新世代的殯葬模式
Research Proposal
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Content
Introduction Abstract Keywords
Identifying Opportunity
Sect factors Weighted Matrix Project Opportunities Opportunities Statement
Identifying Opportunity Research Objectives Hypothesis Target Group Methodology Secondary Research Primary Research Overview
Marketing and Design Resaerch Clients Studies Marketing Mix 4Cs SWOT Analysis Positioning Map VOA Analysis Project Goal Case Studies & Inspiration Conclusion Reflection Reference
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5 6 7 9
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29 30 31 33 34 35 36 37 38 45 46 47
Introduction
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Abstract
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In Hong Kong ,
Keywords
burning joss paper
Custom
Dead
Bury
Religion
Emotion
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Identifying opportunity
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Sect Factors Social Factors Social media lead the trend Contradicition betwween teenage and elderly Anti religious Care about life quality expensive rent teenage pay less respet to their elderly
Cultural Factors Big family to small family traditional custom fall behind the times less awareness on the traditional in the teenage group protection of the local cultural / collective memory
Economic Factors Green company Ethical consumerism Social enterprises changing on the business of folkloristic handcraft people spend more money on environmental friendly product online service / buying being popular
Technological Factors new burial technology can use internet everywhere electronic money online worship save and create taste / smell through the special machine
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Pogs Education on respect Education on Traditional custom Promotion on local culture Business ethical online promote & service Protection of collective memory new burial service decrease the rent promotion on social media Recycle handicraft product
Create a new burial service
Recreate joss paper with eco-friendly material A workshop of folkloric handicraft
Market Size
Potential Creativity Passion
Environment impact Social Impact
Self expression Attributes
User Friendly
Non intrusive Stylish
Desirable Playful
Educational
Change Behavior TOTAL
A workshop of folkloristic handicraft
Potenial for an innovation product
Create a new burial service
Criteria
Weights
Recreate joss paper with eco friendly material
Weighted Matrix 2
3
2
3
2
3
3
2
3 1 2 3 3 1
3 2 3 3 1 2
2 2 2 3 2 1
1 2 2 3 2 2
3
3
3
2
1
2
2
2
2 2 1 3 3
2 1 1 2 3
76
3 1 1 1 3
69
3 2 2 1 1
60
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Project Opportunity
Nowadays , some of Cemetery not allow for burning joss .Also the rent of the cemetery is not affordable for the Some of the grass root. people complain that is not acceptable , they think it make them lost the way to worship the deceased . It make them can not express their emotion . Therefore , I want to create a different way to help them to satisfying and express their emotion .
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Opportunity Statement A more eco-friendly way to replace burning joss paper to satisfy the relatives of the deceased and fit the new generation burial .
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Understanding opportunity
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Research Objectives 1 To investigate why people burning joss paper and what are their feeling after burning joss. 2 To find potential solutions to let people accept the new generation bury and worship. 3 To explore how the elderly see the traditional bury and new generation bury.
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Hypothesis Minor People burning joss is not related to the religion. Â
Major The elderly can accept the natural bury but they never tell their relatives.
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Target Group
50-60 years old people and their relatives
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Methodology Primary Research
Primary Research
Interview
Report review
Site visit
Book review
50-60years old people People who burn joss
Cemetery
By HKU Centre on Behavioural Health
死在香港 見棺材
Questionnaire Public
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Secondary Research Report form HKU Centre on Behavioural Health
香港身後事的世紀演化
According to the report, I find that the death issue is no a contraindication, 89% people said that they do not agree talking about death will bring the unfortunate. Also, more than half said that they hope the cost of their burial can lower than $20 000, but it is impossible if you do the traditional burial.
Moreover, They find that the elderly is less afraid of death. People how they afraid of death 18 - 29 years old : 28 35 - 59 years old : 27 60+ years old : 18
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死在香港 見棺材 In the traditional Taoism , The main reason of burning joss paper is make deceased feel the air , light and warn . The object like paper money ,house even paper iphone are not effective. Taoist Priest Luk Ngai
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Analyze of Secondary information
People have positive attitude to death. And the elderly are less afraid of the death. Also they hope they can cut the cost of their burial. Moreover, Although People burn joss paper for many years, they still have some misunderstand on burning joss.
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Primary Research Site Visit The Chinese Permanent Cemetery
Compare 3 different burial in Chinese Permanent Cemetery and burial at sea
Grand steel for information of the deceased Large space need costly
Eco-Friendly No place for worship
Eco-Friendly No place for worship
Less space need Less space for worship (High density) costly
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Questionnaire
Over 3 quarter said that they have burn joss paper, but only less than 10% of them are Taoist. It prove that people people burn the joss paper is not related to their religion
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It shows that although new generation burial is convenience and affordable. People resist that if the deceased never mention
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Interview
Young elderly
They know the natural burial , for example burial at sea and garden burial. They can accept the natural burial after they gone , But they never tell their relatives, because it is not a common issue. Also they think the custom of burning joss is not a must because of the inconvenience and They agree the education of death is important Also they commented that they do not want to be a burden after they gone. If they have the chance, they accept to plan their own burial before the gone.
