企業禮品設計之研究

• Main Author: 鄭宇利
• Other Authors: 吳淑明, Shu-Ming Wu
• Format: Thesis
• Language: English
• Published: 2008
• Subjects: 企業禮品;品牌形象;吉祥物; enterprise gift;brand image;lucky doll (Lucky Baby); Blue whale
• Online Access: http://ir.nknu.edu.tw/ir/handle/987654321/1684; http://ir.nknu.edu.tw/ir/bitstream/987654321/1684/1/index.html

這幾年來有計劃開發品牌獨特之企業禮品已成為許多企業與品牌爭相推動的策略，因為一旦推出成功，對品牌形象則可收事半功倍，追求獨特的個性化企業禮品已成為企業不可忽視的行銷手法之一。 本研究主要目的，第一部份針對國內外相關的案例做交叉分析比對，以作為未來設計統合企業禮品設計之參考依據；第二部份再於運用消費者行為調查質化分析，瞭解不同區域商圈特性的消費族群、對夢時代購物中心品牌偏好度、吸引程度及消費行為等資訊分析，藉以提供未來企業禮品開發行銷策略之擬定。 品牌形象的建立並非停留在視覺傳達的訊息而已，也需藉由品牌的定位、品牌的精神等定數，再透過時間長期的發酵，堅持品牌基調的一致性，一系列企業禮品的開發，讓品牌更貼近人們，讓品牌更具人性化，本案以夢時代購物中心為主體，透過一系列企業禮品的開發；並創造企業專屬Lucky Baby的企業娃娃，利用具有象徵性的藍鯨造形，擬人化的呈現，賦予品牌生命力，不但能加強消費者的印象，更能藉此突顯企業特質，活化企業、創造品牌價值的重現。 最後藉由實務設計整合經驗的分享，再輔以學術理論為創作的基礎，打造屬 於夢時代獨有的企業禮品；未來可結合觀光資源推廣，樹立國際觀光的形象，融 合具指標性觀光特色的授權禮品，開闢企業紀念禮品專區，並結合實體與虛擬的 通路做販售。 Many enterprises in Taiwan are unanimously and strategically achieving to develop their own brand gift in the recent years. If succeeded, their brand image can be doubly promoted. Thus, to achieve a brand that specifically belongs to its enterprises is becoming an obvious way of promotion. The aim of this study is, first, to employ tabulated statistics to compare the cases at home and abroad, in order to offer a reference for incorporating the gift design among the enterprises. Second, this study employs consumer behavior to do a qualitative research, in order to understand consumer groups in different commercial districts, to what extent that the consumers prefer and feel attracted by the Dream Mall brands. By so doing, this study attempts to offer a design of marketing strategies for the future gift development trading. How to establish a brand image concerns not only the visual communication. It also requires the brand position by the long-time development with integral quality and gift development. By so doing, the brand will make itself closer and more humane to consumers. This study mainly adopts the case of Dream Mall by a series of gift development and creates a doll that particularly belongs to an enterprise, called “Lucky Baby.” By the symbolic shape of blue whale, it aims to represent it vividly and to enliven a brand. This cannot merely impress the image of consumers, but also highlight the enterprise feature and represent the brand value, dynamically and creatively. Last, through the experience-sharing of practice designing, added with theory, this study attempts to design an enterprise gift that belongs to Dream Mall. This study wishes that this gift would, with the help of tourism, establish an internally-tourism image, incorporate the authorized gift with tourist specialty, create enterprise souvenir districts and combine the material and virtual distribution to sell.