日本地方行銷吉祥物視覺屬性之研究

The Research into the Visual Property of Characters for Place Marketing in Japan

李美美(Mei-Mei Lee)

指導教授 ： 林昆範

中原大學/設計學院/商業設計研究所/碩士(2011年)

https://doi.org/10.6840/CYCU.2011.00216

摘要

觀光旅遊普及，地方政府欲藉由觀光此種綠色產業，帶動當地經濟發展，地方行銷成為地方政府重要施政措施之一。日本地方自治體推光地方產業、利用吉祥物行銷地方特色有成，本研究欲探討日本行銷地方成功之吉祥物視覺造型，與其行銷策略，做為台灣將來發展地方行銷吉祥物之參考。
日本地方行銷吉祥物為數眾多，在日本當地已成為一股行銷的潮流，並有許多地方吉祥物成功為當地締造極高經濟效益。本研究分兩大研究主軸：其一，以文獻回顧方式，綜觀日本當前運用地方吉祥物之現況，並歸納其操作模式；其二，以量化統計方式，調查台灣民眾對於日本地方吉祥物視覺造型所呈現的重要特質感受程度。
本研究根據文獻回顧，統整分析，歸納出日本運用吉祥物於地方行銷之行銷模式，並有以下兩項特點：（一）地方自治體廣泛運用吉祥物於地方行銷；（二）地方吉祥物規畫完善，永續經營。經由問卷調查，統計日本地方吉祥物視覺造型之結論有二：（一）日本地方吉祥物之視覺意象與目標物相符合；（二）日本地方吉祥物具備地方行銷吉祥物之特質，包括：傳達愛鄉愛土的訊息，造型具獨特性與活潑性，多數吉祥物造型具有療癒性，但此一特質較不顯著。
對於臺灣本地之地方行銷策略，提出以下建議：（一）視覺造型上，先了解廣受歡迎的吉祥物之造型要素，做為後續設計參考；（二）成功的地方行銷吉祥物，當以視覺設計與行銷策略相輔相成；（三）地方吉祥物的應用，應多角化且永續經營。

關鍵字

地方行銷 ； 吉祥物 ； 視覺屬性

並列摘要

Because of the popularity of tourism, the local government wants to promote local economic development by it, which is one kind of green industry. As a result, place marketing becomes one of the important policies of the local governments.
Japan’s local government achieves great success in pushing local industry and marketing local characteristics by characters. This research wants to explore the visual style of characters which Japan succeeds in place marketing by and its marketing strategies as a reference for the development of place marketing characters in Taiwan.
The place marketing characters in Japan are numerous and the characters have become a marketing tread in Japan. There are many local characters which succeed in gaining local economic profits. This study is divided into two main schemes. The first part is to look into an overview of how Japan currently makes use of the local characters and to summarize the operation mode by literature review. The second is, by quantification statistics, to investigate how Taiwan people feel the visual style of the important qualities which Japan’s local characters present.
This study summarizes the mode of how Japan uses characters in place marketing according to literature review and integration analysis. Besides, it has the following two characteristics: (a) local governments extensively use characters in place marketing; (b) the plan for local characters is perfect and a sustainable management. By surveys, the statistics about the visual style of Japan’s local characters has two conclusions: (a) the visual image of Japan’s local characters matches their targets. (b) Japan’s local characters have the characteristics of the place-marketing characters, including: delivering the message of love for homeland, unique and lively style , and most of them are inspirational but less obvious.
I made the following recommendations for Taiwan’s place marketing strategies: (a) in visual style, understand the elements of the style of popular characters to be a reference design in the following. (b) visual designing and marketing stratagies are complementary to each other for successful place marking characters. (c) the application of the local characters should be strategies of diversification and keep sustainable management.

並列關鍵字

Visual Property ； Place Marketing ； Mascot ； Character

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