市場調查導入CPS模式應用於小吃文創設計策略──「黑白切」專題設計之教學實踐硏究

Importing Market Research into the CPS Model Applied to the Cultural and Creative Design Strategy of Snacks: Teaching Practice Research on Thematic Design'' Oo-Péh Cut''

本研究以CPS創意問題解決方法為基礎，同步導入AIDA行銷模式的調研分析，擴大整合為專題設計的企劃流程；兼具發散式的創意思考以及收斂式的結構驗證，引導學生在創意構思之外也能兼顧產業價值，務實嚴謹擬定設計策略方案。本研究從教學實踐硏究的觀點，以專題設計「黑白切」小吃的文創設計為題，在CPS的方向搜尋與資料調查步驟，提出創意發想命題，再由教師運用調研方法，指導學生收斂聚焦，擬定設計策略方向。調研方法以AIDA行銷模式為基礎，參考廣告層級效果，以產品認知、產品文化感知、個人喜好、文創商品認同等四個構面為問卷工具，並以個人喜好為中介變項，衡量目標群眾對黑白切小吃從認知到喜好的影響關係，進而推論提升文創市場潛力的因素。研究結果發現產品內容認知與文化感知，皆正面影響個人喜好，可提升對文創商品的認同度，亦發現黑白切的地域性文化差異不顯著。最後將分析結果導入CPS的行動計劃階段，評估命題假設的適當性與可行性，針對目標族群，擬定推廣黑白切的文創設計策略，並規劃設計作品的內容形式以及表現風格。

This research is based on CPS creative problem solving, integrates the AIDA marketing model, and expands into the thematic design; it has both divergent thinking and convergent verification to guide students to consider both creativity and industrial value, and formulate design strategies. From the perspective of teaching practice research, the graduation project ''Oo-Péh cut'' snacks is the topic of the study. In the CPS program, students put forward creative propositions, and then teachers use research methods to guide them to converge and formulate design strategies direction. The research method develops questionnaire tools based on the AIDA marketing model, and uses personal preferences as mediating variable to measure the influence from cognition to preferences, and then deduce factors that enhance the cultural and creative marketing potential. The results of the study found that both product content cognition and cultural perception have a positive impact on personal preferences, which can enhance the recognition of cultural and creative products. It was also found that there were no significant regional cultural differences of ''Oo-Péh cut'' snacks. Finally, the analysis results are imported into the action planning stage of CPS, to formulate cultural and creative design strategies, and to determine the form and style of design works.