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研究生: 張俊傑
Chang, Chun-Chieh
論文名稱: 農產品品牌形象設計創作研究-以斗南鎮為例
Brand Idendity Research of Agricultural Produce- DouNan Township Project Design
指導教授: 許和捷
Hsu, Ho-Chieh
口試委員: 薛佑廷
Hsueh, Yu-ting
康敏嵐
Kang, Min-Lan
許和捷
Hsu, Ho-Chieh
口試日期: 2023/07/03
學位類別: 碩士
Master
系所名稱: 設計學系設計創作碩士在職專班
Department of Design_Continuing Education Master's Program of Creative Practice in Design
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 137
中文關鍵詞: 斗南鎮地方創生品牌形象設計農產品
英文關鍵詞: Dounan Town, local creation, brand image design, agricultural products
研究方法: 個案研究法半結構式訪談法問卷調查法
DOI URL: http://doi.org/10.6345/NTNU202301487
論文種類: 學術論文
相關次數: 點閱:130下載:22
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  • 臺灣農業屬於小規模農經營型態,農場組織較小,近年受到全球氣候變化、俄烏戰爭、國際貿易保護主義(Trade Protectionism)等影響,在新消費時代的來臨,如何協助地方農民透過農產品牌化(Branding)快速面對消費市場變化是本創作研究重要的課題。本創作研究以雲林縣斗南鎮為創作研究範例,採用「個案研究法」、「深度訪談法」、「問卷調查法」等實證法之研究架構,首先透過文獻分析暸解地方創生、品牌及農產品發展脈絡,其次借鏡國外的地方創生之作法與地方品牌之經驗與趨勢脈絡,透過各國的地方品牌經營之個案研究,分析探尋地方品牌發展趨勢,與地方農業業者、政府機關、研究輔導推廣、農業品牌顧問等相關農業專家的深度訪談梳理後,評估斗南鎮的農產品品牌的建構,了解斗南鎮農產品的特色和價值。本創作研究將依據上述之研究脈絡為斗南鎮的農產品品牌創作出獨特的、辨識度高的設計範例,將設計範例成果經問卷調查與分析後,完成執行效度評估。本創作研究得出以下結論與發現:(1)建立地方品牌特色是各國帶動鄉村振興的重要方向(2)永續議題成為地方品牌發展與消費者偏好的重要考慮因素(3)強化差異化優勢並創作出獨特且具辨識度的創新設計範例。以上研究,提供日後從事地方農業品牌設計和後續研究者之參考。

    Taiwan's agriculture is characterized by small-scale farming operations and relatively small farm organizations. In recent years, it has been influenced by global climate change, the Russian-Ukrainian War, and international trade protectionism. With the emergence of the new consumer era, how to assist local farmers in quickly adapting to changes in the consumer market through agricultural branding has become an important topic of this creative research. This creative research takes Dounan Town, Yunlin County as a case study and adopts an empirical research framework consisting of case studies, in-depth interviews, and questionnaire surveys. The research begins by conducting a literature analysis to understand the context of local development, branding, and agricultural product development. It then draws insights from international practices in local development and branding trends, analyzing case studies of local brand management from various countries to explore the development trends of local brands. In-depth interviews with relevant agricultural experts from industry, government, and academia are conducted to evaluate the brand construction of Dounan Town's agricultural products and understand their unique characteristics and value. Based on the research context described above, this creative research aims to create unique and highly recognizable design examples for the agricultural product brand of Dounan Town. The design examples will be subjected to a questionnaire survey and analysis to assess their effectiveness. The research findings and conclusions include: (1) Establishing distinctive local brand characteristics is an important direction for promoting rural revitalization in various countries. (2) Sustainability issues have become important considerations for the development of local brands and consumer preferences. (3) Strengthening differentiation advantages and creating unique and identifiable innovative design examples. This research provides a reference for future endeavors in local agricultural brand design and subsequent studies.

