精品農業之品牌規劃創作研究—以《山城新橘》為例

近年來，疫情、食品安全意識的提升以及數位趨勢的發展，顯著改變了消費者對生鮮農產品的需求和購買方式。為提升農業競爭力，政府推出了「新農業創新推動方案2.0」，其中精品農業化被視為提升農特產品發展的關鍵經營模式。透過分析消費者選購因素、品牌形象建立及包裝設計傳播，本研究旨在強化農特產品的競爭力，提升在地文化的附加價值，並賦予農特產品新的溢價空間。本研究的主要目的包括：透過文獻分析及田野調查，探索在地農特產品的現況和發展趨勢，作為創作研究的基礎理論；分析精品農業品牌的相關文獻，統整在地農特產品品牌建立的三階段模型，涵蓋顧客選擇因素、品牌核心要素以及傳播內容的方式；整合精品農業包裝文獻，提出包裝的八個建立流程及七項視覺運用要素；結合上述研究成果，透過精品農業品牌規劃與包裝策略，創作實踐建立東勢張家茂谷柑品牌形象與包裝設計，並以展覽形式展示成果的應用價值。為達成研究創作目標，本研究蒐集市售精品農業化農特產品樣本，運用比較分析法，深入探討樣本品牌規劃模式和包裝設計中的視覺運用手法，並將結果應用於《山城新橘》品牌與包裝設計。基於東勢的風土特色及張家茂谷柑的特性，塑造「依山而生，帶來新的橘面與潮流」和「您，茂谷柑的軍師」的品牌定位，形成清新精緻化的視覺風格，融合在地文化特色，打造獨特的精品農業化風格，進而提升《山城新橘》的品牌價值，為精品農業化提供一個具體的實踐範例，推動市場上精品農業化的發展。

In recent years, epidemics, heightened awareness of food safety and the development of digital trends have significantly changed consumer demand and purchasing patterns for fresh produce. In order to enhance the competitiveness of the agricultural industry, the government has launched the ‘New Agricultural Innovation Promotion Programme 2.0’, in which boutique agriculturalisation is regarded as a key business model to enhance the development of speciality agricultural products. By analysing consumer selection factors, brand image building and packaging design communication, this study aims to strengthen the competitiveness of speciality agricultural products, enhance the added value of local culture, and give speciality agricultural products new room for premium pricing. The main objectives of this study include: to explore the current situation and development trend of local agricultural specialties through literature analysis and field research, as a basic theory for creative research; to analyse literature on fine agricultural brands, and to consolidate a three-stage model for brand building of local agricultural specialties, covering customer selection factors, core brand elements, and ways of communication; to consolidate the literature on fine agricultural packaging, and to propose eight building processes and seven visual application elements for packaging. Combined with the above research results, the brand image and packaging design of Dongshi Zhangjia Murcott mandarin was created and practiced through the brand planning and packaging strategy of fine agriculture, and the application value of the results was demonstrated in the form of an exhibition. In order to achieve the research objectives, this study collected samples of commercially available high-quality agricultural speciality products, used comparative analysis to explore in-depth the visual use of the samples' branding model and packaging design, and applied the results to the branding and packaging design of “Murcott’s New Aspect”. Based on the terroir of Dongshi and the characteristics of Zhangjia Murcott mandarin, the brand positioning of ‘Born on the mountain, bringing new orange surface and trend’ and ‘You, the master of Murcott mandarin’ is shaped to form a refreshing and refined visual style, integrating with the local cultural characteristics to create a unique boutique agricultural style, which will further enhance the brand value of ‘Murcott’s New Aspect’, provide a concrete example of boutique agriculturalisation, and promote the development of boutique agriculturalisation in the market. The brand value of ‘Murcott’s New Aspect’ will be enhanced, providing a concrete example of agricultural excellence and promoting the development of agricultural excellence in the market.