市場區隔與定位理論應用於商業空間之室內設計的研究

An Applied Study of Market Segmentation and Positioning Theory on Commercial Interior Space

蔣淑娟(Shu-Jane Chiang)

指導教授 ： 張謙允

中原大學/設計學院/室內設計研究所/碩士(2005年)

https://doi.org/10.6840/cycu200500388

摘要

消費性商業空間一如商品，也面對市場競爭。室內設計業者進行規劃及裝修這類空間時，通常不需顧慮目標消費族群偏好、消費習性，或社區中相似性商業空間競爭的問題。設計者多只遵照業主意見設計或施工，專業服務中未包括市場區隔之設計定位分析，以免承擔營業成功與否的責任。然，一旦消費情形不佳，業主常將之歸因於設計不佳而減低服務酬勞。此種專業知識鮮為學術研究或專業研討所重視。為減少此種困擾，提升專業服務的範疇，室內設計研究有需要開啟對此問題的探討，並回饋至專業應用。
本研究使用多元尺度分析法（MDS），並以目前登記有案的合法民宿客房類型為例，分析消費者對於民宿客房類型的偏好，架構民宿客房類型的二向度認知空間為「感性」→「理性」與「豐富多樣」→「自然樸實」。以渡假生活型態為區隔，得享受生活者、家庭旅遊者、社交聯誼者與週末舒壓放鬆者四族群，分析各族群對民宿客房類型偏好的差異性。
本研究結果發現，各族群之間無顯著差異。享受生活者偏好感性且具有豐富多樣的民宿客房類型，以現代簡約風格與浪漫風格為代表，重視簡潔舒適、夢幻浪漫、精緻的空間屬性；家庭旅遊者偏好感性的民宿客房類型，對於豐富多樣或自然樸實無明顯偏好，以浪漫風格與新古典風格為代表，重視夢幻浪漫、簡潔舒適、精緻的空間屬性；社交聯誼者偏好感性且又自然樸實的民宿客房類型，以自然風格與浪漫風格為代表，重視自然輕鬆、夢幻浪漫、優雅溫馨的空間屬性；週末舒壓放鬆者偏好自然樸實又具感性的民宿客房類型，以自然風格與新古典風格為代表，重視自然輕鬆、簡潔舒適、精緻的空間屬性。

關鍵字

民宿 ； 室內設計 ； 設計定位 ； 市場區隔 ； 多元尺度

並列摘要

Consumer business spaces, such as products, also face the market competition. When interior designers engage in the space planning and innovation, they usually don’t think much about the preferences and tendencies of their target customers, as well as the similar business competition within a certain community. Most interior designers only follow the thoughts from their customers. The services delivered by the designers are usually not included with the positioning analysis of market segmentation for the reason that they don’t want to take the responsibilities of failure. Because when the business doesn’t make profits, the business owner will reduce the payment due to the problem of the interior design. This issue is seldom studied by any academic researchers. To decrease such problems and promote the scope of professional services, the research of interior design needs to initiate the probe study to this issue and use it for this professional field.
This research applied Multi-Dimensional Scaling (MDS) and took the category of legally registered home stays as an example to analyze consumers’ preferences of the types of the rooms in the home stays and resulted in two-way-cognitions of the home stay rooms’ types from 「thoughtful」 to 「rational」 and 「diversified」 to 「natural」. Furthermore, segmented from the holiday resort style, this research concluded in 4 groups—group 1: the people who tend to enjoy their lives, group 2: family travelers, group 3: social association, and group 4: the people who often get relaxed in the weekend. These 4 groups were analyzed to differentiate the preferences of each group toward home stay rooms’ types.
The results showed that there is no noticeable difference. Group 1 prefers home stay rooms thoughtful and diversified, taking simple and romantic styles as their symbols. They prefer the rooms with certain features—neat and comfortable, dreamy and romantic, and sophisticated. Group 2 prefers home stay rooms thoughtful. Without too many preferences, which are diversified and natural to home stay rooms, they like their rooms romantic and classical better. Group 2 prefer the rooms with certain features—dreamy and romantic, neat and comfortable, and sophisticated.
Group 3 prefers home stay rooms thoughtful and natural, taking natural and romantic styles as their symbols. They prefer the rooms with certain features—natural and relaxing, dreamy and romantic, and elegant and warm. Group 4 prefers home stay rooms natural and thoughtful, taking natural and classical styles as their symbols. They prefer the rooms with certain features—natural and relaxing, neat and comfortable, and sophisticated.

並列關鍵字

Interior Design ； Market Segmentation ； Design Positioning ； Multi-Dimensional

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