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

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.