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研究生: 張瑞光
論文名稱: 生態旅遊產業品牌識別設計與應用—以阿里磅生態農場為例
Brand identity design and application for ecotourism industry-A case study of Aliban Ecofarm
指導教授: 梁桂嘉
學位類別: 碩士
Master
系所名稱: 設計學系
Department of Design
論文出版年: 2009
畢業學年度: 97
語文別: 中文
論文頁數: 172
中文關鍵詞: 生態旅遊農村休閒產業品牌識別阿里磅生態農場
英文關鍵詞: ecotourism, leisure industry in country areas, brand identity, Aliban Ecofarm
論文種類: 學術論文
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  • 摘要

    推動鄉村地區私人休閒農場經營生態旅遊,是政府的施政目標之一。不過,目前台灣尚未建立生態旅遊分級認證等相關制度,而且不論是以生態旅遊為號召的遊程,或號稱提供生態體驗活動的休閒農場,大多名實不符,未能忠於自然資源特性及產品定位,非但消費者無從辨識區隔與選擇,也使得萌芽階段的生態旅遊產業面臨發展瓶頸。因此,本研究希望探討生態旅遊如何落實與行銷,以成為具有經營效益的農村地方產業利基,嘗試以市場競爭差異化的觀點導入品牌行銷策略,並為生態旅遊業者發展品牌識別設計方案。
    研究方法以質化研究之文獻回顧、個案研究、實地觀察等方法為主。首先整理國內外生態旅遊、農村休閒產業發展與品牌識別相關文獻資料,以建立後續研究架構。而後以在發展背景與經營模式上具有代表性、營建署遴選之全國生態旅遊地中唯一入選的私人休閒農場----阿里磅生態農場為對象,進行資料蒐集與探討,並以SWOT分析法提出阿里磅生態農場的品牌定位,作為後續發展品牌識別要素的設計策略。
    研究結論與心得是:(一)對台灣農村經濟而言,正確地發展生態旅遊並適當地導入品牌識別累積品牌權益,既符合農村產業轉型升級目標,也有助於在發展休閒產業過程中,形塑特色、增加附加價值、厚植長期競爭力。(二)在體驗行銷、美學經濟的時代,生態旅遊的推展可以透過品牌識別的視覺傳達設計與綠色消費者溝通、建立聯繫,而不必消耗資金著力開發有形設施,亦即不干擾自然生態資源,而以智慧力與感性消費提升產業經營效益。(三)自然之美是生態旅遊地最獨特的品牌識別要素。所有的設計美學的判準,應重視人工藝術美與自然美的辯證統一,呈現理想的自然寫實風格,達到具有生態性質的審美、休閒與環境教育效果。

    關鍵字:生態旅遊、農村休閒產業、品牌識別、阿里磅生態農場

    Abstract
    It is one of the major policies of the government in Taiwan to promote ecotourism operated by private leisure farms in country areas. Up to now, however, a system of classifying certification for ecotourism has not yet been established. Besides, most of the tour packages with ecotourism as attraction and most of the leisure farms claiming offering activities of ecotourism are not bona fide. They do not really reveal the true characteristics of natural resources and do not keep the claimed definition of their offer. It not only hinders consumers from distinguishing different packages and making a proper choice but also imposes a bottleneck for the development of the ecotourism industry, which is still in its infancy stage. Therefore, the purpose of this research is to explore how ecotourism can be truly realized and be promoted in the market. It can serve as a niche for local industry in the country to be more profitable and more competitive. We also try to introduce the brand marketing strategy with the view point of differentiation in marketing competition and develop brand identity sign for ecotourism companies.
    The methods that we employ are mainly qualitative research of literature review, case study and field survey. To construct the frame work of the whole research, we first review relevant publications and documents of both domestic and foreign ecotourism, leisure industry in country areas, and brand identity. Then we collect and study related information of a particular farm, Aliban Ecofarm, which is representative in its development background and operation mode, and is the only private leisure farm among all the ecotourism areas selected by the Construction and Planning Administration of the Ministry of the Interior. We identify the brand position of Aliban Ecofarm with SWOT analysis. It serves as the strategy for further developing the brand identification factors of Aliban Ecofarm. Our conclusions are the following:
    (1) In terms of the economics of country areas in Taiwan, to develop ecotourism properly as well as to introduce brand identity and to accumulate brand equity, will not only meet the purpose of upgrading country industry, but also be helpful in forming unique features, adding marginal values, and accumulate long-term competing capability for the development of leisure industry.
    (2) In the age of experiential marketing and aesthetics economics, the promotion of ecotourism can be pursued through the visual design of brand identity to communicate and establish connection with environment-friendly consumers, rather than focusing on developing concrete facility with unnecessary capital investment. In other words, one may enhance the business profit with wisdom and symbolic utility without interfering the natural ecological resources.
