臺灣米禮盒包裝設計策略之研究

A Study on the Packaging Design Strategies of Rice Gift Box in Taiwan

蘇鴻昌(Hung-Chang Su)

指導教授 ： 黃雅卿教授

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2009年)

https://doi.org/10.6826/NUTC.2009.00015

摘要

本研究以臺灣米禮盒商品為對象，進行包裝設計之銷售策略分析研究，探討近年來臺灣米禮盒市場的包裝趨勢、消費者需求與送禮文化形成之因素，透過相關文獻資料的整理分析與歸納，以作為研究理論之依據，並展開蒐集近年來推出的臺灣米禮盒資料樣本，觀察商品轉換模式的過程，深入瞭解米禮盒市場發展之現況。經由田野調查蒐集，加以歸納、比較和分析其產品形成策略與包裝設計表現戰略，進一步探討產品的品種、產地、特色、容量、規格、品質認證，和包裝的命名、圖文、材料、形態、色彩運用之情形，以及商品銷售策略運用之分析，亦進行消費者問卷調查與專業設計者深度訪談工作，以利後續相互交叉比對，最後提出米禮盒未來發展之建議，期以喚起糧商業者或專業設計者對臺灣米禮盒包裝設計策略之重視。
從研究發現中得知，由於社會生活型態與家庭人口結構的變化，導致食米的需求量漸漸下滑，透過食米包裝的市場轉變，改用小包裝讓消費者吃的更健康、更安心，搬運輸送上頗具便利性，並轉換為米禮盒的方式來包裝行銷，以迎合國人送禮文化的市場，政府積極推行臺灣農業朝向精緻化、精品化邁進，並輔導成立稻米產銷專業區，全面推廣稻作生產履歷、稻米CNS分級制度、品質認證等的觀念，讓消費者擁有健康安心的保證，讓人送禮的同時多一項新的選擇，也為臺灣所生產的優質米找到另一條商品行銷的通路。
針對消費者問卷調查統計資料顯示，超過95％的調查對象都有送禮的經驗，而在七成的受訪者中，在特殊年節或慶典都有送禮的習慣，若將傳統訂婚、結婚送的喜餅禮盒轉換為送喜米的方式，將近有七成的人可以接受，採用食米與其它特產多元性組合的商品，亦有86％的人會喜歡，而超過七成五的人願意購買競賽獲獎且又具有品牌的米禮盒，另有95％的人支持全面推行稻米產銷履歷與CAS品質認證，在產品的品質認證、營養標示、健康有機三者是受訪者「非常注重」，而包裝方面受訪者「注重」的是品牌形象、定位風格、設計表現與環保回收。

而對於產品的包裝策略有：（1）運用喜餅轉換為喜米禮盒來創新變化的「顛覆策略」；（2）推行稻作生產履歷、稻米CNS分級、認證制度來穩定品質充足供應市場的「保證策略」；（3）選擇數種單一或多種產品分合的「組合策略」；（4）融入地方元素或特色定位的「產地策略」；（5）採用系列、家族或個別的多元化產品的「個性策略」；（6）注重商品視覺形象以傳達品牌風格的「質感策略」；（7）藉由不同的形式、材料、容量組成獨特商品的「開發策略」；（8）透過改變包裝外觀附加價值銷售的「吸引策略」；（9）保有禮品市場的新鮮感推陳出新的「替換策略」。
另外，在包裝設計的表現戰略有：（1）語言的表現價值─「商品名稱」易讀易懂且便於認識與區別的命名手法；（2）非語言的表現價值─「商品形態」呈現簡潔清楚、直接明瞭的圖文設計、符合食品衛生標準且多元多變豐富的素材組成選擇、考量消費者心理感受與不同對象個性需求的外觀造形應用、有助於產品直接聯想與象徵的色彩運用計劃。

