國內文創品牌的行銷,受限於台灣市場規模小、且實體通路成本高的狀況下,多數以網路作爲行銷通路。品牌為擴展知名度,趨向以展覽為平台與顧客互動,讓顧客真實接觸、體驗產品的文化特質或創意,期望顧客能對品牌留下良好的印象。本研究係為文創品牌「有情門」進行策展設計,以擴展知名度、建立形象價值之策展實務研究。先以專家訪談法、內容分析法、紮根理論等研究方法,萃取「品牌策展設計構面」與「有情門產品屬性定位構面」後,依據「有情門產品屬性定位構面」歸納出「有情門」品牌核心價值,再依據「品牌策展設計構面」進行「有情門」之策展設計與品牌形象塑造,以策展設計實務建構文創品牌之策展設計模式;並將「有情門—就是愛線」展覽之品牌新識別與主視覺意象,轉化為門市之新展示識別,擴大與延伸展覽的效益。「有情門—就是愛線」展覽雖已結束,由展覽延伸至門市的新展示識別,於2011年開始至2017年均穩定成長,從原有6家門市增加至17家門市,年平均營業額約成長8%以上,確是行銷之助益,亦驗證「有情門」品牌策展設計與形象塑造之效益。
In Taiwan, limited by the small market scale and high cost of physical marketing channels, most brands in the cultural and creative industry market their products through the internet. In order to increase its popularity, a brand would use an exhibition as a platform for interactions between its products and customers, so that customers can get to know the cultural features or creativity of the products through physical experiences, in hopes of leaving them a good impression on the brand. This study aimed to curate an exhibition for "TW.U.C.M.", a cultural and creative brand, with practices for increasing its popularity and building its image. First, this study applied the expert interview method, the content analysis method, and the grounded theory to extract the constructs "brand exhibition curation" and "TW.U.C.M. positioning according to product features". Then, the core values of the brand "TW.U.C.M." were summarized based on the construct "TW.U.C.M. positioning according to product features". And a practical curation model was built for exhibition curation and image building for "TW.U.C.M.". And then, the new identity and the main visual image of the brand were transformed into the new display identity for the physical stores to enhance and extend the effects of the exhibition. Although the exhibition titled "TW.U.C.M.: the Love for Lines" was over, the new display identity was extended to the physical stores from the exhibition, and from 2011 to 2017, the number of physical stores had grown steadily from 6 to 17 and the average sales had increased by 8%. The credit should be given to the marketing. The effects of the exhibition curation and image building for "TW.U.C.M." were thus proven.
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