苗栗地方品牌花生糖伴手禮開發研究──以福瑄實業為例

Research on the Development of Miaoli's Local Brand Peanut Brittle as a Souvenir–the Example of Fuh Shyuan Food

在現今全球化趨勢中，各企業開始重視地方品牌建構。激烈的全球化市場競爭當中，產品可以利用文化特色設計提升其獨特性與識別性，並同時增加消費者體驗。本研究透過575份問卷調查並進行描述性統計、ANOVA分析以及獨立樣本T檢定後結果發現:
1.性別、年齡、職業對天穿日養生概念看法沒有顯著差異，2.性別、年齡、職業對包裝風格看法也沒有顯著差異；3.性別、年齡、職業對包裝色調看法具有顯著差異關係。綜上所述，本研究得到品牌設計思考之方向，天穿日所傳達之養生不工作之祭典意義不會因為性別、年齡以及職業造成看法差異，但是針對伴手禮之色調會根據性別、年齡以及職業之喜好性進行伴手禮設計及品牌策略仍必須考量時代趨勢。未來福瑄實業在伴手禮包裝設計風格可採用簡約設計，而伴手禮之包裝色調則可採用較淡色之設計。

In the current trend of globalization, businesses have begun to place greater emphasis on local brand construction. In the fierce competition of the global market, products can utilize cultural characteristics in their design to enhance uniqueness and identity, while also enriching consumer experiences.This research aims to shape the traditional food processing industry into a self-created brand (Original Brand Manufacture, OBM) from its original role as an Original Equipment Manufacturer (OEM) focused solely on production. The objective is to create a local brand for ''Fuh Shyuan Food'' in Miaoli County, incorporating local characteristics. The study investigates the potential local elements that can be utilized to improve the packaging of Fuh Shyuan Food, making it more marketable and creating Miaoli's unique ready-to-eat souvenirs. The research begins by introducing the concept of Hakka Sky Mending Day as a cultural symbol with health concepts. Subsequently, three research hypotheses are proposed in the research methodology: the significant differences in the perception of the health concept of Hakka Sky Mending Day among different demographic variables, the significant differences in the views on packaging style based on different demographic variables, and the significant differences in the views on packaging color tone based on different demographic variables. Through a survey of 575 respondents, the study explores Miaoli's local characteristics and festivals, the respondents' perceptions of Hakka Sky Mending Day and their preferences for souvenir packaging styles and color tones. The aim is to identify the visual design elements and packaging style of the local brand, apply Hakka Sky Mending Day to souvenir packaging, and integrate the respondents' preferred design styles into souvenir packaging.