天下雜誌「微笑台灣319鄉」戳章活動設計之研究

The Study of Event Design of CommonWealth Magazine’s “Smile Taiwan’s 319 Townships”

黃崇堯(Chung-Yao Huang)

指導教授 ： 高惠瓊

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2015年)

摘要

西元二○一一年臺灣鐵路局為了慶祝中華民國建國一百年，舉辦了「鐵道旅行．幸福100」的戳章活動，特地從營運車站中，選出一百個有特色的車站，委請藝術家陳士鉅先生，以臺灣檜木為原料，用手工的方式，各別雕刻每個車站專屬的風景紀念章，讓到這些車站的旅客，可以蓋章紀念。研究者為了搭火車體驗臺灣環島旅行，參與了該項鐵道活動，加以了解臺灣鐵道豐富歷史。在尋訪的過程中，無意間接觸到《天下雜誌》所設計之微笑紀念戳章。微笑戳章以手寫的書法字體，配合各地方鄉鎮地名，特殊的戳章設計，吸引了研究者的目光。才知道這樣的活動，已是《天下雜誌》舉辦第四屆，經歷十年，如此強大的活動續航力，引起研究者極大的好奇心。
針對上項議題，本研究以質性研究方法從文獻探討了解東西方戳章發展歷
程，何以戳章可以盛行之傳統意義。並藉深度訪談相關《天下雜誌》之策劃核心主管、資深參與者以及「微笑商店」等，蒐集「微笑台灣319鄉」系列活動資料，理解整體策劃的理念、策略、過程與各屆的活動內容。釐清需要多少的人力、物力才能運作如此規模的活動。研究結果條列如下：

(一)臺灣戳章之興盛源於東方民族對印章有著傳統表徵之意義，以及日治時期所發行郵政風景戳章等相關活動之影響。

(二)《天下雜誌》推廣「微笑台灣319鄉」，以五屆活動歷經十二年之續航力，是根植於其策劃之與時俱進的創新能力。並以極小的的人力及有限物力資源讓活動產生最大的效益。

(三)「微笑台灣319鄉」活動對臺灣社會之影響
1.蓋戳章成為臺灣現今活動設計的一種「儀式」，同時也變成國際旅遊觀光的焦點，如二○一四年配合上海「台旅會」整合發行大陸來臺觀光護照(戳章蒐集冊)可為證。
2.戳章活動讓個人對旅遊的意義有不同的的演化進程，從第一階段「走馬看花」，第二個階段「深度旅遊」，體驗在地生活，到第三階段「無期而為」，去特定一個地方，何事都不做，單純長住幾天就滿足。藉訪問資深參與者，驗證「微笑台灣319鄉」活動，已確實達成活動策劃之初衷。
3.「微笑台灣319鄉」歷經五屆活動，足以觀察數位革命對日常生活的影響。
4.「微笑台灣319鄉」活動成功連結公部門之贊助，活絡島內旅遊風氣，有效提升鄉鎮特色曝光率，活躍當地經濟，以及見證傳統產業之轉型過程。
5.《天下雜誌》以公益性活動，結合企業贊助，共同提升「企業社會責任」的概念。
6.透過小小紀念戳章設計連結主辦單位、「微笑聯盟」、參與者三者間密切之互動關係，以輕鬆的方式行銷臺灣的生活模式，讓許多人認識自己成長的土地。

(四)「微笑台灣319鄉」成功地塑造「虛擬」代言角色，對活動設計產生具體而活潑的功能，並潛藏著巨大豐沛的商機。

(五)「微笑台灣319鄉」雖屬公益性活動，卻產生行銷臺灣各鄉鎮城市的特色之具體功能。

以上結果期待能提供相關設計與學術研究參考

關鍵詞:紀念戳章、活動設計、符號學、城市行銷

關鍵字

紀念戳章 ； 活動設計 ； 符號學 ； 城市行銷

並列摘要

Taiwan Railways Administration held a postmark event of “Discovery Taiwan by Railway” to celebrate Republic of China Centennial in 2011, selected one hundred unique stations from operating ones, and authorized artist Mr. Chen Shiju to carve individually exclusive landscape postmark in Chamaecyparis formosensis by hand, allowed tourists to stamp for memory. In order to experience travel around the island of Taiwan by train, Researcher participated this event to understand plentiful history of Taiwan railway, and unintentionally knew the smile postmark designed by CommonWealth Magazine in the searching process. Researcher is attracted by the special design of smile postmark which is in handwritten calligraphy font with the local township names, knew this event was held fourth one by CommonWealth Magazine, and is extremely curious about its strong event endurance through ten years.

According to above topics, the method of qualitative research is used in this study to explore the development process of East-West postmark from literature review, and why the postmark can be popular in traditional significances, also have in-depth interviews to the core planning director of CommonWealth Magazine, senior participants and “smile shops”, etc., to collect related data of “Smile Taiwan’s 319 townships” event, understand the concept, strategy, procedure of overall planning and event content of each session, clarify how many manpower and material resources are needed to operate this such a scale events. The study result presents the following findings:
(一) Prosperity of Taiwan postmark comes from the traditional significance of seal for oriental people, and affected by the related events of postal landscape postmark issued in Japanese-Occupied Period.

(二) The CommonWealth Magazine promotes the event of “Smile Taiwan’s 319 townships”. The twelve-year endurance of 5th event is rooted in innovate planning ability, and resulted in maximum benefit with minimum manpower and material resources.
(三) The affection of “Smile Taiwan’s 319 townships” event for Taiwan society.
1. The postmark stamping becomes a “ritual” for event design in Taiwan nowadays, also is a focus for international travel. For example, issue Taiwan Pass (postmark collection book) to cooperate with “Taiwan Strait Tourism Association” Shanghai branch in 2014 as evidence.
2. Postmark events make people to have different evolutionary process on tourism significance, from the first stage of “browsing” to second stage of “in-depth travel” - experiences local life, then to third stage of “go somewhere do nothing” - go appointed place and do nothing, simply stay a long few days to satisfy. To prove that the event of “Smile Taiwan’s 319 townships” is indeed achieved the original intention of event planning by the senior participants’ interviews.
3. The “Smile Taiwan’s 319 townships” was held by 5th event, and can be observed the affection of digital revolution on daily life.
4. The event of “Smile Taiwan’s 319 townships” successfully connected with public sponsors, animated the atmosphere of island’s tourism, effectively raised the exposure of township characteristics, promoted local economy, and testified the transformation process of traditional industries.
5. CommonWealth Magazine combines with corporate sponsors to hold a public welfare event, and mutually promote the concept of “Corporate Social Responsibility”.
6. Connect the interaction relationship with event organizer, “Smile Alliance” and participants through small memorial postmark design, and market Taiwan lifestyle in relaxing way to let many people know their own land they grow.

(四) The “Smile Taiwan’s 319 townships” successfully created “virtual” role endorsement, which is resulted in concrete and lively functions for event design, and potentially hidden huge prosperous business opportunities.

(五) The “Smile Taiwan’s 319 townships” is public welfare event, but resulted in concrete function to market the features of Taiwan township and city.

Expecting above results can provide a reference for related design and academic research

Keyword: postmark, event design, semiology, city marketing

並列關鍵字

postmark ； event design ； semiology ； city marketing

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