傳統產業自有品牌形象之創作─以巧匠舞音為例

近年來國內台灣鯛養殖業者在產業精緻化的趨勢下，大多數養殖戶還停留在養殖技術與經濟商業發展著手，而不了解傳統產銷方式已經不敷使用。然而，臺灣養殖業在產、官、學共同努力下，有過輝煌的成績，但也出現許多無法突破的瓶頸。因此，本研究首先以設計者角度輔助傳統台灣鯛產業，並透過文獻探討與剖析產業現況弱勢點，再進一步就其業者轉型成功之因素的歸納整理，第二部為歸納出轉型優勢特點，進行品牌形象特色聚焦，進而提出品牌識別、產品包裝、市場分析的策略設計構想，使巧匠舞音能清楚並掌握競爭優勢特點元素。第三部為巧匠舞音品牌建立台灣鯛產業文化生態展覽館，使顧客以品牌故事之體驗式行銷，慢慢深入品牌文化與教育台灣鯛產業新文化，進而達到降低、消弭台灣鯛前身(吳郭魚)之深根的不良形象。

關鍵字

巧匠舞音；傳統產業轉型；品牌形象；台灣鯛

並列摘要

The tendency of Tilapia industry exquisite in domestic Taiwan, most of them are still standing on the breed techniques and the economics commercial development. But they don’t realize that the traditional marketing is not the production and marketing way anymore. However, through the cooperation of industry, officials and experts, the Taiwanese breeding industry has had both successes and experienced a few bottlenecks. Therefore, first part, I carried out point of view of designer that supports Tilapia industry and figure out the weakness of Tilapia industry during the documents review. Moreover, I summarized the success factors, which was traditional industry change to a new marketing way. Second part, after the success factors summarization, the establishment brand, brand-conscious, brand- cognition, focus features, product packing, marketing analysis were executed for the competitive advantage of Qiao-Jiang-Wu-Yin. Third part is exhibition hall of brand of Qiao-Jiang-Wu-Yin setting. Let the customs can experience the story of brand, comprehend the culture of brand, and educate the new culture of Tilapia industry. Furthermore, it also can reduce and remove the bad image of Tilapia.