    (3) The beauty of nature is the most special, unique brand identification factor of ecotourism sites. All the criteria for judging design esthetics should emphasize unification and harmony between beauty of nature and of art, present an ideal style of natural realism, and achieve the effects of ecological esthetics, leisure, and environmental education.

    Key words:
    ecotourism, leisure industry in country areas, brand identity, Aliban Ecofarm.

    目錄 中文摘要......................................................................................................................................................................................Ⅰ 英文摘要......................................................................................................................................................................................Ⅱ 目錄.................................................................................................................................................................................................Ⅲ 表目錄............................................................................................................................................................................................Ⅴ 圖目錄............................................................................................................................................................................................Ⅵ 第一章 緒論.................................................................................................................................................................................1 1.1研究背景與動機.................................................................................................................................................................1 1.2研究目的.................................................................................................................................................................................2 1.3研究方法與流程.................................................................................................................................................................2 1.3.1研究方法......................................................................................................................................................................3 1.3.2資料蒐集與分析方法..........................................................................................................................................4 1.3.3研究流程......................................................................................................................................................................6 1.4研究範圍與限制.................................................................................................................................................................7 第二章 文獻探討......................................................................................................................................................................8 2.1生態旅遊相關論述...........................................................................................................................................................8 2.1.1生態旅遊文獻回顧................................................................................................................................................8 2.1.2生態旅遊的源起與發展背景.......................................................................................................................12 2.1.3生態旅遊的定義、特質與發展構面......................................................................................................15 2.1.4生態旅遊的角色定位與推展要點............................................................................................................21 2.1.5台灣的生態旅遊現況.......................................................................................................................................25 2.1.6生態旅遊的發展瓶頸與解決之道............................................................................................................29 2.1.7小結..............................................................................................................................................................................32 2.2農村休閒產業相關論述.............................................................................................................................................33 2.2.1休閒農業與農村永續發展............................................................................................................................33 2.2.2休閒農業之產業特性.......................................................................................................................................34 2.2.3農村休閒產業的世界趨勢............................................................................................................................35 2.2.4台灣休閒農業發展歷程.................................................................................................................................36 2.2.5台灣休閒農業的經營形式............................................................................................................................37 2.2.6休閒農業發展現況與問題............................................................................................................................39 2.2.7小結..............................................................................................................................................................................42 2.3品牌識別相關論述........................................................................................................................................................44 2.3.1品牌的意義與功能.............................................................................................................................................44 2.3.2品牌建構與品牌識別.......................................................................................................................................47 2.3.3品牌體驗與品牌美學......................................................................................................................................50 2.3.4品牌識別要素........................................................................................................................................................52 2.3.5品牌定位...................................................................................................................................................................55 2.3.6小結..............................................................................................................................................................................56 第三章 個案研究與分析.........................................................................................................................................57 3.1個案研究架構..................................................................................................................................................................57 3.2資料彙整與分析.............................................................................................................................................................59 3.2.1阿里磅生態農場自我分析...........................................................................................................................59 3.2.2消費者分析............................................................................................................................................................84 3.2.3競爭者分析............................................................................................................................................................91 3.3內部問題與挑戰..........................................................................................................................................................111 第四章 品牌策略......................................................................................................................................................112 4.1品牌核心價值之確立...............................................................................................................................................112 4.2品牌策略之發展..........................................................................................................................................................112 4.2.1機會、威脅、優勢與弱點........................................................................................................................112 4.2.2品牌區隔與定位..............................................................................................................................................116 4.3品牌行銷策略...............................................................................................................................................................119 第五章 設計創作......................................................................................................................................................122 5.1品牌識別設計策略....................................................................................................................................................122 5.2創意說明與創作執行...............................................................................................................................................124 5.2.1色彩意象...............................................................................................................................................................124 5.2.2外觀形象...............................................................................................................................................................127 