研究背景旨在探討：以瑪斯洛「需求層次理論」為基礎，論述消費心理對應時代的變遷；從農業經濟的生理、安全需求，演化晉升至自我實現的消費者頂峰體驗。研究過程中不斷和企業主進行討論修正，因思索：未來市場存在著「價值體驗」傳遞的需求性，研究的範疇遂訂定在：如何藉由長期規劃有效提升：創意設計產業所蘊含的文化創意精神，以及如何具體呈現與轉化為消費者同鳴共感的品牌價值。藉由企業主提供的產業資訊及營運空間，實際接觸與了解消費行為，並驗證與學術理論之間的差異性。企圖設計有效的體驗溝通模式、強化與傳遞品牌價值的可能性。過程中引用了心理學家瑪斯洛理論的自我實現行為、波特的創造共享價值和品牌關係，試著搭起企業品牌和顧客心理之間互動溝通的橋樑。
本研究先考察及分析永進木器廠自營品牌通路/有情門的品牌價值，以及體驗、共創的相關理論。藉由學術理論框架，具體解釋與描述：消費者體驗的價值與內涵，消費者體驗與傳遞模式，和創意設計產業附加的價值。透過永進木器廠/有情門總公司行銷人員的協助及台北、台中、台南門市服務人員的相處互動、與消費者身歷其境的深入訪談，以探討上述理論及現實的符合性及差異性。
研究結果顯示：即使是成立多年以創意設計為導向的公司，文化創意的應用與文化價值的傳遞，透過第一線服務人員與消費者的互動當中，呈現遞消狀況；對於價值的認知與總部有所矛盾。從研究發現，傳統產業轉型至創意設計產業，均發生抽象的價值傳遞困難的現象。本理論架構是企圖將消費者與品牌經營提升到相對等的平臺，試著讓雙方能夠藉此共創未來市場價值，改變價值失焦的可能性。
從研究個案結果，建議：創意設計產業，尤其是曾經轉型的新興企業，應審慎思索文化創意的定義與產品設計的相容性，檢測如何融入並轉化商品設計的精髓，再由第一線服務人員融會貫通後傳達給消費者；方能深入淺出的與消費者共創出品牌價值。品牌價值來自與消費者體驗共構，進而提出產品及服務。而不是以產業自我專業為價值核心。最後本研究提出了從服務過程到消費者認同的理論框架，可供爾後以創意設計為設立初衷的企業，在文化價值的應用，傳遞、影響及發展有一基礎的依循模式。

This action research explores the customer experience management strategies in the background of changing consumer values from a shift of Agrarian Economy to Transformation Economy. According to the literature and discussions shared with Yeong-Jin Furniture Factory, the standpoint is looked upon from the perspective of experience communication values as the determinant of sustainable creative design industry. This is conducted through a practice-based research that attempts to identify novel approaches to render these experiences, through utilizing shared value and experience co-creation by designing encounters between firm and consumer.
This research scope includes the background of theoretical reviews along with case study challenges provided by firms from the creative design industry, in achieving new experience values by the lens of the Transformation Economy. The contribution to this study will be in the disciplines of marketing and brand strategic managements of changing economic value. An action research plan was prepared and proposed to Yeong Jin Wooden Craft Furnishing business for collaboration sharing a practiced-based research motivation in co-creating peak-experience encounters.
The research utilizes qualitative interactive research methods of in-depth interview, focus groups and moderate participatory approach to clarify new consumer sensibilities and opportunities for experience value designs through encounters in retail branches. The process is three fold; first, is a pre-understanding of current business imperatives and relevant literature findings, second, collecting consumer sensibilities by investigating field data and finally, implementing acquired data into model development for co-creating firm/consumer experience encounters. Pre-understanding is an introduction of the research background literature and understanding of current firm operations along with company managers to hypothesize essential themes. Following through, by collecting and analyzing primary field data accordingly to those initial firm assumptions via in-depth interviewing consumers encounters in retail branches, then classifying consumer characteristics for a comprehensive implementation in enhancing experience event offerings. Lastly, the research will take a moderate participatory approach in these experience events to study outcomes of the created firm/consumer encounters, reflecting their perceived experiences as guidelines for future implementation. All in all, the principles will construct a customer experience strategy model framework in supporting encounter preferences that will shed new light for business imperatives and gain firms new perspectives in consumer sensibilities pro market sustainability.
Preliminary studies in literature findings have suggested the future of market competition waging upon the keen understanding of changing business and consumer relationships. In the era of consumers empowered with the knowledge in making choices, market values are not anymore firm centric but co-created, shared by consumers and societal norms. Businesses today are obliged to provide commodities on behalf of rendering authentic experience encounters that may in turn attract consumption much effectively than staking exclusively on the creativity of product designing.
The research on Yeong Jin furniture factory explores a good representation for Taiwan’s mid-small enterprises that face the challenges in the transformation of manufacture base to an original brand firm. This investigation reveals current situational problems as well as possible solutions practical for sustainability of the greater industry of creative design business.

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