Interview
People who burn joss paper in Cemetery
She is not a Taoist. She burn joss paper because it is a routine of the family. She do not believe the hell is exist and the concept of send the object to the deceased .She burn joss paper because it is a responsibility. But after burning joss paper, she feel better because it can express the missing and the care to the deceased.
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Analyze of Secondary information
All the burial can not fit all the needs of the Target user. Natural burial is acceptable, but they never tell their relatives people. It might affect they relatives choose a traditional burial for them. For the people who burn joss paper. They do this because it can help them to express their missing and care and a responsibility to the deceased . Therefore, Maybe burning joss paper is not the only way to fulfil their needs.
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Overview Religion is not the main reasons of burning joss paper, They do this to express their missing, care, and respect. Also it is a responsibility when they worship their deceased.
Moreover, elderly can accept the natural burial , and also they are the group who are less afraid of death so this is a potential group to educate them to plan their own burial.
There is a opportunities to create a custom made burial planner service to fulfil the needs of the elderly, for example, less expensive and convenience to their relatives.
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Marketing and Design Research
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Client Studies Undertaker
Background
Usually people do not have the knowledge of the burial custom. The undertaker is a industry to help them to arrange the funeral.
Mission
They provide the funeral plan service to the relatives of the deceased. Also they will give the suggestion of different burial .
Beliefs
When people die, usually their relatives feel sad and helpless, The aim of the undertaker is reduce their burden of the relatives
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Marketing Mix Undertaker
7Ps
Product
burial service
Promotion
Sales person
Place Price
4Cs
Funeral home $20000 to $300 000
Clients
50-65 years old
Convenience
Retail Store
Cost
Communications 32
Under $20000
What they want to tell their relatives
People
Relatives of the deceased
Physical Evidence
Grand
Process
Touch the customer in hospital / Mortuary
Marketing research on
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4Cs 4Cs
Clients
50-65 years old
Convenience
Retail Store
Cost
Communications
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Under $20000
What they want to tell their relatives
SWOT Analysis 4USFOHUIT *OOPWBUJWF &OWJSPONFOUBM GSJFOEMZ 4IPX UIF 1FSTPOBMJUZ
8FBLOFTT #SFBL UIF USBEJUJPOBM WBMVF -FTT UPVDI QPJOU )BSE UP QSPNPUF
0QQPSUVOJUJFT &UIJDBM DPOTVNFSJTN -FTT TQBDF JO )POH ,POH 1FPQMF IBWF OP UJNF GPS XPSTIJQ
5SFBUT 1FPQMF BGSBJE PG EFBUI JTTVF .BOZ DPNQFUJUPS -JNJUFE UBSHFU DVTUPNFS
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&NPUJPO
Positioning Map
$POWFOJFODF UP SFMBUJWFT
Attribute
Easy to express emotion
More convenience to the relatives less space need
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Valus Opportunity Gap Buning Joss paper
From the voa analysis, I find that The emotion and the ergonomics is the important part in my project the goal of my project is to help the emotion expressing and make the process of worship more convenience. 37
Project Goal
Emotion
Recall their memory about deceased
Personality
Make the open-mindedness visible to others/ Reflect the open attitude of users
Convenience
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Reduce the burden of their relatives / streamline the funeral mechanism
Project Statement
To create a new burial and worship planner that fulfil the emotional, convenient and personality needs of the young elderly and their relatives.
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Project Objective Fulfil the needs of elderly
Less expensive, convenience to their relatives
Fulfil the needs of their relatives
Express the emotion of missing , care and respect to the deceased
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Case Studies aromatherapy
Aromatherapy is to improve the negative emotion through the Essential oil or Scented candles, they believe people can relaxing and enjoy in the aroma. Also The familial smell can recall the memory easy to recall the memory than the visual. Therefore, the aromatherapy has a potential to be a elements of my project.
Inspiration
The aromatherapy candle can help the user to calm ,May be the shape of the candle can mix with the shape of the offerings. Also it can create the smell of the deceased, for example the smell of they perfume or their home.
Fried Chicken candle from KFC
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Case Studies Horticultural therapy
Horticulture therapy can decrease the negative emotion in the process of plant because people can find their inner resources . also can find the hope when they are waiting for the result .Also they can find a responsibility through the planting process ,nowadays ,this kind of therapy have been use in the mental illness and Alzheimer
Inspiration
Horticulture therapy can mix with the tree burial , the relatives of the deceased can participate the process of burial. Also it can help then to turn their attention away from the negative emotion .
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Case Studies Online Worship
Online worship is a alternate way of worship, In face it is not successful, people said online worship is not respect the deceased.
Inspiration
Although network is common, people still think the electronic device can not crossover with the traditional custom for my project, a service of a real product is more attractive for people to worship.
