本研究旨在探討落地式瓦楞紙P.O.P媒體的展示結構與圖文傳達策略，於商業行銷中對消費者購買行為的影響，藉以提供行銷企劃人員與P.O.P設計師參考。準此，本文首以了解P.O.P媒體的機能與形式，進而探討P.O.P媒體的圖文傳達策略應用，建立P.O.P媒體的設計要點；同時透過對瓦楞紙構成與特性的探討，了解落地式瓦楞紙P.O.P設計要項。為了解目前落地式瓦楞紙P.O.P的實際做法，本研究乃以2004年3月至5月臺中縣市地區各便利商店、量販店、超市、百貨公司中所使用的落地式瓦楞紙P.O.P為對象，進行個案研究。結果顯示，落地式瓦楞紙P.O.P設計的展示結構以層板式為最普遍；而圖文傳達策略中的標題文案形式、標題字體、色彩、圖版內容都將影響落地式瓦楞紙P.O.P的行銷識別策略。

This research aim is inquiring into demonstration construction and diagram texts of the stand type corrugated paper P.O.P design to inform the strategy, purchasing the influence of the behavior to the consumer in business marketing, by to provide the marketing the personnel and P.O.P the designer consult. Quasi-this, this research first step is to understand the media of P.O.P function and forms and inquire into the media of P.O.P diagram text to inform the strategy application; Then inquire into the composing and characteristics of the corrugated paper, and the understanding the stand type corrugated paper P.O.P design wants the item. For solving the actual modus of the stand type corrugated paper P.O.P at the present time. this research duration was march of 2004 among may of 2004, the stand type corrugated paper P.O.P that marketing use in each convenience store of region, hypermarket, supermarket, department store in Taichung county and Taichung city for object, carry on the case study. The result show that the demonstration construction of the stand type the corrugated paper P.O.P design regard lamination type as the most widespread; And the diagram text inform the headline document form in the strategy, headline form of written, color, diagram version content to all identify the marketing of the influence the stand type corrugated paper P.O.P to strategy.