本研究針對熱銷文創商品的設計構面（實體因素、行為因素、心理因素），與行銷構面（行銷手法、產品創 新性、價格合理性、通路便利性、推廣助益度）做一探索，以便利抽樣法選取大台北區販售文創商品的116 家 店，用人員訪問法做問卷調查。研究結果顯示：在設計構面，「具故事性」是心理因素得分高低的關鍵。在行銷 構面，「會展行銷」和「異業結合」是行銷手法的關鍵，能否推出「全新產品」成為產品創新性的關鍵，「主觀 認定」是價格合理性的關鍵，「網路」和「看板」是推廣助益度的關鍵。在設計與行銷的互動方面，典型相關分 析結果顯示：當考慮「行銷手法」時，應注意設計構面的「心理因素」。此一研究結果可供「微笑曲線」策略規劃者參考。

This study explored the key factors in design and marketing of hot selling cultural creative products (CCP) based on the competitive strategy of Smile Curve. Convenience Sampling was used to select 116 owners of CCP shops in Greater Taipei area for interview and taking a questionnaire. This study found several critical factors in design constructs (including physical, behavior, and psychological factors) and in marketing constructs (including marketing method, product innovation, reasonable pricing, place convenience, and promotion aids). The interaction between marketing constructs and design constructs was also investigated. The canonical correlation analysis results showed that the psychological factors should be concerned when marketing method was considered. The results of this study could offer some references to the CCP strategy planners.