷練習長時間琢磨,沒有個三年五載沒辦法「出師」。人家的刀具是依功能、對象、使用者需求等分門別類一字排開,看似脫褲子放屁多此不只一舉,但是一旦上手、立即使用、無縫接軌!!比速度、效率、實用和傳習,「價值理性」不見得佔上風。</span></span></div>
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<a href="http://3.bp.blogspot.com/-xjJEHwryjXs/Uw6foQIY4fI/AAAAAAAABJs/E9-iw2k_YQU/s1600/TWIN+1731_5-Messer.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/-xjJEHwryjXs/Uw6foQIY4fI/AAAAAAAABJs/E9-iw2k_YQU/s1600/TWIN+1731_5-Messer.jpg" height="240" width="320" /></a></div>
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<span style="font-family: inherit;"><span class="s1">熟悉器物的使用與語言文字的學習當然是兩碼子事。但也讓我最近常思索:訴諸發揮漢字「圖像性」本質的做法(</span><span class="s2">ex. </span><span class="s1">廖文豪《漢字樹》系列、小山鐵郎《快樂的漢字》和《漢字原來這麼恐怖》)是不是繁體字推廣的可能出路?近幾年來隱現的文字研究復興與蓬勃出版(從林西莉《漢字的故事》、唐諾《文字的故事》、鬱乃堯《認字歸宗》、左民安《細說漢字》、張大春《認得幾個字》和《送給孩子的字》、白川靜《漢字百話》到最近王泰權的《巫帝國藏在甲骨文裡》),跟上述漢字繁簡之爭的內在焦慮究竟有無關連?</span></span></div>
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<span class="s1">個人才疏學淺,沒有定論。不過跟設計擺在一塊思考,倒也興味盎然。設計思考怎麼做到快思慢想?!其做法與節奏,顯然盡是學問。</span></div>
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<span style="font-family: inherit;"><span class="s1">本文作者:奇想創造</span><span class="s2"> </span><span class="s1">奇想學院知識長暨首席研究員</span><span class="s2"> </span><span class="s1">朱逸恆</span><span class="s2">/Erik Chu </span></span></div>
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<span style="text-align: start;">【更多文章:</span><a href="http://gixiabb.blogspot.tw/" style="text-align: start;"><span style="color: #666666;">奇想抱報第三十一期</span></a><span style="text-align: start;">】</span></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-16334766871091138062014-02-19T02:33:00.000-08:002014-02-19T02:36:57.509-08:002/12 奇想創造謝榮雅執行長 X 勤業眾信 ido 創新講座<h3>
<span style="font-family: inherit;">帶領全球會計師事務所領導團隊體驗設計思考與消費者旅程</span></h3>
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<span style="font-family: inherit;">奇想創造執行長謝榮雅,於2/12受邀至「勤業眾信」聯合會計師事務所進行ido創新講座,從自身的專業領域以及設計高度,與<span style="background-color: white; color: #222222;">勤業眾信的中高階主管們和重要合夥人分享</span>
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<!--StartFragment--><span style="letter-spacing: 1pt;">《服務創新風潮下的設計思考與消費者旅程》,深入瞭解在現代充滿高度競爭挑戰的「服務經濟」中,如何脫穎而出,打造出令消費者耳目一新且真正符合使用者需求的消費者體驗</span><span style="background-color: white; color: #222222;">。</span></span></div>
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<span style="font-family: inherit;">謝榮雅執行長獨有的「經歷更美好的事物」、「讓客戶感受整個旅程」等創新想法,讓勤業眾信的會計師們發掘到設計並非侷限在特定產業中,而是可以在各行各業中所扮演不同的角色,完善企業中的社會影響力。並且,當前的設計並不再侷限於風格、外觀,而是從「人」的角度出發,在生活情境裡思考,拆解出消費者旅程,進而建構出體驗的價值鏈,在這價值鏈裡也才能真正看到每一種品牌的珍貴「魅力」!</span><br />
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誠摯感謝勤業眾信的ido創新講座,讓一般人認為幾乎不可能沾上邊的「設計」與「會計」兩種產業,能有一次獨特的摩擦與交流,也在這論壇中激發出更獨特的思考方式與燦爛火花!<br />
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<br />謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-19407146690645481172014-01-28T23:19:00.001-08:002014-01-28T23:20:18.173-08:00:品牌觀察:從行旅軼聞撰造傳奇魅力奇想抱報第三十期精選文章<br />
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<span style="font-family: inherit;"><span class="s1">路易威登</span><span class="s2">Louis Vuitton</span><span class="s1">是廣為人知的國際精品品牌,其發跡的傳奇、動人的故事和奢華的商品已是當今公認的時尚代表。嘉士頓‧威登(</span><span class="s2">Gaston-Louiss Vuitton</span><span class="s1">)為</span><span class="s2">Louis Vuitton</span><span class="s1">品牌的第三代傳人,關注生活及喜愛藝文的他,早在</span><span class="s2">1914</span><span class="s1">年即提出在巴黎總店提供總來店顧客精選書籍的構想。嘉士頓這份對文字與故事的執著愛戀,孕育了透過書寫與出版傳遞價值信仰的方式,也因為文字表述很快能剝除掉產品的視覺性思考,讓</span><span class="s2">LV</span><span class="s1">成功提煉出「旅行」這個穿透力與持久度兼具的品牌精神主軸與風格,並在每一次的出版中進階演化。</span></span></div>
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<span style="font-family: inherit;"><span class="s1">2005</span><span class="s2">年,</span><span class="s1">LV</span><span class="s2">以《現代奢華的誕生</span><span class="s1">The Birth of Modern Luxury</span><span class="s2">》一書揭露這個頂級品牌的演變路程及發展,其中包括了品牌創立人的背景,並探討了品牌現今跟藝術、運動以及文化範疇的交流互動。</span><span class="s1">LV</span><span class="s2">用這部將品牌發展鑲嵌在歷史中的精美書冊慶祝品牌成立</span><span class="s1">150</span><span class="s2">週年,同時也成功鞏固其為當代奢華的領軍者地位。</span></span></div>
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<span style="font-family: inherit;"><span class="s2">自</span><span class="s1">2007</span><span class="s2">年起,</span><span class="s1">LV</span><span class="s2">不再直接強調商品,轉而詮釋他們崇尚精緻、品質、舒適的品牌精神與哲學「旅行」。時隔</span><span class="s1">3</span><span class="s2">年,名爲《路易威登:傳奇旅行箱</span><span class="s1">Louis Vuitton: 100 Legendary Trunks</span><span class="s2">》的專書出版,將</span><span class="s1">100</span><span class="s2">個精選的自家傳奇旅行箱的故事分享給大家,讓</span><span class="s1">LV</span><span class="s2">品牌在產品上所關注的細節與訂製者或使用者與產品的互動躍然紙間。</span></span></div>
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<span style="font-family: inherit;"><span class="s1">同年,</span><span class="s2">LV</span><span class="s1">開始發行年度城市指南工具書,內容跨越品牌宣傳的模式,以嚴選餐飲、經典、購物等城市資訊鋪陳精緻美好的都會生活。而原屬</span><span class="s2">LV</span><span class="s1">的奢華精品的美學主張,則隱身在旅遊指南書中精巧的剪紙藝術與字母排列,及其呼應復古典雅的城市影像中展現,讓愛好時尚、享受生活與旅行的民眾,切身感受。奢華精品的親民性格就此發揚,「奢侈的必需」遂成最合理的品牌訴求!</span></span></div>
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<span style="font-family: inherit;"><span class="s2">2012</span><span class="s1">年底,</span><span class="s2">LV</span><span class="s1">透過微電影</span><span class="s2">"L'Ecriture est un Voyage (</span><span class="s1">書寫即旅行</span><span class="s2">)"</span><span class="s1">詩意講述了書寫與旅行的關係,讓人期待它在文學書寫上的可能出擊。</span></span></div>
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<span style="font-family: inherit;"><span class="s1">近日走逛書店,瞥見架上擺放了本紫皮燙金圖案的小書,典雅貴氣。趨前一看,竟是</span><span class="s2">LV</span><span class="s1">進階出擊,與百年法國文學出版社</span><span class="s2">Gallimard</span><span class="s1">合作企劃的《行李箱:短篇故事集</span><span class="s2">La Malle</span><span class="s1">》新書中文版。翻閱瀏覽這本以行李箱與為靈感進行書寫的中文版新書,見到的竟一場源於嘉士頓</span><span class="s2">Ÿ</span><span class="s1">威登經年嗜趣所發展出來的時尚與文學的跨界想像,或者,我更願意說它是一場時尚界少見的文學策展。</span></span></div>
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<span style="font-family: inherit;"><span class="s1">原來,嘉士頓</span><span class="s2">•</span><span class="s1">威登自小就癡迷於蒐集所有關於「行李箱」的消息。他日日詳讀報紙,細心剪下一則則相關新聞,甚至幫店裡賣出的每一個行李箱進行顧客建檔。隨著嘉士頓將</span><span class="s2">LV</span><span class="s1">旅行箱打造了在全球消費者心中屹立不搖的金字塔頂端形象之時,他的「行李箱」資料庫也已累積了許多塵封的往事。在這以熱情和堅持所建構的巨型資料裡,不論是抽屜行李箱中憑空消逝的機密檔案、遺忘又發現了的海名威手稿、魔術師胡迪尼的行李箱逃脫世紀挑戰</span><span class="s2">…</span><span class="s1">等,最後皆化合成為需要完成或解密的陣陣謎團,終使</span><span class="s2">LV</span><span class="s1">找上</span><span class="s2">Gallimard</span><span class="s1">出版社,策動一場以事實為基礎、想像為元素、書寫為手段、出版為呈現的魔幻展演。</span></span></div>
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<span style="font-family: inherit;"><span class="s1">Gallimard</span><span class="s2">出版社協助</span><span class="s1">LV</span><span class="s2">邀請到法國哲學教授、文學獎常勝軍</span><span class="s1"> </span><span class="s2">艾莉葉‧阿貝卡西</span><span class="s1">Éliette Abécassis</span><span class="s2">、當代舞台劇新秀瑪麗‧達里斯克、獲獎小說家兼出版社總編輯薇若妮克‧歐瓦黛</span><span class="s1"> Virginie Despentes</span><span class="s2">、十項法國文學大獎得主(電影「愛情好意外」原著劇本作者)大衛‧芬基諾斯</span><span class="s1">David Foenkinos</span><span class="s2">、理工科出身卻一舉奪下花神文學獎的新銳菲利浦‧傑納達</span><span class="s1">Philippe Jaenada</span><span class="s2">、法國龔固爾文學大獎得主、導演及編劇楊‧莫瓦</span><span class="s1">Yann Moix</span><span class="s2">、獲獎小說家兼出版社總編輯薇若妮克‧歐瓦黛</span><span class="s1">Véronique Ovaldé</span><span class="s2">等</span><span class="s1">11</span><span class="s2">位名聲顯赫的法國藝文創作者擔任偵探,進到從未公開過的嘉士頓「行李箱」資料庫中,蒐尋有關行李箱和探險家、畫家、魔術師、流浪者、收藏家</span><span class="s1">…</span><span class="s2">以及時空旅人的訊息與線索,再用驚人的想像和書寫解密,將原本的行旅軼聞幻化成一本橫跨殖民、魔術、旅行、冒險、童年記憶及愛情題材的精彩故事集,成為專屬</span><span class="s1">LV</span><span class="s2">的傳奇魅力。</span></span></div>
