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  • 學位論文

小家電中島展示櫃陳列之研究─以象印家電為例

Small electronic Nakajima showcase display Research-Zojirushi electronic

指導教授 : 魏主榮

摘要


百貨展示方式中,中島展示台系指櫃體本身四向或至少三向鄰接走道的展示櫃台。本研究針對國內小家電於開架式陳列的方式研究,哪些為消費者所習慣的陳列方式。選擇以國內銷售較高價格品牌的“日本象印”小家電為例,深入探討其外來品牌近年來在國內銷售成功的陳列因素。並且,本研究將另外還找出相關類型品牌,其陳列方式來探討比較,將研究著眼於展示場中開架的商品展示的議題部分。找尋適當之人選共14位,以本議題進行更深入訪談及整理分析,其中分析出包括(一)小家電陳列之視覺效果,(二)消費者對小家電陳列開架參觀之習慣格式,(三)小家電陳列開架之適用尺度,(四)小家電位於開架上給予消費者的親近感。最後求證開架展示的最佳創意設計,以做為開架展示設計之參考。研究結果得知消費者針對小家電之陳列有其慣用的參觀方式。   為求找出小家電開架陳列更成熟之方式,以及更多元的創意設計。本研究將透過相關文獻之探討、找尋適當人員做訪談,以及現場實地與其相關人物做訪談。以此詳盡資訊加以分析討論,找出目前流通之陳列方式的優缺點,再以研究階段所求之答案,來對小家電開架陳列之方式做一整合。包括中島展示之創意設計、操作尺度、商品展示尺度、色彩運用…等。最後,本研究將提出其各種陳列可能性方式,做為日後之設計參考模式,供相關專業參考。

並列摘要


Abstract Brief Summary In department store displays,Nakajima refers to the Cabinet of the visualizer itself to show at least three adjacent walkways or counter. The objective of this study is to analyze the open shelf display formats of small electronic appliance in domestic trade market, featuring those formats consumers are familiar with. In this study, the Japanese brand Zojirushi, the iconic brand of high selling price category, is selected as key example to explore an in-depth analysis of the key success factors for those imported brands in recent years. Moreover, this study also includes the comparison analysis of Zojirushi's display formats with other similar brands' in the market, and to address the topics associated with the open shelf display formats in the market outlets. This report has fourteen people selected for an in-depth interview regarding the topics of display formats to offer high-value market insights. There are four major aspects covered in this analysis as stated below to provide insightful references and suggestions for the design ideas of open shelf display format: 1. The visual effects of the display of small electronic appliances 2. The display formats which consumers can highly be associated with 3. The proper dimensions and types for display of small electronic appliances 4. The attraction of small electronic appliances delivered to consumers It’s found out in the analysis result that consumers have their particular ways in observing the display of small electronic appliance. In order to find more mature open-shelf exhibitions of small household electrical appliances, as well as a number of creative design. This research will study through literature, identify suitable personnel to do interviews, and on-site field associated with characters doing interviews. This detailed information to be analyzed and discussed, and find out the advantages and disadvantages of currently circulating exhibitions, then the research stage we ask answers, integration of open-shelf exhibitions of small household electrical appliances. Including Nakajima show originality of design, operational scale, commodity display, use of color…。 Finally, this study will present its various display possibilities , for future design reference model for relevant professional references.

參考文獻


蔡國華(2008),汽車旅館消費誘因研究。中原大學碩士論文。
邱銘珠(2003),以使用者感官經驗為導向的舊建築再利用之硏究.
林暄蕎(2008),體驗行銷策略之研究:誠品信義旗艦店之個案探討論文。
參考文獻
黃建成(2007),空間展示設計,北京大學出版。

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