- 學位論文
連鎖書店之企業形象研究—以誠品書店平面文宣刊物與書店空間的視覺形象為例
The Study on Corporate Images of Chain Bookstores：A Case of the Visual Images of Publications and Spaces of Eslite Bookstore
摘要
良好的企業形象較容易獲得消費者的認同，並能突顯出自己的風格特色，強調與其他競爭業者之間的區別和差異。本研究針對《誠品好讀》雜誌及誠品嘉南、高屏區活動手冊進行平面印刷刊物之封面表現樣式研究，以問卷調查法、文獻調查法、焦點團體法及語義分析法等進行探討。主要目的在探究誠品書店空間氛圍與平面印刷刊物之封面視覺形象。研究結果如下： （1）消費者認為書店空間氛圍及形象風格將會影響其再去消費的意願。 （2）消費者對誠品書店滿意程度最高為書店具有文藝氣息形象，其次書店具有乾淨、雅致的書店空間。研究結果顯示書店具有統一的企業形象和整體感、書店具有明亮寬敞的書店空間，書店書籍陳列整體氣氛感受良好等特點亦是重要的。而消費者最不滿意則是書店的價格和會員制度。 （3）《誠品好讀》雜誌封面以攝影影像為主要表現形式居多，其次為拼貼合成形式，近期較常使用不加修飾的攝影作品直接呈現。在圖像的技法上，除了寫實相片直接呈現外，時常將影像透過解構或搭配質感肌理與失焦模糊等視覺效果處理。早期的圖像色彩對比較大，近期則在配色上較為豐富。 （4）誠品嘉南、高屏區活動手冊封面以攝影影像為主要表現形式居多，其次為拼貼合成形式，在向量式數位化影像的次數則較《誠品好讀》雜誌頻繁。在圖像的技法上，以相片寫實及解構重組居多，質感肌理與失焦模糊等視覺效果處理較少。 （5）消費者對誠品書店平面文宣之視覺風格意象感受為「人文的」與「藝術性」。
並列摘要
A good corporate image can easily win customers’ affirmation, highlight its style and characteristics, and divide itself form other competitors. The study focuses on the covers of “Eslite Reader” and the activity manuals of Eslite Bookstores in the areas of Chia-Nan and Kao-Ping to analyze the styles of the publications. Questionnaire survey, literature survey, focus group, and method of semantic differential are used. The purpose is to discuss the space atmosphere and visual images on the covers of publications published by Eslite Bookstores. The study results are as follows: 1. Customers think that the space atmosphere and image of bookstores will affect their repurchase intention. 2. The top item of customers’ satisfaction with Eslite Bookstore is its image of literature and art. Second, its reading environment is clean and tasteful. The study shows that its characteristics includes a unified image, a sense of wholeness, a bright and spacious reading environment, well-arranged book displays, and a good atmosphere. On the other hand, the lowest items of customers’ satisfaction are its price and membership. 3. The styles of the covers on “Eslite Reader” are largely photographic images, and then are photo-collage. Recently, unmodified photos are usually used. As for the skills of images, in addition to realistic graphics, the image can be deconstructed or designed to present its texture or defocus visual effect. The color contrast of the images at early stage is obvious, but recently the color scheme is richer. 4. The styles of the covers of the activity manuals of Eslite Bookstores in the areas of Chia-Nan and Kao-Ping are largely photographic images, and then are photo- collage. The using frequency of vector-digital images is higher than “Eslite Reader”. In the using frequency of skills, realistic and deconstructed- reconstructed photos are higher than the photos using the visual effect of texture and defocus. 5. The customers think that the visual images on plane ad of Eslite Bookstore are “humanistic” and “artistic”.