平價品牌符號與形象建構之研究－以UNIQLO為例

The Construction of Symbol and Image of Masstige Brand：A Case Study of UNIQLO.

陳郁璇(Yu-Hsuan Chen)

指導教授 ： 黃振家

淡江大學/文學院/大眾傳播學系碩士班/碩士(2013年)

https://doi.org/10.6846/TKU.2013.00907

摘要

本研究旨在探討平價品牌在台灣消費環境中的面貌，在文獻的部分，首先爬梳消費、消費社會及消費觀念的演變脈絡，接著再談及廣告符號與品牌文化及消費文化之間的關係，並以Barich及Kotler之形象架構、文獻分析法、內容分析法、星野克美之廣告符號學分析架構，綜合討論UNIQLO的品牌形象、傳播溝通工具及廣告文本，藉此除了能窺知其品牌整體的運作邏輯，亦能藉由論述過程與台灣當前的社會文化及消費環境做扣連。
本研究修改自Barich與Kotler的形象影響因素，將UNIQLO的品牌形象歸納為以下七大面向：「企業的社會及奉獻行為」、「公司的企業及服務行為」、「企業的員工及支援行為」、「品牌產品」、「行銷溝通」、「產品價格」、「銷售團隊及通路」。
研究發現UNIQLO在行銷溝通工具上不同於一般企業習慣以電視廣告為宣傳主力，在需要強化品牌印象及識別時，它習慣操作戶外媒體為宣傳主力，電視廣告則是輔助強化消費者的印象，至於長期的廣告行銷，則以報紙媒體為操作主線，而UNIQLO除了在主流媒體及網路媒體刊登其品牌廣告之外，以網路社群活動的方式進行推拉式行銷亦為其一貫的宣傳特色。
至於在廣告的符號操作上，UNIQLO其實也有發展出一套策略，除了緊繫品牌精神，在畫面上強調商品本身的價值，版面也盡量簡單，廣告視覺呈一致性及極簡性，此外，平面廣告並會因應品牌發展周期調整策略，而在報紙及電視廣告符號價值體系的呈現上，則大致可歸納出實用價值、感覺意象、生活意象這三個價值體系。

關鍵字

品牌 ； 品牌打造 ； 品牌形象 ； 消費 ； 消費社會 ； 符號消費

並列摘要

The purpose of this study is to explore how the masstige brand presents the whole look in the consumer society in Taiwan. This study first discuss the context of consumption, consumer society and consumer concept, then talk about the connection between advertising symbol and brand culture, and the relation between advertising symbol and consumer culture. Using “Barich and Kotler’s framework of marketing image management”, “document analysis”, “content analysis”, “Hoshino Katsumi’s advertisement semiotics analysis” to discuss the brand image of UNIQLO, communication tools, and advertising text. The discussion of this study in addition to be able to know the operational logic of the brand, and also can connect with the current socio-culture and consumer society in Taiwan.
This study modify the framework of marketing image management which proposed by Barich and Kotler, summarize UNIQLO's brand image as the following seven factors: “corporate social and contributions conduct", “company business conduct and service”, “corporate employees conduct and support”, “product”, “communication”, “price”, “sales force and distribution channels”.
The study discover that the communication strategy of UNIQLO is different from general corporate habits, when it need to strengthen the brand image and the brand awareness, it is accustomed to operating outdoor media as the main communication tool, television is assisted to strengthen the impression to consumers. As regards the long-term communication strategy, it is accustomed to operating newspaper as the main communication tool. In addition to publish the brand advertising on the mainstream media and internet, operating “push and pull strategy” in activities of the social network is also their usual promotional characteristics.
As regards the symbolic operation on the advertising, UNIQLO actually develop their own strategy. In addition to tie to the spirit of the brand to emphasize the value of the product itself, the layout is also as simple as possible and the whole visual of the advertising is consistent and minimalist. The print ads will follow the industrial cycle to adjust the strategy. And the symbolic value of newspaper and television ads can be summarized as use value, feeling image and life image.

並列關鍵字

Brand ； Brand build ； Brand image ； Consumption ； Consumer society ； Symbolic Consumption.

參考文獻

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