國際連鎖保健商品概念零售店門市規劃設計-以OPPO STORE為例

The International Chain Commodity Concept And Retail Store Outlet Planning Design – Exemplified by OPPO STORE

林蔚然

指導教授 ： 梁桂嘉

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(2012年)

摘要

保養保健商品為近年來新的消費商品及新的推廣銷售模式，歐柏企業股份有限公司為台灣此類品項的先進趨勢者，經營者於1998年即以國際品牌槪念於美國西雅圖創立，其後行銷全世界，在保健醫療、居家護具中有其一定的地位。在潮流及國民年所得增加的趨勢下建立自己的連鎖行銷通路以應商機，是經營者策略的一環。
本研究的目的在探討品牌發展及商業空間應用的相互關係，品牌定位與銷售策略如何在空間的應用上產生影響，如何應用於動線規劃，商品在陳列上如何搭配，如何創造消費者舒適的購物空間，達到諮詢、銷售及消費回饋的正向循環。經由文獻探討、實務訪談及案例分析，引導出實用可行的影響要素，藉由創辦人訪談的資料中，歸納出實際規劃執行要素，並經案例探討互相比照印證、分析相關影響空間規劃的原因及如何應用於實際規劃配置中。
此次研究有著非常一致的關鍵要素貫穿不同業種、品項，在銷售上影響空間規劃配置的原因，即「品牌定位」的重要性，在文獻探討、創辦人訪談及案例分析中，這個議題一直不斷重覆出現並提醒空間配置規劃者去注意及思索。透過研究方法與實務驗證，規劃者除事前相關資料蒐集外，不可不重視「品牌定位」，它有如瞄準目標訂位的重要性，品牌定位模糊，則相關研究和規劃就失去準確性，這是這次研究中所得到的關鍵結論。

關鍵字

商業空間 ； 品牌定位 ； 動線規劃

並列摘要

Skin care and health products are new consumer goods that have been launched through new promotion and sales models in recent years. Oppo Medical Inc. is the pioneer of this type of products in Taiwan. Upholding the concept of international branding, the owner founded the company in Seattle, U.S.A. in 1998 and subsequently marketed the products around the world. The company has its position in home support products. Under the influence of the trend and with the increased national annual income, the owner established his own chain of marketing channels to seek business opportunities, which was a part of his strategy.
This study aimed to explore the interaction between brand development and commercial space application, how brand positioning and sales strategies produce an impact in space-based applications, how to apply them in route planning, how to match the products on display, and how to create a comfortable shopping space for consumers, thereby achieving a positive loop of consultation, sales, and consumer feedbacks. Through literature review, practical interviews, and case study, the practical and feasible influential factors were elicited. Through the founder’s interview data, the elements in the actual planning were summed up. Additionally, through case study discussions, the key elements were compared and verified to analyze the reasons affecting the related spatial planning and how they can be applied in the actual planning configuration.
In this study, there were highly consistent key elements that penetrated different industries and product items. In sales, the reason affecting the spatial planning configuration is the importance of “brand positioning.” Through literature review, interview with the founder, and case study, this issue was repeatedly brought up to remind the spatial configuration planner to pay attention to and think about the matter. Through the research method and experiment verification, the planner not only had to collect related data in advance, but also had to attach importance to “brand positioning.” The importance of it is like aiming at the position of a target. If the brand positioning is vague, the related research and planning will lose accuracy, which is the main conclusion of this study.

並列關鍵字

commercial space ； brand positioning ； route planning

參考文獻

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