MITSUBISHI MOTORS三菱汽車股份有限公司 
展示暨服務空間設計
~以楊梅幼獅據點為例

中華汽車於民國58年成立，為臺灣第一家以生產商用車為主的汽車廠。因應時代潮流與市場趨勢，並於1993年底生產菱帥（LANCER）轎車上市，在獲得市場的連續銷售佳績下，於2000年提出將全國銷售據點之展示中心、服務中心進行據點VI改裝計畫，以提升中華三菱體系的企業形象，並藉由VI改裝計畫將全省各展示中心、服務中心加以整合。中華三菱體系，遍佈於全省之各展示中心與服務中心之內外裝與招牌皆不一致，且因經銷商不同、經營策略有差異，致使消費者對原有三菱體系之品牌形象產生混淆與模糊不清（如中華汽車、順益汽車、匯豐汽車或三菱汽車）。後來在日本三菱汽車海外部協助之下，由日本三菱對台灣三菱體系提出展示中心、服務中心的ＶＩ改裝策略。本公司有幸參與整個專案的計畫執行，並透過外觀招牌、室內裝修....等方式將展示中心與服務中心進行銷售點的形象整合工作，而後更影響後續的廣宣活動概念。本設計案即是在這樣的一個背景與需求下，在MITSUBISHI MOTORS三菱汽車股份有限公司委託筆者所任職專案經理的空間新象設計工程有限公司，進行一系列的規劃設計與工程執行等工作的實際委託案，不僅在工作上是首度的嘗試與挑戰，同時也是一個值得深入研究的設計方案，因此選擇此案例作為筆者所研究之論文題目。為使三菱體系的經銷商在進行VI據點改裝後，皆能呈現一致性與全球性；且展示中心與服務中心因為機能有所不同，故在規劃的方向上也有不同的走向。遂以（一）圖示表現的形象訴求（二）OPEN概念的導入，並藉此兩項概念進行展示空間的重塑改造。展示中心以博物館的展示概念作延伸，利用材質特性與光環境的情境塑造，呈現三菱家族的企業新形象，以溫馨的空間，提供客戶一個輕鬆歡愉的購車及賞車經驗。服務中心則以「Welcome Home」為服務理念，在服務中心的設計上，大量採用家庭式的色彩、材質及情境照明，並希望客戶進入了服務中心能像回到家中一樣舒適。本研究利用各示範據點設計完工後的成果，作為進行整體設計之檢討與修正參考依據，進而完成適用於全省據點VI整合計畫之設計與施工規範。

關鍵字

汽車展示空間；三菱汽車；汽車服務空間； VI改裝整合計畫

並列摘要

China Motor Corporation (CMC), the first commercial automobile manufacturer in Taiwan, was founded in 1969. CMC is aware of the trend of motor car market. In 1993, Lancer was produced and has successfully gained excellent sale achievement. In 2000, CMC proposed a VI remodeling-and-integrating project. In order to promote the business image of Mitsubishi Corp., CMC planned to integrate all of the exhibition and service centers through the VI project. One of the existing problems for the China Mitsubishi System is that the decorations and the signboards of all exhibition centers and service centers are not unified. Moreover, the difference of managing strategies among business agents also causes customers’ confusion over the original image of Mitsubishi System. So the Overseas Division of Japan Mitsubishi Corp. has proposed a VI remodeling project for the exhibition centers and service centers of Taiwan Mitsubishi System. The project plans to integrate the image of all sales points through the unification of signboards and decorations of all exhibition centers and service centers. And it is hoped that the unification can affect the subsequent advertisement and commercial activities. It is our honor that the Nespace Design & Construction Co., in which the author of this thesis is employed as a project manager, was commissioned to carry on the design and execution of the project. It is not only the a great challenge to the author, but is also an interesting topic which is worthy of deep research. So we choose this case as the topic of this dissertation. The goal of the project is to make each of the business agencies under Mitsubishi System displays consistency. The difference on the functions of an exhibition center and a service center were also taken into the design consideration. Two concepts are introduced to proceed the re-design of exhibition centers, that is, (i) illustrative image appeal and (ii) OPEN thoughts. The design of exhibition center extends the display idea of a museum. We use the characteristics of the building materials and lightening plans to present the new business image of the Mitsubishi family. The warm space allocation also provides customers an easy and pleasant shopping experience. The service centers emphasize the “Welcome Home” appeal. Family-style colors, building materials and lightening plans are largely used in the design of service centers. It is hoped that customers can feel at home when they enter the service centers. After the design of each demonstration point has been finished, the results will be taken as the reference for further inspection and modification. The final version will then become the design and construction specification of all other business agencies.