網站規劃導入品牌思維之研究
－以觀光產業網站為例

摘要網路普及發展接連影響人們的生活型態。譬如觀光旅遊，以往遊客必須親自到訪景點，才能實地感受當地風情，如今上網就能取得相關資訊，觀光領域涵蓋食、衣、住、行，面向遍及各種品牌，網路的便捷易用，使品牌官網的重要性不亞於實體門市，漸成為影響消費者形成品牌印象的關鍵。然而，設計或架設網站不難，重點在於如何營造品牌的差異化與市場優勢。從2015年TNW調查的網頁趨勢，顯示「故事性與互動性的網站」已名列第二位（第一位為長形滾動頁面），顯示故事性與互動性的元素在網頁中漸受重視。本研究採文獻研究法、個案研究法。先了解故事脈絡、敘事理論與品牌的關聯，以及網站的特性，再以文化符碼三層次架構為基礎，應用於四個觀光產業相關的個案上，希冀藉此建立具備品牌思維，並能應用於網頁的敘事分析架構，作為日後建立故事性品牌網站之參考。研究成果如下： 1. 使用「開場、導入、高潮、退場」檢視品牌故事在網站上的脈絡呈現，並互相比較，能更清楚觀察品牌故事與網站脈絡的連結性。 2. 品牌策略、意義、表現三個層面必須能在網站上感受到。 3. 確認互動性、下拉式長型網站漸為趨勢，並體現於個案中。 4. 建立品牌思維網站敘事分析架構，調整文化符碼三層次架構為：策略層、意義層、表現層（原為技術層），並修改內容項目，使架構更適合故事性品牌網站使用。關鍵字：網站規劃、品牌故事、品牌思維、觀光產業

關鍵字

網站規劃；品牌故事；品牌思維；觀光產業

並列摘要

Abstract The prevalent development of the internet has influenced people’s life style. In tourism, for instance, tourists used to visit scenic spots personally to feel the local culture and atmosphere. People can access relative information via internet nowadays. The fields of tourism include all kinds of brands with food, clothing, housing and transportation. The convenience of the internet makes the official websites of the brands no less important than bricks and mortar, and it gradually becomes a key to the brand impression that affects consumers. However, it is not difficult to design or set up a website. The point is that how to manage the differences of the brands and the advantages in the market. According to the website trend from a survey of TNW in 2015, pages of stories and interaction ranked second, long scrolling pages the first, revealing that the elements of stories and interaction have been emphasized increasingly. This study adopts the literature research method and the case study to comprehend the relationships among the context of stories, the narrative theories and the brands, and the features of websites at first. Then we apply them to cases relative with four tourism businesses based on the three-level frame of the cultural codes, expecting to construct the brand thinking that can be used in the narrative analysis structure of website pages and become references for constituting narrative brand websites in the future. The results of the study: 1. Using “prologue”, “introduction”, “climax” and “exit” to inspect the context revealing of the brand stories on the websites and comparing with each other can observe the connection between the brand stories and websites clearly. 2. The three level, strategy, meaning and performance of websites have to be sensed on the website. 3. It is confirmed that interactive and pull-down long websites have become a trend, and they are reflected in the cases. 4. Constructing the narrative analysis structure of brand thinking websites, adjusting the three-level frame of cultural codes to the level of strategy, the level of meaning and the level of performance ( the level of skill originally), and modifying the contents can make the structure easier to be sued in the narrative brand websites. Keywords: Website Planning, Brand Story, Brand Mindest, Tourism Industry