李貴連蔡宛庭2025-08-072025-08-072022-10-05U0061-1009202211170000https://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0061-1009202211170000https://nutcir-lib.nutc.edu.tw/handle/123456789/464臺灣宗教文化歷史相當豐富，提供文創商品發展的應用價值，如何將文化轉化具經濟效益，其中關鍵在於設計師的設計策略規劃。據研究者觀察，宗教昌盛的臺灣，月老文化尤其興盛，面對不同於其他神職多功能的差異性，其商品在市場競爭的趨勢，該如何讓商品具備月老文化特色，成為設計師必須考量的問題。因此，本研究目的為月老文創商品設計提出適切的設計策略。故本研究分為三個階段，首先以文獻分析法、田野調查法，探究亞洲月老與姻緣神祇文化、文創產業、設計策略等作為研究理論之依據；並蒐集臺灣月老商品樣本，運用文化三層次，分析商品使用之元素、形態、色彩、功能等，加以歸納、比較其商品設計手法表現之策略；藉由德菲法建構45項月老文創商品設計關鍵感受量表，檢測月老文創商品定位；並邀請專家進行半結構式訪談，以利後續研擬出月老文創商品適切的設計策略。經研究結果發現： 一、透過亞洲月老與姻緣神祇文化擷取以下三層面設計元素，信仰典故層面：在故事情境呈現著神秘感、圖像運用巾袋、無字白書、斜月等作為設計元素。神像造型與手持物層面：神像、姿態、手持的拐杖、姻緣簿、佛塵、紅繡球、醋矸等。儀式層面：紅線、疏文、甜點、蛋糕、花、筊杯、籤筒、籤詩、金紙。 二、以文化三層次分析月老文創商品，從103件月老文創商品歸納出41項設計元素、色彩以暖色系為主，類別為收藏紀念品占28%居高，面對市面上琳朗滿目的商品，月老文創商品設計應融入消費者生活中，創造與消費者的接觸點，滿足消費者在使用後的精神層面。 三、 根據專家問卷及訪談，本研究歸納出適切的月老文創商品設計策略可藉由「靈活運用設計元素提升商品競爭力」、「掌控市場需求核心關鍵時機」、「運用創意解決或創造消費者需求」、「建構專屬量表快速檢視商品」、「概念商品實地驗證開發可行性」。 希冀本研究所提出之月老文創商品設計適切的設計策略，能有效提升月老文創商品的競爭趨勢、創造經濟價值，以及為後續研究者、文創商品設計相關工作者與月老信仰宮廟經營者，提供較為清楚之參考依據。The religion culture of Taiwan is very abundant. Thence, the designer’s design strategies are the key point that turns the cultural and creative product into valuable products and economical products. According to the observation of the researcher, religion in Taiwan is prosperous especially the culture of “Matchmaker” is particularly prosperous. Designers should consider how to let the product more unique and possess with “Matchmaker” characteristics due to facing the multi-functional differences from other priests and more challenging in the market. Therefore, the purpose of this research is to propose the appropriate design strategies for “Matchmaker” cultural and creative product design. The research is divided into three sections. Firstly, using literature analysis and field research, exploring Asian’s“Matchmaker”and marriage gods culture, cultural industries, design strategies and etc as the research theory. Furthermore, collecting the sample product that is related to Taiwan’s “Matchmaker”, by using three-level of culture, analyzing the elements, forms, colors, functions and etc, summarizing the above layers and comparing their product design strategies; Through Delphi Technique construct 45 sections of the key feeling scale about“Matchmaker”cultural and creative products; Experts were invited to conduct semi-structured interviews and the information about appropriate design strategies for “Matchmaker” cultural and creative products will be noted for designers.The research found that: Three-level design elements are captured through Asian “Matchmaker” and marriage god's culture, religion allusion: Presenting mystery in the context of the story, Image using towel bag, book without words, oblique moon and etc as design elements. Idol shape and handheld: Idol, posture, crutches, marriage book, horsetail whisk, red hydrangea, vinegar pot and etc. Ceremony: Red thread, Prayer, Desserts, Cakes, Flowers, Divination blocks, Lots Container, Fortune stick,Joss paper. Three-level design elements are analyzed through “Matchmaker” cultural and creative products, 41 design elements are summarized from 103 “Matchmaker” cultural and creative products and the colors are mainly warm colors. Collectible souvenirs are the highest, accounting for 28% of the total. There are a wide variety of products in the market, ”Matchmaker” cultural and creative products should be integrated into consumers' lives, creating a connection with consumers to satisfy their spiritual level after using those products. Based on expert questionnaires and interviews, this research concludes that the appropriate design strategy for “Matchmaker” cultural and creative products can be achieved through “Flexible use of design elements to enhance product competitiveness” “Control the key timing of the core market demand” “Use creativity to solve or create consumer needs” “Build a dedicated scale that can view products rapidly” “Concept product field verification development feasibility”. In this research, expect the appropriate design strategies of“Matchmaker” cultural and creative products, can effectively enhance the competitive trend of culture and creative products and improve economic value. It is hoped that it will provide a clearer reference for subsequent researchers, designers, and operators of the temple.zh月老文化文創商品設計策略設計元素設計手法Matchmaker CulturalCreative ProductsDesign StrategiesDesign ElementsDesign Methodsmaster thesis