Applying Interactive Experience Method to Cultural and Creative Industry as A Breakthrough in Eliminating the Blind Spots in Affective Commitment KEYWORDS : Cultural and Creative Industries,Experiential Marketing, Interactive Experience,Sensory Experiences,Affective Commitment In Greater China, cultural industrial parks represented by M50 in Shanghai, Songyan Cultural Park and other old factories are viewed as the practices of reusing abandoned buildings. Their current operation direction focuses on art exhibition and cultural products sales. The Chinese culture boasts profound foundation. Nevertheless, in the cultural and creative industries marketing and development process, cultural and creative dislocation are further highlighted.The exhibition of cultural and creative products is located in specific old plant space, which emphasizes the form more than its content.
Name / Surname
European and American cultural and creative industries pays attention to the cohesion of participants, which is benefited
Jiayang Ma
by the integrity of the industrial structure and continuity of development. On the contrary, eastern culture lacks a close relationship with emotions of audiences. It is hard to trigger participants’ previous experience. No deep impression will be left, which is justified. Therefore, how to combine the existing environment and connections with participants has
Research field/area
been a blind spot of today’s cultural industrial development.
Interactive Design
Nowadays, owing to the maturity of experience-based marketing and technological development, instant feedbacks,
Interactive Arts
active exploration and immersive feelings create different sensory variables for presentation and experience. At the same time, technological development also develops unlimited possibilities to cultural industry. Hence, the research focuses on the following fields:
Supervisor
1. Generating concrete experience in line with a specific field among participant, old building and culture in the form of interactive experience so as to improve participant’s active exploration and trigger their
Prof. Chi-Hao Lung
emotional recognition. It has become one way to break blind spots of the identity of the current cultural and creative industries. 2. Business experience marketing can get in line with the filed and achieve the goal of emotional identity. The fixed space of old building is broken by science and reshaped and new spatial features are combined. It may become the new breakthrough of the cultural and creative industry’s specific field. 3. It is commonly seen in advertising industry that creativity and online experience are combined to highlight the brand’s charms, which leaves an in-depth impression to audience and thereby promotes consumption. Cultural and creative experience is not limited to participants’ experience, but multiple ways of experience are utilized and online experience is integrated to achieve the effect of wide dissemination.
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4. Attention is paid to the economic value and circulatory effect generated by the integration of technology into the traditional culture. Research Method: