- 學位論文
建築師事務所品牌經營策略 —以潘冀聯合建築師事務所為例
Architects' Brand Management Strategy: The “JJP and Partners, Architects and Planners” as an Example
摘要
品牌是以顧客為導向，強調服務與經驗的塑造，由於品牌對顧客的購買決策具有關鍵影響，品牌研究也一直為學術界與實務界所關心，透過品牌帶給顧客心中有價值的意義，以及品牌在顧客日常生活中所扮演的多元化角色，皆能使企業瞭解顧客心中對品牌的認知及意義，進一步塑造強勢品牌，推動有效的品牌策略，以擁有市場競爭優勢。故此類品牌經營觀念，可做為建築師事務所品牌經營參考。 本研究採個案研究方式，以Aaker and Joachimsthaler(2000)所提出的「品牌領導模式」(Brand Leadership)，針對已塑造成功的潘冀聯合建築師事務所品牌進行探討，並參酌相關文獻發展出研究架構，著重自品牌形象切入建築師事務所的品牌經營，由於本研究並非從顧客與潛在消費者心理層面來分析，因此主要以品牌識別與品牌計畫等二面向進行研究。 研究結果發現：1. 設計理念為品牌塑造的核心關鍵，因為建築設計作品的文化內涵與美學精神，才是消費者進行消費的原動力。2. 藉由品牌識別可從文化內涵中拉出可經營的脈絡，包括精確掌握「消費者趨勢」與「消費者動機」、品牌的生活品味塑造等。3. 以品牌識別指導品牌打造計畫，並藉由執行品牌打造計畫推動品牌識別。
並列摘要
This research is an exploratory study to the brand of the architects industry, attempt to build and construct out a preliminary structure. We use the Brand Leadership (Aaker and Joachimsthaler, 2000) to be a main theory structure and consider relevant literature to develop out the research structure, then focus on a case of the already molding the brand succeeding. There are two composition carry on this research structure: the Brand Identity and the Brand Planning. The conclusions of this research are found: 1. The architect is a management core of the brand, because of the cultural connotation and Aesthetic spirit of the Architectural design works is the motive power that consumers expend. 2. the culture brand pull out the train of the market management from the brand identity, including: precise grasp “consumer trend” and “consumer motive”, supplement one's own deficiency by other related corporation, mold “Life Taste”. 3. the brand identity direct the brand planning, and by carry out the brand planning to promote the brands identity.