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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87872

    Title: 以情境式空間做為概念行銷的媒介之設計論文
    Other Titles: Designing experiment usingdesigning experiment using stuational space as a medium of concept marketing
    Authors: 吳紫彤;Wu, Tzu-Tung
    Contributors: 淡江大學建築學系碩士班
    Keywords: 廣告;置入性;互動;基模;Advertisement;Placement;Interaction;schema
    Date: 2012
    Issue Date: 2013-04-13 11:49:35 (UTC+8)
    Abstract: 論文名稱:以情境式空間做為概念行銷的媒介之設計實驗 頁數:88
    校系(所)組別:淡江大學建築學系 碩士班 建築與都市設計 組
    畢業時間及提要別: 100 學年度第 2 學期 碩士學位論文提要
    研究生:吳紫彤 指導教授:鄭晃二 博士
    本研究主要有三項議題 (一) 核心價值 (二) 環境氛圍 (三) 場所,再經由案
    The purpose of the research is to explore how the new form of display window, “situational space”, causes the human sensation through the atmosphere which changes by theme-created situation and the design techniques.The display window has changed its unidirectional transmission through the fusion of spatial creation and surrounding environment. The study has three main topics, (1) core value (2) environment atmosphere (3) place. These topics have divided into eight elements which provide the analyzing criterion of the design experiment, (1) enterprise core value proposition (2) product and issue marketing (3) spatial design styles (4) signs and interior color (5) atmosphere creating (6) behavior (7) location (8) time.

    Two sites at Tamkang University has been chosen as the base of design operation because of its highly opened campus environment. The base positions are separately located in a bus-stop shelter and a students’ restaurant. In connection with the promotion on campus of “low-carbon action” and “low-carbon diet”, the issue marketing has carried out to explore the situational space elements, and has objected for specific user groups as a qualitative interview and investigation for the change occurs after the implantation of the works.

    The research summarizes in two concluding perspective. Firstly, the human being would become the crucial factor in a situational space through the creation of overall atmosphere and the issue marketing with the unifying of experiences of everyday life. Secondly, the operation experiment discovered the creation no longer a unidirectional transmission. After the process of packing marketing brings people into the environment and generating a new atmosphere, the human being could finally become the main body of the principle schema, compared to the time in the past when merchandise was the only exhibition in the display window.
    Appears in Collections:[建築學系暨研究所] 學位論文

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