大眾消費企業形象之識別設計創作與研究-以健康主義火鍋店為例

Design, Creation and Study on Enterprise Image identification for mass Consumption-the case of Health Hot Pot Restaurant

蕭友君(Yu-Chun Hsiao)

指導教授 ： 張柏舟

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2010年)

摘要

每家餐廳都有座位、服務、美食與宣傳，然而到底是什麼讓餐廳會產生差異？除了美味的餐點與親切的服務之外，獨特的企業形象絕對也是重要的一環，也就是顧客口中說不出的“感覺”一種抽象的將企業經營理念和企業精神文化的融合，透過餐廳裝潢、視覺、色彩、音樂、設計等等所傳達出來的統一視覺設計。運用傳播使大眾產生一致的認同感與價值觀，創造最佳經營環境的一種戰略、一種企業個性化印象與持續維持良好的企業形象，以便在眾多相似的商品中，得到大眾消費者較多的青睞，從而引起購買慾望。要如何在眾多競爭品牌中擲地有聲色並能引起共鳴，面臨當下不景氣的年代，如何能擦亮店名，重整企業形象，讓餐廳賺錢！本研究目探討大眾消費的意義、企業識別系統發展與構成、企業視覺識別內容要素、標誌商標之定義與設計流程、健康主義之定義與火鍋店的經營特色，再以個案研究以北澤壽喜燒之企業識別系統探討與評論分析、主題意象、表現媒材、技法及其圖像運用等風格，並擷取北澤壽喜燒企業識別系統之優點作為創作的依據，期望發展火鍋店之企業形象識別系統，以提供相關單位未來發展連鎖加盟店參考之用。

關鍵字

企業形象 ； 識別系統設計 ； 標誌

並列摘要

Each restaurant contains seat, service, cuisine and promotion, however, what makes restaurant unique? Except delicious dishes and amiable service, unique enterprise image is absolutely indispensable, which is referred to as a “feeling” that is beyond expression of customers. Integration between operation theology of enterprises and spiritual culture of enterprise in abstract manner will be delivered from the uniform visual design from decoration, visual sense, color, music and design. Through dissemination the public will generate a uniform cognition and sense of value. In combination with optimal strategy applied into operation environment, enterprise individualized image and good enterprises image maintained continuously will contribute to obtain more preferences from the mass consumers among numerous resembled commodities and thus stimulate purchase desires. Two questions appear here: How to flip the industry with big sound and form a sense of identify from numerous competitive brands in the face of current depression times and how to brighten enterprise name, reconstruct enterprise image and make it earn money! This study is aimed to discuss the meaning of mass consumption, development and construction of enterprise identification system, content and element of enterprises visual identification, definition and design processes of mark and trademark as well as definition of health and specialties of hot spot restaurant. It also discusses, comments and analyzes subject image, presentation media material, technical skill and image application style in the case of Beize sukiyaki restaurant, and bases on the advantages of enterprises identification system in Beize sukiyaki restaurant hoping to develop a enterprise image identification system for hot spot restaurant and provide relevant departments reference for developing chains stores in future .

並列關鍵字

Enterprise Image ； Identification System Design ； Sign

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