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Case Studies Sending information
A resumes in in a doughnut box make sure people will open it .You do not know there is a resume inside until you open it. Also The when you open the box you can see the main message .It is a creative way to make people read the message.
Inspiration
Usually, When people receive the leaflets ,They will through it away. If you do not let them know it is a leaflets at least they will read the main slogan of my project .Also the package of the leaflets can be something which can attract my target audience.
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Case Studies Death Experience
A workshop arrange by jockey club. They create some important moment to let the participant go through their life, for example They let the participant rest in the coffin. To show“you can not choose when to die, but you can plan how to die. The experience can help them to understand the feeling of death so participant to think about how to ready for the day when they die.
Inspiration
In my project. I can also create to the workshop to let people what is the different between plan or not plan their own burial before they die and How their relatives think. The experience of death can let people know the important things to do after they die is to comfort their relatives.
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Case Studies Application of funeral
An application set of funeral design by kacama Design lab .After you open the pocket you there is a guide to teach you to fold it to a paper cranes and put it into the coffin to express the missing to the deceased. They also make a guest book to let the guest write they memory of the deceased . After the funeral. It will turn into a photo frame with the message from the guest.
Inspiration
In the old days , people have a alter in the house to worship the deceased but now it not popular because it needs a large space and it not stylish. From this case studies, The worship object also can be a stylish product to show in the house . The relatives can use it when they miss the deceased.
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Conclusion There is a opportunities to create a self burial planner to the young elderly. Also a set of promotion workshop can let them understanding why burial planner is important. This service can provide a affordable and convenience burial and worship service to the clients. There are few design problem in this project. Brand image
Promotion application ( special design leaflet, Tools of the workshop)
Packaging of the container of the bone ash, candle. Service
Website design
Process of new worship User experience
The direction of this project is to educate how to face the death, Make people know“you do not know when to die, but you can prepare and decide how to die�through this service. The expectation of this project is make awareness of the death issue, also understanding the death through the workshop and make the new generation burial more popular
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Reflection
In this Project, I have investigate the reason of burning joss paper and what is the effect of burning joss paper to people. Also I find that usually people burn joss paper is not related to their religion. So there is a opportunities to reform this custom. In this module I have learn a deep research can make a better design because I will know how to solve the problem when I understanding the problem. Also I have learn to use different touch point for different purpose to make people aware and react to the death issue. If I have more time. I will invite more information in the questionnaire, Also make more interview with different stakeholders, for example, the undertaker and the service provider of the new generation burial to get more primary information.
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Handout 08 Department
Communication Design & Digital Media
Prog Name
HD in Visual communication
Prog No/Yr
DE114106/2
Semester
Name
Module
Research and Strategy
Week
Class/No
Project
Graduation Project Proposal
Project Tutors
Project Brief Writing
Project title Revolution on new generation burial Introduction w In Hong Kong, The traditional burial and worship custom make a lot of inconvenience w Traditional custom is a huge problem to the relatives of the deceased w According to the research, young elderly ask for aa affordable and convenience burial and worship related service w This project is to solve the situation on the death issue Project Statement -‐ To create a new burial and worship planner that fulfill the emotional, convenience and personality needs of the young elderly and their relatives. Project Objectives w To solve the problem of large space needed of burial w To Streamline the funeral mechanism w To educate how to prepare for death w To arouse the awareness of the new generation burial / green burial w To develop a solution for expressing emotion in the worship process Project scope w 50-‐65 Young elderly w Considering about the ethical when they buying. They know how to use the electronic device but they are inclined to use some entity product or service. w Leaflets, Workshop, Online order service Design Goals w The message has to be comprehensible by particular target audience. w The experience has to reflect the emotion needs of users. w The interface should be user-‐friendly and accessible by average educated person. w The service has to be affordable for the target buyers. 16-‐31 Jan Project identity 1-‐28 Feb Content of the service 1-‐31 Mar Finish Prototype 1-‐14 Apr User testing &development
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Knowing
Poster Leaflet
Understanding
Leaflet Mobile Website
Reacting
Mobile website Product
Reference 陳曉蕾, 周榕榕（2013）死在香港：見棺材 P.159 香港 三聯 沈瑞琳（2010）綠色療癒力 P.19 台灣 麥浩斯
The University of Hong Kong Centre on Behavior Health (2013)香港身後事的世紀演化 http://cbh.hku.hk/Documents/newsletter_fall%20issue%202015_death%20press%20con.pdf
賽馬會 生命歷情體驗館 長者安居服務協會 http://oledb.edb.hkedcity.net/uploads/6161_%E8%B3%BD%E9%A6%AC%E6%9C%83%E7%9 4%9F%E5%91%D%E6%AD%B7%E6%83%85%E9%AB%94%E9%A9%97%E9%A4
%A8%20-%20%E6%9C%8D%E5%8B%99%E4%BB%8B%E7%B4%B9.pdf Once Product list http://once.tungwahcsd.org/zh-hant/products/listing/2/
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