文化品牌模式之設計策略研究-以峨眉鄉東方美人茶為例

The study of design strategy for cultural brand pattern-take the Emei Oriental Beauty Tea as an example

周育妏(Chou Yu-Wen)

指導教授 ： 梁桂嘉

國立臺灣師範大學/藝術學院/設計研究所/碩士(2010年)

摘要

文化反映出精神、意識與區域群體特性，存在人類的地方就會留下生命的跡痕，在同一文化地域中生成出固有風土，並產生相攝而又具有特質的文化；品牌是具像亦是抽象的符碼，在社會演進與文化歷程過程裡，由為人所辨識的符號、標記等漸漸成為一種表徵與各生活型態下的風格，深沉地洞悉文化，透過文字、記號、符號、圖像等來傳達，又或直接涉入去體驗，讓「文化」在現代中成為一種更能接近大眾的型態表現，操作這些載體的則是文化中的抽象價值觀、信仰、人類的需求、生活風格等，藉以「品牌」從有形與無形中更接近文化。本研究探討文化品牌模式建構之設計策略運用，從文化品牌模式、文化創意等相關文獻來分析並前往峨眉當地進行訪談，釐清並整合文化品牌模式，再針對設計的角度切入，建構出設計策略該如何運用於文化品牌的模式，將模式流程導入社區與地方文化產業發展並結合應用，研究中以峨眉鄉東方美人茶為例進行深度探討，收集相關台灣茶葉熱泡飲消費者特性，及茶類市場包裝設計研究資料輔助進行，運用文化品牌的設計的策略面來將其建構成富有地方文化特色的文化品牌，策略模式概要如下：
1.定義研究之文化創意產業別界定為地方文化產業，並對該產業進行產業分析深度探討。
2.針對該地方文化產業之設計策略發展，將地方文化以視覺文化歷程進行文化符碼編碼。
3.同於品牌概念，文化品牌亦著重消費者需求與認同，更特別著重文化符碼與文化品牌的隱性的感性行銷與體驗價值，設計師(文化中介者)應強化自我將文化符碼體現形塑為文化品牌的能力。
4.經由上述1、2、3項歷程，設計師(文化中介者)可以開始進行產品形象規畫與品牌概念化，視消費者產業別與產品或服務在使用價值、交換價值、符號價值與體驗價值的觀點，來做為實務創作與行銷方式的重要參考。
文化創意產業是現今世界的潮流，現今是一個極度重視文化與生活風格的社會型態，將文化的因素考慮在設計中，再將由文化為內涵的設計寓於生活之中，學習由理念與架構開始建構我們的創作，思維所要進行的創作之設計本質，在地方文化品牌的設計策略模式探討與創作實驗實作中，期能為提升峨眉的藝文觀光加入一股助力，也為其他具有地方文化特色且待發展的社區區域帶來參考價值。

關鍵字

文化 ； 品牌 ； 文化品牌模式 ； 設計策略 ； 峨眉 ； 東方美人茶

並列摘要

Culture is the regional community characteristic and has persisted in different region of human society since the generation of humanity. Culture reflected the spiritual and conscious characters, and therefore similar but distinguishing culture would be generated from inherent local conditions and customs in one identical culture region.

Brand is the embodied and also abstract symbol. In social evolution and process of cultural course, the symbol not only played as a mark and but gradually become alife style. By delivery of words, marks, symbols, images, or directly participating in culture activity, culture can become a common and public type in modern life. The platforms are affected by the abstract values of the culture, the belief, human demand, the life style and so on. People also can approach culture distinctly and imperceptibly by “brand”.

In this study, we discuss the utilization of design strategy for the construction of culture brand pattern. First we analyses it by some literature of culture brand pattern and culture creativity, and further clarify and integrate culture brand pattern by deep interview in Emei. Subsequently constructing design strategies in order to apply to culture brand pattern via the viewpoint of design. Furthermore, we also introduce the course of pattern into community and local culture industry, and further carry out combination and application. In this study, we take the Emei Oriental Beauty Tea of Emei Town as an example and carry out deep investigation. We collect related consumer characteristic of hot drinks in Taiwan tea and are assisted with research material of the packing design in teas market. The final goal is to construct culture brand that possess abundant local culture characteristics by the strategies of culture brand design. The outlines of strategy pattern are as follows:

1.Define the range of my study in culture creativity industry as local culture industry and carry out deep investigation of industrial analysis to local culture
industry

2.Encode the culture symbols in local culture by visual culture course in the light of strategy development design of local culture industry

3.Due to the concept is the same as brand conception the demand and approval of consumer are also emphasized in culture brand. Besides, it specially focuses on
the recessively perceptual marketing and the experience value of culture symbol and culture brand. Designer (culture intermediary) should strengthen the ability
to reveal the true colors of the culture symbol into culture brand.

4.By way of the above courses 1, 2, and 3, designer (culture intermediary) may start to carry on the plan of product figure and brand generalization. Designer
also can regard the value of use, exchange, mark, and experience of the consumer industry type, product or service as the important reference for the practice creation and marketing way

The culture creativity industry is the trend nowadays. Culture and life style are also extremely important to everyone in our society. There are several nice strategies include involving the consideration of cultural factors in the design, integrating the design based on the connotation of culture into life. Besides, learning how to start constructing our creation from the idea and construction, and thinking the essence of design in our further creation are also important ones. We hope the investigation of design strategy pattern in local culture brand and the practice of creation experiment can provide some benefit and help in the promotion of literary arts sightseeing of Emei, and also provide some value of reference for other developing community which possessed local culture characteristics.

並列關鍵字

Culture ； Brand ； Culture brand pattern, ； Design strategy ； Emei ； Oriental beauty tea

參考文獻

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