南投縣名間鄉公版茶葉包裝設計之構成要素對茶業零售商選擇之影響

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Title:	南投縣名間鄉公版茶葉包裝設計之構成要素對茶業零售商選擇之影響
Other Titles:	The Effects of Elements Of Non-Copyrighted Tea Packing Design On Tea Merchants’ Choices in Mingjian, Nantou
Authors:	陳盈均 Chen, Ying-Chun
Contributors:	吳介祥東海大學美術學系
Keywords:	茶葉;包裝設計;公版 packing design;non-copyrighted version;tea
Date:	2010
Issue Date:	2011-01-07T05:55:38Z (UTC)
Abstract:	隨著消費習慣的精緻化，商品包裝已成為影響選購的關鍵因素。我國農產品與高經濟價值作物逐漸走向國際化，因此包裝設計的角色日益重要。茶葉是台灣主要的產業經濟之一，是世界知名的茶葉產區。在國人飲茶風氣的提昇與不斷追求品質與價值下，不少茶商為加強提升自有品牌的獨特性與價值性，投注大量資金開發茶葉私版包裝設計。但大多數的茶農與零售商因規模較小，無力承擔精緻包裝設計與建立品牌的費用，而直接使用市面上的公版包裝茶葉，使得公版茶葉包裝形式市占率十分高，值得重視。 <br>本研究探討公版茶葉包裝構成要素對茶業零售商選擇的影響，以全國產茶鄉鎮之冠的南投縣名間鄉為研究區域，採三階段進行。第一階段「南投縣名間鄉公版茶葉包裝設計之樣本調查」：訪談名間鄉當地包裝行，瞭解目前公版包裝的情況，以銷售量大的茶罐作為本研究樣本先進行分析。第二階段「專家訪談對包裝設計之構成要素分析」：請專家針對樣本茶罐進行訪談，以瞭解茶葉包裝的構成要素及公版茶罐設計的特性與市場趨向。第三階段「南投縣名間鄉公版茶葉包裝設計構成要素之影響調查」，針對南投縣名間鄉茶業零售商進行問卷調查，以探討公版茶葉包裝設計構成要素對茶業零售商消費行為之影響。研究結果摘述如下：（1）、造型設計要素對消費者而言影響有限。（2）、色彩運用為影響消費者選擇的重要要素，單純不複雜的色彩具有高級感，符合茶葉產品的色彩較能吸引消費者的目光。（3）、圖案設計明顯較能表現茶葉產品特色，影響消費者的選擇。（4）、文字資訊是茶葉產品重要的關鍵因素。<br>茶業零售商在選擇公版茶葉包裝，注重圖案色彩是否符合產品特色，並具獨特感與質感，文字資訊呈現的辨識度要高。除了構成要素外，公版茶葉包裝成本價格也仍是零售商考慮選擇的重要關鍵之一。<br>希望藉由結果，提供台灣茶葉廠商與包裝設計者作為日後包裝設計的參考，進而提升公版茶葉包裝的品質與價值，為台灣重要經濟作物的茶葉市場，開創更具價值與競爭力的一面。 Due to the changes of consumers’ habits, merchandise packing becomes a key element for purchase. Agricultural products and high economic products are getting internationalized increasingly so packing design plays an important role. Tea is one of the main industries in Taiwan and Taiwan is one of the famous tea production areas in the world. As a result of the promotion for drinking tea and in pursuit of tea quality and value, many tea merchants spend a lot of money on developing private version for tea packing design in order to upgrade self-brand uniqueness and value. However, lots of tea farmers and tea merchants can’t afford the expense of delicate packing design and building a self brand so they use non- copyrighted tea packing directly. Therefore, non-copyrighted tea packing plays a significant role in the tea market. It’s worthy of paying attention to this matter.<br>This research discusses the elements of non-copyrighted tea packing on tea merchant’s choices. Nantou Minghian, the top country of producing tea in Taiwan is the research area. It includes three stages. At the first stage, questionnaires of non-copyrighted tea packing design in Mingjian, Nantou. Local packing shops are interviewed to understand about non-copyrighted packing and better selling tea cans as research samples are analyzed. At the second stage, experts interview about the elements of packing design. Experts interview toward the tea cans as samples to understand the elements of tea packing, and characters and marketing trend of non-copyrighted tea cans. At the third stage, the effects of elements of non-copyrighted tea packing design in Mingjian, Nantou are investigated. Questionnaires are toward to tea merchants and consumers in Mingjian, Nantou to discuss the effects of elements of non-copyrighted tea packing design on consumers. Research results are as below. 1、style design doesn’t influence a lot.2、color is an important element for consumers’ choices.3、distinct patterns can show characters of tea products evidently and influence consumers’ choices significantly. 4、word information is an important element for tea products. <br>When tea merchants choose non-copyrighted tea packing, they emphasize if patterns and color meet characters of products with uniqueness and quality, and word information can be recognized easily. Besides these elements, the price of non-copyrighted tea packing is also an important element for merchants’ choices. <br>Hoping Taiwan tea merchants and packing designers can be provided with these research results as reference of later packing design and furthermore upgrade quality and value of non-copyrighted tea packing and finally make Taiwan tea market become more valuable and competitive.
Appears in Collections:	[美術學系所] 碩士論文

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