Abstract

In early Taiwan enterprises a virtual cartoon doll authorized spokesman of the United States and Japan, their main products to the role of cute as a marketing selling, the market selling point is to attract consumers and increase product sales. However, the doll limitation of authority is about foreign strict design philosophy and brand connection, these concepts of culture is not enough to demonstrate the uniqueness and strengthen the corporate brand image. When consumers can not be clearly established of the brand image of psychology; also, the effect can not agree with such as circumstances, it’s the same role in all walks of life doll market and then role of lovable due to excessive consumption, operation and lose the charm of diminishing marginal utility promotions. The resulting would be more losses in the inter-firm than gains.

In recent years, Taiwan, the "doll" continuous wave of popular, media and related exhibitions, it reports has become a popular movement wave-like spread and continue to show "doll" of the collection. Homeopathy brought the doll-related advocacy activities; collection of the mass has been the rapid increase in growth.
Mascot enterprises have introduced the design strategy. In July 1, 2005, Unit-President Enterprises Group commissioned by Japan's open design of the development of young companies, 7-ELEVEN Taiwan endorsement doll's image. Open young in the image set in order to "OPEN" on behalf of any person things were all open-minded, positive view and optimistic ahead of the happy life of meaning. The appearance of the dog is a symbol of the hope achieving the 7-ELEVEN of friendly, mutual help and support, through the setting of the story into the public life. This role of young open-activated as to strengthen the corporate image and it’s promoting growth of business enterprises to increase interaction between people and enterprises to create new opportunities.

"Toy Doll," the origin of derived from figures in the Hong Kong-type toys and known; many people think that only the toy is "doll". In fact, the interpretation of the objective, as long as it is people or animals style dolls, no matter what kind of material used to produce, it can be referred to as the "doll."

Analysis of the papers will be "Corporate image design combined strategy cartoon doll", "This Case Study 7-11 convenience store settings OPEN young" mainly in these two directions, which will explore and analyze how to combine the role of a virtual image and shape as the corporate Mascot doll as a voice through the interaction with consumers, so that corporate image in the minds of consumers to achieve the effect of cognition and recognition in order to create a new identity idol business opportunities and promote business enterprises growth rate; the latter case to analyze the 7-11 convenience store set OPEN young, clear analysis of every aspect of out its advantages, the researchers applied to the works, so that researchers in the creative works have more design elements.

Researchers would like by the above analysis and discussion through the integration of the use researchers in the works. To simulate the planning of samples available common references to the academic and industry to help build the future of Taiwan industries around cartoon doll market, not only buy the doll authorized agents from other countries, but to create the doll belonging the Kingdom of Taiwan.
目錄 ……………………………………………………………………………i
中文摘要 …………………………………………………………………………ii
英文摘要 …………………………………………………………………………iv
誌謝 …………………………………………………………………………vii
圖目錄 ……………………………………………………………………………viii
表目錄 ……………………………………………………………………………xi

第一章、 緒論 …………………………………………………………………1
1-1. 研究動機 …………………………………………………………………2
1-2. 研究目的 …………………………………………………………………3
1-3. 研究範圍 …………………………………………………………………3
1-4. 研究方法 …………………………………………………………………4
1-5. 研究架構 …………………………………………………………………5

第二章、 文獻探討 ……………………………………………………………6
2-1. 企業形象之定義與功能 ……………………………………………………6
2.1.1.企業形象之定義 ……………………………………………………………6
2.1.2. 企業形象之功能 ……………………………………………………………7
2.1.3.企業識別系統 ……………………………………………………………9
2.1.4. 小結 ………………………………………………………… 10
2-2. 企業識別系統架構裡的吉祥物定義與功能 ………………………………11
2.2.1企業吉祥物公仔之定義 ……………………………………………………14
2.2.2. 企業吉祥物公仔之功能 ……………………………………………………16
2.3. 「公仔」的定義及種類 ……………………………………………………24
2.3.1 公仔的種類 …………………………………………………………………25
2.3.2 公仔角色造型設計 …………………………………………………………35
2.3.3 公仔角色造型與性格表現 ………………………………………………36
2.3.4 小結 ………………………………………………………………………39
第三章、 故事化樣本分析–以7-11便利商店的OPEN小將為例 …………41
3.1.2. 7-11便利商店的經營特色與理念 ………………………………………42
3.2. 7-11便利商店的公仔吉祥物設定 ………………………………………43
3.2.1. 7-11便利商店公仔吉祥物的故事設定 …………………………………47
第四章、 作品分析–台灣水果栽培王 ………………………………………67
4.1創作動機 ………………………………………………………………………67
4.2製作方法 ………………………………………………………………………69
4.3. 農友種苗股份有限的企業經營理念與成就 …………………………………70
4.3.1 故事大綱設定 ………………………………………………………………71
4.3.2 故事大綱 ………………………………………………………………71
4.3.3.片集劇本 ………………………………………………………………72
4.3.4.角色設定 ………………………………………………………………74
第五章、創作心得與後續計畫 ………………………………………………78
5.1. 創作心得 ………………………………………………………………78
5.2. 後續計畫 ………………………………………………………………79
參考文獻………………………………………………………………81
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網頁部分：
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