馬祖酒廠酒瓶包裝設計之意象研究

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Title:	馬祖酒廠酒瓶包裝設計之意象研究
Other Titles:	The Study of the Wine Bottle Packaging Design of Matsu Winery
Authors:	張逸羚 Zhang, Yi-ling
Contributors:	應用藝術與設計學系碩士班陳木杉 Mu-shan Chen
Keywords:	酒瓶;文化意象;包裝設計;馬祖酒廠 Packaging Design;Cultural Image;Matsu Liquor Factory;Bottle
Date:	2011
Issue Date:	2015-03-04 16:14:22 (UTC+8)
Abstract:	馬祖酒廠過去從戰地政務間至今，由生產導向逐漸轉為市場導向為主要的考量，同樣為離島酒廠的金門酒廠年收高達二、三十億之盈餘，因此馬祖酒廠不論是生產或行銷發展上都有很大的潛在發展空間。若能夠掌握酒瓶的包裝意象及喜好，使消費者能藉由包裝設計所傳達的意象進而引起購買動機與行為，有助於馬祖酒廠產生良好的銷售業績。　　　本研究將針對馬祖酒廠酒瓶包裝設計之意象進行相關探討。透過文獻探討馬祖文化意象，並以問卷應用語意差異分析法作為評量工具，探討受測者對酒瓶包裝設計之意象，以系列性產品中選出20個研究樣本，以8組對立語彙為分析依據，並將受測的153位18~28歲受測族群之資料統合，探討馬祖酒廠市售酒瓶包裝意象與感性語彙所屬之關係，進而藉由獨立樣本T檢定分析各族群之間對於馬祖酒廠市售酒瓶意象認知差異及喜好差異。　　　研究結果發現：1.色彩影響受測者對於馬祖酒廠市售酒瓶包裝設計之意象判別，並且真實影像圖片較易傳遞意象之感受。2.本研究之受測者對於整體意象評價意見紛歧度偏高，且整體評價較為偏低，普遍受測者認為馬祖酒廠目前市售樣本無顯著之馬祖意象。3.有無馬祖旅遊經驗之受測者對於馬祖酒廠市售酒瓶包裝之意象與喜好認知有顯著差異。　　Matsu Liquor Factory (MLF), since wartime, has gradually shifted its strategic focus from production to marketing. The major consideration is that Kinmen Kaoliang Liquor, an offshore counterpart generates revenues of NTD 2~3 billions annually. Accordingly, there is a huge upside potential for MLF to develop its production or marketing. If MLF can get a grip of bottle packaging image and preferences, through which lead to consumers’ intention and purchasing of MFL’s products, MFL can grow its sales revenues considerably.　　　This paper attempts to explore the image of packaging design of MLF bottle. The image of Matsu culture can be understood through literature review. Questionnaire survey is used as a measuring tool to conduct semantic differential analysis in order to discuss respondents’ opinion on the image of bottle packaging design. Among product series, 20 products are selected for research. Eight sets of opposing vocabularies are used as analysis basis. The data collected from 153 respondents aged 18~28 years are integrated to explore the relationship between MFL bottle packaging image and emotional vocabularies. Independent sample T-test is conducted to understand different groups’ recognition of and preference for MFL bottle packaging image.　　　The results suggest, firt, that color influences respondents’ image judgment of MFL bottle packaging design, and real photos can transmit the feeling of image more easily. Second, respondents are substantially divergent about overall image, which is generally lower. Most respondents think that current MFL bottle packaging design barely represents Matsu culture. Third, there is a significant difference of image recognition of and preference for MFL bottle packaging design between respondents with or without having traveled in Matsu.
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