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<span style="font-size: xx-small;"><span class="s1">楊‧莫瓦</span><span class="s2">Yann Moix</span></span></div>
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<span style="font-size: xx-small;"><span class="s1">艾莉葉‧阿貝卡西</span><span class="s2">Éliette Abécassis</span></span></div>
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<span style="font-size: xx-small;"><span class="s1">大衛‧芬基諾斯</span><span class="s2">David Foenkinos</span></span></div>
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<span style="font-family: inherit;"><span class="s1">旅行,從來都占據著每個人的生命與心靈。總有些時候,我們需告別熟悉朝向無可預期,在每一次昂首前進、駐足停留或轉身離去的當下,完成戲劇般的情節</span><span class="s2">—</span><span class="s1">和陌生者邂遘、與親人歡聚、共情侶親膩;或者,獨自遇見晚空的流星、體驗夢般的奇遇、經歷驚心的冒險、感受極度的狂喜或黯然的悲淒。在這樣的時刻裡,裝載細軟的行囊,遂成親密旅伴,忠實見證並細心保守一切。在被圖像霸占的精品時尚圈中,</span><span class="s2">LV</span></span><span class="s1">用文學性的書寫再次定義「旅行」的精神與內涵,在現實與虛構、過去與未來、時間與空間的交錯中,為品牌開闢了一片新的天地,也完成(或是啟動)了一場偵探式的華麗冒險!</span></div>
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<span style="font-family: inherit;"><span class="s1">本文作者:奇想創造</span><span class="s2"> </span><span class="s1">品牌長</span><span class="s2"> </span><span class="s1">林靜雯</span><span class="s2">/Yolanda Lin </span></span></div>
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【更多文章:<a href="http://gixiabb.blogspot.tw/"><span style="color: #666666;">奇想抱報第三十期</span></a>】</div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-47845390731209736492014-01-19T22:34:00.008-08:002014-01-19T22:34:48.089-08:00生活趨勢:趨勢風向球2014 CES<h3>
<span style="font-family: inherit;">奇想抱報第二十九期精選文章</span></h3>
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<a href="http://gixiabb.blogspot.tw/2014/01/2014-CES.html" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjshWLa1PobD8Ff00hQVpHjIgN2Xyv132M-Za6vjip0zb3sYdcLsvfA_BUqHH-0AN85XS6w8ibhLVuIbmyB5GxAAC3FY3vxmndpbcSi19y2y2MTZv32ZYrh9y9Yp289-yh5ciFeYq07oB6N/s400/20140115.png" height="320" width="320" /></a></div>
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<span style="font-family: inherit;"><span class="s1">代表接下來一年重要消費電子趨勢風向球的</span><span class="s2">2014 CES Show</span><span class="s1">,在上週</span><span class="s2">1/7~10</span><span class="s1">於美國拉斯維</span><span class="s1">加斯</span><span class="s2">(Las Vegas)</span><span class="s1">正式登場,不知大家是不是有到現場</span><span class="s3">人擠人</span><span class="s1">參觀呢?沒有機會到現場看也沒關係,本期生活趨勢專欄,幫大家整理與回顧今年</span><span class="s2">CES</span><span class="s1">展的幾個重要趨勢.</span></span></div>
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<span style="font-family: inherit;"><span class="s1">今年第一場重量級的國際消費電子展</span><span class="s2">CES</span><span class="s1">,在上週五正式落幕.以往被視為象徵接下來一年重要消費電子趨勢的</span><span class="s2">CES</span><span class="s1">展,今年又透露出哪些訊息呢?延續</span><span class="s2">2013</span><span class="s1">年的幾個發燒話題,如穿戴式裝置、高清大尺寸電視、物聯網、智慧家庭等等,今年</span><span class="s2">CES</span><span class="s1">展場還特別規劃</span><span class="s2">3D</span><span class="s1">列印專區,以及汽車科技與汽車物聯網,都是今年展覽的重點.</span><span class="s2"> </span></span></div>
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<span class="s1"><span style="color: #38761d; font-family: inherit;">穿戴式裝置夯,功能與美觀兼具</span></span></div>
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<span style="font-family: inherit;"><span class="s1">去年陸續由</span><span class="s4">Google</span><span class="s1">、三星、</span><span class="s4">Sony</span><span class="s1">等廠商拋出穿戴式裝置的議題後,今年</span><span class="s4">CES</span><span class="s1">有不少廠商展示包含智慧手錶、智慧手環、智慧眼鏡等穿戴裝置,甚至衣物類型的穿戴裝置,應用於身體狀況觀測監控或生存遊戲市場,但目前的穿戴裝置依舊不脫離搭配手機或平板裝置的整合.來看看有什麼新奇產品:</span></span></div>
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<span style="color: #38761d; font-family: inherit;"><span class="s4">#</span><span class="s1">英特爾</span><span class="s4">(Intel)</span><span class="s1">智慧型耳塞式耳機和智慧型嬰兒連身衣</span></span></div>
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<span style="font-family: inherit;"><span class="s1">或許是受到</span><span class="s4">PC</span><span class="s1">市場逐漸衰退的影響,</span><span class="s4">Intel</span><span class="s1">也投入穿戴式裝置相關技術的研發佈局,在今年的</span><span class="s4">CES</span><span class="s1">展中推出智慧型耳塞式耳機</span><span class="s4">(smart earbuds)</span><span class="s1">和智慧型嬰兒連身衣;智慧型耳塞式耳機能同時監控心律和脈搏,搭配手機應用程式能追蹤慢跑距離和消耗熱量,同時還能針對目標運動的心律,自動選取適合的音樂,也能隨時互動並和現有的個人助理技術整合.</span></span></div>
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<span style="font-family: inherit;"><span class="s1">繼去年</span><span class="s2">Belkin</span><span class="s1">在</span><span class="s2">CES</span><span class="s1">推出<a href="http://gixiabb.blogspot.tw/2013/01/2013-CES.html"><span class="s3" style="color: #666666;">嬰兒監控器</span></a>,今年</span><span class="s2">Intel</span><span class="s1">也提出直接穿在嬰兒身上的智慧連身衣,智慧型嬰兒連身衣則可監控嬰兒的維生狀態並分析數據資料,同時透過無線傳輸將數據資料傳送到智慧型奶瓶加溫器,當連身衣感應到嬰兒醒來與饑餓狀態,就會自動加熱奶瓶.</span></span></div>
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<span style="color: #38761d; font-family: inherit;"><span class="s1">#Netatmo</span><span class="s2">具有時尚魅力的</span><span class="s1">June</span><span class="s2">智慧手環</span></span></div>
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<span style="font-family: inherit;"><span class="s1">相較於目前許多穿戴式裝置充滿科技感或過於粗獷,</span><span class="s3">June</span><span class="s1">智慧手環多了幾分時尚感較適合女性佩戴.有別於其他提供訊息或健康管理等應用,</span><span class="s3">June</span><span class="s1">主要為自動感應戶外陽光紫外線係數等資訊的偵測,透過手機應用程式提示適合個人膚質的防曬對策</span>.</span></div>
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<span style="color: #38761d;"><span class="s1" style="font-family: inherit;">4K</span><span class="s2" style="font-family: inherit;">高解析大屏電視將成為主流</span></span></div>
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<span style="font-family: inherit;"><span class="s2">延續去年各大廠紛紛推出的</span><span class="s1">4K Ultra HD</span><span class="s2">電視,今年</span><span class="s1">4K</span><span class="s2">電視似乎有日趨普及的趨勢,加上因為包含中國等地區廠商陸續推出低價的</span><span class="s1">4K</span><span class="s2">電視產品,預期將會帶動市場普及率,有可能比</span><span class="s1">1080P</span><span class="s2">影像產品更快躍升為市場主流,同時為了因應</span><span class="s1">4K</span><span class="s2">電視市場來臨,各品牌大廠也爭相推出完整尺寸的產品線,打造讓消費者能自行創作</span><span class="s1">4K</span><span class="s2">高畫質影像內容的產品,使得</span><span class="s1">4K</span><span class="s2">高畫質螢幕不止將在電視市場持續延燒,也將涵蓋攝影機、手機與平板電腦.</span></span></div>
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<span style="font-family: inherit;"><span class="s2">同時,雖然去年韓系品牌早已陸續推出曲面電視,但曲面電視仍是今年電視產品的熱門話題.</span><span class="s1">LG</span><span class="s2">和三星在</span><span class="s1">CES</span><span class="s2">展不約而同地堆出</span><span class="s1">105</span><span class="s2">吋、解析度</span><span class="s1">1100</span><span class="s2">萬畫素,</span><span class="s1">21:9</span><span class="s2">劇院級螢幕尺寸的曲面電視,及具有平面</span><span class="s1">/</span><span class="s2">曲面變形功能的可彎曲電視,除了在規格技術上的精進,同時也更注重電視內的相關應用程式,例如</span><span class="s1">LG</span><span class="s2">導入</span><span class="s1">WebOS</span><span class="s2">智慧電視,採用</span><span class="s1">Launcher</span><span class="s2">選單,可在各種多媒體間直接切換無需返回主畫面,讓使用者在搜尋或下載的同時,仍可同步欣賞節目、玩遊戲或上網,讓智慧電視更容易操作.除了</span><span class="s1">4K</span><span class="s2">高畫質電視外,夏普與三星更進一步推出</span><span class="s1">8K(7680×4320)</span><span class="s2">電視,不過預計上市的時間未定.</span></span></div>
