從品牌形象構成探討連鎖餐飲之空間設計 —以薩莉亞連鎖餐廳為例

Discussion on the Space Design of Chain Food from the Perspective of Brand Image - Take Saizeriya Restaurant as an Example

張亦忻(Yi-Hsin Chang)

指導教授 ： 陳歷渝

中原大學/設計學院/室內設計研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700428

摘要

餐飲業是創業門檻最低的行業，但相對的競爭卻非常激烈，如何準確抓住市場定位，鎖定目標客群，把品牌形象與空間設計結合為一體，讓消費者從體驗美食的過程中感受到其品牌欲呈現之形象，便是值得探討的議題。本研究從品牌形象的構成面來探討其與空間設計之關係，以薩利亞義式連鎖餐廳為例，先從探討品牌形象與市場定位之關係，以及全球化及在地化對品牌的影響，接著深入了解義式飲食文化與連鎖餐廳經營模式，進一步探討連鎖餐廳的發展歷程，而後探討薩莉亞的品牌形象構成，包含標誌、色系以及其市場定位，並針對薩莉亞連鎖餐廳空間設計所採用的色彩、材質、造型深入分析，歸納出一套連鎖餐廳的空間設計操作模式。本研究歸納研究結果：品牌形象與市場定位對連鎖餐廳的選址與空間規劃有極大的影響，在拓點的準備時期必須先以品牌的市場地位及目標消費客群來評估選址條件，在評估地點適宜後才進行基本空間需求配置，接著在空間色調與材質調整的步驟則需再度回歸到品牌欲呈現之形象，並將其融入設計之中，才能完整將品牌精神透過空間設計傳達給消費者，最後歸納整體設計流程供連鎖品牌與室內設計從業者執行之參考。

關鍵字

連鎖餐廳 ； 品牌 ； 室內設計 ； 市場定位 ； 在地化

並列摘要

Catering is the industry with the lowest threshold of entrepreneurship, but the competition is also very intense. It’s worth to explore the issue how to focus on target group, do accurately market positioning, and make the restaurant’s interior design become its brand image, so the consumers can catch the brand image when they are Dining. This study is based on the composition of the brand image to explore its connection with the interior design. It takes Saizeriya Restaurant as an example to explore the relationship between brand image and market positioning, as well as the impact of the brand due to globalization and localization. The history of Saizeriya’s development process would be showed through analyzing the culture of Italian food and business model of chain restaurant. After that, by studying the composition of the brand image of Saizeriya, including the logo, color and market positioning, it would be analyzed that the color, material and style of interior design to sum up an operation mode of interior design for chain restaurants. The conclusion of this study is that brand image and market positioning have a great influence on the location and space planning of chain restaurants. In the preparation period of the expansion of business, the brand's market positioning and the target consumer group must be evaluated first, in order to choose the restaurant’s location. The space of the restaurant would be allocated if the location is appropriate. In the step of space style and material adjustment, the brand image should be considered again and be integrated into the interior design to completely convey spirit of the brand to consumers through the interior design. In the end of the preparation, the overall design procedure would be summed up to operators of brand chain restaurants and practitioners of interior design for reference.

並列關鍵字

Chain Restaurants ； Brand ； Interior Design ； Market Positioning ； Localization

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