校園主要建築立面傳達與學校形象之研究-以桃園縣啟英高中行政大樓為例

A study of the facades of the main constructions conveyed and school images in Taoyuan: Taking the Administration Building of Chi-ying Senior High School in Taoyuan for example

江雅微(chiang ya wei)

指導教授 ： 梁桂嘉

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2009年)

摘要

摘 要

上一代人塑造建築，下一代人為建築所塑造。建築各方面的設計引響心理至鉅，可以改變人的氣質、態度、價值判斷等。
現代建築為追求其獨特性在立面的設計表現上，往往會以附加的方式增加人們對此棟建築的記憶點，達到宣傳及廣告的行銷效益。在建築設計時主要入口所在方向的立面稱為正立面，在設計時需考量的面向繁多，舉凡人行動線、視覺動線、圖面編排、色彩計畫，所在環境等等，都會影響其表現效果及是否可達到預期理想。在建築史的研究裡，通常最值得分析的也是正立面，甚至於建築式樣的辨認，也都以正立面為主要辨認的依據。透過建築外觀立面形式的表徵探討設計時的表達方式及所要傳達的意象。
對於一個社會組織來說，良好的社會形象將代表著這一組織的信念、風格、價值觀和成就。有了好的形象，就意味著有了市場、有了豐富的資源、有了更為廣闊的發展空間。因此，在很大程度上，追求良好的社會形象也就是追求組織的完美形象。良好的學校形象可以贏得社會各界的支持和信賴，確立學生和家長對學校的信心。透過學校主要建築立面設計與規劃加強定位突顯學校特色，作為學校行銷策略的一種方式。行銷已經進展到品牌的時代，品牌是聯繫產品與顧客的一套獨特承諾。行銷的觀念運用到非營利組織上始於1969年至1973年間，期間多位學者認為行銷理論不但適用於企業組織，更可擴展至非營利組織的行銷。

關鍵字

建築立面 ； 學校形象 ； 學校行銷 ； 優質校園

並列摘要

Abstract
The former generation shapes the construction, and the latter one, likewise, is shaped by the construction.The design of the building in all its aspects has a great influence on mentality, changing humans’ temperament, attitude and value judgment.
In order to pursue the unique dimensional expression in design, modern buildings usually use the additional to increase people’s memory of the buildings, and to achieve the marketing benefit of the promotion and the advertisement. In designing a building, the dimension of the main access to the building is called the façade. Many aspects are taken into consideration, including the walking route, visual route, drawing arrangement, color scheme, and the surroundings, which may influence the performance and the expected goal it tries to reach. In the study of architectural history, what usually deserves analysis the most is the façade dimension. Moreover, we depend on the façade dimension to recognize the architectural pattern. We probe into the expression of the design and the image being conveyed through the superficial characteristics of the dimensional appearance of the buildings.
For a social organization, a good societal image represents the organization’s belief, style, value and achievement. A good image means having possession of a market, rich resources, and a wider room for development. To a certain degree, to pursue a good social image is to pursue a perfect image of the organization. A good school image can win support and trust from various circles of the society and can establish the confidence that the students and the householders have in the school. To enhance the school’s characteristic through the architectural dimensional design and scheme is a way of the school’s marketing strategy. Marketing has developed into the era of brands, and the brand is a kind of unique promise between the product and the customers. The idea of marketing has been applied to the non-profit organizations from the year of 1969 to 1973. During the period, several scholars considered that the marketing theory can be applied not only to the enterprises but also to the non-profit organizations.

並列關鍵字

architectural dimension ； school image ； school marketing ； school of a high quality

參考文獻

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