文创包装风格之行销策略研究-崑山科技大学.PDFVIP

文創包裝風格之行銷策略研究-以日出為例 Study of Marketing Strategy for Cultural Creative Package Style - Based on Dawn Cake ＊戴家珍Chea-Chen Dai ＊＊陳啟雄Chi -Hsiung Chen ＊國立雲林科技大學 國際文化設計研究所 研究生 National Yunlin University of Science and Technology, Graduate School of Cross-Culture Design. ＊＊國立雲林科技大學創意生活設計系所 教授 National Yunlin University of Science and Technology, Graduate School and Department of Creative Design. 摘 要 包裝設計是賦予商品視覺最直接的要素，也是呈現給消費者的第一印象，為企業者不可忽視的一 環。有鑒於此，本研究以台中「日出」糕餅的包裝設計意象進行深入研究，藉由分析該品牌之產品包 裝風格，及其所運用之行銷手法，再依問卷調查歸納出具吸引力之包裝設計因子，以作為相關從業人 員或包裝設計師參考之用。其研究結果歸納以下3 點：(1) 日出包裝設計可保留原有懷舊風格之特 色，並以極簡設計風格 ，擴大年輕消費族群市場。(2) 於行銷策略中，可與廠商多方合作，並採異 業結盟策略及搭配電視廣告與活動等方式，建立更鮮明之品牌形象。(3) 經問卷分析後發現，多數 消費者較青睞具獨特性之包裝設計，故建議日出可考慮將包裝注入個性化特色，讓消費者可自 行改造其包裝，使之達到二次使用之目的 。 關鍵字：產品包裝設計、風格、行銷、日出、文化創意 Abstract Package design, the most important visual factors and the fist impression to consumers for products, is the essential part to business owners. Therefore, this study focus on discussed about a cake brand- Dawn Cake in Taichung which is famous for its package design to generate the attractive factors between package design and brand marketing by analyzing its design styles, marketing strategies and the results from questionnaire. The commons for package design and marketing strategy based on the study of Dawn Cake are as follow: 1. The fashion elements can be increased to its original ancient style of package design. If it would like to expand the young market, it could make the visual elements of package as simple as possible. 2. It should corporate with different industries by using TV ads or activities to construct a clearer brand image. 3. The characterize features can be increased into the package design by allowin