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<span class="s1"><span style="color: #38761d; font-family: inherit;">物聯網應用逐漸起飛,智慧家庭持續發展</span></span></div>
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<span style="font-family: inherit;"><span class="s1">隨著感測技術的發達、巨量資料</span><span class="s2">(Big Data)</span><span class="s1">運算、雲端技術的廣泛應用,使得物聯網的應用也越來越成熟,聯網家電、聯網住宅一直都是近兩年來熱門的話題,當然今年也不例外,智慧家庭議題仍是展場的亮點.透過與手機、平板、甚至智慧電視的整合,在操控上越來越人性.</span></span></div>
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<span style="font-family: inherit;"><span class="s1">相較前幾年看到其他廠商的遠端家電操控應用是透過自家開發的應用程式,今年</span><span class="s2">LG</span><span class="s1">有新的突破,利用大家所熟悉的通訊軟體</span><span class="s2">Line</span><span class="s1">,就可以輕鬆地與家電「溝通」.利用</span><span class="s2">Line</span><span class="s1">可以對家電下指令,而家電還會很可愛的回傳訊息告知,同理,當然也可以再透過其他不同的通訊軟體如</span><span class="s2">WhatsApp</span><span class="s1">或同樣來自韓國的</span><span class="s2">Kako Talk</span><span class="s1">來操控家電,</span><span class="s2">LG</span><span class="s1">也表示合作計劃已在進行.</span></span></div>
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<span style="color: #38761d; font-family: inherit;"><span class="s1">#Whirlpool</span><span class="s2">智慧廚房</span></span></div>
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<span style="font-family: inherit;"><span class="s3">Whirlpool</span><span class="s1">在今年</span><span class="s3">CES</span><span class="s1">展示一款概念性的爐具產品,依靠電磁發熱,因此爐具界面可完全捨棄傳統設計,整體就像一個超大平板電腦,由觸摸或聲音控制,界面上可顯示食譜等資訊,做菜時不需要再另外使用</span><span class="s3">iPad</span><span class="s1">來查詢,甚至一般看新聞上社群軟體都沒問題,同時也能直接在上面切菜煮飯.除了爐具,</span><span class="s3">Whirlpool</span><span class="s1">也展示冰箱、洗衣機、烤箱等等透過統一的應用控制相互連接.</span></span></div>
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<span style="font-family: inherit;"><span class="s1">今年</span><span class="s2">CES</span><span class="s1">另一個令人關注的焦點就是汽車產業的展區,全球</span><span class="s2">10</span><span class="s1">大車廠就有</span><span class="s2">9</span><span class="s1">家參展,以往只會出現在汽車展的概念車,今年也在</span><span class="s2">CES</span><span class="s1">中亮相.曾經讓台灣五、六年級民眾為之瘋狂的影集「霹靂游俠」中的霹靂車,將有可能實現,</span><span class="s2">Audi</span><span class="s1">、</span><span class="s2">BMW</span><span class="s1">等今年都不約而同地在會場中展示無人駕駛的自動車,同時,</span><span class="s2">4G LTE</span><span class="s1">高速網路將成為主流,加上今年從</span><span class="s2">Google</span><span class="s1">發起的開放汽車聯盟</span><span class="s2">(Open Automotive Alliance)</span><span class="s1">,各合作車廠所揭曉的各式車載資通應用,汽車將成為智慧連網裝置,能夠提供更即時、深入的智慧車載平台體驗,實現過去想像的智慧車輛應用將不是夢.</span></span></div>
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<span style="font-family: inherit; font-size: x-small;"><span class="s1">Audi</span><span class="s2">智慧車系統</span><span class="s1">Photo by <a href="http://www.flickr.com/photos/robgreen/11892363554/sizes/z/in/photolist-j7TtmW-j7RmMD-j7T5Yt-j7VTWA-j7VJRw-j7RssX-j7SNCn-j7TCwQ-j7VBx3-j7SZhZ-j7TBqS-j7VNPw-j7THVL-j7RyqP-j7T21D-j7VQzq-j7Rvxz-j7TrTq-j7TFNu-j7VVdd-j7T4U4-j7VDNf-j7VYSs-j7W1cm-j7SUaz-j7VDdh-j7RjhD-j7VEDy/"><span class="s3">RobGreen</span></a></span></span></div>
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<span class="s1" style="font-family: inherit;">看完以上的內容,是否讓大家對未來生活更充滿了想像?希望這些智慧商品都能早日問世,讓我們的生活更加便利,明年的</span><span class="s2" style="font-family: inherit;">CES Show</span><span class="s1" style="font-family: inherit;">就讓我們期待有更多更精彩的創新概念!</span></div>
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<span style="font-family: inherit;"><span class="s1">本文作者:奇想創造</span><span class="s2"> </span><span class="s1">情報副總</span><span class="s2"> </span><span class="s1">張慧屏</span><span class="s2">/Emily Chang</span></span></div>
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<span style="font-family: inherit;"><br /></span><span style="font-family: inherit;"><br /></span><span style="text-align: start;">【更多文章:</span><a href="http://gixiabb.blogspot.tw/" style="text-align: start;"><span style="color: #666666;">奇想抱報第二十九期</span></a><span style="text-align: start;">】</span><br />
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-66353221543379818412014-01-07T23:32:00.000-08:002014-03-17T23:34:12.383-07:00「謝榮雅的設計觀察」:品牌關鍵字 - 感性與價值<h3 style="text-align: justify;">
<span style="font-family: inherit;">品牌關鍵字 - 感性與價值</span></h3>
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<span style="font-family: inherit;">【2014.1.06 經濟日報/文/謝榮雅】</span></div>
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<span style="font-family: inherit;">回顧台灣近20年來的產業發展之路,不難發現大環境的變遷直接或間接造成了工廠外移、產業轉型等現象;這幾年產業界不斷高唱「代工轉品牌」的急迫性,但其實台灣的產業品牌布局從未停止,只可惜成功的例子少而失敗的多,甚至經常落得只能走回代工的老路。</span></div>
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<span style="font-family: inherit;">問題癥結究竟為何呢?缺乏破釜沉舟的決心是影響成功與否的關鍵。</span></div>
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<a name='more'></a><span style="font-family: inherit; text-align: justify;">第一,為了兼顧原本代工端的績效,經常只調派閒置人才(也就是公司裡的二軍)來作品牌,未能知人善任,其一敗也;第二,無法拿捏作品牌跟作代工之間的利潤比,不敢放手作品牌;第三,並未預留廣告行銷預算,仍把最大成本留在製造,而非行銷、設計與研發;最重要的第四點是,原本的代工經驗無須跟使用者對話,因此從未考慮過生活形態與使用者偏好等需求問題,一旦開始作品牌則純粹依賴量化問卷或利用交情詢問通路商,未能真正發展出與使用者對話的核心產品,也未能順利將生產意義傳遞給使用者。</span><br />
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<span style="font-family: inherit;">這些都是代工轉型品牌之所以鎩羽而歸的原因。</span></div>
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<span style="font-family: inherit;">一般坊間對「品牌」的迷思與誤解也屢見不鮮,當我們討論品牌時,經常浮現在腦海的都是以消費性品牌居多,但其實品牌是一種名號、一種形象、一種承諾,因此只要對客戶端產生意義的就可以稱為品牌,就連製造業也不例外,只不過是互動對話的對象不同罷了。</span></div>
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<span style="font-family: inherit;">過去的製造代工是to B,傳遞的是偏理性的技術語言;一旦轉型作品牌之後,面對的則是to C的市場,必須強化感性的美學體驗,並將之延伸到每一個與消費者溝通的接觸點,才能真正打動客戶的心。</span></div>
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<span style="font-family: inherit;">除此之外,產業經常認為發展品牌就是先展開logo或是CIS設計,但品牌其實是一套完整的系統建置工程,所觸及的不只是產品本身,而是包含管理、財務、通路等面向,這些面向牽動著每個部門的人才,也影響到整個企業的營運模式。</span></div>
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<span style="font-family: inherit;">最後,過去代工的體制讓台灣產業過分講究cost-down的做法跟以CP值為導向的思維,在過去也許能全賴其產生競爭力,但長久以來卻導致企業無法創新,面對現今國際市場的挑戰更是早已不敷需求。</span></div>
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<span style="font-family: inherit;">以品牌導向的策略布局而言,應該摒除太過重視成本的「價格」考量,回到以引領人的夢想為「價值」的依歸,才不會在市場競逐的過程中一再被淘汰或取代。</span></div>
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<span style="font-family: inherit;">品牌是長久累積經營的結果,加上現在的消費者已經具有非常敏銳的判斷力,因此對品牌的印象也並非一時半刻之間就可以強力扭轉。</span></div>
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<span style="font-family: inherit;">我認為有志於打造品牌的企業團隊必須回到公司經營的核心,固守價值、深化服務,與使用者體驗順暢接軌,也將品牌對外傳遞形象和價值收斂出一致性,成為個性鮮明的一種符號、一種標籤,也才有可能在商品過度氾濫的全球市場中,真正找到讓消費者產生死忠認同的意義和價值。</span></div>
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<span class="s1">原文網址:經濟日報/<a href="http://mag.udn.com/mag/reading/storypage.jsp?f_ART_ID=493229"><span style="color: #134f5c;">品牌關鍵字 - 感性與價值</span></a></span></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-74478532104875255562013-12-27T01:52:00.000-08:002013-12-27T02:05:34.579-08:00奇想創造謝榮雅執行長獨家收藏 展現生活樂趣<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/wYx4_W008IU" width="420"></iframe><br />
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奇想創造執行長謝榮雅受台創中心邀請,展出「設計尋寶趣 — 設計師私藏特展」,透過個人長期以來的珍貴私藏品,展現出獨特的生活品味和思考觀點。在此次展覽中,經由40餘幅日治時期老股票與地圖,回憶他從20多年前在光華商場舊書攤挖寶的樂趣,進而迷戀上斑駁的舊股票及地圖,並憑藉著這些古老印跡,幻見「台灣殖民經濟時繁華的痕跡與歲月」,也從置身穿梭在這時光隧道中,找尋到設計裡的無限靈感!<br />
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地點:松菸園區台灣設計館金點區展出。<br />
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影片來源:八大電視GTV 2013-12-19</div>
謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-25399200089399113802013-12-15T19:57:00.000-08:002013-12-15T19:57:54.193-08:0012/14《新唐人》亞太電視台 _ 謝榮雅執行長分享公共美學<h3>
<span style="font-family: inherit;">台北捷運 勾勒台灣美麗風景線</span></h3>
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【2013.12.14 新唐人亞太台/文/李晶晶】</div>
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台灣人的友善熱情,深植國外遊客的心中。之前的新聞最聚焦,我們帶您從陸客來台購物旅遊現象,看見台灣人獨特的溫暖,而這期聚焦,我們要從台北捷運出發,換個角度,帶您看見,台北捷運所勾勒出的另一道美麗人文風景線。</div>
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<a name='more'></a>台北捷運乘客<span class="s1"> </span>何小姐:「台灣捷運,真的非常非常的乾淨,這一點讓人家一直是,我覺得是台灣的驕傲。」<br />
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台北捷運乘客 洪氏夫婦:「博愛座吧。他們都會讓老人家,常常都有人讓我坐,我覺得台灣不錯,很好很好。」</div>
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這,就是屬於台北捷運,特有的溫暖。</div>
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搭乘手扶梯自動靠右,就算是車廂擠滿了人,空著的深藍色博愛座,仍靜靜等待著需要的乘客。這些都是台北 捷運常見的景象,一對來自德國的遊客,他們第一次的寶島行,除了搶搭捷運信義線到台北熱門景點,還要親自感受,台北捷運的獨特魅力。</div>
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台北捷運乘客 德國遊客:「真的跟德國有點不一樣,這裡運作起來更具有現代感。速度比較快,站數也多,車廂空間大,每兩三分鐘就有一班。」</div>
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台北101發言人 劉家豪:「很多人藉由這個出口,來到信義精華區,以我們做為中介點,轉到各個地方去。讓遊客感受到,台北很進步的那一面,那其實台北的捷運很乾淨,而且很有秩序,我想這個也是慢慢讓國際上,有看到這一點。」</div>
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11月24日,台北捷運信義線正式通車,7站的運量約25.4萬人次,創下近年新路線通車首日紀錄。</div>
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台北捷運乘客 小朋友:「變了。」</div>
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台北捷運的溫暖,除了友善,還有更多的人文風采。</div>
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台北捷運乘客 小朋友:「(總共有變幾次,有沒有算過)有,超多次的,超多次的,眼睛是老阿公的,兩次。」</div>
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不定時變換表情的臉譜裝置,不僅小朋友細數次數,過往遊客也想一探究竟,這一個運用早期翻牌時刻表的機械裝置,就在台北101/世貿站必經的出入口,因為文化藝術的注入,讓過往匆忙的遊客,願意,放慢腳步。</div>
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台灣設計師 謝榮雅:「台北的臉譜然後用互動的藝術,用一些的機械跟電子,我覺得,我們也在這個地方找到,在用科技,或是在用這個新的,這個機械結構的方式在詮釋我們 對,文化或是對人文的這個部分的認識。形成是一個互動的藝術,在我們車站裡面的展現,我認為我們自己走出了,一個新的方向。」</div>
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記者 李晶晶:「晚上的台北捷運站,也可以很美,記者現在所在的地方,就是信義線號稱最華麗的一站,大安森林公園站。」</div>
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柔和的曲線鋼材,搭配透明的玻璃帷幕,在夜晚,遠眺大安森林公園站,彷彿是發光的玻璃寶盒,往下探頭一看,則是七彩光雕的噴泉秀。</div>
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站內明亮的空間設計,也是許多遊客放鬆心靈的最佳休憩點。</div>
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台北捷運乘客 蔡小姐:「不會覺得說,只是簡單的在一個車站裡面,等車或是怎麼樣的,就是,在行步間都是有一些休閒的感覺。雖然它很快,可是我們的心靈是可以慢活的。」</div>
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新開通的信義線,每一站,都有自己的景觀特色,藉由人文藝術的包裝,讓捷運站不再只是交通的起訖,還有藝文空間跟人的對話。</div>
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台北捷運乘客 高先生:「文化之都,感受就是這樣,頗有藝術的風采在裡面,也呈現出整個台灣人的精神。」</div>
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台灣設計師 謝榮雅:「對未來的,我想對未來台灣的這個美學的教育,或是這個所謂的,這個公共,這個公共藝術的這一塊,我想會起的很好的示範的作用,因為我們開始,慢慢可以享受到一個,在一個比較相對的有規劃,相對的比較有品味的,這個環境空間裡面成長。」</div>
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藍線,紅線,棕線,綠線,橙線,由點變成線,捷運不斷拓展,也串聯乘客,體驗台北城市一站又一站的人文風情。</div>
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台北捷運乘客 小朋友:「(捷運好不好玩)好玩,(哪裡好玩)每個地方都好玩,整個地方都好玩。」</div>
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構築人與建築、與交通,有溫度的互動。台北捷運,正在用自己的方式,勾勒出,屬於台北特有的美麗風景線。</div>
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採訪撰稿:李晶晶</div>
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攝影後製:高健倫</div>
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<span class="s2">線上全文/新唐人亞太台:<a href="http://ap.ntdtv.com/news/20131214/video/117969.html">【聚焦55】四、台北捷運 勾勒台灣美麗風景線</a></span></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-74677931265547947442013-12-10T22:23:00.002-08:002013-12-10T22:23:45.943-08:00【智慧經營】:破壞式創新 談宏碁突圍與品牌挑戰
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<span style="font-family: inherit;">破壞式創新 談宏碁突圍與品牌挑戰</span></h3>
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<span style="font-family: inherit;">【<span class="s1">2013.12.11 </span>經濟日報/文/謝榮雅】</span></div>
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<span style="font-family: inherit;">時屆歲末,回顧整個<span class="s1">2013</span>年是全球科技業面臨嚴苛挑戰的一年,日前媒體也大幅披露工程師<span class="s1">VS.</span>設計師、價格<span class="s1">VS.</span>價值等等台灣科技產業沉痾已久的關鍵問題,而曾經任職於宏碁的我,目睹了過去科技產業的極盛輝煌時期,一直到現在的停滯,甚至低迷的危機,對於這場革命性的科技業典範轉移也深有觀察與體悟。</span></div>
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<span style="font-family: inherit;">早在三十多年前,宏碁的七位主要創辦人之中,就有一位來自工業設計背景,接著在十數年內,發展成具有旗艦型規模的工業設計團隊,甚至引進<span class="s1">IDEO</span>前身<span class="s1">ID2</span>為顧問公司,不僅證明了內部極為看重設計對產品的重要性,也同時對整體科技業形成了一定程度的指標高度與引導作用。</span></div>
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<span style="font-family: inherit;">於此同時,由於所謂<span class="s1">Wintel</span>系統以及<span class="s1">PC</span>橫掃了全球市場,國內的宏碁也在這樣的第三波浪潮之中扶搖直上,創造出盛極一時的光景。</span></div>
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<span style="font-family: inherit;">只是,在這早期意氣風發的背後,也埋下了日後設計創新的隱憂。</span></div>
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<span style="font-family: inherit;">第一,宏碁雖然引發<span class="s1">IDEO</span>後來所謂設計思考<span class="s1">(design thinking)</span>風潮,但不敵當時台灣產業界普遍瀰漫的代工氛圍和邏輯,未能深化。</span></div>
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<span style="font-family: inherit;">第二,內部出走人員琵琶別抱,導致同質的科技產業迅速崛起,也同時挖走費心培植的工業設計人才。</span></div>
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<span style="font-family: inherit;">第三,當年宏碁跟緯創分家,在重代工輕品牌的思維下,將重要設計師分到緯創,品牌淪為設計外型甚至貼牌的公司,明顯呈現出宏碁雖然已成為國際品牌,卻還是脫離不了原本的工程思想;注重通路卻忽略了創新,也未能真的將使用者經驗探索和設計想像力融入開發策略。</span></div>
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<span style="color: #134f5c; font-family: inherit; font-size: large;">產業環境消費趨勢逆襲</span></div>
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<span style="font-family: inherit;">最後則是科技產業環境與消費趨勢的逆襲,原本<span class="s1">Wintel</span>聯盟的優勢在<span class="s1">Apple</span>的平板出現後遭到瓦解,當<span class="s1">Apple</span>掌握住消費者體驗又不斷強化美學品味來創新,宏碁卻停留在通路與<span class="s1">CP</span>值的迷思,面臨這樣的<span class="s1">3C</span>生態環境驟變,宏碁慣有的工程腦袋顯然未能做出即時因應,只能眼見半壁江山拱手讓人。</span></div>
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<span style="font-family: inherit;">我曾經是宏碁的一分子,自然也對它有著深厚的感情,尤其對照起七、八年前曾有機會可以併購聯想,而今卻風雲變色、形勢反轉,更使人扼腕慨嘆;因此在當前這個決定性的關鍵時期,該如何振衰起弊,是我最關切、也認為是最刻不容緩的議題。</span></div>
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<span style="font-family: inherit;">首先,宏碁內部必須引入年輕且非工程背景的領導人新血,否則當大家太過習慣複製以往的成功模式,同樣會再次淪為規格功能導向的思考;我認為一個企業經營愈困難的時候,對人才的渴求應該愈殷切,而時下年輕人比我們這一代都要瞭解風格趨勢與數位行銷,若由他們來主導才可能帶來全新的視野與企圖。</span></div>
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<span style="font-family: inherit;">宏碁必須快速找到自己的定位,提升戰略高度以重新定義企業品牌,也提供消費者更多更全面的生活風格可能性。</span></div>
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<span style="font-family: inherit;">最後也最重要的是,必須實踐破壞式創新,因為既有的<span class="s1">3C</span>產品已難以拯救宏碁,一味跟風仿效的老二主義在現今環境條件下,早不具空間,唯有在趨勢和生活形態上,重新找到科技整合的新方向,甚至以破釜沈舟的決心,重新發明具破壞式創新精神的產品,或許也需重新發明自己的產業位置,才能另闢蹊徑、殺出重圍。</span></div>
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<span style="color: #134f5c; font-family: inherit; font-size: large;">把想像力注入產品靈魂</span></div>
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<span style="font-family: inherit;">當過去的通訊科技龍頭,如<span class="s1">Nokia</span>與<span class="s1">Blackberry</span>相繼遭到市場考驗而脫售,我們不得不承認,這已是一場全球科技品牌都無法規避的挑戰。</span></div>
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<span style="font-family: inherit;">相較於其他產業,科技產業進化速度是超乎想像地快自不待言,台灣過去在產業政策上因為做出對的選擇,一度造就了資訊工業的榮景。</span></div>
