Cosy：慢、舒暢、快活品牌牛排館

餐飲業在台灣是一個蓬勃發展的行業，競爭非常激烈，若想要在餐飲業中異軍突起，建立一個強勢的「品牌」除了可以增加競爭優勢外，對往後展店也可以提供標準化的制度，並能讓消費者經由對「品牌」的體驗產生一定的記憶點。因此「品牌」的建立及制度化是開店重要的課題。本設計論文以台北市中山北路的街邊店面為基地，探討現今高壓、快速的社會現象，提供一處體驗「慢生活」的餐飲空間，並建立一個全新的餐飲「品牌」。首先經由文獻的探討來了解建立「品牌」的基本知識，再藉由田野調查來分析王品集團旗下成功品牌西提牛排，由分析的結果可知，一個成功的品牌所需具備的條件。本次設計以「慢」、「舒暢」「快活」打造全新餐飲品牌Cosy，對於新建立「品牌」的CIS 及空間營造策略提出建議。

關鍵字

品牌認知；品牌體驗；慢生活；空間營造

並列摘要

The catering industry is a flourishing, competitive industry in Taiwan. To thrive in this industry, a strong brand must be established to reinforce competitive advantages, provide a standardized system for future expansion, and facilitate memorable brand experience in consumers. Therefore, brand establishment and systemization is critical in opening a company in the catering industry. This study investigated the street-side store on Zhong Shan North Road in Taipei City to examine the high-pressure, rapidly changing social phenomenon, in order to establish a new catering brand that provides slow pace dining spaces. Literature review was conducted to clarify the basic knowledge regarding brand establishment, and a field survey was performed on Tasty, a successful steakhouse brand under Wowprime. The results revealed the prerequisites for a brand to succeed. Accordingly, an all-new catering brand “Cosy” was created for slow, comfortable, and happy dining, and suggestions were proposed regarding the corporate identity system and landscaping strategies of the new brand.