透過您的圖書館登入
IP:44.223.37.137
  • 學位論文

以企業刊物探討品牌形象之建構—以資生堂萬物資生為例

A Study on Brand Image Building with Enterprise Publications—Take Shiseido Banbutsushisei as an Example

指導教授 : 林昆範
若您是本文的作者,可授權文章由華藝線上圖書館中協助推廣。

摘要


品牌形象是由許多要素所建構而成的,而公共關係(public relations)即是其中一環。其中又以從19世紀末期從美國開始出現的企業刊物與企業本身最為貼近。企業刊物泛指企業和各種團體用來傳遞訊息的宣傳媒介,在品牌形象由可見符號、標誌轉變為其標誌背後內隱的精神意涵時,如何透過可見的媒體進行傳達就顯得格外重要。 資生堂是為大家所熟識的企業品牌,開創至今已有百餘年的歷史,業經營領域廣泛且形象鮮明。其中,2001年由資生堂企業內部自行出版的刊物—「萬物資生」,將旗下各個不同領域的資訊整合網羅入內,希冀藉視覺的傳達強化消費者眼中的品牌形象。因此,本研究以資生堂品牌為對象,針對所發行之萬物資生探討其品牌形象與特質。具體研究目的為:(1)探討資生堂的產業內容與品牌形象之發展、(2)分析萬物資生的品牌形象與編輯方針之關係、(3)從萬物資生的圖文內容探究資生堂的品牌形象與特質。 本研究共分為兩部分,分別針對萬物資生之視覺意象與文字內容進行檢測及分析。視覺意象部分以版面檢測法測得在視覺上具有三種主要特色:穩定求變的版面結構、多圖版系統導向的設計、具機能性的版式系統;文字內容部分以紮根理論為基礎,使用NVivo8軟體操作歸納出,在編輯方針下的品牌特質為六面相:人文面相、感知面相、互動面相、創新面相、永續面相、符碼面相。最後經由整合兩者結果發現,由萬物資生所呈現出之品牌形象與特質分別為:(1)穩定求變之版面結構,強調於傳統脈絡中尋求創新的企業理念、(2)運用高資訊量與多圖版編排,致力於塑造感性、知性兼具的女性意象、(3)具機能性之版視系統重視美感、視覺之營造,並藉此強化其定位。並提供做為日後企業刊物設計與編撰之參考依據。

並列摘要


Creating a brand image shall be constituted of many elements and consideration, such as the public relationships. Especially, the importance for creating a successful brand image can be validated by the phenomenon that the enterprise-orientated publication emerging from late 19th century have been commonly utilized the various corporations. Such the enterprise publications refer to advertisement mediums published by various commercial organizations for transmitting the information to their target consumers. The delicate design of the signs and symbols for creating a corporate trademark can significantly demonstrate the endowments and spirits and philosophies of a brand image. Therefore, the critical strategy shall be how to achieve advertisement or transmitting information to specific target groups properly by visible press media. Founded more than one hundred years ago, the SHISEIDO has been one of the brands with significant market popularity, awareness and broad product lines and a vivid brand image. An in-house enterprise publication “Banbutsushisei”, published monthly since year 2001 by Shiseido, has been integrating various information from different product lines of SHISEIDO with intention for strengthen consumers’ vision perception of the brand image. Under those aforesaid prerequisites, it has thus decided for this research to conduct a case study on the brand image of SHISEIDO for mainly analyzing and exploring the relevancy between its enterprise publications, “Banbutsushisei” and its corporate brand image and characters. The major research targets include: (1) Exploring the SHISEIDO’s product portfolio and product lines and its brand image evolution, (2) Analyzing the counteracting effects between the SHISEIDO brand image and the contents analysis of its enterprise publications trends and subjects, and finally (3) Evaluating the SHISEIDO brand image and specific characters by means of researching the drawings, verbal texts in its enterprise publications “Banbutsushisei”. This research is composed of tow major categories, with each target on inspection and analysis of the visual communication images and verbal texts of the “Banbutsushisei” published monthly by this gigantic Japanese cosmetics enterprise. In respect of visual communication image, the inspection on printout layout indicates that this enterprise publication owns three features: printout layout evolution in stabilize pace, a layout edition design with high ratio of photography illustrations, and edition formats delivering certain functions; Its verbal contexts are characterized with adopting scientific and profound theories as basis, Meanwhile, the application of “NVivo8” Algorithm Software indicates that its brand attributes and charisma are created by edition policies composed of 6 aspects: humanity aspect, perception aspect, interaction aspect, innovation aspect, eternity aspect and the aspect of trademark symbols and signs. Finally after the research and analysis results of those two aforesaid inspection methods are integrated, it can be concluded and deduced for this research that “Banbutsushisei” has succeeded in demonstrating such brand image and charisma as (1) The printout layout evolution in stabilize pace, with emphasis on searching innovative enterprise philosophy from traditional ideologies, (2) The utilization of high volume of latest information and high ratio of photography illustration edition style with devotion for demonstrating the modern female vogue of integrating the sense perception and the intellectuality, and (3) The function and performance-orientated edition vision layout and configuration with high awareness of beauty image, the creation of vision image and communication for strengthening its corporate specific image appeal. Hopefully, the research results, suggestions and conclusions can provide some directions and references for the layout design and edition formats for the enterprises in the future.

參考文獻


王孝筠(2007)。資訊圖像運用於蘋果日報編排設計之研究。中原大學商業設計研究所碩士論文。
黃瑞茵(2008)。國小國語教科書編排設計之研究—以台灣與日本教科書為例。中原大學商業設計研究所碩士論文。
Jim Shaffer(2001)。成功領導配方-強化員工向心力、創造優質團隊的溝通策略。(羅雅萱譯)。台北:美商麥格羅.希爾國際股份有限公司(台灣分公司)
Tom Duncan & Sandra moriarty(1999)。品牌至尊-利用整合行銷創造終極價值(廖宜怡譯)。台北:美商麥格羅.希爾國際股份有限公司(台灣分公司)
孫紀善(1999)。內部刊物的編印。財團法人公共關係基金會PR雜誌。第32期。頁4-8。

延伸閱讀