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  • 學位論文

從網頁視覺設計探討品牌形象之研究-以上海精品酒店為例

The Study of Brand Image from Webpage Visual Design - A case study of Shanghai Boutique Hotel

指導教授 : 林昆範
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摘要


中國飯店從80年代的萌芽時期,至今已邁入體驗經濟時期了,為了滿足高階族群的需求,精品酒店的商機出現,而這種客製化、個性化飯店也持續擴張中。飯店業的競爭力也不再是以豪華的空間設計及標準化的服務為首要條件,逐漸導向個性差異化,及形象設計規劃明確的整體品牌價值,加上網際網路的發展之下,網路已成為行銷溝通上重要的策略,不僅能凸顯酒店的特色與差異性,也促使企業與顧客的溝通距離更密切、更貼近。在2012年中國酒店市場規模達到2640億元,而在線預訂市場規模達620億元,顯示中國酒店市場如此浩大,而且還在持續的成長中,網路市場是值得期待的。 為提升網站使用者對精品酒店產生深刻的印象,網頁視覺與精品酒店的形象需要擁有高度鏈結,本研究以中國經濟往來頻繁的上海四間精品酒店網站作為研究對象:璞麗酒店、上海凱世精品酒店、水舍酒店、雅悅酒店,使用文獻探討法歸納出影響品牌形象的視覺元素分別為:(1)版面樣式、(2)資訊量、(3)標題、(4)配色,再取其四大元素進行酒店網站的內容分析,再進行專家訪談法去做綜合比較分析,最後,探討網站視覺與精品酒店品牌形象的鏈結性。 本研究結果發現:璞麗酒店營造出的意象是內斂的奢華、凱世精品酒店是一種迷幻且華麗的時尚感、水舍酒店呈現出寧靜愜意的生活慢步調、雅悅酒店理性、優雅具教育性,研究結果皆與酒店理念相吻合,然而四間酒店皆受到的上海的文化、歷史及國際性的城市樞紐影響,形成了中式與西式交融的設計,精品酒店與所屬的地緣性有絕對的關係。過去的網站鮮少人注意到營造視覺形象的重要性,隨著體驗時代來臨及網路市場的宏觀性,應該更致力於網路與品牌形象連結,本研究希望以研究結果,提供各品牌對形象與網站設計發展之思考及規劃。

並列摘要


The hotel in China has changed into the experienced-economy from the initial stage in 1980s. To satisfy the demand of high level customer, the customized and personalized Boutique Hotel has appeared, and are expanding. The competitively of hotel is not considering the luxury room design nor standardized service as first priority ,but also the personalized and well-designed image of brand value, moreover, as the internet comes to universal, it becomes the significant strategy on marketing communication, it not only can emphasize the characteristic and variation of the hotel, but also make the communication between enterprise and customers more close. In 2012, hotel market in China has reached 264 billion RMB dollars, while the online booking market has reached 62 billion RMB dollars , it shows hotel market in China is quite sizable, and keeps growing. Therefore, the online market is expectable. To make the impression of Boutique Hotel deeper for the internet user, it should connect well between the visual of webpage and image of Boutique Hotel, this research is based on four websites of Boutique Hotel which are located at prosperous Shanghai, China: Shanghai Puli Hotel, Cachet Boutique Shanghai, Water House, URBN Hotel , this study collected the visual elements affected the brand image by literature reviewing. Four elements emerged from the reviewing process: (1) the layout styles; (2) the amount of information; (3) the title; and (4) colors. Subsequently the research performed the content analysis of the hotel websites by above four elements, and expert interview method, in last, to review connection between the vision of webpage and brand Image of Boutique Hotel. The study shows: what The Puli Hotel creates is a luxurious yet humble image; Cachet Boutique Shanghai shows a dazzlingly gorgeous sense of fashion; The Waterhouse displays a tranquil and agreeable slow-paced living style; URBN Hotel Shanghai is rational, elegant and instructive. The result of the study is consistent with the concept of each hotel. In fact, influenced by the culture and history of Shanghai, along with Shanghai being the pivot of international finance and transportation, the design of the four hotels is a fusion of both Chinese and Western styles. There is an absolute correlation between these boutique hotels and geo-relation. Websites in the past did not put much emphasis on the importance of creating visual image. With the coming of the experiential era and the macroscopic online marketing, more effort should be put into connecting Internet and brand image. Through the result, the study hopes to provide thoughts and suggestions for every brand toward image and the development of web design.

並列關鍵字

Brand Image Vision of webpage Boutique Hotel

參考文獻


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