文化行銷應用於商品之圖案設計研究-以澎湖雙心石滬圖像為例

Design and Study on Civilization Marketing Applied to Pattern of Commodity - Take Pattern of PengHu Twin Heart Stone Weir for Instance

李旻珊(Ming-Shan Lee)

指導教授 ： 張柏舟

國立臺灣師範大學/藝術學院/設計研究所/碩士(2010年)

摘要

澎湖擁有世界級珍貴文化遺產。本文以澎湖的南方的島嶼之七美鄉之雙心石滬作為主題研究。雙心石滬線條優美，以心心相印疊砌的造型，緊扣你我的心。其雙心的造型，從海崖俯視，澎湃潮水就像情絲愛意撞擊心房，海枯石爛的美麗隱喻，在陽光下褶褶生輝，滿足了許多人的浪漫遐思。雙心石滬目前已由早期具捕漁功能轉變成為觀光景點。雙心石滬雖列為重要文化資產，但因其地處於交通與機能不便之處，很多旅客往往只是走馬看花，並無久留。實屬雙心石滬相關商品不多，所以本研究以發展石滬商品為方向，將石滬商品注入故事情境手法，增加商品說服力，為文化行銷中重要策略，故事可以創造出讓聽眾真正了解文化，並與文化建立情感連結的方式。消費者可體驗到石滬的文化內涵以及了解其特質，且可延續石滬文化的精神。
本研究一方面探索雙心石滬的淵源及深入地方了解觀察石滬地景現況 ; 另一方面也希望將所學的視覺設計與雙心石滬意象連結，將石滬文化元素轉化為圖案與商品意象概念結合，分析其有形與無形的造型轉化至圖案與商品上的過程與方法，整合地方文化之故事行銷方法，以及提出創意圖案與商品設計聯想模式。透過設計與美學的投入其中，揮別過去傳統民俗文化氣息，期盼產生具有獨特性的新石滬文化特色。其石滬文化商品的開發設計，可為地方旅遊印象加值，也可創造雙心石滬不同的價值 。

本研究創作尋求具有「文化認同、表現文化特色的商品」發展雙心石滬之圖案設計創作。把傳統情感與現代技術連結起來，深入到日常生活中，讓消費者除了享受石滬商品所帶來的便利性外，更具有視覺的美感，重要的是石滬文化商品擁有文化延續與宣導傳達的使命感，能讓消費者在使用上得到另一種價值提升。根據其雙心造型來進行圖案設計與運用在石滬文化周邊商品，發展澎湖雙心石滬「成雙成對 浪漫愛情」、「自然人文現象」兩大系列石滬文化商品的相關周邊商品。透過澎湖雙心石滬的外在造型與內在的文化印象，在石滬文化的背景下創作並展現石滬圖像、空間與商品等物質，具有文化製造的功能，獨特性格的呈現，為社會創造具有傳承意義的事物，創造石滬文化附加價值，都是設計創作者努力的目標。

關鍵字

文化行銷 ； 文化商品 ； 圖案設計 ； 石滬

並列摘要

Penghu possesses a world-class cultural heritage. The main subject of this research focuses on the “Twin Heart Stone Weir” which is located in the Chimei Township of Penghu County, Taiwan. “Twin Heart Stone Weir” is shaped in a unique way, the shape of two hearts. This “heart to heart” style symbolizes the locking of hearts. If you overlook this unique attraction from a cliff, you find that waves beat within the stone weir just like emotions beating in your heart. The beautiful metaphor of endless love shinning under the sunbeams fulfills the romantic need of many. “Twin Heart Stone Weir” has changed from its once fishing function to a popular sightseeing spot. Although “Twin Heart Stone Weir” has been ranked as a valuable cultural heritage, many travelers have visited this spot only as a part of a Cook’s tour, obtaining only a superficial understanding of this place. Although there is a great business opportunity in the Twin Heart Stone Weir, the related merchandise to this fantastic attraction is virtually inexistent. This is why this research will focus on developing the related merchandise by creating story plots related to this tourist attraction and the merchandise in order to be more persuasive. Stories can create emotional links between people and culture, and allow people to understand the culture more deeply. This is a vital strategy for cultural marketing. Consumers not only experience the cultural side of stone weir but also understand its real essence, and maintain the cultural spirit of stone weir for years to come.

This research not only discovered the origin of “Twin Heart Stone weir” by visiting and observing the geographical structure of stone weir on the spot but also by creating a connection between the symbolization and visual design which the designer has learned before. The designer tried to transform the elements of stone weir culture to images and to connect them with merchandise. The designer also tried to analyze the process and methodology of transforming the tangible and intangible style into images and merchandise, to integrate the local culture through story marketing, and to propose the association model between creative image and merchandise designing. The designer tried to instill the elements of design and esthetics to traditional folk culture image and expect to generate the uniqueness for the new stone weir culture. The development and designing for merchandise of stone weir culture can not only add value to local tourism but also create unique value to the “Twin Heart Stone Weir”.
This research developed the merchandise of the “Twin Heart Stone Weir” based on the concept of “Merchandise that can demonstrate its cultural identity and cultural characteristics”. The designer links traditional affections with modern technique, and brings it into daily life. This concept will allow consumers to enjoy not only the convenience which stone weir merchandise brings to them but also the visual sense of aesthetic. The more important thing is that stone weir cultural merchandise has the mission to promote, to convey, and to inherit this culture which will allow consumers to obtain another kind of value added during their user experience. The designer focused on the twin hearts shape to develop her two serials of designing: “Twinned, Romantic Love”, “Natural and Cultural Phenomenon”, and to apply in the stone weir culture related merchandise. According to the external appearance and internal cultural image of “Penghu Twin Heart Stone Weir”, the designer composed her designing about this culture and demonstrated related images, space, and merchandise which are also helpful to cultural creation. Creating meaningful cultural succession to this society, establishing the added-value of “Twin Heart Stone Weir” are all the designer’s major objectives to keep working on this project.

並列關鍵字

Cultural Marketing ； Cultural Merchandise ； Image Designing ； Stone Weir

參考文獻

韓叢耀，2005， 圖像傳播學 ，台北：威仕曼文化事業股份有限公司。

Lin,R.T.，2007， Transforming Taiwan aboriginal cultural features into modern product design: A case study of a cross-cultural product design model. International Journal of Design,1(2),P45-53。

林慧雯，2003，推展文化觀光策略之研究-以阿罩霧地區再開發為例，碩士論文，朝陽科技大學建築及都市設計研究所，台中。

葉天文，2007，澎湖七美基督長老教會之研究，國立台灣師範大學歷史學系在職進修碩士班，台北。

一.中文