雲林縣虎尾鎮墾地社區吉祥物關鍵因素分析之設計應用

地標型、城市型的吉祥物主要代表了當地的特色，進而衍伸出吉祥物的設計，透過貼圖、漫畫、插畫的加持，地區代表性的特色名產、動物、文化都被逐漸發展出來。然而吉祥物的都市行銷，並非都是成功的案例，因此本研究的研究目的在於探討吉祥物與行銷策略的結合，以吉祥物設計的面相作為探討與研究，並分析歸納出吉祥物在地行銷成功模式中，關鍵的設計成功因素。本研究問卷分為三階段，第一階段受測者在20隻亞洲熱門吉祥物篩選出前5名;第二階段利用多元尺度分析前5名吉祥物偏好度，以及多元迴歸分析來探討案例中最受喜愛之因素，根據五個關鍵因素分別為文化代表性、獨特性、療癒性、社群推廣性、吸引性，主要影響受喜愛之因素，其研究結果發現，部分地區吉祥物偏好度有顯著不同，而在設計上療癒性是不可或缺的因素;第三階段依據問卷結果設計本吉祥物。地區吉祥物發展之特色，並有效方式推廣當地，吉祥物發展多年，且樣式眾多，依據本研究結果，可作為設計者未來之參考。

關鍵字

吉祥物設計；社區行銷；偏好度；多元尺度分析；雨撲滿設計

並列摘要

The local or city landmark mascots represent local characteristics. For this reason, various mascots have been broadly discussed for different designs. Through stickers, comics, and illustrative designs, local souvenir, animal and culture have developed. However, it is not all of causes that were successful. Hence, the purpose of this study is to explore the combination between mascots and marketing strategies. Moreover, this study is to analyze the successful cases of mascot to discuss the critical successful factors of design mascots. In this study, we have three part of questionnaire. In the first phase, we select top five the subjects in twenty Asian popular mascots. In the second stage, this paper utilized multidimensional scaling to analyze the preference of the top five mascots. Moreover, we applied multiple regression analysis to discover the major factors influencing people’s mascot preference. The five factors were cultural representation, uniqueness, healing, community activities and facial expression. The results showed that people have different preference of the mascot in part of religions, and the design of healing was most important factor. In the third stage, the mascot is designed according to the results of the questionnaire. There are different factors influencing mascot preference. According to the result of study, this paper also presented some suggestions for making better mascots local marketing strategies.

並列關鍵字

Mascots design ； community marketing ； preference ； multidimensional scaling ； rain tower design

參考文獻

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雲林縣虎尾鎮墾地社區吉祥物關鍵因素分析之設計應用

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