以情境式空間做為概念行銷的媒介之設計論文

淡江大學機構典藏 > 工學院 > 建築學系暨研究所 > 學位論文 > Item 987654321/87872

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题名:	以情境式空間做為概念行銷的媒介之設計論文
其它题名:	Designing experiment usingdesigning experiment using stuational space as a medium of concept marketing
作者:	吳紫彤;Wu, Tzu-Tung
贡献者:	淡江大學建築學系碩士班鄭晃二
关键词:	廣告;置入性;互動;基模;Advertisement;Placement;Interaction;schema
日期:	2012
上传时间:	2013-04-13 11:49:35 (UTC+8)
摘要:	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：鄭晃二博士論文提要內容：本研究目的是探討新類型櫥窗「情境式空間」，於場所中設定主題創造情境，透過設計表現手法改變氛圍使人感知。本文所要探討的問題，如何透過改變空間情境影響使用者對於既定事物的認知。經由空間營造與周遭環境的融和，改變過去櫥窗為單向傳遞訊息的媒介。本研究主要有三項議題 (一) 核心價值 (二) 環境氛圍 (三) 場所，再經由案例分析將三項議題分為出八項元素，(1)企業核心價值定位(2)產品、議題行銷 (3)空間設計定調(4)招牌與內部色系(5)氛圍營造(6)行為(7)地點(8)時間，作為操作設計實驗的準則分析。本設計以校園開放性高的淡江大學做為設計操作基地，基地位置分別位於淡江大學的候車亭及學生餐廳。針對校園中所推廣的1「低碳行為」2「低碳飲食」進行議題行銷，探討應用情境式空間元素，並針對特定的使用族群做為質性訪談對象，並且於作品置入後所發生的改變進行訪談調查。本研究歸納出兩項結論性的觀點，(一)透過整體的氛圍營造結合行銷議題與生活經驗結合，使人成為情境式空間中的關鍵的因素；(二)透過實體操作的實驗發現創作不再為單向傳遞的訊息，經過包裝行銷後將人帶入環境當中，產生新的氛圍，相較於過去只陳列商品的方式已經轉變為營造氛圍，使人也成為主體的模式。關鍵字:廣告、置入性、互動、基模表單編號：ATRX-Q03-001-FM030-01 Abstract: 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.
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