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題名 | 臺灣小包裝米行銷及包裝策略之研究=A Study on Marketing and Packing Strategy of Taiwan Packet Rice |
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作者 | 謝耿堂; 黃雅卿; | 書刊名 | 商業設計學報 |
卷期 | 9 民94.11 |
頁次 | 頁39-58 |
分類號 | 496.18 |
關鍵詞 | 小包裝米; 行銷; 包裝策略; 消費心理; Wrapping rice; Marketing; Packing strategy; Consumer's psychology; |
語文 | 中文(Chinese) |
中文摘要 | 由於時代變遷國內人口結構及飲食習慣的改變,使傳統米食需求量持續的降低中。稻米原是國內重要的主食,早在多年前臺灣對稻米不同品種的改良,可了解到國內對於米的重視程度。消費者對米食的觀念已朝向精緻飲食的方向發展;米食為我國的主要的農作物,自我國加入WTO組織之後,湧入國外米食產品,就原先競爭激烈的米市場更是雪上加霜,行銷模式以及包裝策略的運用也逐漸轉變成各廠家對於市場佔有率的重要利器。本研究將文獻資料整理後透過問卷調查的方式,了解目前消費者心理,所獲得研究的結果如下:(1)城鄉地區不同的家庭主婦,對於小包裝米的包裝設計認同度會有所不同。(2)家庭人口結構的不同,對於小包裝米的認知不同。(3)城鄉地區的消費族群,對於產品品質的認定觀念會有所差異。(4)都會區的家庭主婦對於「健康組合套餐」認同度比較高。本研究並提出可行性的包裝建議方案:一、包裝設計的目標對象建議為3人小家庭為目標,並且設計的考量要具有產品保存特性。二、空間利用的設計概念,使小包裝米進駐廚房小空間,以達空間利用兼具美觀的實質作用;以上研究結果提供相關業者做為參考的依據。 |
英文摘要 | As time changes, population structure and eating custom in Taiwan also change, leading to a decline in demand of traditional rice. Rice is the main food in Taiwan. As can be seen from a variety of improvements in Taiwan rice since many years before, Taiwan people consider the rice is very importance. The view of consumers toward rice has been changed as a fine food. Rice is our major agricultural crop. Since Taiwan entered WTO, a lot of foreign rice has been imported to Taiwan, making the severe competitive rice market worse. The application of marketing model and packing strategy gradually become important means of many suppliers to share the market. After colleting relative literatures, this study uses questionnaire method to understand the consuming psychology of consumers. The study results suggest: (1) Identification degrees of packing designs of packet rice among family wives of different urban and country areas are different. (2) Identification of packet rice among different population structure of families are different. (3) Identification concepts of product quality among different consumer groups of urban and country areas are different. (4) Identification degrees of family wives of urban area are higher. This study also suggests the following feasible packing proposals: 1. The subject of packing design is targeted at three people families, and preservation features should be considered in the design. 2. The design concept of space utilization should be considered, to let them have physical function of space utilization and beauty when packet rice entering small space of kitchen. The above study results are for reference of relative enterprises. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。