校园文创品牌的开发设计与营销——以台湾师范大学为例

The Design and Promotion of University Cultural and Creative Products:A Taiwan Normal University Perspective

校园纪念品在海内外大学都普遍流行,但是传统的校园纪念品通常模式化,缺乏具有校园特色的设计。论文以台湾师范大学为例,阐述其图书馆出版中心统整规划、生产及营销校园礼品的经验,介绍如何植基于台师大的历史背景与人文氛围,延伸独特商品的设计及制造,并从校园推广至校外。

The design and production of campus souvenirs is very popular around the world. However, the traditional campus souvenirs are usually stereotypical and lack of distinguishing features of a campus. This article presents the experience of Taiwan Normal University. The Taiwan Normal University Press under the jurisdiction of Taiwan Normal University Library has been designated as the main unit to design,produce and market the cultural and creative products for Taiwan Normal University. This paper describes how Taiwan Normal University Press leverages the historical and cultural elements of Taiwan Normal University to design products, and how to market and promote the cultural and creative products inside and outside the campus.