產業文化活動意識與農特產品包裝設計之研究——以左鎮白堊節為例

A Study on the Consciousness of Industry Cultural Activities and Package Design of Agricultural/Special Products-Survey Evidence from Zo-Chen Chalk Festival

近年來，政府大力提倡「一鄉鎮一景觀一特產」觀念，希望透過地方性產業活動來結合當地文化特色，以保留逐漸式微的傳統產業，並養成愛鄉愛土的情操。產業文化活動是一種將「文化、產業、觀光」三者合一的活動模式，透過文化傳承與農業休閒觀光的相互結合，達到「產業文化化、文化產業化」的雙重目標。本文以台南縣左鎮白堊節為研究對象，針對白堊節產業文化活動意識與地方性農特產品包裝設計之關係進行研究，探討（1）受試者基本背景屬性，如何影響產業文化活動意識構面；（2）產業文化活動意識構面，如何影響地方性農特產品包裝設計構面；（3）受試者基本背景屬性，如何影響地方性農特產品包裝設計構面。實證結果發現產業文化活動之舉辦確實有助於地方性農特產品之品牌建立與行銷，並對其包裝設計提供正面貢獻。希望藉由本研究瞭解如何將農特產品品牌與包裝設計、農產行銷及當地文化有效整合，俾對地方性產業文化活動之永續經營，提出客觀建議與發展方向。

In recent years, Taiwan government advocated the concept of the 'one country, one scenery and one special product.' Through incorporating local industry activities and regional cultural characteristics, it is expected that the declining traditional industries can be restored and sentiment of country loving can be establish. Industry cultural activities combine local culture, industry, and sightseeing together so that the dual goals of industry culturalization and cultural industrialization can be reached. This paper explores the relationship between the consciousness of industry cultural activities and package design of agricultural/special products for Zo-Chen's Chalk Festival. Our study focuses the following issues: （1） how basic attributes of subjects affect dimensions of consciousness of industry cultural activities'? （2） how dimensions of consciousness of industry cultural activities influence dimensions of package design of agricultural products? and （3） how basic attributes of subjects affect dimensions of package design of agricultural product? Our survey results indicate that industry cultural activities have many benefits on the establishment of brand marketing and have positive contributions on the package design of agricultural/special products. Through above conclusions, this thesis helps to understand how to effectively incorporate package design, agricultural marketing and local culture and thus provides some suggestions and directions about continuous operation of local industry cultural activities.