文創產業為目前全球積極發展也是未來開創新經濟型態之重點產業，台灣政府也從2002年的「挑戰2008」開始投入資源扶植，而文創產業從設計發想到最終的價值評斷，消費者都占有舉足輕重之地位，因此本研究著重在從消費者觀點出發，端看企業的期待與作法和消費者的感受認知是否符合。
本研究將以服務主導邏輯探討個案企業和消費者互動共創價值的方式和過程，再利用Schmitt的策略體驗模組做為個案企業與消費者互動所共創的價值之分類依據與基礎，並依據文創產業特性或個案本身實際情況再做類別的擴充或內涵的修改，以利真實情境的討論。

This thesis explores the value co-creation with consumer from service-dominant logic perspective, and uses the strategic experiential modules become the foundation of value valuation. It aims cultural and creative industry to realize what the consumers focus on and their opinions. Because in this industry they have decisive position from design, executive and value valuation.
By using case study to discuss about the consistency between enterprise strategy and consumer perception. Find the importance of consumers’ use value, and the real value comes from sentimental identification which was derived from brand story, atmosphere experience, interaction, etc.

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