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<span style="font-family: inherit;">但在強調感性、體驗等不同價值取向的當代,台灣品牌如何將想像力注入產品靈魂,賦予使用者(功能訴求以外)的嶄新意義,進而指引人類未來的新方向,這是絕對無法用代工思維和技術眼光來領導的,也是除了<span class="s1">Acer</span>之外,諸如<span class="s1">ASUS</span>、<span class="s1">HTC</span>等品牌終將面對的嚴肅課題。</span></div>
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<span style="text-align: start;">線上全文:經濟日報/</span><a href="http://udn.com/NEWS/FINANCE/FIN11/8352281.shtml" target="_blank"><span style="color: #134f5c;">謝榮雅:破壞式創新 談宏碁突圍與品牌挑戰</span></a></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-84116444974740107642013-12-05T23:22:00.002-08:002013-12-10T18:32:52.507-08:00學學文創感動生肖公益助學計劃 _ 工業設計大師謝榮雅「立馬」創新<h3>
「感動馬」展覽 <span style="font-family: inherit;">古今呼應、歷久彌新</span></h3>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQFR7TxqEZxpz7QRQj18n8Xaa_CY9F7Kde66itcIrwS6BPRG4mDIY84-WLGakKYPspAAjYk3xM_I9GzyxgWZslv4cfbU4D2V_ipbCJHW290h90kYOqc5J9w8SlPauvQHuqUt3YwFOwPr4/s1600/IMG_8881.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="266" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQFR7TxqEZxpz7QRQj18n8Xaa_CY9F7Kde66itcIrwS6BPRG4mDIY84-WLGakKYPspAAjYk3xM_I9GzyxgWZslv4cfbU4D2V_ipbCJHW290h90kYOqc5J9w8SlPauvQHuqUt3YwFOwPr4/s400/IMG_8881.JPG" width="400" /></a></div>
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<span style="font-family: inherit;">台灣工業設計大師奇想創造執行長謝榮雅,受邀參與學學文創基金會<span class="s1">2014</span>「感動生肖」公益助學計畫,幫助台灣弱勢族群孩童體驗美學課程。本次以「馬到成功」為主題,透過「感動馬」的古典曲線,以抽象的形式表現,意喻台灣社會努力向前奔騰的動能。</span><br />
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<span style="font-family: inherit;">謝榮雅執行長此次的感動馬公益助學作品,由「<a href="http://www.digital-can.com/" target="_blank"><span style="color: #45818e;">數可科技</span></a>」響應贊助,採用了當前最先進、被譽為「第三次工業革命」的「3D列印」技術進行創作,</span><span style="font-family: inherit;">!經過大量數學和工程運算,以及數十次的數位模型調整,打造出具有建築工程「骨感」的感動馬作品 — 立馬。</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEht38nkN7XmQxETnDRNerQEEI5kMsyQa_Eep7_boI5zSFf5I6JTg1-Dk9_YGVObNPVFRTqwb1brK9BbzAtdGG38APKpTYVG5vNvHTbUQkqEKyozdVxW5nxTLVJYSoqqavMeO_I4_1PzAp4/s1600/photo+(2).JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEht38nkN7XmQxETnDRNerQEEI5kMsyQa_Eep7_boI5zSFf5I6JTg1-Dk9_YGVObNPVFRTqwb1brK9BbzAtdGG38APKpTYVG5vNvHTbUQkqEKyozdVxW5nxTLVJYSoqqavMeO_I4_1PzAp4/s400/photo+(2).JPG" width="300" /></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQ9Sfvt8nqgAchhygCYwbDZDelf6Z1MwE9srlbpOqYqRgjF9GZejiUTHvwRAdL0-qiJ0OpFalI3CdMuBOh4KlWeV1CduoGlOUGGsos7BzvmJDYGuvbSy-0-goHp_cpkjDdhWZHzFD2MIw/s1600/photo.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="306" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQ9Sfvt8nqgAchhygCYwbDZDelf6Z1MwE9srlbpOqYqRgjF9GZejiUTHvwRAdL0-qiJ0OpFalI3CdMuBOh4KlWeV1CduoGlOUGGsos7BzvmJDYGuvbSy-0-goHp_cpkjDdhWZHzFD2MIw/s400/photo.JPG" width="400" /></a></div>
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<span style="font-family: inherit;">實際以3D列印技術重新詮釋感動馬,不僅僅是前瞻科技的華麗展現,更深入之層面是意寓著科技對人類未來生活的引導性,以及對藝術創作工法有著前所未有之改變,呈現出古今呼應、歷久彌新的珍貴意涵!</span></div>
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<span style="font-family: inherit;">期待各位對創新設計以及公益活動有著活力、熱情的朋友們,可以到學學文創尋找謝榮雅執行長的「立馬」喔!</span>
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<b><span style="color: #134f5c;">展覽資訊</span></b></div>
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<span class="s1">展覽時間</span> 2013.12.07 – 2013.01.23 <span class="s1">週一至周日</span>10:00 – 19:30 </div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-90863221203505478692013-12-04T23:38:00.003-08:002013-12-05T00:09:55.340-08:00奇想創造執行長謝榮雅 領軍GAIA平台展現創新亮點!<h3>
<span style="font-family: inherit;">榮獲文化部「文創加值達人賽」第二名佳績</span></h3>
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<span style="font-family: inherit;">由文化部主辦、中華民國創投公會策劃的第二梯次「文創加值達人賽」,12/4於華山文化創意產業園區,舉辦成果發表暨媒合會,而由國寶級工業設計大師謝榮雅領軍之設計團隊「奇想創造」所打造的智財育成平台「GAIA」,經過激烈的競爭角逐榮獲「數位內容與出版類組」第二名佳績。</span><br />
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<span style="font-family: inherit;">奇想創造(GIXIA Group)在企業經營的同時,也善盡社會責任。GAIA 是全球第一個結合智財憑證的工業設計暨創意發明線上展示與育成平台,提供設計與技術發明的創作者,自由上傳作品與企業媒合交易,不僅保護作品,更要讓創意被實現,與企業共同創造商業價值!同時透過商業化機制,讓創意工作者獲取合理的智財報酬。GAIA每季將挑選指標性的創意作品,主動與企業進行媒合,加速創意商品化;並結合天使創投,投資優秀創意人才,共同育成新事業,是符合時代性與切合產業需求的創新平台。</span></div>
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<span style="font-family: inherit;">奇想創造團隊憑藉著極度前瞻與創新的設計理念,加上多年產業經驗,打造全球第一個結合智財憑證的工業設計暨創意發明線上展示與育成平台「GAIA」,深受各界評審高度讚揚。此次參與「文創加值達人賽」,其目的不僅在推廣此平台以串接台灣面臨的創意與商業間的斷鏈,更期望以此拋磚引玉,將科技及系統的思維導入國家文創產業輔導贊助的範疇之中。</span></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-33163480383768788452013-11-28T18:19:00.002-08:002013-11-29T02:18:47.333-08:0011/29公共電視《人間相對論》_謝榮雅 X 游智維_創造台灣新體驗<h3>
設計.旅行.文創 - 帶您分享旅行體驗以及美好的消費者旅程</h3>
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<span style="font-family: inherit;"><span style="font-size: small;"><span style="color: #45818e;">「設計是一種溝通的方式,透過創作的媒介,傳遞給觀眾,過程裡面像編一組密碼,讓看到的人去解這個碼」 - 謝榮雅</span></span></span><br />
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<span style="font-family: inherit;"><span style="font-size: small;">謝榮雅</span></span><span style="font-family: inherit;">是台灣奪得最多國際大獎的設計國寶;近百座的iF、紅點等國際獎項,協助台灣中小企業以設計與創意為產品加值,將台灣產品推向全球舞台。</span><br />
<span style="font-family: inherit;"><span style="font-size: small;">不斷在島內各處遷徙的童年經驗,以及基督教長老教會出身的背景,內化為謝榮雅日後創作的能量來源,也因此讓他一方面不斷追求創新,卻又懂得欣賞、留存台灣過去的本土文化特色。近年他自創品牌,不斷求新求變,企圖讓全世界看見台灣。他甚至不怕大膽改變規格,以創意改變產業遊戲規則。</span></span><br />
<span style="font-family: inherit;"><span style="font-size: small;"><br /></span></span>11/29公共電視<a href="http://www.pts.org.tw/crossover/summary.html" target="_blank"><span style="color: #666666;">《人間相對論》</span></a>第十集節目,奇想創造執行長謝榮雅,與旅遊達人游智維,一同帶領觀眾透過「旅行和設計」,探索我們生活周遭的美好新視界!<br />
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<span style="font-family: inherit;"><span style="font-size: small;">謝榮雅部落格</span></span><br />
<span class="s1"><a href="http://jungya.blogspot.tw/"><span style="color: #666666;"><span style="font-family: inherit;"><span style="font-size: small;">http://jungya.blogspot.tw</span></span></span></a></span><br />
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<span style="font-family: inherit;"><span style="font-size: small;">《人間相對論》第十集 節目</span></span><br />
<span style="font-family: inherit;"><span style="font-size: small;">公視HD頻道:11/29(五)07:00</span></span><br />
<span style="font-family: inherit;"><span style="font-size: small;"> 13:00</span></span><br />
<span style="font-family: inherit;"><span style="font-size: small;"> 19:00</span></span><br />
<span style="font-family: inherit;"><span style="font-size: small;"> 12/14(六)16:00</span></span><br />
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<span style="font-family: inherit;"><span style="font-size: small;">公視頻道:1/5(日)10:00</span></span><br />
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<span style="font-family: inherit;"><span style="font-size: small;">訊息來源/更多訊息:</span></span><a href="http://www.pts.org.tw/crossover/summary.html" target="_blank"><span style="color: #666666;"><span style="font-family: inherit;"><span style="font-size: small;">人間相對論_公共電視</span></span></span></a><br />
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<br />謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-12338850955914529002013-11-25T18:48:00.002-08:002013-11-25T18:55:36.588-08:00生活趨勢:墓仔埔也敢去!?<h3>
<span style="font-family: inherit;"><span style="font-size: small;">奇想抱報第二十五期精選文章</span></span><span style="font-family: inherit;"><br /></span></h3>
