台灣都會區的婚宴會館空間創新之設計研究

台灣婚宴產業的市場超過新台幣千億元，有鑒研究宴會產業中的婚宴其所涉足的商空場域價值-品牌策略、體驗設計、精神價值研究較欠缺，有待深入研究，本研究主要探討人的行為與事件活動在婚宴場域之發展趨勢及空間創新設計之研究。讓消費者於體驗與空間價值之間產生出新的社交文化意義，透過空間使用重組與事件連結而生產出新的社交關係的活動型態。商業空間婚宴婚禮空間場域的設計，婚宴(習俗) = 儀式 (情感) + 宴客(態度)的喜宴模式外，空間體驗不再單方面滿足經營者對於營業形態的使用需求，同時間需要針對不同消費族群的消費定位訴求訂定體驗內容，使其空間型態產生差異化及產業鏈的重新定位，未來的商空設計趨勢會傾向快速(線上)體驗與私人訂製的模式。空間關係中因不同的使用對象所產生空間設計上差異化的是空間重新定義-事件影響人的行為、人影響空間的改變。隱性的人際關係存在於空間內，有形的事件影響著場所精神。商業空間的多樣性及多義性在設計操作下相互影響及改變，商業的核心目的不單單是純設計，而是透過設計為人們創造價值，連結溝通與紀念的感動與渴望。數位科技的便利帶來的是感受度及消費選擇的改變並無法取代真實交流的習慣。除了家與工作場合之外，最常待的地方稱之為「第三空間」(實體空間)。婚宴場域空間更是扮演社群聚會的重要場所之一是實體空間與真實交流的場域。作為人與人情感體驗的實體場域，多感知層次的體驗思維將成為重要核心。商業空間設計價值需延伸到品牌定位、營運模式及產品深化，每個環節都須注入並思考打造顧客完整體驗，而這成為重要的商空設計思維脈絡。運用人的行為與事件活動互為主體互相影響的各項條件下，提出對台灣的婚宴會館空間創新之設計研究於空間場域的設計與規劃重點及後續研究建議，不僅在國內也藉以影響華人的婚宴應用。

關鍵字

婚宴產業；婚宴會館；場所精神；體驗設計；品牌策略

並列摘要

Taiwan's wedding banquet industry market exceeds NT$100 billion, There is a lack of research on the value-brand strategy and experience design of the commercial airspace in the banquet industry, so this study mainly discusses the development trend of human behavior and event activities in the wedding banquet field and the study of spatial innovation. How to enable consumers to create a new social culture between experience and spatial value, through the use of space reorganization and event connection to produce or create a different general commercial space human-spatial relationship between the active pattern. In addition to the design of commercial space catering and banquet space, The wedding banquet = ceremony + banquet (catering) model , the space experience also meets the needs of operators for the use of various business forms. At the same time, the design content is formulated in accordance with the consumption demands of different consumer groups to differentiate the spatial pattern and reposition the industry. The future commercial space design trend will tend to experience rapid experience (online consumption)and high experience (high-quality special consumption) pattern. In the spatial relationship, the difference in spatial design caused by different objects of use is the redefinition of space-events affect people's behavior, and people affect the change of space. Recessive interpersonal relationships exist in the space, and tangible events affect the spirit of the place. The diversity and ambiguity of space influence and change each other under the design operation, which is also discussed in this research. The core purpose design of business is not only pure design, but to create value for people through design. In the real world, the convenience of digital technology brings about changes in perception and consumption choices and cannot replace the habit of real communication. Social interaction is a basic need of people.in addition to home and work, the most frequent place to stay call it the “third space” (physical space). The wedding banquet field spaces in one of the important places for community gatherings, and the field of physical space and real communication. As a field of physical human experience with five senses, multi-sensory (emotional) experience design will become an important core. In order to facilitate and connect different levels of user experience needs the value of commercial space design extend to brand positioning, business model and product deepening. Each link must be injected and thought about creating a complete customer experience , and this has become an important commercial space design context. Under the condition that human behavior and event activities are the main body and influence each other, this paper puts forward the design and Research on the space innovation of wedding banquet hall in Taiwan, the key points of space field design and planning, and the follow-up research suggestions, which will not only affect the wedding banquet application of Chinese in China.