過去1980年代臺灣靠著傳統產業創造了令人驚嘆的經濟奇蹟，這些產業憑藉著豐厚的代工實力與技術優勢，在國際市場上找到定位與立基點，並透過這樣的生產模式與全球接軌互動。然而1990年後全球經濟與產業結構轉變、其他低廉工資的生產國興起，整體臺灣傳統產業優勢逐漸式微。傳統產業在經營上面臨許多挑戰，這樣的情況下，部分企業因無力經營而選擇倒閉、關廠，有些則選擇遷廠外移或力求轉型。近年消費者品牌意識抬頭，消費者購物時會以心中的品牌形象作為選擇依據，許多傳統產業也開始重視品牌建立的重要性。然而，傳統產業建立品牌有哪些優勢？如何透過傳統產業深厚的文化底蘊加值品牌，並進行文化品牌的建構？其中的關鍵要素又是為何？則是本研究所欲探索的議題。
經過個案訪談與分析，傳統型個案之文產業轉化品牌建構結論如下：
一、產業應確實掌握自身特質與優勢，強化產業價值作為轉型文化品牌時之基礎。透過文化轉化以及產品創新將特質轉變成獨特的競爭力，進行市場區隔並連結多方資源增加更多發展的可能性。
二、文化品牌建構之過程應確實進行品牌定位，以利品牌未來之發展。品牌做為產業與消費者間的傳遞媒介，在品牌剛開使建立時可能會因尚產業未確立方向，在定位會比較模糊，但當產業釋出越多資訊、產品或服務時，可因獲得消費者的回饋而更加確立整個品牌的定位與方向。透過這樣的一個循環，使產業、品牌與消費者堅持續互動調整，能協助產業將品牌調整到更符合消費者需求的狀態，同時進行產業價值的傳遞。
三、行銷策略的實施應針對社會趨勢進行評估，以利策略之正確決策。其中包含決策者在策略方向的思考與判斷上，也應走在當下的社會趨勢之前卻又不過度遙遠或神話，才能帶動社會的流行並引發共鳴。

In the past, Taiwan has created an amazing economic miracle by relying on traditional industries. Through abundant OEM strength and technological advantages, these industries have found their niches in the international market. In addition, with such production mode, they can integrate with the world. However, after 1990, due to changes in the global economy and industrial structure, as well as the rise of other low wage producers, Taiwan traditional industries have lost its advantages gradually. Facing many challenges in the business, some of the traditional industries have gone bankrupted due to weak management, while others choose offshore migration or strive for transformation. In recent years, with the awakening of consumers’ brand consciousness, consumers tend to make choices base on brand image when shopping. Therefore, many traditional industries also begin to pay attention to the importance of brand building. However, what are the advantages of building brands in traditional industries? How to build a cultural brand through the profound cultural heritage of traditional industries? What are the key elements? These are the topics that this research intends to explore.
Through case interviews and analysis, the conclusions about cultural brand construction of traditional industry transformation are as follows:
1. The industry should grasp its own characteristics and advantages in order to strengthen the industrial value as the basis for the transformation of cultural brands. That is, through cultural transformation and product innovation, transform the characteristics into unique competitiveness to carry out market segmentation and multi-resource linkage, increasing the possibility of development.
2. In the process of cultural brand construction, brand positioning should be carried out to facilitate the future development of the brand. As the transmission media between the industry and consumers, the brand positioning may be ambiguous in the initial establishment due to lack of orientation. However, when the industry releases more information, products or services, the positioning and orientation of the brand will be more established by obtaining consumers'' feedback. Through such cycle, the industry, the brand and the consumer are able to make interactions and adjustment, which help the industry adjust the brand to more in line with consumer demand, and carry on the transmission of industrial value.
3.The implementation of marketing strategy should be evaluated according to the social trend, so as to facilitate the correct decision-making of the strategy. Including the decision makers'' thinking and judgment on the strategic orientation, which should be ahead of the current social trend, but not too far away or unpractical as myth, as to drive the popularity of the society and arouse resonance.