擁有「桂林山水甲天下,陽朔山水甲桂林」之美名的桂林陽朔地區,近幾年靠著當地地形地貌特殊、豐饒物產和多元少數民族文化,吸引了世界各地觀光客之湧入。隨著當地經濟起飛與政府極力推廣文化創意產業,觀光產業也越發興盛,卻無一具代表該地區的吉祥物推廣當地。 吉祥物的推出成為近年來各城市、各產業的最佳代言人,也為消費者與企業或公家機關之間的最佳軟性媒介,本研究冀望通過設計,將擁有悠久歷史與天然美景的陽朔地區,推廣豐富的文化與資源,並導入品牌思維,建立完整的企業品牌形象。 本研究確立研究方向後,針對企業品牌與吉祥物關係和作用、地方代言吉祥物、與吉祥物之行銷與管理作為探討依據,最後以「日本熊本縣的熊本熊」、「日本千葉縣的船梨精」和「台灣統一超商的OPEN小將」,三個國內外都具代表性,且經營已成熟之範例。透過分析和探討每個吉祥物之色彩及意義、造型表現、經營模式等,統整和歸納成功的要素。綜合上述資料搜查與案例分析之結果,保留其精華作為設計之依據,設計出符合陽朔在地文化、貼合旅遊觀光品牌意向,並有兼具視覺美感的在地吉祥物。
"Guilin landscape tops elsewhere, Yangshuo landscape tops at Guilin." means Yangshuo has a special topography, rich natural resources, and Multi-Minority culture, attracts visitors from all over the world. With the local economy rises and the government has tried to promote the cultural and creative industries, the tourism industry is also increasingly flourished, but there is no local character to represent and to promote this great place. Character launch various cities in recent years became the best advertising endorser for each industry and also for the best soft intermediary between the consumers and the businessmen or public authority. By this study, I hope to promote the rich cultural resources, and also import brand thinking to establish a complete corporate-brand image. In my research, it discussed the relationship of the corporate brand and local endorsements characters, the local characters management and marketing. Studies showed that " Kumamoto Prefecture Kumamon from Japan ", " Funassyi from Chiba Prefecture " and " Taiwan's President Chain Store Corporation OPEN-Chan " are representative cases of local characters. Through the significant analysis and discussions of the color of each Character, modeling performance, business model, etc., it has integrated the factors which lead to success. As a result, we concluded the related research references and analysis of cases as the design aspect, to design a character that matched to Yangshuo local culture, tourism brand, and visual aesthetic feeling.