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  • 會議論文

地方文化意象建立與地方品牌建立計畫初探-以台中石岡為例

The Establishment of Local Cultural Imagery and The Exploration of Local Brand Building Plan - Take Taichung Shigang As An Example

摘要


我國政府將2019年訂為地方創生元年,希望利用地方創生方法解決地方所面臨的高齡與少子化、地方發展不均、人力缺乏等發展失衡等問題,同時列出134鄉鎮區作為優先推動地區。綜觀國際上相關地方創生計畫上,大多可以看到以設計方法表現出在地人文、並藉由地方文化的凸顯,達到凝聚在地共識、進而表現在地方的「地、產、人」各方面上,也因此「地方文化」可說是創生計畫的一切根本。因此本研究團隊特別走訪台中創生區域之一的石岡區,藉由與當地區公進行訪問交流,了解當地需求與發展期待。同時為找出屬於地方人文特色之DNA,團隊同樣藉由實地走訪方式,了解石岡從過去到現今的歷史演變過程、找出屬於在地的生活文化,藉由蒐集的過程,逐步挖掘出屬於在地文化的文化因子,同時藉由後續重構過程,逐步找出共同文化與記憶、最終塑造出屬於石岡在地的生活文化內容,並透過設計方法,創作出屬於在地的文化意象內容。目前由於網路數位科技的發展與普及,造成新媒體的興起與成長,也形成新一波的網路自媒體經營品牌與行銷模式。而這也同樣在地方創生戰略計畫簡報中的第五支箭「品牌建立」中被提及,透過網路數位行銷與自媒體創造文化內容,藉此進行傳播與經營,藉以形成地方知名度與品牌形象。

並列摘要


The Taiwan Government has set 2019 as the first year of local creation. It is hoping to use local creative methods to solve the problems of unbalanced such as old age and low birth rate, uneven local development, and lack of manpower. At the same time, 134 townships and towns are listed as priority areas. Looking at the relevant local creative programs in the world, most of them can be seen in the design of the local humanities, and by highlighting the local culture, we will reach the consensus of the localities and then behave in the various places of "land, production, and people". Therefore, "local culture" can be said to be all fundamentals of the creation plan. Therefore, the research team specially visited the Shigang District, one of the Taichung creation areas. Learning about local needs and development expectations by interacting with local publicities. At the same time, in order to find out the DNA that belongs to the local humanities. The team also used the field visit method to understand the historical evolution of Shigang from the past to the present, and to find out the life culture that belongs to the local. Through the process of collecting, the cultural factors which belong to the local culture are gradually excavated. At the same time, through the subsequent reconstruction process, the team gradually finds out the common culture and memory, and finally shapes the life culture content of Shigang. Through the design method, the cultural image content belonging to the local is created. At present, due to the development and popularization of digital technology, the rise and growth of new media has also created a new wave of network-based media brand and marketing model. This is also mentioned in the fifth arrow "Brand Building" in the local creative strategy plan briefing. Through the digital marketing of the Internet and the creation of cultural content from the media, it spreads and operates to form local popularity and brand image.

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