Illustration Research of MicroBrand Management: A Case Study of "Glimmer" Illustration

• Main Authors: Ya-Ting Lai, 賴亞廷
• Other Authors: Ching-Yi Chen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4etjvw

碩士 === 中原大學 === 文創設計碩士學位學程 === 106 === Abstract With the rise of social networking platforms, online information has gradually become a part of the public life. In the era of ubiquitous smartphone ownership, the public can get more information and knowledge via the Internet anytime, anywhere. The Internet has also permeated the people''s lives. The changes brought by the technological advances have also accelerated the advent of the commercial illustration era, and the rise of the social networking platforms has lowered the creator screening mechanism and publishing thresholds. Illustrators have sprung up like spring sprouts and stages have opened for many creators without an avenue to showcase their creativities. Art has quietly embraced the daily life of the public and set off a wave of illustration microbrands. Among the many forms of expressions, illustrations are very flexible in terms of commercial applications, and their image expressions often leave a deep impression. Illustrations have gradually gained appreciation. With the rapid growth of online platforms and social software, the emergence of new-type brands not only have changed the consumption patterns of the public, they have also lowered the technical bar needed to establish illustration brands and transcended the operating models of the traditional brands. Illustrators have taken the advantages of low cost and highly efficient broadcasts to make brand operations easier. In this study, the researcher will adopt the literature review method to understand brand developments, the origin of illustrations, the definition and classification of illustrations, the rise of microbrands, and the business marketing differences between traditional brands and microbrands; analyze the new-pattern operating models; and then use the case analysis method to summarize the microbrand operation methods, brand establishment history, and development stabilization paths of four illustrators. Moreover, the researcher will further explain the microbrand operation models, establish the core concepts of creating a microbrand, organize the marketing channels and sales platforms frequently used during microbrand operation processes, explain the development processes and business history of illustration microbrands, and establish a model of development for illustration microbrands. The researcher will also showcase the illustration microbrand results in Creative Expo Taiwan and record the results in this study to provide reference for those interested in establishing an illustration microbrand.