關鍵字

米 ； 禮盒 ； 包裝設計 ； 策略

並列摘要

This research has taken Taiwanese rice gift box products as the subjects and they are taken to conduct the investigation of marketing analysis on their packaging design. The research is done to investigate the packaging tendency on the Taiwanese rice gift box market, the requirement of the consumers and the formation factors of the gift-giving culture in the recent years. Through the analysis and generalization of the related literature, the result will be used as the basis of the research theory. The information samples of the recent Taiwanese rice gift box are collected, the process of the product transformation mode is observed and the current status of the market development of the rice gift box is thoroughly understood. Through field research, all is generalized and compared. Its product formation and the display strategy of the packaging design are analyzed. After that, a further investigation on the product’s type, origin, characteristics, volume, specification, quality verification and also the naming, graphics, materials, form and the application of colors of the packaging are analyzed, so is the marketing strategy application. Questionnaire research of the consumers and profound interview of the professional designer are also conducted. This is done all for the benefit of the later-on cross-comparison. The suggestion for the future development of the gift box is proposed in the end. It is expected to arouse the attention to the packaging design strategy of the Taiwanese rice gift box from the provision dealers or
the professional designers.
It is known through the research that because of the change in the lifestyle and the family population structure, the demand for the edible rice is gradually declining. Through the change in the packaging market of the edible rice, smaller packaging is adopted enabling the consumers to eat with more assurance and be healthier. It is more convenient transportation-wise. The packaging is also changed to a more gift-box like, so that it fits the custom of the Chinese gift-giving culture. The government is actively promoting the Taiwanese agriculture into a more delicate kind of way, and delicacy is the key. It also popularizes rice-growing resume, rice CNS and quality certification to insure the customer’s rights, providing more choices on gift-giving, and get a new
marketing channel for fine rice in Taiwan.
Based on the statistical display of the questionnaire for the consumers, over 95% of the subjects have the experience of gift-giving. And of the 70% of the subjects, they are used to give presents on special occasions or on special holidays. If the traditional wedding ceremony and engagement bride cake gift boxes are changed to festival rice gift boxes, over 70% of the subjects are in acceptance. If the edible rice and some other specialized products are combined into one product, the over 86% of the subjects are in favor. There are over 75% of the subjects that are in favor of the rice gift boxes that are award-winning and branded. Some other 95% of the subjects are in favor of the recording of the rice-product production history and the quality verification of CAS. The subjects are paying their most attention to the aspects of quality assurance, nutritional labeling and organic contents. As with the aspects of packaging, the subjects placed their focus on the image of the brand, the style of the orientation and the
environmental recycling.
The packaging strategy of the products include 1) the novel “overthrowing strategy” of changing the bridal cake into the festival rice gift-boxes; 2) the promotion of the creation of production history of the rice-products, the categorizing of the rice CNS, the verification system and stabilizing sufficient quality to supply for the “assurance strategy” of the market; 3) the “combination strategy” of either the mono or multi number of products is selected; 4) the “origin strategy” of either the integration of local elements or characteristic orientations is selected; 5) the “individuality strategy” of multi-dimensional products with either series, families or individuals are adopted; 6) the “quality-feel strategy” with which to express the style of the brand is emphasized on the aspect of product visual image; 7) the “developing strategy” of an unique product is formed through different forms, materials and volumes; 8) the “attracting strategy” is formed through the changes in the appearances of the packaging and its supplementary value is also increased; 9) with the “replacement strategy”, the old products are being
replaced with the new ones, but the liveliness of the gift markets are still well-kept.
Moreover, the exhibition strategy of the packaging design include 1) the product naming, also known as the exhibition value of the language, is in the manner that everything is easy to read and comprehend; 2) the product forms, also known as the he exhibition value of non-language, are being displayed with precision and clarity, the graphic design is also straight to the point, it is in correspondence to the Food Hygiene Standards. The materials are multi-dimensional, abundant and varied. These are being chosen for the selection and consideration of the consumer’s mental perception and for the appearance application with different demand from different individuals. These can all benefit the color application plan of the direct association and symbol of the
products.

並列關鍵字

rice ； gift box ； packing design ； strategy

參考文獻

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