視覺符號與社區行銷關係之研究
-以彰化縣平和、長春、茄苳社區為例

本研究目的在於了解並展示社區如何有效建構視覺符號，透過行銷策略應用，成為觀光客或參訪者心目中值得一遊的觀光目的地。本研究以羅蘭巴特符號理論為基礎，經由質化研究個案研究法以彰化縣三個社區為研究場域，用影像紀錄、深度訪談進行資料蒐集，針對三個社區的視覺符號建構及應用成果進行比對分析。並把研究結果提供政府制定政策，推動社區總體營造，發展社區觀光，促進社區發展，及從事社區行銷活動相關人士之參考。綜合研究結果分為三大部份：一、視覺符號建構與應用： (一)公共建設、特色產業是社區行銷中最有效益的視覺符號。(二)社區視覺符號具有公共財性質(三)社區視覺符號改變傳統社區角色(四)建構視覺符號具有強化社區對外連結功能(五)建構社區視覺符號必須以人為本(六)視覺符號建構內容必須要有創意貼近居民生活、文化、產業。二、視覺符號與社區行銷之關係： (一)視覺符號為社區行銷的利基產品(二)社區行銷策略影響視覺符號建構成果(三)社區視覺符號的設計形式宜採取差異化策略(四)建構視覺符號必須要有產品策略觀念(五)視覺符號是社區公關行銷最佳利器(六)網路行銷加速視覺符號建構成果擴散效果三、視覺符號與社區觀光之關係： (一) 道路指示牌是社區發展觀光的基本設施(二)建構有內涵的視覺符號會帶來觀光效益(三)有創意的視覺符號是社區最好的觀光資源(四)環境保護、生態保育是社區觀光最佳代言人。

關鍵字

社區；視覺符號；社區行銷；社區觀光

並列摘要

This purpose of this study is to understand and expose how a community can construct its visual symbols and apply some marketing strategies to develop itself as a good place for tourists or visitors. This research is based on the symbol theory of Roland Barthes and employs case study method of qualitative research to study three communities in Changhua County. Data are collected through image records and in-depth interviews, and the visual symbol construction and application of the studied communities are compared and analyzed. It is hoped that the result of this research will be of some help to the policy determination of government and to those who are relevant to the development of community tourism and marketing activities of the community. The results of this study are divided into three parts: First, concerning the construction and application of visual symbols :(a) Public works and distinctive industries are the most effective visual symbols in community marketing. (b) The visual symbols of a community have the quality of common property (c) The visual symbols of a community have changed the traditional roles of a community. (d) The construction of visual symbols of a community has the capacity of strengthening the outbound linkage of a community. (e) Constructing visual symbols of a community should be human-centered. (f) The contents of visual symbols of a community should be creative and close to the living, culture and industries of the residents. Second, concerning the relationship between visual symbols and community marketing :(a) Visual symbols are niche products for community marketing. (b) The strategies of community marketing affect the outcome of the construction of visual symbols. (c) The design form of visual symbols of a community should adopt differentiation strategy. (d) The idea of product strategy should be employed in the construction of visual symbols. (e) Visual symbols are the best apparatus of the public relation marketing of a community. (f) Online marketing accelerates the diffusion effect of visual symbol construction. Third, concerning the relationship between visual symbols and community tourism :(a) Road signs are basic facilities for developing tourism in a community. (b) The construction of visual symbols with profound meaning will bring tourism benefits. (c) Creative visual symbols are the best tourism resources of a community. (d) Environmental protection and ecological conservation are the best spokespersons of community tourism.