地方特色產業之服務設計探討與創作─以奇麗灣珍奶文化館為例
No Thumbnail Available
Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
進入二十一世紀體驗經濟時代，僅強調產品規格與品質的行銷時代已過，消費者隨時間流逝會遺忘企業所傳達的文宣，卻記得當時企業給予的感知。服務設計強調以人為核心出發，經由有形和無形的媒介，串連各專業領域，為地方特色產業業者從製造業轉型為觀光業，透過地方精緻產品推廣、觀光規劃及生態資源的結合，兼具寓教於樂功能，建構完整的服務體驗，提升服務的細緻度也更貼近消費者。
隨著體驗經濟的時代來臨，在經濟部推動下地方特色產業已成為台灣新的觀光景點。本研究旨在瞭解地方特色產業之服務設計，以宜蘭「奇麗灣珍奶文化館」為主要個案研究對象，再選定另兩間同為宜蘭地方特色產業已具名聲的食品加工展館作為案例，採質性資料分析法，以遊客立場實地造訪三間展館進行觀察與資料收集，以服務設計之理論為研究中心，輔以體驗分析，將三間展館的資料彙整進行歸納與思考，綜合文獻探討與創作討論獲得以下結論：
（1）、地方特色產業最吸引人之特性就是帶不走的獨特性，必須實地親訪參與互動，故事的導入和體驗是地方特色產業的營運基石。
（2）、地方特色產業之觀光工廠不僅有利本業經營，亦可創造產品的附加價值，利用服務設計強化地方特色產業體驗，對品牌形象與效益也有加分作用。
（3）、體驗場域目的不同，產生不同服務體驗類型，經由複合式的體驗類型相互配合設計，可創造更令人沉醉的體驗。
（4）、地方特色產業以主題性感性行銷結合觀光旅遊，設立明確的主題和明星商品，加值美感，以品牌區隔同產業的同質性，吸引遊客造訪。
（5）、地方特色產業的觀光須透過跨專業建築、環境、視覺、多媒體等設計領域共同建構整體體驗流程，以團隊合作綜合所有體驗、服務和視覺並存呈現。
本研究經由服務藍圖的接觸點和設計項目，分析顧客需求、顧客期望與審視顧客的問題點或是改善之處，藉此剖析服務流程中的現有接觸點，發掘潛接觸點與提出創見接觸點，研究結果顯示創作案例可再強化視覺體驗，加深互動深度與引導順暢度。創作特色計有：
（1）、結合特色產業明星商品型態之商標設計以強化「珍奶」文化館主題。
（2）、環境視覺指標設計與招牌設計，可慮環境因素與設計情境，提供順暢的引導。
（3）、加深DIY中視覺體驗相關設計，如教室環境、PPT教材等強化體驗設計。
（4）、增設互動式「彩色珍珠廊道」增加與主題珍奶的連結度。
（5）、運用行動定位廣告推播，設計DIY體驗廣告內容，以疏解諮詢人潮。
“Twenty first century is the experience economy era. Consumer will not remember what the enterprise’s quote, but will not forget the guest experience which provided to them. Only focused on the specification and the quality of the product is no longer can be satisfied the customers”- Pine and Gilmore, 2000. The core of the service design is human. Via the visible and invisible media which has connected to all different kind of professional fields. It helped the local characteristics industries transformed from manufacturing to tourism. For example: through the local fine products promotion and the combination of the tourism planning and ecological resource to create an entertaining yet educational event. It provided more thoughtful and completed service experience. Enhance the detail of the service to the consumers. Along with the experience economy ear, the ministry of economic affairs of R.O.C. has been promoting the local characteristic industries as Taiwan’s new tourist spots. This study is to understand the service design of the local characteristic industries. Use “Kili Bay boba milk tea culture center” as main study case and Yilan city as the category. Here also chosen two other well-known local characteristics’ food processing show centers as case example. By using qualitative research methods, visited each locations as tourist and doing observation and data collection. In the end, summarized three centers’ dates to create by use service design theory as the main study point, supplemented by the analysis of customer experience. After consolidated the information of three show centers, the result is indicated: 1.With tour guide’s explanation always can be joyful and in-depth experience. However, with the guidance float signage, explanation bulletins boards and interaction tools will act as silent tour guides. 2.Exposed food process in the characteristic industries is a good business strategy. By exhibited elected process to the tourists can help explain the philosophy, enchase the brand image. Promoting the main products can also help the sales on all other products. 3.Closely integrated with brand exposure’s DIY actives. Hands-on experience, atmosphere of the surrounding and the lectures’ technique all can be the selling points. 4. Brand can make the best of the social media’s marketing, “check-in”, QR code, Hashtag, etc, to improve the connection with their fans. This study was conducted through the service process blueprint of the touch point experience and design project to analysis the customers’ demand, expectation and their existing issue and improving areas of the Kili Bay. By examination the service procedure’s existing touch points, potential contact points and transcends contact points. The result has shown that Kili Bay can improve their visual experience, increase the depth of interaction and enhance the guidance float. The creation as follow: 1.Trademark design focus on “Boba” culture center. 2.Environmental visual signage design and signboard design in order to provide smoother guidance. 3.Improve the visual experience design of the DIY actives, e.g. classroom environment, power point materials etc. 4.Additional interactive “color pearl corridor” to improve the connection with the “Boba” 5.Using Location-based service advertising,design the SMS content for DIY experience in order to ease the crowd on seeking advice.
