臺灣成人圖畫書作品消費者行為研究

A Research of Consuming behavior of Picture Books for Adults in Taiwan

陳詠絮(Yong-Xu Chen)

指導教授 ： 伊彬

國立臺灣師範大學/藝術學院/設計研究所/碩士(2006年)

摘要

藝術具有商品價值，得以做出行銷性的推廣，亦或是設計作品包裝成藝術，不論如何，近年來炒的沸沸揚揚的所謂文化創意產業，種類龐雜，姑且不追究他們本質的價值，我們可以發現其中所蘊藏的社會現象以及新興的商機。本研究成人圖畫書這個範圍，藉由量化研究，了解成人圖畫書目前市場的口味與趨向。其主要目標有三：1.成人圖畫書與兒童圖畫書的不同。2.成人圖畫書市場現況與所面臨的問題。3.圖書市場消費者群對於成人圖畫書的期待。
研究結果為，成人圖畫書與兒童圖畫書的不同在於：1.形式上：成人圖畫書在編排上無注音、字較小、同時開本較小，與一般圖書接近。2.內容上：多表現兒童不易理解的情感題材，例如愛情、孤獨感、疏離感、對現實的無奈等等，甚至是作者個人觀點的喃喃自語。3.畫面經營：以台灣而言，成人圖畫書繪者與作者為同一人的比例很高，因此用圖像說話的情況也很常見，也就是圖像不只在說明故事內容，圖像本身的象徵性，隱喻性常具有兒童不易理解的絃外之音。
台灣成人圖畫書市場的現況與所面臨的問題：1.成人圖畫書市場的作品尚未建立一定的銷售模式，產品價格與成本並未具有關聯性。2.人才窘困，作品來源缺乏：台灣成人圖畫書由於尚屬新興，目前市場的商品數量上有發展空間，並未達到蓬勃極致的階段。3.自我意識、個人風格濃厚：就內容而言，作品是包含許多抽象的哲思，作者個人的生活態度，然而在構圖的流暢性，關聯性，整體性，都沒有兒童圖畫書作品成熟。自我意識濃厚的結果，讓人難以涉入作者的世界。4. 風格的集中：成人圖畫書風格，高度集中在溫馨甜美、童話卡通、類漫畫三項，市場的明顯不夠多元、豐富。5.專業度相較兒童圖畫書來的不足：成人圖畫書作者的來源，如張曉萍、可樂王、紅膠囊等，皆由插畫、廣告出生，其作品市場賣象佳，或有些因興趣從事圖書業的自由創作者。國內除了幾米，無專職的成人圖畫書作家，讓成人圖畫書市場顯得良宥不齊，精緻度待提升，市場發展處於保守的測試階段。
圖書市場消費者群對於成人圖畫書的期待，經過調查顯示：1.一般願意購買圖畫書的成人，甚至是已經有購買成人圖畫書習慣的成人，多半屬於衝動購買型的低涉入消費者。2.多數讀者表示，願意花無上限的金額在圖畫書的消費上，端看作品是否能引起他們的購買意願。3.多數讀者雖表示不排斥圖畫書的閱讀，但是他們也同意自己對圖畫書的現況不很明瞭，顯示圖畫書在行銷上有待加強。
近年圖畫書產業蓬勃，乃以兒童圖畫書為大宗，然而成人圖畫書的腳步上相較兒童圖畫書顯得躊躇不前，筆者經有以上研究提出以下建議：1.增加新人入行管道。2.增設專屬成人圖畫書之文藝比賽、相關文藝活動的辦理。3.增進職業訓練管道。4.行銷管道的增強與創新。

關鍵字

成人圖畫書 ； 市場分析 ； 消費行為 ； 圖畫書產業

並列摘要

Art has inherent commercial value. However, this value can only be realized with proper marketing and promotion. Without these elements, the art in question just becomes a designer commodity in fancy packaging. Recently, “culture creative” industries have witnessed increasing market demand, while the varieties and complexity of these industries, has continued to grow. For the time being, we should attempt to not focus on a particular product’s value, but rather, discern it’s market appeal, and find out how to best exploit that angle. (best find new business opportunities). For this research, the research adopted to use adult picture books as a case study, with an aim to find out what’s hot, and what the current market trends are. The research will seek to answer three topic questions; 1. what are the differences between adults’ and children’s picture books, 2. find out what are the current and future problems confronting the adult picture book market, and 3. what are consumers expecting from adult picture books.The results from the research are as follows： 1. The formatting and word size of the adult picture books was smaller than that of the children’s books. As well, phonetic notation was not used in the adults’ books. 2. Regarding content, there were many emotional themes that are generally considered to be out of children’s understanding, or beyond their maturity level; such as love, loneliness, isolation, hopelessness in the face of reality, etc… This went so far as even the inclusion of the author’s personal point of view. 3. Picture arrangement. It seems highly likely that the author also plays the role of illustrator in Taiwanese adult picture books. Therefore, expression via imagery is very prevalent, telling not only the story, but also symbolizing abstract concepts well out of the average child’s scope. Problems with adult picture books in Taiwan： 1. There is still no standardized sales model for adult picture books in Taiwan, and additionally, there is no relation between expenditure and selling price. 2. Absence of creator and creations： the adult picture book industry is considered a “sunrise” industry in Taiwan, with lots of room for potential growth. Without a healthy influx of creators and creation, whether the market can grow remains to be seen. 3. Subjectivity and ego are readily apparent in the books written for adults, full of abstract philosophy and personal attitudes to life. Also lacking in the adult books, is a clear relationship between the pictures and the content, giving one a sense of incompleteness. This is in marked contrast to the broad manner, yet much more clear-cut tone of the books written for children. 4. The style of adults’ books in Taiwan, always focuses on sweet stories, fairy tales, and comic book themes. Obviously, this market is not very diverse. 5. Professionalism is also lacking in the quality of adult picture books in Taiwan. This is because many of the main writers of the these books have backgrounds in advertisement or graphic art. Ultimately, this adversely affects the development of the publishing industry in Taiwan. Expectations from adult picture books： Research shows： 1. buyers of adult picture books can be classified as; those adults that are likely to buy and those that have already bought. Both of these fall into the impulse buyer category. 2. The majority of these readers were also very likely to buy anything the market had to offer, regardless of price, if the quality could pique their interest. 3. Most readers were also not likely to reject picture books out of hand, but expressed that they themselves knew very little about this market. Therefore. It is evident that the market for adult picture books is ripe for capitalization.Recently, the picture book industry has grown at an astonishing rate.Still, the children’s sector dominates this market. Thus, I suggest the following：1. Give newcomers to the industry greater opportunity to develop further the rest of this promising market. 2. Hold more exhibitions promoting adult picture books. 3. Provide more and better training. 4. Improve and strengthen adult picture book marketing.

並列關鍵字

picture books for adults ； market analysis ； consuming behavior ； the industry of picture books

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