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台灣圖文設計定位之探討-以創意市集設計師為例

A Study of Taiwan's Position in Graphic Design-As Example of the Creative Market Designers

摘要


近年文化創意產業是政府政策推行的重點,文化創意產業興起,國內出現越來越多由個人創作的文化創意商品並自行創立品牌。本研究以實際走訪「創意市集」的方式與其他設計者間相互交流,目的是藉此瞭解設計者自身對創作、設計與品牌發展的個人思維。為達成研究目的,本研究將藉由質性研究中的個案訪談法,與四家成功推廣品牌的個人新興文創品牌業者進行深度訪談,針對個案對於創立品牌、品牌定位而至品牌行銷策略擬定的動態過程以不同的向度一一探討。研究發現,設計者多半在自我實現的動力下,選擇創業,以自創品牌作為生活、持續創作以及表達自我。品牌的形貌相當於設計者的表徵,設計者經由個人的知識經驗、生活體驗,將想法訴諸於品牌精神。另一方面品牌業者透過市集、粉絲專業、個人網站和各通路等管道與消費者溝通其產品概念與品牌精神。研究結論得知文創產業與設計者間的關係,因設計者對於「文創」的認知不竟相同因而有不同的回答;創意市集在品牌行銷上以傳達情感給消費者為重點,可以讓消費者在創意市集的商品中獲得情感價值後,對品牌產生好感,因而購買、產生忠誠度。最後,創意市集反映了創作者自我價值的表達,也因此使產品具有原創精神,充滿創意性與獨特性,而消費者若認同創作者自我的價值,就會對該品牌產生高度的興趣。

並列摘要


With the emerging cultural and creative industry, there have been more services and goods of cultural and creative provided by individuals or their own brand domestically. The industry has been the main focus in governmental strategy recently. This study interview the designers in Fashion Market to make an understanding of the communications between designers and trying to comprehend the designers' thoughts toward their own goods, designs and future directions of their own brand. In this study, we use case study from the qualitative methodology to take further insight of four new successful brand of cultural and creative. In the discussion we probe into the brand story, target audiences, and how they adjust their marketing strategies of four companies. In the study we found that under the awareness of self-fulfillment, designers tend to start their own businesses to live in a way that they can keep creating and make themselves to be known of. The brands usually represent the characteristics of the designers. They pour their knowledge, life experiences and thoughts into their brand. Designers try to promote the spirit of their brand and the products through markets, pages on the Facebook, personal website and other kinds of channels etc. In this study we found that the relationship between the industry (cultural and creative) and designers will vary due to the designers' understanding toward the industry. Fashion market focuses on passing the emotional values to their customers in their brand marketing strategies. When customers perceive of the emotional value towards the goods purchased from fashion market, and then they will gain the loyalty to the brand by purchasing more merchandise. At Last, fashion market represents the value of designers' self-fulfillment which makes the merchandise unique, creative, and original. Once customers recognize the value, they will be more interested in the brand.

參考文獻


兔牙小熊(2007),「創意市集現象台灣熱起來」,聯合報,E4 版,民95 年11 月5 日
鄭秋霜(2006),「簡單生活節 高喊文化有價,華山文化園區上演樂活概念與創意市集」,經濟日報,C1 版文化創意,民 95 年12 月2日
鄭秋霜(2007),「創意,不只是把東西變可愛…」,經濟日報,C1 文化創意版,民 96年3 月3 日
AMATERASU 部落格( 無日期) http://amaterasudesignnote.blogspot.tw/2010/07/blogpost_14.html
Amy's 臉書粉絲專業( 無日期) https://www.facebook.com/amysdream?ref=profile

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