一袋新鮮嘉義縣布袋觀光魚市CIS改造計畫

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一袋新鮮嘉義縣布袋觀光魚市改造計畫

A FRESH BUDAI – Chiayi County Budai Sightseeing Fish Market Reconstruction Project

「從布袋帶走一袋新鮮的魚貨，一趟新鮮的旅程」

"Take a bag of fresh fish from a cloth bag, a fresh journey"

> 關於「布袋觀光魚市場」

About "Bubag Sightseeing Fish Market"

位於嘉義縣的布袋港，因地形酷似一只布袋而得名，魚貨資源相當豐盛，早期便轉型發展成觀光魚市，布袋觀光魚市以新鮮肥美的蚵仔、滿滿的人情味著稱，至今成為嘉義縣規模最大、人氣最旺的觀光景點之一。

Budao Port, located in Jiayi County, is named for its terrain, which looks like a cloth bag. It has abundant fish resources, and has been transformed into a sightseeing fish market in its early days. Budao Fish Market is famous for its fresh and delicious oysters and full of human affection, and has become one of the largest and most popular tourist attractions in Jiayi County.

> 計畫理念

為解決傳統魚市場動線不明、缺乏良好識別系統的既定印象，本計畫特別挑選布袋觀光魚市作為改造對象。整體環境以明亮、整潔為改造目標，識別簡約乾淨；結合動線規劃、攤位分區，呈現美感與實用性。

透過參考成功的市場改造案例，深入分析布袋魚市場的挑戰及機會。得知布袋觀光魚市最令人印象深刻的便是人情味及新鮮魚貨，當地店家都有自己的特色與堅持，團隊希望能保留魚市特色並加以形塑推廣，透過新一代的年輕人，為布袋帶來新的觀光人潮。

藉由設計溝通、整合魚市需求向嘉義區漁會進行提案，為布袋觀光魚市打造全新品牌識別，以凝聚店家情感，增進魚市價值認同為目標。改造成果將提供店家更好的環境，也讓觀光客有更好的體驗。

In order to solve the established impression of the traditional fish market with unclear movement lines and lack of a good identification system, the plan specifically selects Budao Tourist Fish Market as the object of transformation. The overall environment is bright and tidy as the transformation goal, and the recognition is simple and clean; Combined with moving line planning and booth partition, it presents aesthetic feeling and practicality.Through the reference of successful market reform cases, in-depth analysis of the challenges and opportunities in the marquis market. The most impressive thing about Budao Fish Market is the human touch and fresh fish. Local stores have their own characteristics and insistence. The team hopes to retain the characteristics of the fish market and promote them in shape, so as to bring new tourists to Budao through the new generation of young people.By means of design, communication and integration of the fish market demands, the proposal was made to the Fish Association of Chiayi District to create a new brand identification for Budai Tourist Fish Market, with the goal of cohesion of store owners' emotions and enhancement of the value identification of the fish market. The result of the renovation will provide a better environment for shopkeepers and a better experience for tourists.