| Summary: | 碩士 === 國立虎尾科技大學 === 多媒體設計系數位內容創意產業碩士班 === 105 === The local or city landmark mascots represent local characteristics. For this reason, various mascots have been broadly discussed for different designs. Through stickers, comics, and illustrative designs, local souvenir, animal and culture have developed. However, it is not all of causes that were successful. Hence, the purpose of this study is to explore the combination between mascots and marketing strategies. Moreover, this study is to analyze the successful cases of mascot to discuss the critical successful factors of design mascots. In this study, we have three part of questionnaire. In the first phase, we select top five the subjects in twenty Asian popular mascots. In the second stage, this paper utilized multidimensional scaling to analyze the preference of the top five mascots. Moreover, we applied multiple regression analysis to discover the major factors influencing people’s mascot preference. The five factors were cultural representation, uniqueness, healing, community activities and facial expression. The results showed that people have different preference of the mascot in part of religions, and the design of healing was most important factor. In the third stage, the mascot is designed according to the results of the questionnaire. There are different factors influencing mascot preference. According to the result of study, this paper also presented some suggestions for making better mascots local marketing strategies.
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