“Twenty first century is the experience economy era. Consumer will not remember what the enterprise’s quote, but will not forget the guest experience which provided to them. Only focused on the specification and the quality of the product is no longer can be satisfied the customers”- Pine and Gilmore, 2000. The core of the service design is human. Via the visible and invisible media which has connected to all different kind of professional fields. It helped the local characteristics industries transformed from manufacturing to tourism. For example: through the local fine products promotion and the combination of the tourism planning and ecological resource to create an entertaining yet educational event. It provided more thoughtful and completed service experience. Enhance the detail of the service to the consumers. Along with the experience economy ear, the ministry of economic affairs of R.O.C. has been promoting the local characteristic industries as Taiwan’s new tourist spots. This study is to understand the service design of the local characteristic industries. Use “Kili Bay boba milk tea culture center” as main study case and Yilan city as the category. Here also chosen two other well-known local characteristics’ food processing show centers as case example. By using qualitative research methods, visited each locations as tourist and doing observation and data collection. In the end, summarized three centers’ dates to create by use service design theory as the main study point, supplemented by the analysis of customer experience. After consolidated the information of three show centers, the result is indicated: 1.With tour guide’s explanation always can be joyful and in-depth experience. However, with the guidance float signage, explanation bulletins boards and interaction tools will act as silent tour guides. 2.Exposed food process in the characteristic industries is a good business strategy. By exhibited elected process to the tourists can help explain the philosophy, enchase the brand image. Promoting the main products can also help the sales on all other products. 3.Closely integrated with brand exposure’s DIY actives. Hands-on experience, atmosphere of the surrounding and the lectures’ technique all can be the selling points. 4. Brand can make the best of the social media’s marketing, “check-in”, QR code, Hashtag, etc, to improve the connection with their fans. This study was conducted through the service process blueprint of the touch point experience and design project to analysis the customers’ demand, expectation and their existing issue and improving areas of the Kili Bay. By examination the service procedure’s existing touch points, potential contact points and transcends contact points. The result has shown that Kili Bay can improve their visual experience, increase the depth of interaction and enhance the guidance float. The creation as follow: 1.Trademark design focus on “Boba” culture center. 2.Environmental visual signage design and signboard design in order to provide smoother guidance. 3.Improve the visual experience design of the DIY actives, e.g. classroom environment, power point materials etc. 4.Additional interactive “color pearl corridor” to improve the connection with the “Boba” 5.Using Location-based service advertising,design the SMS content for DIY experience in order to ease the crowd on seeking advice.
Description
Keywords
地方特色產業, 服務設計, 體驗, Local characteristics industries, Service design, Experience