Design and Branding of Taoyuan Confucius Temple

• Main Authors: Wan-Chen Lee, 李婉禎
• Other Authors: Kun-Fan Lin
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/g77njq

碩士 === 中原大學 === 商業設計研究所 === 106 === Confucius is the most prestigious Chinese teacher of all time. His core ideas of social relationships, justice and sincerity engulfed the entire history of Chinese culture. Nowadays, Confucius temple plays an important role in modern times, giving blessings to whom taking exams. However, most Confucius temples inTaiwan always seem solemn and dull. So, through the creation of this study, re-forming Taoyuan Confucius Temple brand image, giving the temple a modern touch, while retaining a profound historical and cultural atmosphere. In this study, brand marketing system was used to establish the Taoyuan Confucius Temple brand system. In the pre-planning stage, through the collection of documentary materials, a preliminary understanding of Confucius'' thoughts and Confucian culture was carried out. The development of the brand marketing structure and the cultural and creative industries was studied to provide direction for the follow-up creation of the research. Based on the former analysis, the study created four major brands of "Classic of Poetry," "Book of Documents," "Book of Rites," and "Classic of Music."They are shaped to present the glories of Confucianism by combining traditional culture and modernity. Further, the visual images will apply to products to improve the efficiency of communication with tourists, convey brand culture, and raise tourists'' recognition to enhance the Taoyuan Confucius Temple image.