5.2.3營業據點...............................................................................................................................................................133 5.2.4產品..........................................................................................................................................................................136 5.2.5發表與傳播.........................................................................................................................................................143 第六章 結論................................................................................................................................................................148 6.1研究結論..........................................................................................................................................................................148 6.2研究心得..........................................................................................................................................................................149 6.3後續研究展望...............................................................................................................................................................151 中文參考文獻......................................................................................................................................................................152 英文參考文獻......................................................................................................................................................................156 附錄A 國外生態旅遊相關規範................................................................................................................................158 附錄B 交通部觀光局生態旅遊相關規範..........................................................................................................160 附錄C 生態旅遊地遴選作業須知...........................................................................................................................167 附錄D 合法休閒農場......................................................................................................................................................168 附錄E 九十七年地方伴手禮包裝審查記錄.....................................................................................................171 表目錄 表2-1-1生態旅遊經營管理及發展策略相關之研究論文..............................................................................8 表2-1-2與相關社群認知、態度、行為相關之研究論文...........................................................................10 表2-1-3與環境教育相關之研究論文.......................................................................................................................11 表2-1-4與生態旅遊選址或監控指標相關之研究論文.................................................................................11 表2-1-5與生態解說、遊程、行銷等實務相關之研究論文......................................................................11 表2-1-6生態旅遊同義名詞.............................................................................................................................................16 表2-1-7國外學者所提出的生態旅遊理念............................................................................................................16 表2-1-8國內學者所提出的生態旅遊理念............................................................................................................17 表2-1-9生態旅遊與一般傳統旅遊差異表............................................................................................................20 表2-1-10澳洲生態旅遊認證等級與原則..............................................................................................................24 表2-1-11內政部營建署遴選之地方層級生態旅遊地...................................................................................28 表2-2-1馬斯洛需求層次論vs.休閒旅遊發展......................................................................................................36 表2-2-2休閒農場分類........................................................................................................................................................39 表2-2-3休閒農場之市場區隔........................................................................................................................................39 表3-2-1石門鄉優劣勢分析表........................................................................................................................................60 表3-2-2阿里磅生態農場發展歷程.............................................................................................................................64 表3-2-3阿里磅生態農場遊客人數統計表............................................................................................................66 表3-2-4阿里磅2009年冬令營課程簡介表...........................................................................................................68 表3-2-5阿里磅農場生態旅遊套裝行程..................................................................................................................68 表3-2-6阿里磅生態農場解說師資.............................................................................................................................71 表3-2-7阿里磅四季生態觀察重點.............................................................................................................................79 表3-2-8阿里磅生態農場品牌識別要素現況調查與分析...........................................................................83 表3-2-9生態旅遊遊客的特質、動機、對服務的期待.................................................................................90 表3-2-10品牌競爭綜合分析比較............................................................................................................................107 表4-2-1國人國內旅遊重要指標統計....................................................................................................................113 表4-2-2旅遊目的比較表2002~2007年............................................................................................................113 表4-2-3阿里磅SOWT分析表.......................................................................................................................................115 表4-2-4阿里磅生態農場品牌識別要素...............................................................................................................119 表5-2-1標誌創意概念.....................................................................................................................................................127 表5-2-2標誌設計意念展開表....................................................................................................................................127 表5-2-3廣告傳播概念表...............................................................................................................................................143 圖目錄 圖1-3-1研究流程圖.................................................................................................................................................................6 圖2-1-1生態旅遊文獻內容與數量比較..................................................................................................................12 圖2-1-2生態旅遊概念架構圖........................................................................................................................................22 圖2-1-3生態旅遊機會列序連續體概念圖............................................................................................................23 圖2-1-4生態旅遊指標發展圖........................................................................................................................................25 圖2-2-1日本九州豪斯登堡樂園..................................................................................................................................36 圖2-2-2日本九州阿蘇農場.............................................................................................................................................36 圖2-3-1 Aaker品牌識別系統規劃模式....................................................................................................................49 圖2-3-2行銷訴求演進圖...................................................................................................................................................51 圖2-3-3在美學上具有吸引力的識別可形成企業利益.................................................................................52 圖2-3-4 Aaker品牌識別要素蜂窩模型....................................................................................................................53 圖2-3-5視覺設計與美學對行銷傳播之影響面.................................................................................................54 圖2-3-6識別要素的四P階級體系...............................................................................................................................55 圖3-1-1品牌識別之建立與運用程序模型............................................................................................................58 圖3-1-2品牌識別價值鍊...................................................................................................................................................58 圖3-2-1石門鄉建設發展規劃圖..................................................................................................................................62 圖3-2-2阿里磅生態農場遊客人數比較圖............................................................................................................66 圖3-2-3阿里磅生態農場歷年旅遊型態變化.......................................................................................................67 圖3-2-4農場戶外咖啡座飲料........................................................................................................................................67 圖3-2-5阿里磅生態農場餐食........................................................................................................................................67 圖3-2-6農場生態之旅........................................................................................................................................................69 