新世代府城文化公仔設計模式之建構

日本推動地方文化產業有成，推出地方特色代言公仔，帶動地方觀光，此經驗被運用在日本各地，成功使用地方特色公仔吸引消費者前往，帶動地方文化發展。日本地方代言公仔成功吸引消費者注意，將企業使用的代言人行銷手法用於地方文化發展，傳統文化革新，如何將傳統文化與現代設計結合吸引消費者注意，是現階段文化創意產業努力的目標。辦理文化創意設計比賽為獲取創意的最快方式，透過比賽了解不同族群對於傳統文化的創新詮釋，藉此得到對傳統文化的共同意象。本研究以全國公仔達人設計競賽作品為樣本，競賽主題為台南府城文化，初選階段有585件作品，經評審第一階段篩選後共43件作品入圍，本研究以第一階段專業評審評選過後的入圍作品為研究樣本範圍，研究方法使用紮根理論建構府城文化公仔設計模式，輔以NVivo8質性輔助軟體，歸納其關係脈絡。研究結果歸納出：（1）新世代府城文化公仔設計之構成因素、（2）新世代府城文化公仔設計之偏好表現手法、（3）新世代府城文化特色創意表現方式、（4）新世代府城文化公仔設計模式，藉由文化公仔設計作品之探討，了解未來文化公仔設計發展方向。

關鍵字

公仔設計；地方文化；文化創意

並列摘要

Japanese governments put many resources to promote local culture industry and they introduced action figures as endorsers for their local cultures in 2006. Successful example was established since that time and this experience was utilized in many cities. These action figures caught consumers' attention which could be employed in commercial campaigns as well as to promote the development of local culture. A national action figures competition's design works were samples for this study and theme of the competition was the culture of Tainan. There were 585 entries for primary audition and 43 design works were in the final audition. Grounded theory was employed to analyze and establish the model. NVivo was used to assist the authors to learn and conclude the context of these design works. This study concluded that the young generation's viewpoints are (1) the design element of action figure. (2) the preference design method of action figure. (3) the special creation of action figure. (4) the design model of cultural action figure.