新創袋包品牌之產品識別設計研究-以大學生族群為例

台灣袋包產業曾經在1989年時達到高峰期，但是隨著台灣產業結構的改變以及勞工成本的增加，國內袋包產業開始轉移至大陸以及東南亞等地區生產，政府更在1990年開始將袋包產業列入艱困傳產輔導，產業的衰退可以說是極度快速且劇烈。由於袋包屬於進入門檻較低的輕工業類別，在開創新品牌事業相對簡單，但要維持卻十分不容易，本研究將以男性大學生作為主要目標族群，探討從現今新創品牌模式在袋包相關開發設計時可能的機會點與架構，並藉由研究所得到之結果進行相關設計創作，提供未來進行袋包相關品牌開創時的參考。創作中先對新創品牌、品牌識別與產品識別以及大學生生活型態等相關領域進行文獻研究，再運用半結構式訪談法對大學生進行訪談與資料整理，最後運用訪談所得結果進行相關袋包品牌資料蒐集分析。研究結果發現大學生對於袋包最大的需求在希望能妥善地進行對袋包容量上的空間規劃，因此本研究最後將以「組合」為主要設計概念進行創作。創作使用服飾防盜扣結構作為結合組件概念進行結合件設計，並搭配後背包、單肩包、側背包與旅行袋等四種包款讓使用上能自由依照需求進行組裝使用。

關鍵字

袋包設計；品牌產品識別；新創品牌

並列摘要

Taiwan’s bags industry had reached the peak in 1989, but with the Taiwan's industrial structure change and the increase of labor cost, bags industry began to shift to the country like China and southeast Asia. In 1990 government listed bags industry in difficult production guidance, the decay of this industry can be said to be extremely rapid and intense. Because of bags are low barriers to entry in the light industry categories, to start a brand new career is relatively simple, but hard to maintain, this study will take the male college students as the main target group, the discussion on the mode from today's starup brand in bags related development chance points when the design and strategies, and conducted by the institute to get the results of the related design, provide future related brand bags marked as reference. First, this study literature research on the related areas such as Creation of new brand, brand recognition and product recognition and lifestyle of college students, then using semi-structured interviews for college students to interview and data compilation, the final result acquired by using interviews for bags brand information gathering analysis. Study found that college students demand for bags of the largest in the hope that we can properly on the bags capacity of space planning, finally this study will be works as the main design concept of "combination". Creative use clothing anti-theft fastener structure as the combination of component concept design, with backpack, shoulder bag, side bags and bags and so on four kind of bag to use free to use in accordance with the requirements of the assembly.