台灣花茶業品牌形象建立之視覺設計與應用研究

Abstract

本研究利用茶類市場的探究與現行行銷面向的蒐集與探討，比對於目前市場上新興盛的花茶養生茶類產品，希望藉此找到可以依循的脈絡，觀察市場動向並鎖定目標消費群，找出適切於該產業行銷的手法，將有效的幫助該產業之發展；而在搜尋產業經營面向中，設計創作方面更能從這些趨勢與行為中找到適切的創作來源，依據精確的消費者定位並配合行銷趨勢可以更快的找到的設計方向，縮短失焦且失敗的設計過程，並能精準及有效的提升質感以及視覺的張力。

This study is to find the industrial trend by studying tea market and marketing; also, by comparing it to the herbal teas in market in order to observe market orientation and focus on consumer groups and to find the adequatemarketing method for industrial development. The origin of creation can be identified from the trend and behavior of design creation while searching for industrial operation. The design orientation can be identified quickly and the out-of-focusing and failing design process can be shortened by having consumers positioned precisely and going along with marketing trend; moreover, quality upgrade and visual tension can be realized precisely and effectively.