加值共構的跨域品牌旅館

本設計論文「加值共構的跨域品牌旅館」為針對集團企業多元化經營所衍生之議題，希望由原有傳統產業，開創新的旅館公司，以提升品牌形象。藉由傳統工業、實用之膠帶產業，經由設計與創意，以現有建築物外觀與室內設計為主要設計範圍，將品牌形塑與體驗帶入空間中；再以空間氛圍的營造，讓人加強感受集團企業品牌之精神。並以設計案之操作，做為概念與設計策略落實之方法。設計進行前，透過文獻了解「品牌」的意涵及企業文化，再進行基地周邊調查與競爭對手的分析；之後，藉由案例分析歸納出企業品牌的設計策略與手法，進而創造一個精緻品牌旅館。主要結果為：(1)在空間中，利用膠帶特徵、色彩計畫、圖形等符號傳遞該品牌意象；(2)透過整體空間線條、顏色與圖樣的交互刺激，使旅客擁有多元感官的住宿體驗，將品牌意象傳遞刻化於內心。希望能透過此品牌行銷的策略與設計手法，使旅客無論於初次入住本旅店、用餐享受、住房與退房時，得到一種全新的企業品牌與空間體驗。

關鍵字

品牌；旅館；餐廳

並列摘要

This thesis “A Value-added and Interdisciplinary Branding Hotel” is outlining how the design solves a corporate’s problem doing diversified business. The corporate’s branding is extended by opening a new hotel space which merges its traditional industries identity. The design concept is inspired by the client’s original business - sticky tape. The hotel is designed for guests to experience its brand identity from the refined building appearance and interior spaces. This design is also the base for a new marketing strategy and execution planning. Before the design, the client’s brand identity, corporate culture and hotel surroundings have been fully examined, and a competitor analysis in the related hotel industry has been conducted. Afterwards, with the study of cross-industry hotel cases finished, the hotel design strategies which refine the client’s corporate branding image are summarized as follows. Firstly, the brand identity is conveyed by symbols of tape characteristics, colors and patterns in this hotel. Secondly, the guests experience the brand image with their senses through the design from the moment they arrive, dine, sleep, until they check-out. The purpose of this new marketing strategy and design concept is to bring up the corporate brand identify onto a whole new level.