桃園市T區域醫院「品牌意象」在空間中落實之研究

Investigation of Branding Applied to the T Regional Hospital in Taoyuan City

周威辰(Wei-Chen Chou)

指導教授 ： 倪晶瑋 ； 曹拯元

中原大學/設計學院/建築研究所/碩士(2015年)

https://doi.org/10.6840/CYCU.2015.00233

摘要

近年來各行各業對「品牌」的討論十分熱烈，透過品牌概論、品牌定義、「品牌化」之重要性等相關論文之探討，了解「品牌」對現今消費市場之重要性。「品牌化」對醫療業之影響，可在多元層面被檢視：經營管理、空間形構、企業識別系統、指標系統、網頁設計…等。本研究針對桃園T區域醫院進行分析，以現況調查、觀察記錄與分析及對該區域醫院董事長特助之訪談等作為研究方法。研究目的在探討既有企業品牌精神，在建築外觀立面、室內空間與指標系統呈現上，是否具體詮釋該區域醫院的品牌核心價值與經營理念。研究結果發現該院的室內空間，以新古典風格飯店為之，外觀立面卻為現代風格，造成內外風格調性不一的現象，無法明確地傳遞醫院之企業品牌形象。室內指標系統也呈現色彩、字體、字級，凌亂不一的現象。建議應由品牌理念、品牌形象，重新規劃醫院的識別系統，並將此原則貫徹在外觀立面、室內空間與指標系統上，真正將品牌意象在空間中落實。

關鍵字

品牌意象、空間營造、指標系統、醫院

並列摘要

In recent years, “brand” has been discussed heatedly among various professions. The discussion of related theses of brand introduction, brand definition, and the concepts of “corporate branding” has gained importance in today’s understanding of the consumer market and plays a significant role. The impact of “branding” on the medical industry is apparent on multiple levels, including management, space planning, corporate identity system, index system, and web design, etc.
This study aims to analyze the T regional hospital in Taoyuan city through the use of field work, case analysis, literature review, and interviews with the special assistant of hospital director, etc. The purpose is to discuss whether the existing spirit of the corporate brand is effectively represented by its building exterior, interior space, and labeling system, in a manner that allows for clear interpretation of the corporate system’s brand identity, core values, and business philosophy. Results showed that the inconsistency between the Neoclassic interior and the modern exterior prevented a clear portrayal of the brand image. Additionally, the labeling system showed inconsistency in color, font, and size.
Therefore, this study suggests that the hospital redesign its corporate identity system to faithfully reflect its brand concept, spirit and image, while simultaneously portraying said principles through a coherent interior and exterior design.

並列關鍵字

Brand Image ； Space Design ； Labeling System ； Hospital

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