    目錄 謝誌 ………………………………………………………………………………… Ⅰ 摘要 ………………………………………………………………………………… Ⅱ Abstract ……………………………………………………………………………Ⅲ 目錄 ………………………………………………………………………………… Ⅳ 表目錄 ……………………………………………………………………………… Ⅴ 圖目錄 …………………………………………………………………………… Ⅵ 第壹章、緒論 …………………………………………………………………… 01 第一節、研究背景 …………………………………………………………… 01 第二節、研究動機 …………………………………………………………… 02 第三節、研究目的 …………………………………………………………… 03 第四節、名詞釋義 …………………………………………………………… 04 第五節、研究範圍與限制 …………………………………………………… 05 第六節、研究架構 …………………………………………………………… 05 第貳章、文獻探討 ……………………………………………………………… 07 第一節、地方創生相關脈絡探討 …………………………………………… 08 一、地方創生起源與意涵探討. …………………………………………… 08 二、地方創生的定義和概念. ……………………………………………… 09 三、地方創生對臺灣農業的重要性 ……………………………………… 10 四、影響臺灣農業地方創生政策的因素 ………………………………… 12 五、小結 …………………………………………………………………… 15 第二節、當代品牌的塑造脈絡研究探討 …………………………………… 16 一、品牌歷史 ……………………………………………………………… 16 二、品牌概念及理論 ……………………………………………………… 17 三、品牌價值與形象設計. ………………………………………………… 19 四、地方品牌的塑造. ……………………………………………………… 20 五、地方品牌行銷與推廣. ………………………………………………… 22 六、小結 …………………………………………………………………… 23 第三節、農產品發展相關探討. ……………………………………………… 24 一、農業歷史 ……………………………………………………………… 24 二、農產品議題 …………………………………………………………… 26 三、農產品觀點. …………………………………………………………… 27 四、小結 …………………………………………………………………… 30 第參章、研究方法 ……………………………………………………………… 32 第一節、研究設計與流程 …………………………………………………… 32 一、案例研究 ……………………………………………………………… 32 二、專家訪談 ……………………………………………………………… 33 三、案例與訪談分析 ……………………………………………………… 33 第二節、各國地方品牌案例研究 …………………………………………… 33 一、南蒂羅爾形象品牌 …………………………………………………… 34 二、米澤市形象品牌 ……………………………………………………… 40 三、塔斯馬尼亞形象品牌 ………………………………………………… 45 四、馬德拉形象品牌. ……………………………………………………… 53 五、小結 …………………………………………………………………… 60 第三節、農產專家訪談 ……………………………………………………… 61 一、訪談方法 ……………………………………………………………… 61 二、訪談步驟 ……………………………………………………………… 61 三、訪談對象 ……………………………………………………………… 62 四、訪談內容 ……………………………………………………………… 64 五、小結 …………………………………………………………………… 68 第肆章、設計創作 ……………………………………………………………… 70 第一節、創作理念 …………………………………………………………… 70 第二節、創作主題 …………………………………………………………… 71 第三節、創作設計流程 ……………………………………………………… 72 第四節、創作內容表現 ……………………………………………………… 73 一、研究調查 ……………………………………………………………… 73 二、闡明策略 ……………………………………………………………… 74 三、品牌識別設計 ………………………………………………………… 77 四、建立接觸點 …………………………………………………………… 82 五、管理資產 ……………………………………………………………… 87 第五節、創作成效調查 ……………………………………………………… 87 一、線上調查 ……………………………………………………………… 87 二、調查內容 ……………………………………………………………… 88 三、調查結果 ……………………………………………………………… 95 第六節、創作成果展出 ……………………………………………………… 95 第伍章、結論與建議 …………………………………………………………… 97 第一節、結論 ………………………………………………………………… 97 第二節、建議 ………………………………………………………………… 98 參考文獻 …………………………………………………………………………100 外文文獻 ………………………………………………………………………100 中文文獻 …………………………………………………………………… 108 網路文獻 …………………………………………………………………… 110 附錄 ……………………………………………………………………………113 附錄一、訪談同意書 …………………………………………………………113 