運用萃思（TRIZ）方法在廣告立牌創新之研究

Application of TRIZ Principle to Innovate Researches on Advertisement POP

洪于荃(Yu-Chuan Hung)

指導教授 ： 吳天方

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

廣告立牌是屬於廣告方式中的POP（point of purchase）廣告媒體，是媒體中歷史較短的一種廣告方式。雖然時間不長，但卻是目前通路與行銷市場上不可或缺的一個步驟，它不僅只是一種簡易的宣傳方式，更對銷售具有直接的影響力。在人擠人的賣場與展場裡，如何讓商品或想宣傳的主題脫穎而出是一門重要的課題。過去台灣廣告立牌多以珍珠板或薄木板的材質呈現為主，並以鐵製支架固定及支撐其立牌，展示方式多為平面造型，呈現效果較為呆板，且須以結構繁複且沈重之金屬支架支撐，本研究以葛瑞創意行銷公司所設計的摺疊廣告立牌為個案進行探討。葛瑞創意行銷公司應用TRIZ(Teoriya Reshniya Izobretatelskikh Zadatch, TRIZ)領域中的40發明原則(Inventive Principles)、39工程參數(Engineering Parameters)、矛盾矩陣表(Contradiction Table)…等方式，對廣告立牌進行系統化的探討與改良，以創新思考的觀點延伸發想創意廣告立牌。本研究將TRIZ方法應用於改良傳統廣告立牌之缺失，以創新思考為出發點，設計新型廣告立牌，希望透過創新的產品，提供不同需求的民眾更多選擇，改良後的新型摺疊廣告立牌已提出專利之申請，並獲得智慧財產局核准通過。

關鍵字

摺疊廣告立牌 ； TRIZ ； 40發明原則 ； 39工程參數 ； 矛盾矩陣表

並列摘要

An advertisement board is a point of purchase (POP) advertising method used by many current advertizins companies. Although they have been in use for a long time, they are still indispensable in the logistic and marketing field. It is not only an easy advertisement method to use, but also influential on the sales. In those crowded sales or exposition rooms, how to make products or commercials visible or outstanding is quite a challenging mission. In the past, the advertisement boards were mainly pearl boards or flimsy boards, and were affixed firmly to iron racks. Most display effects were plain and pallid. As the creative and innovative conceptions are on the rise, the purpose of this research is to concentrate on the folding advertisement boards designed by Great Connect Marketing., Ltd. (G.C.). This company uses 40 Inventive Principles, the 39 Engineering Parameters, as well as the Contradiction Table of Teoriya Reshniya Izobretatelskikh Zadatch (TRIZ) as the key ideas for designs. They insisted on systematic research and innovation of the advertisement boards and used creative conceptions in their construction.This research utilizes TRIZ to apply innovations to typical advertisement boards. It is based on creative new designs, in expectation of exploring further the advertisement boards, and letting the customers have more choice. Their inventive and innovative folding advertisement board is the subject of a patent and has been approved by the Intellectual property protection office of the Ministry of Economics Affairs, ROC.

並列關鍵字

Folding ad signsPrinciplesParameters, Contradiction Table ； TRIZ ； 40 Inventive ； 39 Engineering ； Contradiction Table

參考文獻

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