- 學位論文
產品包裝的對話文案做為品牌溝通平台之研究
The study of product package with advertising dialogue copy as a brand communication platform
摘要
由於現今生活水準日漸提升，在產品包裝上面的設計是越來越創新，包裝上的樣式及手法，也成了吸引消費者選購的關鍵。現今產品包裝已逐漸成為消費者所考量的目的，該如何使產品在貨架中脫穎而出，吸引消費者的目光，就是要有獨特的設計，加上文案信息的傳達，做為包裝的傳達力，讓產品與消費者對話，同時也能夠引起消費者的聯想，取得消費者好感增強包裝的話題性。因此對於商品的包裝設計是越來越重視，加上消費者心思難以捉模，使得企業開始越來越重視顧客關係，為了把品牌更貼近消費者，透過精心設計，呈現出商品之內容、特色與吸引力。 本研究藉由各類的對話文案產品作為分類介紹：1.文字包裝 2.插畫包裝 3.插畫與文字包裝4.拼字包裝 5.消費者自行撰寫文案，以焦點群體訪談的研究方法探討消費者與品牌之間的關係以及所產生的消費意義，從消費者所購買的對話文案產品裡，是否也看到消費者自身的品牌個性。再以深入訪談咖啡店業者，以廠商的角度面對自身所製作的文案如何傳達出消費意義及獨特的行銷模式。最後分析出消費者與業者藉由對話文案的產品是否呈現相符的品牌關係及消費意義。
並列摘要
As the current standard of living is increasing, the design of the product packaging is more and more innovative, packaging style and practices, has become the key to attract consumers to buy. Today's product packaging has gradually become the consumer's consideration of the purpose, how to make products stand out in the shelves, to attract the attention of consumers, is to have a unique design, coupled with the transfer of copywriter information, as the packaging of communication, Products and consumer dialogue, but also can lead to consumer associations, consumers get better to enhance the packaging of the topic. So the packaging design for the goods is more and more attention, coupled with the minds of consumers is difficult to catch mold, making enterprises began to pay more and more attention to customer relationships, in order to brand closer to consumers, through careful design, showing the contents of the goods, features with the attraction. This study is based on various types of dialogue copy products as a classification: 1. Text packaging 2. Illustration of packaging 3. Illustration & Text packaging 4. Spelling packaging 5. Consumers write their own copy. To focus on the group of interviews with the research methods to explore the relationship between consumers and the brand and the resulting consumer significance, from the consumer to buy the dialogue copywriter products, whether to see the consumer's own brand personality. And then in-depth interviews with coffee shop operators, manufacturers from the perspective of the face of their own copy of how to convey the meaning of consumption and a unique marketing model. Finally, the consumer and the industry through the dialogue copywriter of the product is consistent with the brand relationship and consumer significance.