附錄二、深度訪談大綱 …………………………………………………… 114 附錄三、農產相關專家深度訪談紀錄 …………………………………… 115 附錄四、斗南鎮農產品品牌形象設計創作研究調查問卷A ……………… 135 附錄五、斗南鎮農產品品牌形象設計創作研究調查問卷B ……………… 136 表目錄 表 3-1 各國地方品牌案例獲獎獎項………………………………………… 32 表 3-2 南蒂羅爾品牌案例分析小結(摘要)……………………………… 38 表 3-3 米澤市品牌案例分析小結(摘要)………………………………… 43 表 3-4 塔斯馬尼亞品牌案例分析小結(摘要)…………………………… 51 表 3-5 馬德拉品牌案例分析小結(摘要)………………………………… 59 表 3-6 訪談名單 …………………………………………………………… 63 表 3-7 地方農業之受訪者訪談(摘要)…………………………………… 65 表 3-8 政府機關之受訪者訪談(摘要)…………………………………… 66 表 3-9 研究輔導推廣之受訪者訪談(摘要)……………………………… 67 表 3-10 農業品牌顧問之受訪者訪談(摘要). …………………………… 68 表 4-1 斗南鎮主要農產品耕作面積 ……………………………………… 74 表 4-2 斗南鎮農產品品牌優勢關鍵詞分類彙整. ………………………… 75 圖目錄 圖 1-1 研究架構流程圖……………………………………………………… 06 圖 3-1 南蒂羅爾居民生活樣貌 ……………………………………………… 34 圖 3-2 南蒂羅爾標誌………………………………………………………… 35 圖 3-3 南蒂羅爾主打品牌標誌……………………………………………… 37 圖 3-4 南蒂羅爾聯名品牌標誌……………………………………………… 37 圖 3-5 南蒂羅爾更新後的識別設計與文宣 ……………………………… 39 圖 3-6 米澤市居民生活樣貌 ……………………………………………… 40 圖 3-7 米澤市標誌…………………………………………………………… 41 圖 3-8 米澤市更新後的識別設計與文宣…………………………………… 44 圖 3-9 塔斯馬尼亞居民生活樣貌…………………………………………… 45 圖 3-10 塔斯馬尼亞標誌 …………………………………………………… 47 圖 3-11 塔斯馬尼亞更新後的識別設計與文宣. …………………………… 52 圖 3-12 馬德拉居民生活樣貌 ……………………………………………… 53 圖 3-13 馬德拉標誌 ………………………………………………………… 55 圖 3-14 馬德拉更新後的識別設計與文宣 ………………………………… 58 圖 4-1 斗南鎮創作理念……………………………………………………… 70 圖 4-2 斗南鎮居民生活樣貌………………………………………………… 71 圖 4-3 斗南鎮創作設計流程………………………………………………… 72 圖 4-4 斗南鎮核心概念 …………………………………………………… 76 圖 4-5 斗南鎮選定品牌名稱 ……………………………………………… 77 圖 4-6 斗南鎮標誌草圖 …………………………………………………… 78 圖 4-7 斗南鎮標誌概念轉化 ……………………………………………… 78 圖 4-8 斗南鎮標誌設計 …………………………………………………… 78 圖 4-9 斗南鎮標誌動態腳本設計…………………………………………… 79 圖 4-10 斗南鎮標誌設計規範………………………………………………… 79 圖 4-11 斗南鎮色彩計劃……………………………………………………… 80 圖 4-12 斗南鎮標誌色彩用法………………………………………………… 80 圖 4-13 斗南鎮品牌標準字體………………………………………………… 81 圖 4-14 斗南鎮品牌輔助字體………………………………………………… 81 圖 4-15 斗南鎮輔助圖形設計………………………………………………… 81 圖 4-16 斗南鎮名片…………………………………………………………… 82 圖 4-17 斗南鎮馬鈴薯標籤…………………………………………………… 83 圖 4-18 斗南鎮綠竹筍標籤…………………………………………………… 83 圖 4-19 斗南鎮越光米包裝1 ………………………………………………… 84 圖 4-20 斗南鎮越光米包裝2 ………………………………………………… 84 圖 4-21 斗南鎮工作圍裙 …………………………………………………… 85 圖 4-22 斗南鎮紙箱與制服 ………………………………………………… 85 圖 4-23 斗南鎮物流車體設計 ……………………………………………… 86 圖 4-24 斗南鎮網路媒體設計1 ……………………………………………… 86 圖 4-25 A組受測者性別、年齡、學歷分析圖表 ………………………… 89 圖 4-26 B組受測者性別、年齡、學歷分析圖表. ………………………… 89 圖 4-27 「農業形象」T 檢定分析圖表 …………………………………… 90 圖 4-28 「辨識差異化」T 檢定分析圖表 ………………………………… 91 圖 4-29 「當代視覺美感」T 檢定分析圖表 ……………………………… 91 圖 4-30 「創新的感受」T 檢定分析圖表 ………………………………… 92 圖 4-31 「永續的感受」T 檢定分析圖表 ………………………………… 92 圖 4-32 「趨勢潮流」T 檢定分析圖表 ………………………………… 93 圖 4-33 「地方農業品牌」T 檢定分析圖表 ……………………………… 94 圖 4-34 「價值感」T 檢定分析圖表 ……………………………………… 94 圖 4-35 現場展覽成果 ……………………………………………………… 96

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