Facilitating Cultural and Creative Industries to Engage the Internet Era: A New E-Commerce Strategic Framework

摘要

This paper takes the challenge and would like to advance our understanding of a new global economic growth phenomenon – when the Cultural and Creative Industries (CCI) engages the Internet Era. According to the United Nations Educational, Scientific and Cultural Organization (UNESCO), the world trade of creative goods and services was more than doubled from 2002 to 2011. There is a significant knowledge gap on how to apply appropriate E-Commerce strategies for CCI, particularly based on their special characteristics. This paper has the following two objectives: (1) Raise attentions for cross-disciplines collaboration through different (but which had been become relevant) research domains; and (2) Provide a new E-Commerce strategic framework for the CCI based on two years empirical multiple experiences, including two national-level projects and one local E-Commerce platforms that have been designed in Taiwan. The CCI should recognize that there are three key points when devoting efforts to E-Commerce activities: first, the E-Commerce platform should not only provide traditional commercial functions, but also need to regard for cultural dissemination and aesthetic design; second, the brand and its E-Commerce platform should make the customers perceive a certain degree of specific culture and art values; and third, this platform should reach a certain level of cultural and aesthetic knowledge transmission as most of the products sold on the current E-Commerce platforms do not deliver any knowledge. The paper points to the need for more study in this emerging area.