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<span class="s1"><span style="color: black;"><span style="font-family: inherit;"><span style="font-size: small;">在都市發展中,隨著人口成長需要不斷地興建住居;而其中一種「住居」,預估人口死亡率而規劃的空間:墓園,則是讓我們親愛的家人在離開這個世界後,有個遮風避雨的地方.公墓</span></span></span></span><span class="s2"><span style="color: black;"><span style="font-family: inherit;"><span style="font-size: small;">(</span></span></span></span><span class="s1"><span style="color: black;"><span style="font-family: inherit;"><span style="font-size: small;">包含傳統土葬公墓與納骨塔</span></span></span></span><span class="s2"><span style="color: black;"><span style="font-family: inherit;"><span style="font-size: small;">)</span></span></span></span><span class="s1"><span style="color: black;"><span style="font-family: inherit;"><span style="font-size: small;">在台灣,一向被視為嫌惡設施,雜草叢生、陰森詭異,甚至成為治安死角,令人敬而遠之,只有在清明掃墓時才看得到人煙.然而,這個安息之地,只能是恐怖陰森的形象嗎?</span></span></span></span><br />
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<span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">歌手伍佰有首歌是這麼唱的:「狂戀的人有勇氣,不驚一切唷!無論三更也半瞑,墓仔埔也敢去!」.這是你我印象中的公墓,地處偏僻、人煙稀少、雜草叢生又有些陰森恐怖,</span></span></span><span class="s3"><span style="font-family: inherit;"><span style="font-size: small;">平常沒事,大概只有熱戀的人敢去</span></span></span><span class="s4"><span style="font-family: inherit;"><span style="font-size: small;">(</span></span></span><span class="s3"><span style="font-family: inherit;"><span style="font-size: small;">大誤</span></span></span><span class="s4"><span style="font-family: inherit;"><span style="font-size: small;">)</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">.受到台灣民俗觀念的影響,普遍認為先人墳墓的位置與走向,會影響後代子孫的運勢,逝者入土為安,也講究福地的風水,於是,在傳統公墓裡,不同方向、排列緊密的墳塚似乎是種常態.像這樣能夠比較清楚「辨識」墳塚位置的情形,大多是清明過後,經過後輩子孫一番整理,才能夠分辨出道路與墓地.早期台灣一般公墓的規劃,沒有任何的標示系統或排列規則,只能憑藉父執輩的印象,每年在茫茫的雜草中尋找親人的墳塚,假若又隔了好幾代未曾有人帶領,恐怕很難知道祖先墳塚的位置.</span></span></span></div>
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<span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">墓園,不就是讓逝去的親人安息,同時能夠撫慰還活著的親友並且帶給他們平靜的地方嗎?這片安息之地住著我們已逝去的親人,不應該是這般陰森恐怖的景象吧?誰說公墓一定都是雜草叢生、陰風慘慘,墓園也能有肅穆之美,甚至成為外國遊客的觀光景點,不相信嗎?那就讓我們一同來看看幾個世界知名的美麗公墓:</span></span></span></div>
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<span style="color: #274e13;"><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">#</span></span></span><span class="s5"><span style="font-family: inherit;"><span style="font-size: small;">智利:彭塔阿雷納斯公墓</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">(Cementerio Municipal de Punta Arenas)</span></span></span></span></div>
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<span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">位於智利南部的彭塔阿雷納斯公墓,興建於</span></span></span><span class="s2"><span style="font-family: inherit;"><span style="font-size: small;">19</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">世紀,是一座市政公墓,被譽為智利最漂亮的公墓,這裡埋葬著當時最具權力的名門權貴,因此墓穴裝飾華麗,隨處可見大理石或青銅雕塑,用以彰顯權勢,公墓內的柏樹高大挺拔,多條小徑通往不同家族的陵墓.</span></span></span><br />
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<span style="color: #274e13;"><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">#</span></span></span><span class="s5"><span style="font-family: inherit;"><span style="font-size: small;">義大利:米蘭紀念墓園</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">(Il Cimitero Monumentale di Milano)</span></span></span></span><br />
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<span class="s6"><span style="font-family: inherit;"><span style="font-size: small;">你能想像這座墓園就坐落在米蘭市區裡,隔著一條大馬路,對街就是人口密集的商業住宅區嗎?位於地鐵站</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">Garbadi</span></span></span><span class="s6"><span style="font-family: inherit;"><span style="font-size: small;">附近,或許是受到文藝復興的影響,這座充滿藝術氣息的墓園,隨處可見各種雕塑藝術品.由建築師</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">Paolo Maciachini</span></span></span><span class="s6"><span style="font-family: inherit;"><span style="font-size: small;">設計,於</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">1866</span></span></span><span class="s6"><span style="font-family: inherit;"><span style="font-size: small;">年開放,</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">此後逐漸充滿義大利當代和古典的各種雕塑.正門是巨大的名人堂</span></span></span><span class="s2"><span style="font-family: inherit;"><span style="font-size: small;">(Famedio)</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">,為新中世紀風格的大理石建築,最特別的是仿</span></span></span><span class="s2"><span style="font-family: inherit;"><span style="font-size: small;">Giotto</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">風格的土耳其藍天花板設計,增添神聖的氣氛,長眠於此的包括米蘭乃至義大利的一些名人,例如偉大的音樂家韋瓦第</span></span></span><span class="s2"><span style="font-family: inherit;"><span style="font-size: small;">(Giuseppe Fortunino Francesco Verdi)</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">也長眠於此.此外,這裡有一個非天主教區和猶太區,在紀念教堂的台階旁,有一紀念碑紀念在納粹集中營中死亡的約</span></span></span><span class="s2"><span style="font-family: inherit;"><span style="font-size: small;">800</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">位米蘭人.</span></span></span><br />
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<span style="color: #274e13;"><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">#</span></span></span><span class="s5"><span style="font-family: inherit;"><span style="font-size: small;">法國:拉雪茲神父公墓</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">(Cimetière du Père-Lachaise)</span></span></span></span><br />
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<span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">拉雪茲神父公墓是世界著名的公墓之一,位於巴黎的第</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">20</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">區,是市區內最大的墓園.拉雪茲神父公墓的名字來源於路易十四的虔悔神父,他所住的房子是</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">1682</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">年耶穌會在過去一座小教堂的位置上重建的。</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">1804</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">年巴黎市買下了這個地方,將它改建為公墓。由於許多傳奇的歷史人物都安葬於此,例如波蘭音樂家蕭邦</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">(Fryderyk Franciszek Chopin)</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">、文學家巴爾札克</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">(Honoré de Balzac)</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">、女高音卡拉絲</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">(Maria Callas)</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">等都長眠此地,每年吸引數十萬來訪者。同時它也是五場大戰爭的紀念地。許多人希望與著名的市民葬在一起,目前這裡葬有</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">30</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">多萬人,更多被火葬的人的骨灰陳列在骨灰安置所內。</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;"> </span></span></span><br />
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<span style="color: #274e13;"><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">#</span></span></span><span class="s5"><span style="font-family: inherit;"><span style="font-size: small;">奧地利:維也納中央公墓</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">(Wiener Zentralfriedhof)</span></span></span></span><br />
