ABSTRACT
The advent of the information and network age has brought different cultures together. The preservation of local culture amid the diversification of different cultures into a new culture has attracted significant research attention. Thompson (1995) defined globalization as the systematic interaction among minorities and communities across the world, with these groups aiming to establish a space for information exchange. The changing industrial structure in Taiwan has developed its industry from one that comprises Original Equipment Manufacturers (OEMs) to one that is a brand-oriented and refined. Consequently, the cultural and creative
been established gradually in today’s creative culture. Entrepreneurs have created a broad space for cultural-based design by using abundant historical resources. Brand image must be improved while shaping the brand value of the miniature cultural and creative industry. The aesthetics and design style of brands enable the adoption of a unique operation pattern, attract followers, and facilitate the accumulation of brand assets. A unique pattern of consumption has evolved in the miniature cultural and creative industry. The building of the brand signifies that the Taiwanese people have begun to appreciate the cultural aesthetics existing in their alleys and have begun to acknowledge their aesthetic consciousness. The traditional customs and practices of different regions are preserved and presented in the market through different ways by these ambitious entrepreneurs. Compared with traditional small-and medium-sized enterprises, the miniature cultural and creative industry features highly diversified operation modes and flexible operating strategies. This study constructs a model to determine how the style of a brand in the miniature cultural and creative industry can be shaped and to identify the operational modes and strategies that entrepreneurs can adopt to improve their understanding of the industry features before stepping into such industry.
