地方文化館對於地方文化產業影響之研究：以豐原漆藝館為例

隨著科技資訊的進步使全球之間的距離與限制縮短，世界各地的地方文化面臨融合、逐漸消失或影響力縮減等問題，而如何推廣地方文化使其能夠保存與延續，是現今各地方努力的目標，而地方文化館有著保存與推廣文化的功能，在發展地方文化中扮演了很關鍵的角色。近年來各地方政府在推動地方產業，與放大地方特色過程中，越來越多地方或社區選擇結合地方特色、文化歷史，自然環境，人文藝術、休閒娛樂來成立地方文化館。2002年文化部推動的「地方文化館計畫」，透過當地居民自發性參與地方事務，以在地方建立當地居民共同生活回憶，在鄉鎮市建立一個足以永續經營的文化據點。豐原漆藝館作為一棟在豐原結合地方產業特色與幫助其發展的重要文化場所，但對於其推動當地漆藝文化產業的過程，以及在幫助地方文化產業上的相關研究或論述卻非常少。因此本研究會探討豐原漆藝館如何宣傳與塑造地文化產業的魅力，以傳輸地方產業背後的文化價值，培養大眾對於產業的尊重與認同感，以此來推動漆藝產業的發展，為漆藝產業帶來創新與再生的機會。

本研究以「個案研究法」來分析豐原漆藝館中的行銷策略，並參考行銷組合中的7P策略來將組成7個構面，用以設計第一部分訪談大綱。第二部分訪談大綱則是透過地方產業的4個面向來設計，分析豐原漆藝館推動地方文化產業有何影響，第三部分訪談大綱則是加強地方產業中的教育面向，訪問漆藝教育推廣領域人員。訪談的三個部分受訪者分別為：第一部分訪問館方負責人、公部門人員，第二部分訪問地方漆藝產業與漆藝藝術家，第三部分則是針對漆藝教育推廣領域人員。在訪談完成後使用「紮根理論」來對訪談內容進行整理與分析。研究結果顯示：

1.館舍之營運規劃成為推廣產業助力：豐原漆藝館透過辦理展覽、研習課程、推廣等活動，讓漆藝價值能夠被認同與融入到大眾的生活中。館內的展覽活動、歷史與製作等說明，讓大眾了解漆藝產業的多樣性，同時有志工提供淺顯易懂的解說，是一個獲得基礎知識的管道。在降低工藝的門檻且不用擔心過敏的考量下，館方設計了DIY的體驗活動，讓消費者能夠在一個安全的環境下瞭解漆藝的製作。館內也設有漆藝培訓課程，並在學員完成課程後，舉辦成果展與安排記者會來擴大推廣力道。館外也設置了漆樹專區，從材料產出到作品的製作皆有詳細的介紹，為大眾提供了一個專屬於漆工藝的空間，成為推廣產業的根據地。

2.產業之人才培養與教育推廣以延續漆藝創作：館方提供大眾一個可以接觸與學習管道，透過辦理多次國際展覽與漆藝研習班，來刺激創作與開拓看待漆藝的視野。館內舉辦的漆藝研習班，也邀請了多位漆藝老師與藝術家傳授不同技法，達到產業之間技術的互相交流，也為漆工藝的人才培養提供管道與空間，以增強漆藝產業實力。漆藝館也與學校合作開發教材，讓漆藝融入教育之中，讓學生從小接觸並培養對於漆藝的興趣，同時達到工藝知識傳承與延續的目的。

3.多方合作管道保持產業活絡與創新：館舍媒合當地工廠與學校合作，一同開發新的漆藝商品來改善舊有的生產鏈，為漆藝產業提供一個發展的新方向，且館方也提供展覽空間給創作者，將場館作為宣傳平台，為產業人才放大作品被看到的可能性，同時增加漆藝產業被看到的管道。館方也在實體資訊上在豐原公共設施投放文宣，以及與漆藝家合作出版漆藝書籍。在虛擬資訊上將館內相關資訊放置於臉書與區公所網站上，讓大眾能夠隨時取得場館資訊。館舍也通過文化觀光的方式，去串聯豐原當地的漆藝工作室、景點與其他文化館舍，串聯成一條文化觀光路線，使民眾在活動過程中感受多元地方文化，帶動周邊文化設施或觀光景點，一同發揚整體地方產業的發展。

在本研究期間也發現國內仍有許多值得研究的地方文化館，如國立臺灣文學館、王功海洋故事館以及陽明海洋文化藝術館…等，皆有眾多值得去研究館方與在地文化之間的關聯性。本研究也建議未來相關研究可嘗試使用不同於本文的研究方法做為蒐集資料的工具，如透過使用比較研究法將兩個地方文化館之間進行交叉比對，獲得多樣的研究結果，增進其他研究者對於地方文化館政策的推動成效。

