臺灣端午節禮盒包裝設計與銷售策略之研究

A Study on Commercial Package Design of Dragon Boat Festival Gift Box in Taiwan

郭恆如(Herng-Ru Kuo) ； 黃雅卿(Ya-Ching Huang)

《商業設計學報》 13期 (2009/11) Pp. 133-152

https://doi.org/10.29514/TJCD.200911.0008

摘要

本研究以市售臺灣端午節禮盒為對象，進行包裝之視覺設計與銷售策略分析研究，探討目前臺灣端午禮盒包裝現況與發展趨勢，透過相關文獻資料整理分析與歸納，作為研究理論依據，並觀察與蒐集目前臺灣市售端午禮盒的資料樣本，深入瞭解其市場發展之現況。經由田野調查蒐集，加以歸納、分析與比較其包裝的形式、材料、色彩、圖文與包裝策略，期以提供業者或專業人員對端午禮盒之包裝設計的重視。本研究結果得知，早期由自製粽子演變以禮盒的方式來包裝，此銷售策略迎合了送禮文化的市場，透過年節禮盒的祝福來維持人與人之間的關係。在現今粽子多樣且多元的產品中，透過禮盒表現出端午的意象，並用不同的銷售策略促使消費者可以快速記憶與強化其印象。在所蒐集之市售端午禮盒包裝設計中，無論是色彩或圖文之運用，大都是以粽子為發想，透過照片、材質或象徵等手法呈現在禮盒上，其次才是表達傳統文化意含：「喜慶」與「祝福」之包裝，尤其以飯店端午禮盒較其他類別端午禮盒多，從中可瞭解端午節的意象已逐漸被粽子取代而失去其他端午習俗的含意。目前端午禮盒的銷售重點以粽子為主，因此包裝上多採用簡單且方便的提袋式禮盒或自然應景的編織籃來表現包裝形式，與近年來政府大力推動的綠色包裝不謀而合。

關鍵字

端午節 ； 禮盒 ； 銷售策略 ； 包裝設計 ； 習俗

並列摘要

This research aims specifically at the commercial package strategies of Dragon Boat Festival gift boxes, and investigates the characteristics of these boxes and the culture of gift-giving in Taiwan Take the analysis and induction of relative literatures as academic authority, and observing and collecting Dragon Boat Festival gift boxes is in order to realize the situation of visual design and marketing. Through field study, the study generalize, analyze and compare these boxes' packing material, style, color application, picture and packing strategy. This paper hopes improve the emphasis of Dragon Boat Festival gift boxes' packaging design, especially to Dragon Boat Festival gift boxes' industry and related experts. From the research result it is known that traditional homemade Dumplings being transformed into gift correspond to the gift-giving culture. It is keeping the relationship of people through the gift-giving. Among the versatile series of Dragon Boat gift boxes, it can show the image and different marketing of Dragon Boat Festival, and encourage customers memorized quickly and enhance its image. The packaging samples use color or pictures application through Dumpling or its symbol and relevant material. Communication the traditional prosperous and wishes packaging are secondary, especially, hotel's Dragon Boat Boxes. According the samples, Dumplings has displaced others traditional custom as the first image of Dragon Boat Festival. Recently, dumplings are emphasis on Dragon Boat Festival gift boxes. A lot of packaging style adopt simple and convenience shape or conform to Dragon Boat Festival, such as Bag-style giving-gift or weaves-basket. It correspond that government to promote the green packaging design in recent years.

並列關鍵字

Dragon Boat Festival ； giving-gift ； promotion strategy ； packaging design ； traditional custom

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