Abstract
The creative market is mainly composed of small and medium-sized and micro-sized enterprises. It focuses on personal creation, as well as face-to-face sales with customers in the market. Affected by COVID-19, customers no longer go out, and markets are canceled due to crowds, which affect the business of market curators, as well as cultural and creative brands. While the epidemic is still raging, how to respond and transform has become the key to survival. This research mainly focuses on comparing and analyzing the situation in 2019 and 2020 of “ISHANDS International Creative Market”, which is a creative market regularly held, as well as seven cultural and creative brands participating in this creative market in Taiwan. Through on-site observation and in-depth interviews, it interviews with curators of the creative market and operators of market brands, analyzes the creation and development process and planning of the “ISHANDS International Creative Market”, as well as key factors for cultural and creative brands to participate in creative markets, brand entrepreneurship and development, and difficulties they face at present. It sorts out the business interactions between the creative market and cultural and creative brands through case studies, summarizes them, and analyzes various interactions with business models, so as to understand the current situation of the creative market facing COVID-19 and possible future development in response. This research finds that: (1) the success of the creative market lies in brand differentiation and persistence; (2) the brand image building of the creative market and cultural and creative brands are key factors for each other; (3) the problems faced by the creative market under the influence of COVID-19; (4) it should accelerate the marketing and application of technologies in response to COVID-19; (5) it needs to master key resources in response to the post-epidemic era; (6) it explores the future development trend of Taiwan’s creative market industry.
Highlights
Outbreaks such as MERS and COVID-19 have had a profound and widespread impact on societies and industries
A creative bazaar is an economic activity that combines the intelligence of people to create a series of industrial activities, including creative branding, curatorial planning, venue management, advertising and promoting consumption based on customers’ love
The design of cultural and creative goods focuses on the combination of innovation and craftsmanship, conveying the value of the creator, creating a sense of empathy, and establishing a connection between goods, services, and consumers, which is similar to building a brand, and the creative market itself is a brand
Summary
Outbreaks such as MERS and COVID-19 have had a profound and widespread impact on societies and industries. The impact of the epidemic is especially felt by industries that require meeting customers face-to-face for some types of work and service. The creative markets were held just once every two or three weeks in 2007 due to the excessive proliferation of cultural and creative markets. In 2021, besides the five major cultural and creative parks in Taiwan, cultural centers and specific areas in counties and cities regularly hold cultural and creative markets every weekend, various events held from time to time and the government's activity projects, etc. Have the presence of cultural and creative markets as a call to customers. Even department stores have been holding creative markets recently, so it is clear that creative markets have a certain appeal to the public. The variety of products, the theme of the event, the understanding of the characteristics of the creative market, and ijbm.ccsenet.org
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