客家地方意象品牌開發之創作研究-以新竹縣新豐鄉為例

在全球化的發展局勢下，各國已開始重視文化資產的保留，台灣在近年的經濟發展規劃中，在地文化與特色也成為各區政府發展的重點，而利用文創商品提升當地知名度及經濟效益的情況也逐漸增多。固本研究希望以歷史文化為根基，透過創造品牌、形塑包裝，將新豐鄉的意象推廣出去。本研究藉由文獻分析法，從品牌、地方文創產業及客家三項構面來建立觀點，再以案例訪談法探討地方產業再造之面向，及利用問卷找出創作對象「老周紅糟鴨」及新豐鄉人文歷史、自然環境、地方特產、客家精神意象。本創作之流程操作為（1）透過個案採實地探訪，藉由「品牌規劃」、導入「地方元素」及「故事行銷」（2）確立個案品牌核心價值，建構品牌，以「自然」、「質感」、「送禮」為概念，採擷地方元素萃取轉化爲具象視覺設計（3）運用插畫方式作「故事性行銷」，形塑包裝，將地方意象與品牌故事結合、應用之地方品牌開發設計。

關鍵字

客家；新豐鄉；地方性品牌

並列摘要

Under the trend of globalization, countries in the world have started to put emphasis on cultural heritage preservation. For Taiwan, within the economic development planning in recent years, developing local cultures and characteristics have become the focus of various local governments, as many of them try to use cultural and creative products to raise awareness and boost economic development for the regions. In this regard, this research aims to promote the image of Xinfeng Township through the creation of its brand along with the shaping of packaging, using history and culture as the bases. This research first used literature analysis to establish viewpoints in three different facets: brand, local cultural and creative industry, and Hakka elements; secondly, case interview was used to probe on different dimensions of local industries; finally, this research used survey to find the object of creation: “Mr. Chou’s Anka Sauce Braised Duck” as well as Xinfeng Township’s humanity history, natural environment, local specialties, and Hakka spiritual images. The operation process of this creation is: 1) Through field visit to the location of the case in question, using “brand planning” to introduce “local elements” and “storytelling marketing”, 2) Establishing core brand value of the case in question so as to construct the brand, and with the ideas of “Natural”, “Good quality” and “Sending gifts”, incorporating local elements into tangible visual design, and 3) Applying illustration on “storytelling marketing” so as to develop packaging, as well as combining local images and brand story so as to apply them on the development and design of local brand.