圖3-2-7阿里磅溪生態之旅.............................................................................................................................................69 圖3-2-8夜間觀察...................................................................................................................................................................69 圖3-2-9生態觀察...................................................................................................................................................................70 圖3-2-10經驗分享討論.....................................................................................................................................................70 圖3-2-11阿里磅生態農場內舊名「褲腳埤」的灌溉池塘........................................................................72 圖3-2-12阿里磅生態農場生態類型.........................................................................................................................73 圖3-2-13阿里磅生態農場的生態設計景觀.........................................................................................................75 圖3-2-14阿里磅生態農場辦公室與住宿餐飲區..............................................................................................76 圖3-2-15阿里磅生態農場解說與活動設施.........................................................................................................77 圖3-2-16阿里磅生態農場分區規劃示意圖.........................................................................................................78 圖3-2-17阿里磅生態農場特色昆蟲.........................................................................................................................80 圖3-2-18阿里磅生態農場特色鳥類.........................................................................................................................81 圖3-2-19阿里磅生態農場特色花卉.........................................................................................................................81 圖3-2-20阿里磅生態農場特色蛙類.........................................................................................................................82 圖3-2-21阿里磅生態農場遊客的旅遊主要目的..............................................................................................89 圖3-2-22福山實驗林位置圖..........................................................................................................................................92 圖3-2-23福山植物園展示區位置圖.........................................................................................................................93 圖3-2-24福山植物園主要視覺識別要素..............................................................................................................94 圖3-2-25關渡自然公園鳥瞰.........................................................................................................................................94 圖3-2-26關渡自然公園主要視覺識別要素........................................................................................................95 圖3-2-27二崎生態農園....................................................................................................................................................96 圖3-2-28福田園教育休閒農場....................................................................................................................................96 圖3-2-29椿萱休閒農場....................................................................................................................................................97 圖3-2-30日月滿農園..........................................................................................................................................................97 圖3-2-31鄉村休閒農場.....................................................................................................................................................97 圖3-2-32杏花林休閒農場...............................................................................................................................................98 圖3-2-33準園休閒農場.....................................................................................................................................................98 圖3-2-34平林休閒農場.....................................................................................................................................................99 圖3-2-35番婆林觀光花園...............................................................................................................................................99 圖3-2-36北新有機休閒農場..........................................................................................................................................99 圖3-2-37七股生態保護區視覺識別要素...........................................................................................................100 圖3-2-38台江文化園區視覺識別要素.................................................................................................................101 圖3-2-39崙埤部落生態旅遊區視覺識別要素................................................................................................102 圖3-2-40山里文化生態產業示範部落視覺識別要素................................................................................103 圖3-2-41草嶺遊憩區視覺識別要素......................................................................................................................104 圖3-2-42風櫃半島視覺識別要素...........................................................................................................................105 圖3-2-43桃米生態村視覺識別要素......................................................................................................................106 圖4-2-1休閒產業架構圖...............................................................................................................................................116 圖4-2-2阿里磅生態農場市場區隔分析圖.........................................................................................................117 圖4-2-3阿里磅生態農場主要遊客群族圖像...................................................................................................118 圖5-2-1色彩意象分析圖-質樸...............................................................................................................................124 圖5-2-2色彩意象分析圖-平靜..............................................................................................................................125 圖5-2-3色彩意象分析圖-驚艷..............................................................................................................................126 圖5-2-4標誌發展草圖之1-青蛙...........................................................................................................................128 圖5-2-5標誌發展草圖之2-青蛙&ALB..............................................................................................................128 圖5-2-6標誌發展草圖之3-青蛙&植物............................................................................................................129 圖5-2-7標誌發展草圖之4-植物&A.....................................................................................................................130 圖5-2-8標誌發展草圖之5-ALB..............................................................................................................................130 圖5-2-9標誌發展草圖之6-青蛙&保育.............................................................................................................130 圖5-2-10標誌發展草圖之7-昆蟲........................................................................................................................130 圖5-2-11標誌草稿.............................................................................................................................................................131 圖5-2-12阿里磅生態農場Logo完成圖.................................................................................................................132 圖5-2-13入口意象示意模擬圖.................................................................................................................................133 圖5-2-14園區設施景點圖............................................................................................................................................134 圖5-2-15園區指示牌設計完成圖............................................................................................................................135 圖5-2-16包裝設計發想過程圖.................................................................................................................................137 圖5-2-17食茱萸手工餅乾包裝.................................................................................................................................138 圖5-2-18食茱萸調味香料包裝.................................................................................................................................139 圖5-2-19蛙蹼拓印造型發展圖.................................................................................................................................140 圖5-2-20蛙蹼拓印吊飾..................................................................................................................................................141 圖5-2-21 LOGO領結.........................................................................................................................................................142 圖5-2-22品牌廣告(一)............................................................................................................................................144 圖5-2-23品牌廣告(二)............................................................................................................................................145 圖5-2-24活動廣告(一)............................................................................................................................................146 圖5-2-25活動廣告(二)............................................................................................................................................147 

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