地方品牌化之形象視覺設計創作與研究 以新店區廣興里為例

Visual Design Creation and Research on the Image of Place Branding Take the Restoration of Guangsing District in Xindian Adminisfration Area as an Example

林琨芳

指導教授 ： 張柏舟

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2012年)

摘要

近年來受到全球化的衝擊，世界各國或地方的經濟、產業、區域發展都受到影響，而各個地為了要在與全球或地區競爭的情況中找到適合的發展定位與調適，皆不斷努力尋找新方向，而在這波風潮中地方行銷(Place Marketing)則成為新的顯學。

回顧歐美先進國家的都市發展，當他們在經歷類似經驗時，以地方經濟發展來導引全面性地方發展，已是較為可行與必要的方式，政府也為因應這個趨勢，經濟部於98年提出了「97-100年創新台灣品牌商圈四年計畫」，其目的在於整合地方資源，活化在地文化、凝聚地方意識，並用以開創品牌商圈推展。而以地方行銷理論為基礎，擴展出來的地方品牌化理論則是以地方的功能性、自我表現性、情感性等策略識別要素，用於發展地方特色、增進地方的未來，並能有效吸引人才、觀光與投資，增進地方的的競爭力，更能夠符合地方行銷政策，開創品牌商圈之推展。

地方行銷近年來已成為各國、地區甚至是城市的重大議題，但筆者所研究之「廣興地區」目前即因未能有效發展地方特色，而面臨地方沒落、產業蕭條之困境。因此運用地方品牌化的理念規劃視覺上的整體設計，經由統整廣興地區之人文、歷史、產業、觀光、生態等面向，融入地方識別設計的視覺形象規劃與行銷方式，將有助於發展地方特色、再次建造地方形象，進而振興地方的各種相關經濟活動，此為本研究主要目標。

關鍵字

地方品牌化 ； 地方行銷 ； 地方識別 ； 視覺設計

並列摘要

In recent years, the impact of globalization has influenced the economy, industries, and regional development of countries or regions. To find a suitable development orientation and adjustment within the global and regional competition, efforts were made to find new ways in every regional development. During this trend, Place Marketing has become the new dominance.
Looking back on the urban development of Europe, the United States, and other advanced countries, when undergoing similar circumstances, it is a more feasible and necessary mean to let the local development lead the overall local economic development. Our government also responded to this trend. In 1998, Ministry of Economic Affairs proposed “Four-year New Taiwan brand commercial district plan from 2008 to 2011”. Its purpose is to integrate local resources, activate local cultures, cohere with local awareness, and extend to create a brand shopping district. Place Brand theory, based on Place Marketing theory, utilizes its strategic identifying factor such as functions of place, self-expressions, emotions…etc., to promote local characteristics, improve the future of Place and attract human resources, tourism and investment, increase Place competitiveness, then to better meet the local marketing policy, promote the brand to create a commercial district.
Place Marketing has become a national, regional and the city's major issues in recent years. But Kwong Hing area, which the writer has studied, currently faces the difficulties of local decline and industrial depression due to its fail to develop local characteristics effectively. As a result, by integrating the region’s visual elements such as its humanity, history, industry, tourism, ecology, using Place branding to plan the overall visual design, and fusing into the local identity design and the marketing of visual image, would benefit the development of local characteristics, rebuild the local image, and revitalize a variety of local economic activities. It is the objective of this study.

並列關鍵字

Place branding ； local marketing ； local recognition ； visual design

參考文獻

江彩禎（2002），地方經濟發展推動機制之探討-以推動觀光發展為例。成功大學都市計畫研究所碩士論文。

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