台灣的文創商品在設計技術及生產層面上具有很強的競爭優勢,透過品牌創立,連結地方特色,來創造地域性之特產競爭力,進而建立自身品牌定位與獨特性差異。而如何讓此競爭優勢持續保持並創新,是亟需研究之課題。因台南舊有豐厚的歷史以及文化內涵,安平是台灣文化的發源地,身為安平精神的劍獅更具深厚的文化意涵。本研究以台南地區的文創商品作探討,以原創性的「婆娑之眼文化創意公司」之特色文創商品劍獅公仔作為主要研究對象,運用個案分析、文獻分析及實地觀察為主要研究方法。分別來分析文創商品之地域性策略及現況發展,並將此種品牌的文創商品做歸納,整理出此種品牌模式之設計特點、方法及轉化,作為傳統元素轉化為現代原創性之文創設計元素的參考依據,以辨識與認同此品牌文創商品之程度。因此本研究歸納出對於文創設計公仔的設計特點、方法與轉化於以下論點:一、設計師創作劍獅公仔本身特點,幾乎參照於當時臺灣住民對外來人種之既有印象,進而創作出具獨特性之文創商品。二、隨著流行文化與符號變遷,公仔設計師將商品的設計轉化成簡單幾何圖形及樣貌,創造角色個性,發展出現今劍獅公仔優美形象之流變。三、設計師跳脫原有設計公仔的思維,轉化成新流行的視覺化元素,賦予角色新生命。
Competitive advantages of cultural and creative brands regarding design techniques and production are significant. By construction of brands and connection with local features, they create local competitiveness of specialty in order to establish positioning and uniqueness of brands. Maintenance and innovation upon the competitive advantages is an urgent issue for study. In Tainan, there is rich history and cultural background. Anping is the origin of Taiwan culture. Sword Lion which represents the spirit of Anping has profound cultural implication. Therefore, this study focuses on cultural and creative brands in Tainan and treats Sword Lion doll created by "Sea Eye Cultural and Creative Corp." as the subject. By case study, literature review and field observation as main research methods, the researcher analyzes local strategy and current development of cultural and creative brands and generalizes the design characteristics of cultural and creative goods of the brand as the reference to transform traditional elements into modern and original cultural and creative design elements. The researcher generalizes cognition of presentation technique of doll of local cultural and creative brand and identification with cultural and creative goods of the brand.