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<span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">維也納中央公墓設立於</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">1874</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">年,位於維也納</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">Simmering</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">區,是維也納現存最大的墓地,每天舉行約</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">25</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">場不同宗教儀式的葬禮,這裡約有</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">33</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">萬個墓穴,百餘年來有許多名人安葬於此,如舒伯特、貝多芬、布拉姆斯、老約翰.史特勞斯等.進入公墓後的林蔭大道,便是</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">1949</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">年經典電影《黑獄亡魂》</span></span></span><span class="s7"><span class="Apple-converted-space"><span style="font-family: inherit;"><span style="font-size: small;"> </span></span></span><span style="font-family: inherit;"><span style="font-size: small;">(The Third Man)</span></span><span class="Apple-converted-space"><span style="font-family: inherit;"><span style="font-size: small;"> </span></span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">中取景的場地.林蔭大道的末端是卡爾盧埃格爾紀念教堂</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">(Dr. Karl Lueger-Gedächtniskirche)</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">,也是維也納</span></span></span><span class="s7"><span style="font-family: inherit;"><span style="font-size: small;">20</span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">世紀初最重要的新藝術</span></span></span><span class="s7"><span class="Apple-converted-space"><span style="font-family: inherit;"><span style="font-size: small;"> </span></span></span><span style="font-family: inherit;"><span style="font-size: small;">(Art Nouveau)</span></span><span class="Apple-converted-space"><span style="font-family: inherit;"><span style="font-size: small;"> </span></span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">建築.</span></span></span><br />
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<span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">從以上幾個有名的公墓來看,歐美國家似乎很早就將公墓公園化,或許因為風俗民情與宗教信仰,死亡在這些地方看來不是結束,而是成為永恆,尤其是許多名人,在去世之後幾百年的今天,仰慕者依舊絡繹不絕,前往朝拜.這裡沒有死亡的恐懼感,反而多了些許的寧靜與平靜.</span></span></span><br />
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<span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">台灣的殯葬業近來也有些許的改變,殯葬已從傳統只是提供空間讓逝去的親人下葬及一些傳統儀式,轉變為一種新興的服務業.無論是公辦或是民營的墓園,至少在環境上已經有很大的不同,整體空間經過系統化的規劃,就像一般的住家有門牌號碼,已能夠簡單地從區域編號知道所在的位置.幾個知名的民營墓園除了從往生後所有的流程事務一手包辦,在墓園的景觀規劃更是重視,甚至邀請國際建築大師操刀設計.或許換個角度思考,墓園的功能除了是安葬我們親愛的家人之外,也要讓我們及後代子孫永遠緬懷、感念,讓逝者有尊嚴,生者能得到平靜.公墓的公園化,能夠使整體的環境不再陰森恐怖,自然植栽的生命力帶來心靈的平靜.所以,誰說墓仔埔恐怖不可親近,只要妥善規劃,人人都敢去墓仔埔!</span></span></span><br />
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<span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">本文作者:奇想創造</span></span></span><span class="s2"><span class="Apple-converted-space"><span style="font-family: inherit;"><span style="font-size: small;"> </span></span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">情報副總</span></span></span><span class="s2"><span class="Apple-converted-space"><span style="font-family: inherit;"><span style="font-size: small;"> </span></span></span></span><span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">張慧屏</span></span></span><span class="s2"><span style="font-family: inherit;"><span style="font-size: small;">/Emily Chang</span></span></span><br />
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<span class="s1"><span style="font-family: inherit;"><span style="font-size: small;">【更多文章:</span></span><a href="http://gixiabb.blogspot.tw/"><span style="color: #666666;"><span style="font-family: inherit;"><span style="font-size: small;">奇想抱報第二十五期</span></span></span></a><span style="font-family: inherit;"><span style="font-size: small;">】</span></span></span><br />
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<br />謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-88810425397601555692013-11-13T03:02:00.001-08:002013-11-13T03:02:40.528-08:002013第八屆通用設計獎「UD挑戰營」- 探索設計中的無限可能<br />
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11/10自由空間教育基金會與奇想創造一同打造了台灣設計競賽史上第一次的「UD挑戰營」Workshop活動。希望一個設計競賽,不單單只是各項作品間的「競賽」而已,而是可以透過workshop形式的活動,增加其中教育樂趣,讓各類入圍決選之作品,透過更多元的腦力激盪,探索設計中還未被發掘出的可能性與應用性。<br />
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<a href="http://www.ud.org.tw/web/" target="_blank">自由空間教育基金會</a>長期以來推廣通用設計理念,舉辦通用設計競賽今年已進入第八屆,而在今年首度與<a href="http://www.gixia-group.com/" target="_blank">奇想創造(GIXIA Group)</a>團隊合作,不但啟用<a href="http://gaia.gixia-group.com/"><span class="s1">GAIA</span></a>平台系統以廣納更多參賽者的投入並且建立公平效率的評選機制,同時也舉辦為期一天的UD挑戰營活動,幫助入圍者從概念設計、生產製造、到市場行銷等面向重新檢視自己的設計作品,也透過和實際使用者與業界設計師的互動討論,來增加作品的豐富性與實用性。</div>
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整日的挑戰營,透過專題演講、分組發表設計理念、使用者需求交流等互動,讓各組學員在透過<span class="s1">1</span><span class="s2">)觀察、</span><span class="s1">2</span><span class="s2">)分析、</span><span class="s1">3</span><span class="s2">)想像、</span><span class="s1">4</span><span class="s2">)優化的工作坊實作流程中,</span>協助學員們實際參與觀察使用者經驗、分析作品中尚未被解決的問題、想像其中可能的創意,以及在設計端、技術端、營銷品牌端等等的優化方式。</div>
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同時,奇想創造執行長謝榮雅與自由空間教育基金會董事長唐峰正,以及奇想創造總經理暨首席設計師簡大為,在活動的最後,一同聆聽各個入圍團隊,在經歷一整天學習過程後,對自身作品重新發掘的設計調整,並分別為各組優化過之作品,給予了最適切及精闢的評論與建議。</div>
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奇想創造執行長謝榮雅期盼透過這整天難得的「挑戰營」活動,參賽學員們不但能成功突破原有的設計框架,在「破壞式創新」與「使用者經驗」的視野下,思考設計的過程,反覆思索問題核心,找出其中「美學」與「人因」之重要鏈結,相信「通用設計」不只是設計的概念,更是設計領域中最根源的探索與希望。</div>
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<span class="s1">更多活動照片:<a href="https://plus.google.com/photos/117341510508944800847/albums/5944907279596342881?banner=pwa" target="_blank">2013.11.10 UD挑戰營</a></span></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-47521251175342813262013-11-11T17:58:00.000-08:002013-11-11T17:58:45.066-08:00【謝榮雅的設計觀察】:小景小物…台灣品牌原生力<h3>
<span style="font-family: inherit;">小景小物…台灣品牌原生力</span></h3>
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【<span class="s1">2013.11.11 </span>經濟日報/文/謝榮雅】</div>
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相信大家一定都有過這樣的經驗,無論是自己或親友到歐洲旅行,絕對不會錯過購買法國的香水、義大利的皮件,或是瑞士的鐘表,因為這些商品背後所代表的是一種產業演進的脈絡與經驗,更是一個國家所累積起的歷史與價值。而產品標籤上所標註的<span class="s1">Made in Paris</span>或是<span class="s1">Made in Taiwan</span>,對你來說,是否也是一種品牌形象以及品質實力的展現呢?</div>
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接受媒體採訪時我經常被問到,身為一位土生土長的設計師,如何從台灣得到設計的養分與啟發?無可諱言,國家政策與國家品牌對產業具有相當大的示範或加分作用,而產業與公部門之間相互依附的密切關係,也將是一個國家品牌能否建立不敗地位與珍貴價值的關鍵。</div>
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在全球工業發展的脈絡中,德國是數一數二的工業強國,尤其出產的汽車更是世界聞名的頂級工藝;再加上舉辦已超過<span class="s1">50</span>年的<span class="s1">Red Dot</span>、<span class="s1">iF</span>國際設計競賽,不斷將德國設計推上國際矚目的舞台,而設計的能量也同時厚植了德國本身的經濟實力與產業口碑。</div>
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亞洲的日本亦然,雖然起步略晚於德國,卻以獨特的設計美學走出截然不同於歐美的風格;在公共建設與民間社會裡,設計力的展現更是無所不在,深深風靡了全世界的設計愛好者。</div>
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<span class="s1">2014</span>年的設計之都韓國首爾則是不容忽視的後起之秀。<span class="s1">2001</span>年韓國成立了文化創意產業振興院,以國家力量統籌跨部門、跨層級的革命性產業創新,使韓國的設計水準不斷地提升國際能見度,不但<span class="s1">3C</span>家電飛快發展,就連影視文化與時尚品牌都席捲全球市場,對產業各界造成了全面性的影響,也讓韓國成為雄霸一方的經濟強國。</div>
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除此之外,如果設計的用心程度與敏銳程度能夠滲透到每一個小景小物的細節上,相關新聞與觀光局處就無須花大錢製作布旗或購買廣告來行銷觀光旅遊,憑著細膩的設計就可以發揮最有效的吸引力。舉例來說,瑞典與荷蘭極具巧思的錢幣設計就讓人印象深刻:瑞典紙幣上的紀念人像不只限於政治人物,反而包含生物學家、文學家以及藝術家,讓人充分感受到瑞典濃厚的學術人文氣息;荷蘭則在<span class="s1">2011</span>年推出了創新的<span class="s1">QRcode</span>錢幣,只要用手機掃描就可以連結到荷蘭鑄幣的歷史介紹,結合創意科技又極富教育意義。</div>
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由此可見,品牌是一連串體驗接觸點的堆疊,而每一個小物都是國家品牌的延伸,所有的五感六覺細節也都是國家形象與國力的展現,只要把小景小物的細節做好,就能讓人賓至如歸,甚至驚艷不已!</div>
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近年來無論民眾出國旅行經驗增加或是網路媒體報導盛行,在在都讓國人受到許多國際視野的衝擊,民智大開的同時,對於設計的敏銳體驗與生活需求也隨之提高。面對這些來自國際間的刺激,我認為這是一場速度的競爭,台灣勢必要急起直追,才能振興這塊國家品牌的文化,但除了民間由下而上的進步與提升之外,國家政策層面的創新思考,將會是影響國際競爭實力的重要關鍵。</div>
