汽車旅館企業識別系統設計創作

2001年國家政策的改變，有了週休二日的連續假期，加上第二高速公路完工，高鐵通車…等。增加消費者出遊的意願，亦漸漸出現中遠距離的旅遊，住宿問題進而成為旅遊中重要的一環。此外，消費者對汽車旅館的印象也逐漸改變，不再只是偷情的地方。同時也有多樣化的聚會模式，如男女約會、朋友聚會、家人團聚、商務會談…等。順應時事潮流，目前國內汽車旅館已逐漸成為消費者休息、住宿首選，進而促使獲利佳的汽車旅館業大量興起。研究顯示，要打造出獨特且受消費者肯定的品牌。除了業者所認同的部分，如多樣化的室內設計、完善的設施及服務品質。更要透過品牌效益及行銷的鼓動促使其至本館消費，讓消費者對此次的消費達成品牌的認同感，這是企業成功的理念。由此可知，當產品得到消費者認同時，品牌的識別性則成為重要關鍵。所以，完善且良好的CIS設計對汽車旅館的品牌來說絕對有加分的效果。因此，本創作主要是分析國內汽車旅館案例，獲取汽車旅館企業識別系統設計相關現況及成效。進而建立汽車旅館企業識別系統設計的規範及原則，並提供國內相關機構實務規劃之參考。亦期望將星河汽車旅館的CIS設計作完善的規劃，讓其成為同級汽車旅館的楷模。

關鍵字

視覺設計；企業識別；旅館

並列摘要

For the past few years, the motel industry has grown rapidly. With the National Policy of two-day weekend holiday went into effect in 2001, the construction of the Formosan Freeway came to an end, and the Taiwan High Speed Rail began to operate, more and more people are willing to take a mid to long distance travel. As a result, accommodation has become an important matter that worries the travelers. The public impression on the motel business has turned from negative to positive. It is no longer a place for the purpose of having an affair. Instead, it is a place for dating, friends and family gathering, or business meeting. From the survey, motel has become the top choice for travelers to take a rest or stay a night. The research study shows that in order to create a unique and renowned brand, the consumers must possess some trust on the product. Motel business could attract consumers because of its diverse interior design, well-maintained facilities, and good service. However, it is more important for the motel business to attract consumers by way of marketing and branding strategy. As a consequence, the consumer would gain more faith on the motel brand. Thus, a well-designed Corporate Identity System (CIS) logo would help motel to increase consumer’s confidence on its brand and make more profit. The purpose of this study is to acquire relevant information on how well the Corporate Identity System has helped the motel business to perform. The analysis result should aid to establish a set of standard in creating the CIS design. Motel business related institutions can also use this document as a reference for their researches. In addition, it is hoped that the Xing He Motel CIS design project could become a role model in the motel industry.