近幾年，全球陷入景氣低迷，導致消費者逐漸跳脫知名設計師設計、名牌等產品，由「品牌迷思」開始把注意力轉向「自我風格」的生活。什麼樣的產品能讓生活變得更美好，更有自己的風格等思考方式。創意生活產業的評選事業體中，本研究觀察發現以選物店為事業體經營模式逐年增加，透過經營者對於生活的詮釋，所形成的生活風格，再透過風格集結各式各樣不同的商品成為一間實體店面，運用店面的氛圍傳遞對於生活的概念。這樣獨特且新鮮的商機就此展開，吸引各式各樣獨具慧眼的消費者。
創意生活產業即是結合了既有的產業基礎，再融入創意、科技與人文特質，其中包含了四要素「產品」、「場域」、「服務」與「活動」，運用四個必備要素，提供高附加價值，並從產業、生活方面建立產業特色。然而創意生活產業中選物店如何定義自己的生活風格，好吸引各方消費者；選物店的選品是如何而來；經營方式有什麼不同成為選物店的重要課題。
本研究主要採用個案研究法，研究對象The One南園人文客棧，透過個案次級資料收集、深度訪談個案經營者與參與式觀察法作為本研究資料收集，以商業模式導航做為主軸，探討價值主張、價值鏈、獲利機制這三個層面，再以創意生活產業的元素分別對應到這三個層面，探討、分析選物店的商業模式。The One南園人文客棧選物店的商業模式，以東方人文的生活風格價值主張傳遞。並透過價值鏈中的核心資源人才職能與外部合作夥伴，利用場域氛圍、活動體驗、服務感受，將選物店中產品的生活情境與文化價值行銷與包裝，使消費者與營造出美好的生活景像產生共鳴，進而滿足消費者對於生活風格的追求。

In recent years, the global economy has caused consumers to gradually move away from the “brand myth” and to seek the “self-style” life, through products that can express their own style and individual thinking. In the creative life industry, the new business model of the select shop expresses the operator’s interpretation of life; the physical storefront presents the atmosphere of the store. The creative life industry contains four essential elements: “products,” “space,” “services,” and “promotion.” It provides high added value, and establishes its industrial characteristics in terms of industry and life. However, when choosing a shop and its product selection, different business models are an important consideration.
This research employs a case study of The One Nanyuan Land of Retreat & Wellness select shop, using secondary data collection, in-depth interviews with case operators, and participatory observation. Business model navigation is the main axis used to discuss the three levels of value proposition, value chain, and revenue, in relation to the elements of the creative life industry. The business model of the The One Nanyuan Land of Retreat & Wellness select select shop conveys the value proposition of the oriental humanistic lifestyle. Through the core resource talent function in the value chain and with external partners, the studied business uses the field atmosphere, event experience, service experience, the product’s life situation, and cultural value marketing and packaging, in order to give consumers create a beautiful life scene resonance.

第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的與流程 3
第三節 研究限制與章節規劃 6
第二章 文獻回顧 9
第一節 創意生活產業特性與模式 9
第二節 選物店之特性分析 17
第三節 商業模式 25
第四節 小結 32
第三章 研究方法 33
第一節 研究設計 35
第二節 研究對象 40
第三節 研究資料分析 41
第四章 研究分析與討論 43
第一節 個案背景介紹 43
第二節 商業模式分析 44
第三節 個案討論 61
第五章 結論與建議 69
第一節 結論 69
第二節 未來研究建議 72
參考文獻 73
附錄ㄧ 79

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