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系統識別號 U0002-2606201721564200
中文論文名稱 產品包裝的對話文案做為品牌溝通平台之研究
英文論文名稱 The study of product package with advertising dialogue copy as a brand communication platform
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 105
學期 2
出版年 106
研究生中文姓名 張媁茹
研究生英文姓名 Wei-Ru Chang
學號 604550656
學位類別 碩士
語文別 中文
口試日期 2017-05-22
論文頁數 75頁
口試委員 指導教授-黃哲盛
委員-周文瓊
委員-李月華
中文關鍵字 消費者與品牌關係  品牌個性  產品包裝  廣告文案  消費實踐 
英文關鍵字 Brand and consumer relationships  Brand Personality  Product Packaging  Copywriter  Meaning of consumption 
學科別分類
中文摘要 由於現今生活水準日漸提升,在產品包裝上面的設計是越來越創新,包裝上的樣式及手法,也成了吸引消費者選購的關鍵。現今產品包裝已逐漸成為消費者所考量的目的,該如何使產品在貨架中脫穎而出,吸引消費者的目光,就是要有獨特的設計,加上文案信息的傳達,做為包裝的傳達力,讓產品與消費者對話,同時也能夠引起消費者的聯想,取得消費者好感增強包裝的話題性。因此對於商品的包裝設計是越來越重視,加上消費者心思難以捉模,使得企業開始越來越重視顧客關係,為了把品牌更貼近消費者,透過精心設計,呈現出商品之內容、特色與吸引力。
本研究藉由各類的對話文案產品作為分類介紹:1.文字包裝 2.插畫包裝 3.插畫與文字包裝4.拼字包裝 5.消費者自行撰寫文案,以焦點群體訪談的研究方法探討消費者與品牌之間的關係以及所產生的消費意義,從消費者所購買的對話文案產品裡,是否也看到消費者自身的品牌個性。再以深入訪談咖啡店業者,以廠商的角度面對自身所製作的文案如何傳達出消費意義及獨特的行銷模式。最後分析出消費者與業者藉由對話文案的產品是否呈現相符的品牌關係及消費意義。
英文摘要 As the current standard of living is increasing, the design of the product packaging is more and more innovative, packaging style and practices, has become the key to attract consumers to buy. Today's product packaging has gradually become the consumer's consideration of the purpose, how to make products stand out in the shelves, to attract the attention of consumers, is to have a unique design, coupled with the transfer of copywriter information, as the packaging of communication, Products and consumer dialogue, but also can lead to consumer associations, consumers get better to enhance the packaging of the topic. So the packaging design for the goods is more and more attention, coupled with the minds of consumers is difficult to catch mold, making enterprises began to pay more and more attention to customer relationships, in order to brand closer to consumers, through careful design, showing the contents of the goods, features with the attraction.

This study is based on various types of dialogue copy products as a classification: 1. Text packaging 2. Illustration of packaging 3. Illustration & Text packaging 4. Spelling packaging 5. Consumers write their own copy. To focus on the group of interviews with the research methods to explore the relationship between consumers and the brand and the resulting consumer significance, from the consumer to buy the dialogue copywriter products, whether to see the consumer's own brand personality. And then in-depth interviews with coffee shop operators, manufacturers from the perspective of the face of their own copy of how to convey the meaning of consumption and a unique marketing model. Finally, the consumer and the industry through the dialogue copywriter of the product is consistent with the brand relationship and consumer significance.
論文目次 致謝I
目錄V
表目錄VII
圖目錄VIII

第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的3
第三節 研究流程4
第二章 文獻探討5
第一節 消費者品牌關係5
一、品牌概念的形成及類別5
二、品牌傳達的意義7
三、消費者品牌關係 Consumer-Brand Relationship8
第二節 品牌個性9
一、品牌個性的定義10
二、品牌個性的形成12
第三節 產品包裝12
一、包裝設計對品牌覺察的影響13
二、包裝設計對品牌聯想的影響13
三、包裝視覺設計元素14
三、品牌個性的構面14
第四節 廣告文案15
第五節 消費實踐17
第三章 研究方法與設計23
第一節 研究方法23
一、焦點群體訪談(Focus Group Interview) 23
二、焦點群體訪談技巧25
三、深度訪談(in-depth interview)28
第二節 研究對象29
第四章 研究發現32
第一節 產品包裝對話文案類型32
第二節 產品包裝對話文案與消費者的個人連結48
一、產品包裝上的對話文案,附有的風格與個性48
二、傳達自己內心想法、展現自己的人格特質或個性49
第三節 產品包裝對話文案對於品牌關係的影響52
一、有溫度的品牌文案,蘊含著消費者與產品緊密的關係52
二、產品品牌透過對話文案包裝重新定位,並擴展品牌的新客群54
第四節 產品包裝對話文案對於消費實踐的影響56
一、體驗型消費56
二、整合型消費57
三、類別型消費58
四、娛樂型消費59
五、混和型消費60
第五章 研究結論與建議62
第一節 研究結果62
第二節 研究貢獻64
一、品牌透過對話文案的包裝所產生的新客群64
二、產品包裝如何透過文案結合大眾生活文化64
三、對話文案的產品包裝所產生消費實踐的混和意義64
四、對話文案的產品包裝成為消費者溝通之平台65
第三節 研究限制及建議65
一、研究限制65
二、研究建議66
參考文獻67
附錄A 73
「焦點群體訪談」邀請函73
訪談提綱74

表目錄
表2-1 Holt 消費實踐矩陣圖18
表3-1受訪者背景資料30
表3-2受訪者背景資料31
表4-1產品包裝品牌個性介紹49

圖目錄
圖1-1 研究流程4
圖4-1 可口可樂-姓名瓶33
圖4-2 可口可樂-暱稱瓶33
圖4-3 可口可樂-關心瓶34
圖4-4 可口可樂-歌詞瓶34
圖4-5 City Cafe-夏季繽紛杯35
圖4-6 City Cafe-上班加油杯37
圖4-7 茶裏王-辦公室異想38
圖4-8 麥香飲料-友力包38
圖4-9 City Cafe-咖啡因表情杯39
圖4-10 可口可樂-台詞瓶40
圖4-11 可口可樂-Emoji表情符號瓶40
圖4-12 可口可樂-Duncan41
圖4-13 可口可樂-掰掰啾啾41
圖4-14 可口可樂-彎彎42
圖4-15 可口可樂-Lu’s42
圖4-16 麥香綠茶-麥神說43
圖4-17 輕鬆小品-漫畫包裝43
圖4-18 每日C-拼字包裝44
圖4-19 麥當勞McCafe-對話杯45
圖4-20 City Cafe-咖啡再見杯46
圖4-21 飲冰室茶集-五四為愛發聲47
圖4-22 受訪者消費意義一覽表61


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