| Summary: | 碩士 === 國立臺中科技大學 === 商業設計系碩士班 === 103 === Taiwan Railways Administration held a postmark event of “Discovery Taiwan by Railway” to celebrate Republic of China Centennial in 2011, selected one hundred unique stations from operating ones, and authorized artist Mr. Chen Shiju to carve individually exclusive landscape postmark in Chamaecyparis formosensis by hand, allowed tourists to stamp for memory. In order to experience travel around the island of Taiwan by train, Researcher participated this event to understand plentiful history of Taiwan railway, and unintentionally knew the smile postmark designed by CommonWealth Magazine in the searching process. Researcher is attracted by the special design of smile postmark which is in handwritten calligraphy font with the local township names, knew this event was held fourth one by CommonWealth Magazine, and is extremely curious about its strong event endurance through ten years.
According to above topics, the method of qualitative research is used in this study to explore the development process of East-West postmark from literature review, and why the postmark can be popular in traditional significances, also have in-depth interviews to the core planning director of CommonWealth Magazine, senior participants and “smile shops”, etc., to collect related data of “Smile Taiwan’s 319 townships” event, understand the concept, strategy, procedure of overall planning and event content of each session, clarify how many manpower and material resources are needed to operate this such a scale events. The study result presents the following findings:
(一) Prosperity of Taiwan postmark comes from the traditional significance of seal for oriental people, and affected by the related events of postal landscape postmark issued in Japanese-Occupied Period.
(二) The CommonWealth Magazine promotes the event of “Smile Taiwan’s 319 townships”. The twelve-year endurance of 5th event is rooted in innovate planning ability, and resulted in maximum benefit with minimum manpower and material resources.
(三) The affection of “Smile Taiwan’s 319 townships” event for Taiwan society.
1. The postmark stamping becomes a “ritual” for event design in Taiwan nowadays, also is a focus for international travel. For example, issue Taiwan Pass (postmark collection book) to cooperate with “Taiwan Strait Tourism Association” Shanghai branch in 2014 as evidence.
2. Postmark events make people to have different evolutionary process on tourism significance, from the first stage of “browsing” to second stage of “in-depth travel” - experiences local life, then to third stage of “go somewhere do nothing” - go appointed place and do nothing, simply stay a long few days to satisfy. To prove that the event of “Smile Taiwan’s 319 townships” is indeed achieved the original intention of event planning by the senior participants’ interviews.
3. The “Smile Taiwan’s 319 townships” was held by 5th event, and can be observed the affection of digital revolution on daily life.
4. The event of “Smile Taiwan’s 319 townships” successfully connected with public sponsors, animated the atmosphere of island’s tourism, effectively raised the exposure of township characteristics, promoted local economy, and testified the transformation process of traditional industries.
5. CommonWealth Magazine combines with corporate sponsors to hold a public welfare event, and mutually promote the concept of “Corporate Social Responsibility”.
6. Connect the interaction relationship with event organizer, “Smile Alliance” and participants through small memorial postmark design, and market Taiwan lifestyle in relaxing way to let many people know their own land they grow.
(四) The “Smile Taiwan’s 319 townships” successfully created “virtual” role endorsement, which is resulted in concrete and lively functions for event design, and potentially hidden huge prosperous business opportunities.
(五) The “Smile Taiwan’s 319 townships” is public welfare event, but resulted in concrete function to market the features of Taiwan township and city.
Expecting above results can provide a reference for related design and academic research
Keyword: postmark, event design, semiology, city marketing
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