近年在永續發展的浪潮下，工藝價值的關注焦點已從文化保存與環境友善，逐漸轉向以人為本的思維。2023年《臺灣工藝政策白皮書》回應此趨勢，提出涵蓋本質與實踐層面的九項社會價值，期望透過數位轉型所帶來的平台機制與科技應用，推動社會價值的實踐並促進產業健全發展。然而，現行政策與產業輔導多聚焦於國際行銷與產品導向，普遍缺乏以顧客參與與價值共構為核心的品牌溝通策略。加上超過八成的業者為微型企業，普遍面臨數位應用能力不足、社會價值認知模糊及顧客視角缺乏等挑戰，導致難以有效配置有限的內容製作與溝通資源。

為回應上述挑戰，本研究以臺灣工藝產業為場域，針對微型品牌於線上互動與社會價值傳達上的實務困境，透過個案實證，提出結合「全方位品牌溝通框架（Holistic Brand Communication）」與「九項社會價值框架」的社會價值共創策略。品牌溝通在此扮演關鍵角色，連結品牌敘事、社群平台功能與顧客參與，共同實踐價值共創。研究共分為三階段：第一階段透過文獻探討與專家訪談，釐清工藝價值的演變與溝通挑戰；第二階段以7-7-7 HANDMADE 為個案，進行Instagram 內容分析與創辦人深度訪談，釐清其社會價值認知。；第三階段透過顧客卷與與結結構訪訪談，發展顧客人物誌，交叉驗證品牌與顧客間的認知落差，並據此建構可行策略。

研究發現，微型工藝品牌的社會價值實踐以「愉悅勞動」、「生活美學」與「自我實現」為核心，文化與環境層面的價值則深植於工藝本質。然而，在現實營運壓力下，「促成回購」成為品牌實踐社會價值的切入點。。本研究據此合合「及及購購－購分」」的顧客旅程階段，並以文化策展者為主要客群，設計探索者。、 情感連結者為次要，建立四個對應的溝通主題（自我反思、個人創作、工藝展示、產品呈現），搭Instagram互動工具應用，提出具體的微型品牌溝通策略。此策略有助於品牌善用有限資源，深化與顧客之間的價值共創、長期互動與回購關係的建立。

In recent years, craft value has evolved from a focus on cultural preservation and environmental sustainability toward a more human-centered approach. Responding to this shift, the 2023 Taiwan Craft Policy White Paper introduced a framework of nine social values, that combine both essence and practice, with the goal of realizing them through platforms and technology within the broader push for digital transformation. However, current governmental support tends to emphasize promotion, lacking customer co-creation. With over 80% of craft enterprises being micro-structure, facing challenges such as limited digital literacy, unclear social value perception, and insufficient customer insights, all of which hinder effective resource allocation for communication.

In response to these challenges, this study examines the Taiwan's craft industry by proposing a social value co-creation strategy tailored to micro-brand contexts. Holistic Brand communication framework plays a key role in linking nine social values frameworks. This study comprises three stages: First, a literature review and expert interviews to review the craft value evolution and the current communicate status craft brands. Second, a case study of “7-7-7 HANDMADE” via Instagram content analysis and founder interview to clarify the social value perception. Finally, customer surveys and semi-structured interviews were conducted to validate brand–customer perception gaps and inform strategy development.

The research findings indicate that Pleasant Labor, Life Aesthetic, and Self-Realization serve as key social values of micro craft brands. However, due to operational pressures, “repurchase” emerges as a critical entry point for communicating social value. This study constructs a strategy aligned with the customer journey stages“ “Reach, Purchase, and Share” and therefore incorporates the primary customer persona of the Cultural Curator, along with the Design Seeker and Emotion Connector as secondary personas. By mapping four themes (Self-Reflection, Own-Creation, Craft-Demonstration, and Product-Presentation) to Instagram’s interaction tools, this research proposes a feasible framework for social value co-creation in micro craft brands that supports efficient resource use and fosters long-term customer relationships and repurchase intention.

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