運用想像力與商業空間創意提升行銷效益之研究

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题名:	運用想像力與商業空間創意提升行銷效益之研究 Using Imagination and Creative Commercial Spaces to Improve Marketing Effectiveness
作者:	張錦萍 CHANG, JIN-PING
贡献者:	經營管理學系
关键词:	美學經濟;空間創意;策展型商業;裝飾陳列 Aesthetic Economy;Spatial Creativity;Curation Business;Decorative Display
日期:	2022-07-17
上传时间:	2022-10-28 08:14:55 (UTC+0)
出版者:	亞洲大學
摘要:	自有商業以來，從單一商店，經營者向特定的顧客提供明確的商品和服務的具體形態到對特定的消費需求、利用商品結構經營、創造設計不同的空間變化及零售業態，從百貨行到百貨公司、購物中心到無店鋪銷售形式，時刻都在創造不同的差異性行銷行為。利用互動空間、體驗行銷來創新的商業模式與提升核心競爭力，進而引發探討各式的空間美學。商業空間的內裝設計是充滿魅力與高可塑性的，更充滿了時尚性與想像。本研究以商業空間內在環境在視覺、聽覺、嗅覺、觸覺、味覺等五感的陳列裝飾設計，探討現今零售業的新形態空間塑造及美學趨勢，並以國內外具有特色的百貨公司或購物中心為研究對象，針對商業空間內的賣場規劃，展示空間與陳列為研究。從自身相關的工作回顧與文獻探討，並採用質性研究方式進行，針對相關的資料、深度訪談、進行收集整理，希望透過專業人士的深度訪談與現在的各種不同創新空間演變的陳列展示進行碰撞、分析、擴大感性的認知，啟發更多的思維與發現。 Since the beginning of time, the rules of business haven’t changed. From a small shop where the owner tends to provide specific customers with specific forms of goods and services to variety stores, department stores, shopping malls and non-store retailing where the enterprises target at identifying certain types of customer needs by optimizing commodity composition, creating various spatial configurations and retail modes, they are, one way or the other, creating differentiated marketing all the time. The use of interactive space and experiential marketing to create new business models and enhance core competencies further puts various types of spatial aesthetics on the table.The study discusses new types of current retail spatial design and aesthetic trends from the perspective of five senses (sight, hearing, smell, touch, and taste) working on the display and the decoration of commercial indoor environment, while, the research subjects rest on the distinctive features of department stores or shopping centers at home and abroad within which the space planning, exhibit areas and displays will be analyzed. Based on the discussion of author’s relevant professional experiences and literature reviews, the study adopts qualitative research method with data collecting as well as in-depth interviewing. Through the collision and analysis of in-depth interviews with professionals, and the evolution of various innovation spaces and display designs, this study hopes to expand our perceptual-cognitive skills and inspire more ideas and findings.
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