符號建構下的空間體驗－以華山和三創園區為例

本研究試圖從符號學的角度對「華山文創園區」與「三創生活園區」進行詮釋。首先以此闡釋兩園區如何從純空間使用功能轉換為具符號價值的空間存在；其次再利用巴特的意義分析系統模式來梳理符號建構的空間氛圍，並進一步地探究其符號行銷之策略；最後將解釋兩園區的消費者如何透過體驗媒介的操演產生不同層面的消費價值感受，且是否會因此影響消費者對之的涉入程度。綜合以上，具體研究成果如下三點： 1. 「華山文創園區」與「三創生活園區」的符號化歷程是空間社會化的重要形式之一。 2. 「華山文創園區」與「三創生活園區」所建構出的象徵符號會透過符號行銷的操演將其內化。 3. 消費者對「華山文創園區」與「三創生活園區」的體驗感受顯然存在「分叉衍義」之現象。

關鍵字

華山文創園區；三創生活園區；空間符號；符號行銷；體驗經濟

並列摘要

This study attempts to interpret the “Huashan Cultural and Creative Park” and “Syntrend Creative Park” from the perspective of semiotics. First, using semiotics to illustrate how two parks can be transformed from pure space to symbolic space. Seconds, applying the meaning analysis mode of Roland Barthes to organize the spatial atmosphere which is constructed by signs, and research its sign marketing strategies further. Finally, explaining how consumers in two parks take advantage of experiential providers to arouse different aspects of consumption feeling, and whether to affect consumer involvement degree. To sum up, the specific research results are as three follows: 1. The symbolization process of “Huashan Cultural and Creative Park” and “Syntrend Creative Park” is one of the most important forms of space socialization. 2. The symbolic signs which are constructed by “Huashan Cultural and Creative Park” and “Syntrend Creative Park” will be internalized through using sign marketing. 3. The consumer’s experience feeling of “Huashan Cultural and Creative Park” and “Syntrend Creative Park” clearly exist the phenomenon of “bifurcation deriving meaning”.