A Study on the Packaging Design Strategies of Rice Gift Box in Taiwan

Autor: Hung-Chang Su, 蘇鴻昌
Rok vydání: 2009
Druh dokumentu: 學位論文 ; thesis
Popis: 97
This research has taken Taiwanese rice gift box products as the subjects and they are taken to conduct the investigation of marketing analysis on their packaging design. The research is done to investigate the packaging tendency on the Taiwanese rice gift box market, the requirement of the consumers and the formation factors of the gift-giving culture in the recent years. Through the analysis and generalization of the related literature, the result will be used as the basis of the research theory. The information samples of the recent Taiwanese rice gift box are collected, the process of the product transformation mode is observed and the current status of the market development of the rice gift box is thoroughly understood. Through field research, all is generalized and compared. Its product formation and the display strategy of the packaging design are analyzed. After that, a further investigation on the product’s type, origin, characteristics, volume, specification, quality verification and also the naming, graphics, materials, form and the application of colors of the packaging are analyzed, so is the marketing strategy application. Questionnaire research of the consumers and profound interview of the professional designer are also conducted. This is done all for the benefit of the later-on cross-comparison. The suggestion for the future development of the gift box is proposed in the end. It is expected to arouse the attention to the packaging design strategy of the Taiwanese rice gift box from the provision dealers or the professional designers. It is known through the research that because of the change in the lifestyle and the family population structure, the demand for the edible rice is gradually declining. Through the change in the packaging market of the edible rice, smaller packaging is adopted enabling the consumers to eat with more assurance and be healthier. It is more convenient transportation-wise. The packaging is also changed to a more gift-box like, so that it fits the custom of the Chinese gift-giving culture. The government is actively promoting the Taiwanese agriculture into a more delicate kind of way, and delicacy is the key. It also popularizes rice-growing resume, rice CNS and quality certification to insure the customer’s rights, providing more choices on gift-giving, and get a new marketing channel for fine rice in Taiwan. Based on the statistical display of the questionnaire for the consumers, over 95% of the subjects have the experience of gift-giving. And of the 70% of the subjects, they are used to give presents on special occasions or on special holidays. If the traditional wedding ceremony and engagement bride cake gift boxes are changed to festival rice gift boxes, over 70% of the subjects are in acceptance. If the edible rice and some other specialized products are combined into one product, the over 86% of the subjects are in favor. There are over 75% of the subjects that are in favor of the rice gift boxes that are award-winning and branded. Some other 95% of the subjects are in favor of the recording of the rice-product production history and the quality verification of CAS. The subjects are paying their most attention to the aspects of quality assurance, nutritional labeling and organic contents. As with the aspects of packaging, the subjects placed their focus on the image of the brand, the style of the orientation and the environmental recycling. The packaging strategy of the products include 1) the novel “overthrowing strategy” of changing the bridal cake into the festival rice gift-boxes; 2) the promotion of the creation of production history of the rice-products, the categorizing of the rice CNS, the verification system and stabilizing sufficient quality to supply for the “assurance strategy” of the market; 3) the “combination strategy” of either the mono or multi number of products is selected; 4) the “origin strategy” of either the integration of local elements or characteristic orientations is selected; 5) the “individuality strategy” of multi-dimensional products with either series, families or individuals are adopted; 6) the “quality-feel strategy” with which to express the style of the brand is emphasized on the aspect of product visual image; 7) the “developing strategy” of an unique product is formed through different forms, materials and volumes; 8) the “attracting strategy” is formed through the changes in the appearances of the packaging and its supplementary value is also increased; 9) with the “replacement strategy”, the old products are being replaced with the new ones, but the liveliness of the gift markets are still well-kept. Moreover, the exhibition strategy of the packaging design include 1) the product naming, also known as the exhibition value of the language, is in the manner that everything is easy to read and comprehend; 2) the product forms, also known as the he exhibition value of non-language, are being displayed with precision and clarity, the graphic design is also straight to the point, it is in correspondence to the Food Hygiene Standards. The materials are multi-dimensional, abundant and varied. These are being chosen for the selection and consideration of the consumer’s mental perception and for the appearance application with different demand from different individuals. These can all benefit the color application plan of the direct association and symbol of the products.
Databáze: Networked Digital Library of Theses & Dissertations
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