社區文創品牌設計之行動研究－以哨船頭社區為例

An Action Research on Designing of Community Cultural and Creative Brand -- The case of Shaochuantou Community

10.6639/JCCIR.201903_9(1).0002

翟治平(Jhin-Ping Jain)；陳韻筑(Yun-Chu Chen)

社區營造 ； 文化創意產業 ； 品牌設計 ； 文化觀光 ； 哨船頭社區 ； Community Building ； Cultural and Creative industry ； Brand Design ； cultural tourism ； Shaochuantou Community

文化創意產業研究學報

9卷1期（2019 / 03 / 01）

13 - 21

繁體中文

社區隨著產業經濟快速變遷面臨轉型壓力，如同當前各個產業致力建構自有品牌OBM（Own Branding & Manufacturing）以創造市場價值，本研究探究社區營造與文化創意產業脈絡中發現，運用品牌設計的策略將能促成社區產業更完善的建構。本研究奠基於此動機，透過行動研究實際進行哨船頭社區文創品牌設計，探討以品牌設計體現文創產業及社區營造理念的模式，並進一步藉由社區品牌設計促進在地產業經濟提升。研究結果顯示：（1）受訪者體驗文化加值後之導覽行程92.7%感到滿意，於回訪度問卷調查中81.8%會因此想再回訪哨船頭，由結果可見必須重視在地文化為核心要素；（2）經由本研究重新設計後之新式包裝，促使82%的受訪者因此增進對哨船頭的品牌印象，顯現視覺設計對於社區品牌的傳播與行銷具影響力；（3）90%的受訪者因新包裝的改變進而刺激其購買欲望，以此得知蘊含文化特色的視覺設計產品，對於當地產業經濟提升之助益。本研究藉由參與哨船頭觀光導覽行程者為問卷調查對象，蒐集有效問卷並經描述性統計及相關性分析，藉此瞭解外界對社區由文化與創意加值後的客觀感受，藉本研究結果作為未來社區營造工作時借鑑。

The community is facing transformational pressures with the rapid changes of the industrial economy. As the current industries are committed to building their own brand OBM (Own Branding & Manufacturing) to create market value, this study explores the strategies of community creation and cultural creative industries, using brand design strategies. Will promote the construction of a better community industry. Based on this motivation, this research is based on the actual research of the Wendeng brand design of the sentinel ship community, exploring the model of brand creation to reflect the creative environment and community building concept, and further promoting the economic development of the local industry through community brand design. The findings generated in this study indicated that: (1) Respondents were satisfied with the 92.7% of the guided tour after experiencing the cultural value-added. In the survey of 81.8% of the surveys, they would like to return to the whistle. Core elements; (2) The new packaging redesigned through this study prompted 82% of the respondents to enhance the brand impression of the ship's bow, showing that visual design has an influence on the spread and marketing of community brands; (3) 90% of the respondents stimulated their desire to purchase because of the new packaging, so as to learn about the visual design products with cultural characteristics, which will help the local industrial economy. In this study, the participants who participated in the sightseeing tour of the sentinel were surveyed, and the effective questionnaires were collected for descriptive statistics and correlation analysis to understand the objective feelings of the community after the cultural and creative value-added. The future community will draw lessons from the work.

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