我國政府近年來將文化創意產業定位為首要推動的目標之一，振興地方發展，強調在地文化的認同及帶動產業附加價值。目前市場行銷觀由商品導向轉為顧客導向，包裝由傳統的保護商品功能轉向為現代的行銷功能。然而市售文創商品包裝大同小異，缺乏文化之風格，無法提升顧客之購買慾而顧客對於商品包裝之評價屬於多準則問題，並不是只有單一之因素，故大多數顧客無法清楚闡述自身真正之需求及喜好，因此設計師無法有效掌握顧客之喜好。 本研究以「顧客需求」為文創文具商品紙類包裝之導向，在尋求顧客滿意度中，透過資料蒐集與彙整，瞭解文化創意商品紙類包裝之使用概況，並加以分析及探討其設計屬性。藉由問卷整合分析，確認台灣地區顧客對於文創商品紙類包裝設計的獨特偏好要素以及喜好之材質，並利用形容詞風格語彙搭配紙盒造形做品質機能展開分析，再計算出顧客需求重要性權值及設計參數特徵執行之目標，瞭解顧客對於文創文具商品紙類包裝設計之造形、構造及風格之需求，將設計參數特徵執行之目標做為後續案例設計之造形基礎，所得之文創文具商品紙類包裝需具備之特徵，作為設計參考之基礎方向，最後使用電腦繪圖軟體設計文創辦公文具禮品組合。 In recent years, our government has positioned creative cultural industry as one of top implementing priority; in this way, the government tries to revitalize the local economy, to establish the cultural identification, and to add value the original products. While the concept of marketing has been changed from product-oriented to consumer-oriented, the function of packaging is shifted from the traditional one of providing protection to products to the modern one of communicating the value to the consumers. However, the designers are facing difficulties in meeting the demand. The packaging designs of the cultural and creative products are often evaluated by the customers as lacking of style and creativity, consequently, the desire of consumption is decreased. On the other hand, the customers’ responses on product packaging is a kind of multi-criteria evaluation, hard to attribute the failure or success of the packaging to single element, moreover, most consumers judges merely by a vague feeling and that makes the problem more difficult for a designer to solve. The thesis aims at analyzing the design attributes of the cultural and creative products by studying the consumer satisfaction to the paper packaging of the cultural and creative stationery on the criteria that the packaging is meeting the consumers’ needs or not. After analyzing the data collected by the questionnaire, the thesis identified the preference and preferred packaging material of customers in Taiwan; then, by conducting the Quality Function Deployment analysis on different combination of slogan and paper packaging, the thesis found out the importance weight of consumer needs and proposed the design parameters on design execution and finally concluded the needs of customers on the style and structure of the paper packaging of the cultural and creative stationery. The design parameters and the preference of the customers are used as the references on the succeeding design on style and structure, and on the paper packaging of the cultural and creative stationery. A practice of designing stationery set with computer graphics software was conducted in the end.
