在地產業探究品牌形象之林聰明沙鍋魚頭初探研究

近年來，對於國家發展而言，在地產業環境再造是臺灣促進在地發展的最大目標。而過去嘉義由於從農業轉換為製造產業，階段性的規劃又轉往服務產業，且透過政府相關單位的協助下不斷提升與精進，因此將嘉義市服務業之投資發展已提升到90％的經濟成長。有鑑於此，本研究藉「以林聰明沙鍋魚頭探究品牌形象與在地產業研究」，運用文獻分析法及深度訪談法將文獻資料整理並做剖析，並探究嘉義市在地產業發展藍圖、林聰明沙鍋魚頭品牌形象定位、品牌形象規劃、品牌色彩…等，如何產生在地品牌經營連結價值。故本研究主要論述架構為：首先，品牌形象規劃之相關研究，整理品牌識別相關文獻，包含：品牌識別、形塑、策略相關文獻、林聰明沙鍋魚頭品牌形象規劃；其次，在地產業發展之現況分析與發展現象，分析嘉義市在地產業發展藍圖、現況分析、未來發展規劃；再者，探索飲食中的色彩，將正確的信息發送給目標受眾等，引起期望反應來提高品牌知名度，增強品牌聯想。而本研究方法主要透過文獻分析整理，運用個案與專家訪談來佐證與驗證研究目的，以能達成本研究之貢獻價值。

關鍵字

品牌形象；品牌色彩；在地產業

並列摘要

In recent years, as far as national development is concerned, rebuilding the real estate industry environment is Taiwan's biggest goal to promote local development. In the past, Chiayi City's investment in the service industry has been increased to 90% of the economy due to the transformation of Chiayi's agriculture to the manufacturing industry, the transfer of phased planning to the service industry, and the continuous improvement and improvement with the assistance of relevant government units. growing up. In view of this, this research uses ＂Lin Mingming Shaoguo Fish Head to Explore Brand Image and Local Industry Research＂, using literature analysis and in-depth interview methods to collate and analyze literature data, and explore the blueprint of Chiayi City's real estate industry development, Lin Mingming The brand image positioning, brand image planning, brand color of Sha Guo Yutou, etc., how to generate the link value of local brand management. Therefore, this research mainly discusses the structure as follows: firstly, related research on brand image planning, and sorting out relevant documents on brand recognition, including: brand recognition, shaping, strategy-related documents, and Lin Congming Shaguo Yutou brand image planning; secondly, the development of the real estate industry Current situation analysis and development phenomenon, analysis of the blueprint of Chiayi's real estate industry development, current situation analysis, and future development plans; furthermore, explore the colors in the diet, send the correct information to the target audience, etc., to elicit expected responses to increase brand awareness and enhance Brand Lenovo. And this research method is mainly through literature analysis and collation, using case studies and expert interviews to support and verify the purpose of the research, in order to achieve the contribution value of the cost research.

並列關鍵字

Brand image ； brand color ； local industry

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