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Title: 文化創意產業品牌形象之設計與應用研究─以苗栗窯業為例
Other Titles: The Study on Cultural Creativity Industry Brand Image Design and Application-Miao-Li kiln Brand as Example
Authors: 賴建都;連瓊芬
Keywords: 文化創意產業;苗栗窯;品牌行銷推廣;品牌識別
Brand identity;Community improvement construction;Culture creativity industry;Miao-Li kiln;Integrated marketing communication
Date: 2005-07
Issue Date: 2016-12-19 16:07:11 (UTC+8)
Abstract: 本文旨在闡述苗栗窯業文化的多元樣貌及豐富的窯爐種類,深具發展「文化創意產業」之潛力。採質化研究方法,以個案研究法配合田野調查、深度訪談,進行資料蒐集,再規劃一系列的品牌視覺設計與推廣方法。本研究以「苗栗窯」作為品牌名稱,區隔一般人對「鶯歌陶瓷」根深蒂固之印象;視覺識別(Visual Identity)形象之規劃以「自然、人文、感性」為訴求。研究發現,窯廠經營者對建立共同品牌及視覺形象設計充滿期待,並希冀從政府的「文化創意產業計畫」中得到掖助,讓傳統工藝與地方產業得以永續發展。研究提出三點建議:一、建立苗栗窯之共同品牌,整合各項資源,建立多元化行銷通路。二、將苗栗窯業的發展源流,編入鄉土教學教材,以達教育推廣之目標。三、設立窯業博物館,成立全國窯業資訊研究中心。
The study is conducted by qualitative research methodology, using case study, field research, and depth interview skills to collect research data. The author intends to find Miao-Li Kiln brand's opportunities from the current 'culture creativity industry' and 'Community improvement construction' policies. In order to survey Miao-Li kiln industry, the author uses field research and interviews several practitioners to propose a series of brand identity visual system. The study uses 'Miao-Li kiln' as brand name, which identifies its difference from 'Yin-Gou pottery'. 'Kiln' is the place where makes pottery, china, and brick. The author tries to emphasize 'Miao-Li kiln' from the perspectives of its culture and historical value. The author suggests: 1. Builds a new brand for Miao-Li kiln industry and integrates all the resources of marketing channels. 2. Adopts Miao-Li kiln industry's movement into local culture class materials of elementary education. 3. Construct a museum for kiln industry and a research center for kiln industry.
Relation: 廣告學研究, 24,57-88
Data Type: article
Appears in Collections:[廣告學研究] 期刊論文

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