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<span class="s2">線上全文:經濟日報/<a href="http://udn.com/NEWS/READING/REA8/8286652.shtml">謝榮雅:小景小物…台灣品牌原生力</a></span><br />
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-41131701690697773622013-10-16T02:56:00.000-07:002013-12-06T02:57:16.457-08:0010/21 人間衛視「創藝多瑙河」節目 台灣設計出頭天 — 謝榮雅<h3>
<span style="font-family: inherit;">看成功打破華人設計師世界紀錄的謝榮雅</span></h3>
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<span style="font-family: inherit;">如何帶領台灣產業躍為全球新亮點</span></h3>
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奇想創造執行長謝榮雅,接受知名主持人黃子佼專訪,在人間衛視「創藝多瑙河」節目中,暢談從設計美學養成、踏入產業端、連年打破全球設計得獎記錄,到肩負台灣設計教育的親身經歷。<br />
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身為台灣工業設計國寶的謝榮雅,不只利用美學修化提升商品質感,更運用其豐沛的設計能量,以及長年在製造與材料的產業經驗,致力協助輔導台灣產業跳脫代工思維,朝向品牌發展,讓舊東西換上新表情之外,更要讓<span class="s1">MIT</span>產品笑傲世界舞台,一躍成為全球新亮點。</div>
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節目播出資訊,歡迎鎖定:</div>
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<span style="color: #134f5c; font-size: large;"><b>10/21人間衛視「創藝多瑙河」節目</b></span></div>
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<span style="color: #134f5c; font-size: large;"><b>【第</b><span class="s1"><b>22</b></span><b>集】台灣設計出頭天-謝榮雅</b></span></div>
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主持人:<span class="s2">黃子佼</span></div>
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<span class="s3">首播:</span>10/21<span class="s4"> </span>晚間九點至十點</div>
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<span class="s3">重播:</span><span class="s4">10/22 凌晨三點、下午一點</span></div>
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節目類別:<span class="s2">創新</span></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-78117034862259014942013-10-11T04:05:00.001-07:002013-10-13T20:54:34.444-07:00奇想創造執行長謝榮雅暢談「從製造起家到創意起飛」- 談台灣的轉型天梯<h3>
<span style="font-family: inherit; font-size: small;">10/9「智慧創價 平台創業」 2013勞動力發展創新論壇</span></h3>
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<span style="font-family: inherit;">相信大家都有發現,台灣創意與設計領域的學生每年參與國際發明或競賽獲獎居全球之冠,但商品化比例極低;企業要轉型、升格與升值卻無法投入較高的成本扶植具有設計能力之青年。同時,面對挑戰,許多設計者、企業開始意識到,創意端和需求端缺乏連結的機會,並提出連結創意到商業的橋梁概念與規劃。</span><br />
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<span style="font-family: inherit;">為此,奇想創造謝榮雅執行長參與10/9在台大醫院國際會議中心的「智慧創價 平台創業」2013勞動力發展創新論壇,就自身20年來的創業經驗中,</span>分享<span style="font-family: inherit;">台灣產業「從製造起家到創意起飛」的豐富歷程,以及對企業而言,在打造品牌之路上,所面臨的諸多挑戰與瞬息萬變的環境趨勢。</span></div>
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<span style="color: #666666; font-size: x-small;">奇想創造謝榮雅執行長暢談從製造起家到創意起飛-台灣的轉型天梯</span></div>
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<span style="color: #666666; font-size: x-small;">奇想創造謝榮雅執行長分享台灣產業的創新歷程與品牌之路</span></div>
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除了自身經驗分享外,謝執行長也與奇想創造總經理暨首席設計師簡大為、德高行北京科技公司車慧中博士、台中教育大學拾已寰教授、中華民國創投公會蘇拾忠秘書長,以及財團法人自由空間基金會唐峰正董事長,一同透過對話探掘台灣產業環境的創意供給失衡困境,並嘗試創新建構媒和交流平台,讓需求與創意有效連結。進一步提升創意產業之勞動力價值,為台灣創意人才及產業的成長引擎,增加創意產業之勞動力價值,提升設計及跨界運用的成長動力。</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVwA1NLxCR0je9rGimJRVPJUgrzV02s5-DQhqBWlUk49hbvvklUrt0jLgqUHFCpc7_ldG_U61V58G_3HmQ3IWUj03NV-LkeXW4k0pB-QlsmftAa2qoc4zA3AMp6V3h9FU7hsVre2tgkMo/s1600/IMG_7029.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiVwA1NLxCR0je9rGimJRVPJUgrzV02s5-DQhqBWlUk49hbvvklUrt0jLgqUHFCpc7_ldG_U61V58G_3HmQ3IWUj03NV-LkeXW4k0pB-QlsmftAa2qoc4zA3AMp6V3h9FU7hsVre2tgkMo/s400/IMG_7029.JPG" width="266" /></a></div>
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<span style="font-family: inherit;">此次會議,在所有</span>一同與會的專家學者、技術專業人員、政府官員、法人代表與實務業者的參與討論及交流下,簡潔明確的為<span style="font-family: inherit;">近年國內超夯的創意產業,在面臨全球競爭的挑戰下,產、官、學各界該如何有效鏈結創意與需求的問題,舉出了解決之道,並試著創新建構創價系統,媒合交流平台,打造</span><span style="font-family: inherit;">創意與生意的完美串連。</span></div>
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0tag:blogger.com,1999:blog-771379715712199780.post-13071142085108258952013-10-04T01:30:00.000-07:002013-10-04T01:41:04.931-07:0010/9「智慧創價 平台創業」論壇 熱情邀約<h3>
<span style="font-family: inherit; font-size: small;">奇想創造 打造串聯創意與生意的天梯</span></h3>
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<a href="http://gixiabb.blogspot.tw/2013/10/gaiaforum.html" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaQgytJZOcMyRuK2VKNLSZMpI7OIvSMxwDZ7g_YkdnlnVd8xp_a-5P58wbZdCdzpscIQ3ulR7bOp7YR9kKT0xRoX7p3Sc5xx0wm76J1ip8NSthbPOGEBm0uxa2Uwluf5JBI6pKyUxiYfE/s1600/%E6%8A%B1%E5%A0%B1%E6%96%B9%E5%9C%960930_3-01.jpg" /></a></div>
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產業需要人才,人才需要舞台。創意平台是連結產業與人才的天梯,也是台灣經濟升級的契機。台灣學生每年參與國際發明或競賽獲獎居全球之冠,但商品化比例極低;企業要轉型、升格與升值卻無法投入較高的成本以扶植具有設計能力之青年,使創意的供給和需求缺乏連結的機會。而今,台灣的創意平台開始萌芽,創意人才和企業之間開始磨出火花。這樣的綠芽將變成什麼樣子?帶來何種改變?</div>
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<span style="color: #3d85c6; font-family: inherit; font-size: large;"><b><a href="http://gixiabb.blogspot.tw/2013/10/gaiaforum.html" target="_blank"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnJTzo2cnikCZeg_QvaReAo-aVhQGJKIXpVgCuOxXPVIvfJHyB4_iEBfvON0R70Z0uUbf1gO-QCN-ylHcGomsU0gjaqUw48JadV_EzckmHQFCMKZpBYWPkUEBeLsMu9FF5zLmBj5UQhnA/s320/1002-04.jpg" width="146" /></a></b></span></div>
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<span style="color: #3d85c6; font-family: inherit; font-size: large;"><b>
歡迎報名「智慧創價 平台創業」論壇!</b></span><br />
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時間:102年10月9日(星期三) 9:30至16:30<br />
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地點:台大醫院國際會議中心401室<br />
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<span style="color: #3d85c6; font-family: inherit; font-size: large;"><b>與談人名單</b></span><br />
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黃春長主任 職業訓練局泰山職訓中心<br />
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謝榮雅執行長 奇想創造事業股份有限公司<br />
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車慧中副總經理暨首席專家 德高行(北京)科技有限公司<br />
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產業界專家 (邀約中)<br />
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簡大為總經理 奇想創造事業股份有限公司<br />
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拾已寰教授 台中教育大學創新育成中心主任<br />
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蘇拾忠理事長 中華民國創投公會<br />
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唐峰正董事長 財團法人自由空間教育基金會<br />
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<span style="color: #3d85c6; font-family: inherit; font-size: large;"><b>討論主題</b></span><br />
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創意經濟將在哪些產業領域造成影響?<br />
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創意經濟將對人力、生產、管理帶來甚麼樣的影響?<br />
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創意經濟是否能為傳統產業帶來轉型之新契機?<br />
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企業如何運用創意經濟,創造企業之最大效益與獲利?<br />
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<span style="color: #3d85c6; font-family: inherit; font-size: large;"><b>報名方式</b></span><br />
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電話:02-2505-6789 #5510沈小姐/#5509陳小姐 <br />
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線上報名:<a href="http://www.accupass.com/go/20131009"><span style="color: #666666;">http://www.accupass.com/go/20131009</span></a><br />
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E-mail:<a href="mailto:adela_chen@bwnet.com.tw"><span style="color: #666666;"><u>adela_chen@bwnet.com.tw</u></span></a><br />
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謝榮雅http://www.blogger.com/profile/14562411666119404776noreply@blogger.com0