碩士 / 臺中技術學院 / 商業設計系碩士班 / 98 / This research has taken Taiwanese Dragon Boat Festival gift box products as the subject and focused on the packaging analysis of their visual designs and marketing strategies. The research explores the current situation and tendency of Taiwanese Festival gift box market. Through literature review, the result was used as the basis of the research theory. In order to understand in depth the development of Taiwanese Festival gift box market, the recent samples are observed and collected. Through the field research, the packaging visual design and use of strategy are summarized, analyzed and compared. In order to increase the objectivity of this study, some additional research such as the survey of consumers, questionnaire investigation of shops, and specialist interviews are conducted. The outcome of this research is expected to provide the industry or designers with reference of festival packaging design.
It is known through the research that changes have shown in lifestyle and ideas, the early habits have been replaced gradually by gift box giving. Following with the economic growth and the advancement of the food procession technology, products and packages have shown more in variety. Due to Dragon Boat Festival gift box is a new culture and market of gift giving, understand its cultural implication become vital in order to create the value of giving. According to consumers survey that about 60 percent people buy the Dragon Boat Festival gift box as gift, and price and the product quality are the main factors in purchasing.
The retailer’s survey shows that company image is the must show element in the gift box packaging, another is the planning theme. Consumers and the survey samples show that original color is the most favorable because of its simple and retro style. The use of simple and convenient way, such as handle box, portable box or woven basket, are favored as well. This is coincided with the green-packaging concept which is prompted vigorously by the government lately. It is also found that the main cultural elements used are rice dumpling and dragon motifs, and the favored packaging strategies used are “Quality Policy” of product , “Return Policy” of sale promotion, “Coping Strategy” of different business scale, “Cultural Strategy” of fitting the festival atmosphere, “Attract Strategy” of satisfying different consumers, “Atmosphere Strategy” of different channels, “quality-feeling strategy ” of using different materials, “gift policy” of stimulating sales, “Medium strategy” of attracting potential consumers, “Development Strategy” of expanding the market, "Promotion Strategy" of strengthen the image.
| Identifer | oai:union.ndltd.org:TW/098NTTI5317023 |
| Date | January 2010 |
| Creators | Herng-Ru Kuo, 郭恆如 |
| Contributors | Ya-Ching Huang, 黃雅卿 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 216 |
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