以耐超鋼品加工製造業導入品牌形象識別與應用初探研究

近年來，台灣加工製造業面臨轉型的階段，建立已然品牌成為企業主思考的重點，而隨著市場、消費者、競爭對手不斷的調整，相同領域中必定不乏競爭對手與自身品牌抗衡，許多傳統品牌形象已經逐漸無法順應時代的改變，為保持與競爭對手的距離，創造企業優勢、產品優勢和競爭優勢，提升品牌的整體形象，才能擁有更好的發展前景。本研究以「個案研究」與「文獻分析」的角度進行頗析探討，研究旨在探討加工製造業「耐超鋼品」為主要形象視覺提升後帶來整體性改變之影響，透過品牌形象建構相關概述、品牌視覺設計概述、加工製造業相關概述…等，導入整合性品牌形象設計規劃，透過文獻理論再以焦點訪談的方式專訪企業主，在公司整體營運上有何種的轉變。基於前述，本研究將以初探來驗證導入品牌形象識別之重要性，並提出對未來導入品牌形象識別與應用可行性評估，故為本研究對視覺藝術（Visual Arts）研究之貢獻。

關鍵字

加工製造業；品牌形象；識別應用

並列摘要

In recent years, Taiwan's processing and manufacturing industries are facing a stage of transformation. The establishment of existing brands has become the focus of business owners' thinking. With the continuous adjustments of the market, consumers, and competitors, there must be no lack of competitors in the same field to contend with their own brands. Many traditional The brand image has gradually been unable to adapt to the changes of the times. In order to maintain the distance from competitors, create corporate advantages, product advantages and competitive advantages, and enhance the overall image of the brand, it is possible to have better development prospects. This research is conducted from the perspectives of ＂case studies＂ and ＂document analysis＂. The research aims to explore the impact of the overall change brought about by the visual enhancement of the processing and manufacturing ＂super-steel resistant products＂ as the main image, through the construction of brand image Relevant overviews, brand visual design overviews, processing and manufacturing related overviews, etc., introduce an integrated brand image design plan, and use literature theory to interview business owners in the form of focus interviews. What changes have been made in the company's overall operation. Based on the foregoing, this research will use preliminary exploration to verify the importance of the introduction of brand image recognition, and propose a feasibility evaluation of the introduction of brand image recognition and application in the future, so this research contributes to the research of Visual Arts.

並列關鍵字

Processing and manufacturing ； brand image ； identification applicatio

主題瀏覽