梁桂嘉余涵中2019-09-052019-8-42019-09-052014http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN060168025T%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/103351　　產品識別是建構以及傳達品牌形象的重要媒介之一，透過具有明確識別性的產品識別特徵，並將產品識別特徵群作系統化的規劃，將有助於消費者對於品牌形象和記憶度的提升。如何形塑較具有明確識別度的產品識別特徵，並將其整合為產品識別系統的設計模式，是本研究主要探討的議題。 　　本研究之研究方向，針對自行車品牌為主要探討對象，在研究流程的規劃上主要以四個階段作執行。第一階段為文獻探討，藉由文獻來歸納產品識別系統的理論架構，以及有關於企業識別系統與產品識別系統之關聯性的基本探討。第二階段為研究分析，首先，以專家訪談法作個案篩選，搜集三個具有明確識別性之產品識別系統的自行車品牌，並且蒐集有關自行車品牌在產品識別應用上的相關輔助資料，其次，透過案例分析進行較深入的檢視，將該些品牌建構產品識別系統的設計手法作歸納分析。第三階段為設計創作，以台灣本土的自行車品牌-台灣雲豹作為創作對象，並將前面兩階段所歸納的分析資料作為創作過程中的參考依據。最後一階段為綜合整理，將前述各階段之研究結果整合歸納為本研究之結論與建議。 　　透過本研究之研究流程所分析整理之研究結論主要可歸納為以下幾點：(一)產品識別需要透過長時間的應用與傳播方能令消費者產生共鳴；(二)具有高度辨識性的自行車品牌，在產品識別的特徵上，除了具有對於企業外部的獨特性之外，亦具備了企業內部的統一性；(三)品牌之系列產品在色彩計劃的規劃上，除了能以慣用或相似的色系作表現外，採用相同的配色模式亦是能傳達統一性的方式之一；(四)欲提升自行車品牌之產品識別度，以機能導向為優先考量是值得參考的設計方針。Product identity is one of the important media to construct and convey the corporate image. The product identity features with a clear identification and the systematization plan for product identity feature group will benefit to promoting the corporate image and enhancing memory degrees for consumers. Thus the topic is mainly discusses how to shape product identity features with a clear identification and integrate it as the design pattern of product identity system. Take the bike brand as the research object, the study is mainly investigated it from four stages. The first stage is to discuss the documents, by which to summarize the theoretical framework of product identity systems, and basic discussion relationship between corporate identity system and product identity system. The second stage is for research and analysis. First of all, by interview method as a case screening, the author collects three bike brand possessed of product identity systems with effective identification, and collects related supporting information of bike brand for the application of product identity. Then, the author make a deep check through case study research to analyze the design techniques of these brand’s constructing of product identity system, and to collate it as available creation mode for small and medium manufacturing who love to expand their brand. The third stage is design and creation. Took Taiwan Rikulau, local bike brand in Taiwan as a creative object, put the analysis data summarized in the previous two stages as reference in creating. The last stage is to consolidate findings of previous stages, summarizing conclusions and recommendations. Through the study process, the result of research can be summarized as follows: (1) product identity needs long-term application and dissemination to attract consumers; (2) in terms of product identity features, a highly identifiability bike brand both possesses of enterprise’s outside unique and the internal unity; (3) as for color planning of brand’s series products, it is one of the ways to convey unity by adopting same color pattern except using the customary or similar color; (4) To enhance identifiability of bike brands, deliberating function-oriented is a design policy which is worth referring.自行車品牌產品識別系統BikeBrandProduct Identity System