以空間體驗設計策略探討全球品牌在地化之研究╴以台灣星巴克特色門市為例

全球化現象在90年代初席捲全世界，雖整合了經濟與差異性，但卻使得地區的文化獨特性日漸模糊。近年來，不少跨國企業開始著重在地化策略，不僅是商品本身，更隨著體驗經濟時代的來臨，在進駐各地時，多了更多行銷策略，因應現在消費者對於環境與空間之體驗的要求，關於設計的考量更是不可輕視的重要要件之一。極具代表性的跨國企業—星巴克(Starbucks)，除了成長快速的咖啡本業，星巴克亦以人文特質特色著稱；除了強調咖啡品質之外，更強調為人們帶來了情感的連接，明確的市場定位加上積極的營銷策略使得星巴克迅速成長為全球知名品牌。《風格社會》一書中曾經提到，近幾年連鎖店掀起了一場競爭，這並非咖啡的競爭，而是生活風格、美感體驗的競爭。星巴克之所以可以成為連鎖咖啡界龍頭，正因為在營運模式中注入大量的設計元素，提升了在市場上的競爭力。現今全球在地化的意識越來越強烈，過去全球化帶來了新的營運模式，而後來崛起的在地化，卻是豐富了每個地方的特色與品味。自星巴克進駐亞洲區以來，就是以店鋪經營為吸引顧客的主要特色之一，採用品牌主視覺基調做為設計基礎，並融合當地文化特色元素，進行門市設計與氣氛營造。在台灣更積極打造地方特色門市，隨著網路社會盛行、打卡族群崛起後，更掀起了一股朝聖風潮，為企業帶來更多商機。本研究藉由在台灣所設特色門市為實例探討，蒐集門市之樣本結合相關訪談調查的整合結果，從空間裡的設計、美感行銷之元素，探討如何將當地文化元素融合品牌本身，並整理出其成功策略，以提供其他品牌、設計師面對未來市場空間設計調整之參考。

關鍵字

全球品牌在地化；星巴克；設計策略；空間體驗；文化創意

並列摘要

The phenomenon of globalization swept the world in the early 1990s. Although it integrated economics and differences, it made the cultural uniqueness of the region increasingly blurred. In recent years, many companies have begun to focus on localization strategies, not only the goods themselves. When they are stationed in various places, they have more marketing strategies, in response to the current consumer experience of the environment and space. One of the important requirements can not be underestimated , is the strategies of design. A representative multinational company - Starbucks, in addition to the fast-growing coffee industry, Starbucks is also known for its humanistic characteristics; in addition to accentuating the quality of coffee, it emphasizes the emotional connection and clear market positioning. Together with the aggressive marketing strategy, Starbucks has rapidly grown into a globally renowned brand. Since Starbucks entered the Asian region, it has attracted customers with its store management as its design basis, using the brand's main visual tone as the basis for design, and incorporating local cultural elements to create a store design and atmosphere. This study explores the example of the Starbucks in Taiwan, collects the sample of the store and combines the results of the interview survey, from the design of the space, the elements of aesthetic marketing, how to integrate the local cultural elements into the brand itself, and sort out Success strategy.