2002 年文創產業在台灣開始萌芽啓動，隨之政府頒佈一系列的政策與措施鼓勵 文創產業不斷蓬勃發展，進而通過成立文創園區的方式來為文創產業注入新鮮的“血 液”。雖然台灣文創產業並不缺少文星原創與在地化的 idea，但文星苦於缺少資金， 人脈，品牌等資源，無法擁有屬於自己的文創品牌，最終為了生存而轉向代工。誠然 台灣文創產業成立的“大艦隊”，提出誘人的價值主張，以此來吸引利害關係人參與 互動，進而進行資源整合與交換，最終提升資源的使用率，以集體協作的方式 （collective collaboration）來解決了產業發展遇到的困境。利害關係人以優勢互補“抱 團取暖”的方式來替代原先的“單打獨鬥”，不僅僅實現自己的價值，更竭盡所能創 造集體價值，這些概念就是由策略學者 Prahalad&Ramaswamy 等所提出的「價值共 創」（value-creation)。
本研究目的在於透過宏觀的價值共創的角度，並結合生態系統（ecosystem）觀 點，來探討領導者如何建立相關的治理機制，以此來吸引具有主觀能動性的利害關係 人來加入共創的隊伍，並促發利害關係人盡自己最大的努力進行集體協作，逐步建立 永續發展，共生共榮的文創生態系統。本研究使用質性研究單一個案的方法，依托文 創產業的典範「台北華山 1914 文創園區」為研究對象，依據「價值共創」、「生態 系統」為理論基礎。通過理論與實務相互結合的方式，深入分析探討「台北華山 1914 文創園區」的領導者台灣文創公司建立文創生態系統的三個發展階段歷程。
最後，本研究結果發現領導者在生態系統萌芽階段，為了解決產業的痛點，提供 互惠共享的價值主張，這樣能夠吸引具有主觀能動性的利害關係人加入。在生態系統 調適階段領導者通過與利害關係人頻繁互動的方式來建立彈性的治理機制與共建共 享場域，為生態系統的集體協作起到催化作用。在生態系統穩定化與後續階段一個穩 健的生態系統既可以為個體創造價值又可以為集體創造價值，這有助於提升參與者的 凝聚力實現價值共創。希望本研究結果能夠為文創事業的發展帶來新的思考方向，並 為其在未來發展方面提供策略性意見參考。
關鍵詞：價值共創、生態系統、文化創意產業、服務生態系統

The cultural and creative industry began to sprout in Taiwan in 2002, and the government promulgated a series of policies and measures to encourage the continuous development of the cultural and creative industry, and inject fresh "blood" into the cultural and creative industry by establishing cultural and creative parks. Although Taiwan's cultural and creative industry does not lack the original and localized ideas of Cultural Stars, Cultural Stars suffers from a lack of funds, contacts, brands and other resources, unable to own its own cultural and creative brand, and eventually turned to OEM in order to survive. It is true that the “big fleet” established by Taiwan’s cultural and creative industries puts forward attractive value propositions to attract stakeholders to participate in interaction, and then to integrate and exchange resources, and ultimately increase the utilization rate of resources, in a collective way to solve the difficulties encountered in industrial development. Stakeholders use complementary advantages to "group together and keep warm" to replace the original "single fight", not only to realize their own value, but also to create collective value as much as possible. These concepts are the "value" proposed by strategists Prahalad&Ramaswamy, etc. "value Co-creation" .
The purpose of this research is to explore how leaders can establish relevant governance mechanisms through a macroscopic value co-creation perspective and combined with an ecosystem perspective, so as to attract to do their best to carry out collective collaboration and gradually establish a sustainable development, symbiotic and co-prosperity cultural and creative ecosystem.This research uses the method of qualitatively researching a single case, relying on the model of the cultural and creative industry "Taipei Huashan 1914 Creative Park" as the research object, and based on "value co-creation" and "ecosystem" as the theoretical basis. Through the integration of theory and practice, we will deeply analyze and explore the three development stages of Taiwan Cultural and Creative Corporation, the leader of the "Taipei Huashan 1914 Creative Park", in establishing a cultural and creative ecosystem.
Finally, the results of this study found that leaders in the embryonic stage of the ecosystem, in order to solve the pain points of the industry, provide a mutually beneficial and shared value proposition, so as to attract interested parties with initiative to join. In the ecosystem adjustment stage, the leader establishes a flexible governance mechanism and jointly builds a shared field by frequently interacting with stakeholders, which plays a catalytic role in the collective collaboration of the ecosystem. In the stabilization and subsequent stages of the ecosystem, a stable ecosystem can create value for both individuals and the collective, which helps to enhance the cohesion of participants to achieve value co-creation. It is hoped that the results of this study can bring new thinking directions for the development of cultural and creative undertakings and provide strategic suggestions for future development.
Key words：Value Co-creation,Ecosystem,Cultural and Creative Industry, Services Ecosystems

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