蕭嘉猷老師的Blog

[ 摘要 ] 
　　農村酒莊除具觀光休閒功能外，其酒品種類與包裝，亦是影響消費者的購買行為。經田野調查分析整理後，本創作以太平農村酒莊為背景，透過「蝙蝠、酒桶山、仙女瀑布」地方文化，以「舞醉山水」品牌重塑太平農村酒莊。藉由「太平的美酒讓我沉醉、並漫舞於太平山水間」概念，利用地方文化意涵以書法字體結合山水圖像，強化品牌視覺意象，重塑酒品包裝設計，加強消費者對太平酒莊之品牌價值與品牌認同。
　　本創作分為兩大步驟：1. 現況調查→發現問題：透過文獻瞭解酒莊產業現況發展與同質性酒莊現況；2. 發展概念→設計執行：重新定位太平酒莊品牌，並延伸發展四款酒品包裝，執行酒品包裝創作。太平酒莊品牌，並延伸發展四款酒品包裝，執行酒品包裝創作。
　　本創作依消費群提出便利、環保、典藏、窖藏四系列酒品包裝：
　　1. 便利性：容器以玻璃杯式的小容量包裝，瓶口用以易拉蓋設計，以休閒旅遊、小量飲用為概念，加強攜帶便利性；包裝利用五面設計一體成型概念，利用皮繩固定，增加品牌印象及提昇包裝趣味性，降低整體成本。
　　2. 環保性：以紙盒式的利樂包盛裝酒品，具綠色設計概念，可降低容器成本，以低價策略進攻消費市場。
　　3. 典藏、窖藏性：容器以陶器盛裝酒品，結合陶藝設計，除具盛裝外更可延展酒品保存期限，其外包裝運用無印刷以雷射雕刻為主，降低印刷油墨污染，符合綠色設計概念，並提升容器與包裝再使用率及收藏價值。
　　酒品包裝以概念性的設計為主，結合目前趨勢提倡酒品包裝設計新思維，打破酒莊樣板化的玻璃酒瓶盛裝酒品的既定印象，提昇酒品包裝的購買率、環保性、再使用及收藏價值，增加酒品包裝設計多樣化。 
[ 英文摘要 ] 
　　Taiping Rural Chateau combines functions of tourism and leisure. In addition, there are several types of winey packing to appeal consumers to come and pursing its products. Based on the analysis of field research, the creation is designed to take on the features of the chateau by means of the local culture, such as bats, the barrel Hill, Fairy Falls. According that, I launch the brand of "Dance and Drunk for the Charming Landscape" to remodel the packing of wines in the rural Chateau- making use of the concept of indulging in the vintage wine, and dancing in the Taiping ‘s spectacular landscape. In addition, I take the calligraphy font and pictures of the landscape to react the meaning of the native culture. At the same time, I strengthen the visual image of the brand, and remodel the winey packing design to enhance consumers’ brand value and recognition about the wines in Taiping Chateau.
　　The creation is divided into two major steps: 1. Investigation finds the problem: through the literature to realize the development of the industrial status and another chateaus; 2. Concepts developing: Design creation modifies the chateau’s winery brand, and extends to display four new wine packages. In accordance with the different needs of consumers, I present the four series of wine design packages: Convenience, environmental protection, collection, and cache:
　　1. Convenience: A small glass container packing with an easy opening tab bottle in the lips for sipping in the leisure time, and the period of travel. It not only enhances the ease of carrying, but also increases and upgrades the brand impression and playfulness by the five-cylinder and joint less design and fixing with the leather strap on its packaging. It also reduces the global costing.
　　2. Environmental protection: the design of tetra Pak carton-style on its packaging of wines links up with the concept of green reducing the cost of containers. It can take the low-cost strategy to attack the consumer market.
　　3. Collection, cache: the winy container of potteries combines with ceramics design. This unique work is no more its splendid decoration than well-preserved. The outer package adopts laser engraving instead of printing. The means decreases the pollution of printing ink, and in line with the viewpoint of green design. Additionally, it boosts the utilization of containers and packaging. Especially, it heaves the products’ value for collection.
　　The conceptual design plays the main role on the winy Packaging. It combines with current trends and the up -to- date winy packaging design with new thinking, and breaks the traditional packing way of the Winy glass bottle model. It achieves the goal of increasing the purchase rate for the winy packing, upgrading environmental protection, recycling and collective values.
 
[ 論文目次 ] 
目錄........................................................................ I

一、緒論.................................................................... 1
　　1.1 背景與動機.......................................................... 1
　　1.2 創作目的............................................................ 2
　　1.3 創作架構............................................................ 3
　　1.4 酒品包裝設計管理示意圖.............................................. 4
　　1.5 範圍與限制.......................................................... 5
　　1.6 名詞釋義............................................................ 6
　　　1.6.1 酒.............................................................. 6
　　　1.6.2 酒品............................................................ 7
　　　1.6.3 酒品包裝設計構成要素............................................ 7

二、文獻探討................................................................ 9
　　2.1 酒莊產業現況發展.................................................... 9
　　　2.1.1 各國酒產業發展.................................................. 9
　　　2.1.2 臺灣農村酒莊發展現況........................................... 12
　　　2.1.3 相關酒莊研究文獻............................................... 13
　　　2.1.4 國內成功酒莊案例分析........................................... 15
　　2.2 太平地區產業調查................................................... 17
　　　2.2.1 太平由來....................................................... 17
　　　2.2.2 地理環境....................................................... 17
　　　2.2.3 自然環境....................................................... 18
　　　2.2.4 觀光休閒....................................................... 18

三、同質性農村酒莊案例現況比較............................................. 21
　　3.1 農村酒莊現況....................................................... 21
　　　3.1.1 大湖農村酒莊................................................... 22
　　　3.1.2 太平農村酒莊................................................... 24
　　　3.1.3 埔里農村酒莊................................................... 26
　　3.2 大湖、太平、埔里農村酒莊現況比較分析............................... 28
　　3.3 小結............................................................... 29

四、太平農村酒莊行銷策略................................................... 30
　　4.1 酒品定位........................................................... 30
　　4.2 酒品種類........................................................... 31
　　4.3 酒品包裝設計策略................................................... 31
　　4.4 酒品內涵.... ...................................................... 33
　　4.5 地方文化意涵形塑................................................... 34
　　4.6 品牌命名........................................................... 36

五、太平農村酒莊表現策略................................................... 39
　　5.1 品牌價值........................................................... 39
　　　5.1.1 核心理念....................................................... 39
　　　5.1.2 核心訊息....................................................... 40
　　　5.1.3 品牌個性....................................................... 40
　　　5.1.4 品牌符號....................................................... 41
　　5.2 酒品包裝........................................................... 84
　　　5.2.1 便利性系列..................................................... 84
　　　5.2.2 環保系列....................................................... 85
　　　5.2.3 典藏系列....................................................... 86
　　　5.2.4 窖藏系列....................................................... 87

六、結論與建議............................................................. 89

七、參考文獻............................................................... 93
　　7.1 專書............................................................... 93
　　7.2 譯書............................................................... 94
　　7.3 外文書............................................................. 95
　　7.4 期刊............................................................... 96
　　7.5 網路資料........................................................... 98

八、附錄................................................................... 99
　　8.1 展覽實景........................................................... 99
　　8.2 包裝成品展示.......................................................100