梁桂嘉陳芮平2019-09-052018-6-282019-09-052013http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN060063013T%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/103340精品化已成為增進產品附加價值的趨勢。精品為美學、工藝與品牌的完美結合，本身蘊含的藝術特質為促成產品精品化的要件。經由適當的展示設計，可精準傳達精品特質並營造空間氣氛，間接促成購買行為。本研究旨在導入展示設計的觀念，聚焦於精品品牌空間之展示器具形式的探討，歸納出六大應用於此的設計特點，以提供精品於品牌空間中展示器具設計規劃的參考。 本研究首先透過文獻探討，針對精品品牌空間與展示設計的相關議題進行分析與歸納。再以展示設計要素為基礎進行個案研究，分析頂尖精品品牌空間中展示器具的照明、材質、色彩、展示高度與人因、構架形式與商品分佈狀況，歸納出精品品牌在展示產品上於各要素所運用的設計特點，再透過創作將特點實際運用於展示器具設計當中。 本研究根據前述過程，歸納出的精品空間之展示器具設計架構，導入品牌形象進行展示器具之設計創作。最後歸納出以下重點：(一) 精品品牌空間中的展示器具設計與品牌形象的關係：精品品牌在空間中的展示器具設計的要素深受品牌策略定位與品牌視覺形象等兩大要件影響，其材質、色彩與商品分佈方式必須適當的反映出品牌形象；(二) 精品品牌空間在體驗行銷上的運用：在精品品牌的消費空間中，首重視覺感官上的體驗，透過精心規劃的強大品牌視覺形象深化顧客對品牌的印象。本研究僅針對研究目標(頂級柔性精品品牌)進行研究與設計的考量，其他類型品牌消費空間中的展示器具之研究與探討，將會是後續或未來值得繼續研究的部分。To develop value-added product, the general trend is to bring luxury characteristic to products. Luxury goods are perfect combination of aesthetics and craftsmanship and brand, the artistic value is one of the most important factors in luxury goods. Successful exhibition design sets off that the qualities of luxury goods and creates the right atmosphere, and encourages impulsive buying behavior. This research aimed to incorporate the concept of display design and expect to conclude factors for display apparatuses that suitable for luxury brand space. The study reviews the literature of luxury goods, luxury brand space and display design. Then, case studies in display apparatuses in top luxury brands’ space to understand the design princeples of display spparatuses that suitable for luxury brand space include lighting, material, color, human engineering, structure and facing. The following are the results of this research: 1. The relationship between display apparatuses in luxury brands’ space and brand identity: the design of display apparatuses in luxury brands’ space is influenced by factors inclusing brand strategy and brand visual identity, the design must reflect brand global identity properly; 2. Experience marketing in luxury retail space: in luxury retail space, the visual experience is the most significant part of experience marketing, luxury brands create powerful brand identities to strengthen brand images.精品精品品牌空間展示器具展示設計體驗行銷Luxury goodsLuxury retail spaceDisplay apparatusDisplay designExperiential marketing