Explore the Experience Design of Taiwan's "Creative Living Industry" - An Example of Nanyuan

Due to the structural change of world economy and technological advances, industry development in a competitive global market further needs creativity and special characteristics. Marketing and product design, in response to the changing economic trends, also convert from "function-oriented" to "consumer-oriented". Meanwhile, Taiwan in recent years also enters the post-modern era of consumption. When making purchases, consumers not only consider satisfying their basic material needs, but also trying to pursue sensual and symbolic value and further pursuing the creation of self-efficacy to obtain the satisfaction of psychological needs. Therefore, the "creative living industry", combining the three elements in "core knowledge", "in-depth experience" and "aesthetics", is born. This study uses "Nanyuan", the first in Taiwan introducing "creative living industry" and brand marketing in its business philosophy, as the object of study and uses "Evaluation Grid Method (EGM)" of Miryoku Engineering to conduct in-depth interviews of 4 practitioners with high involvement and 5 consumers, and then obtains an evaluation grid map based on the interview results. Five original attractiveness facctors of "Nanyuan" are "natural environment", "architectural space", "service design", "product design" and "brand marketing". This study finds that the operating personnel and the consumers are highly consistent in their perceptions of the first four attractiveness factors. As for "brand marketing", the two sides show considerable differences in their views of whether the degree of commercialization is conducive to marketing. The results of this study can be provided as a reference for the business planning of "Nanyuan", and at the same time, provides recommendation on the experience design of the business planning in the future to the practitioners who wish to invest in the "creative living industry".