The progress of information technology shortens the distance and reduces the restrictions worldwide; unique local cultures in different corners of the world are facing problems of integration, being diminished, and losing influence. Finding a way to promote these unique cultures and allow them to be preserved and continued is the target that many ethnic communities are striving for at present. Local cultural museums function as a means of cultural preservation and promotion and play a crucial part in local cultural development. In recent years, in the course of promoting local industries and emphasizing local features by local governments, more places and communities have opted to integrate unique local features, culture and history, natural environment, humanity and art, as well as leisure and entertainment to establish local cultural museums. In 2002, the Ministry of Culture promoted the “Local Cultural Museum Project” to jointly enhance living memories of residents in these unique communities through their voluntary participation in local affairs, and to establish cultural facilities that are sufficient for sustainable operation in townships and cities. The Fengyuan Museum of Lacquer Art is an important cultural venue that combines local industrial features in Fengyuan and helps its development. However, there is very little research or validation related to its process in promoting the local lacquer art industry and assistance in the local cultural industry. Therefore, this study will explore the way Fengyuan Museum of Lacquer Art strives to promote and shape the charm of the local cultural industry to deliver the cultural value behind the local industry and its ability to enhance citizens’ respect and recognition regarding the industry, and, in turn, facilitate the development of the lacquer art industry and bring innovative and new opportunities for the lacquer art industry.

The study analyzed the marketing strategy of Fengyuan Museum of Lacquer Art through the “case study method” and referred to the 7P’s strategy in the marketing mix to formulate seven aspects for the purpose of designing the interview outline of the first part. The interview outline of the second part was designed based on the four aspects of the local industry, to analyze the effects of the Fengyuan Museum of Lacquer Art on the promotion of the local cultural industry. The interview outline of the third part focuses on the educational aspect within the local industry, and interviews personnel in the field of promoting lacquer education. Interviewees for the three parts of interviews are as follows: a representative of the museum and personnel in the public sectors were interviewed in the first part; local lacquer businesses and lacquer artists were interviewed in the second part; personnel in the field of promoting lacquer education were interviewed in the third part. The “grounded theory” was used after the completion of interviews to compile and analyze the interview content. According to the study results:

1.The business planning of the museum boosts industrial promotion: Through organizing exhibitions, seminars, promotions, and other activities, the Fengyuan Museum of Lacquer Art allows the value of lacquer to be recognized and blended into citizens’ lives. Exhibition activities and descriptions about history and production within the museum allow citizens to understand the diversity of the lacquer art industry. Meanwhile, there are volunteers providing easily understandable guides, creating a channel to gain basic knowledge. Lowering the threshold for crafts and without worrying about allergies, the museum designed a DIY experience activity that allows consumers to learn the production of lacquer art in a safe environment. The museum also has lacquer art training courses. After students complete the course, an achievement presentation and press release will be organized and arranged to improve the promotional effects. There is also a varnish tree section outside the museum that provides detailed introductions to the material used in work production, offering citizens a space exclusive to lacquer art that becomes a base to promote the industry.

2.Continuation of lacquer art creation through talent cultivation and educational training in the industry: The museum provides a contact and learning channel for citizens by organizing international exhibitions and lacquer art seminars to stimulate creation and expand visions for lacquer art. Multiple lacquer art teachers and artists were invited to present in-house lacquer art seminars to pass on knowledge about different skills and foster a mutual exchange of techniques within the industry. These also provide channels and spaces for talent cultivation of lacquer art, reinforcing participation in the lacquer art industry. The Fengyuan Museum of Lacquer Art also works with local schools to develop teaching materials to infuse lacquer art into education, allowing students to come into contact with and stimulate their interest in lacquer art at a young age, thus achieving the purpose of craft knowledge inheritance and continuation concurrently.

3.Multi-cooperation channels keep the industry vigorous and innovative: The museum matches local factories with schools for cooperation to develop new lacquer art products to improve the existing production chain and provide a new developing direction for the lacquer art industry. The museum also provides exhibition spaces for creators, and uses the museum as a promotional platform, increasing the possibility for industrial talents’ works to be seen and providing channels for the lacquer art industry displays. For physical information, the museum placed printed literature at public facilities in Fengyuan, and cooperated with lacquer artists in publishing lacquer art books. For virtual information, relevant information about the museum is posted on Facebook and the website of the District Office, allowing citizens to access information about the museum at any time. Also, through cultural tourism, the museum connects with local lacquer art workshops, tourist spots, and other cultural halls in Fengyuan to form a cultural tourism route for citizens to experience diverse local cultures in the course of the event, driving the development of the surrounding cultural facilities or tourism spots and carrying forward the progress of the overall local industry.

During the period of the study, it was found that there are many local cultural museums in Taiwan worthy of study (i.e., the National Museum of Taiwan Literature, Wang Gong Story Museum, and YM Oceanic Culture Art Museum), and the connectivity between the museums and local cultures are worthy of investigation. The study also recommends that relevant studies in the future may attempt to use study methods different from the methods hereof to serve as the tools for collecting data, such as using the comparative research method to carry out cross-comparisons between two local cultural museums to gain diverse study results, improving the understanding of other researchers regarding the promotional effects of local cultural museum policy.