蘇文清Su wencheng朱嘉洲Zhu Jiazhou2019-09-052014-6-32019-09-052014http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN060168027T%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/103352在全球經濟一體化的背景下，各行各業的競爭已然不僅僅是原本生產能力的較量，資訊的傳播能力在這個信息化的時代顯得越發重要。同行業競爭對手的林立使得企業機構不得不從自身的特點出發，向受眾群大幅度地展示其與衆不同的一面。醫療機構以其特殊的行業性質以及臨界於商業和非商業之間的模糊定位，成為了人類生活中不可或缺的一部份，而在醫療機構的行業群體當中又凸顯出一批更具有獨特性的醫療機構，這就是本研究的研究對象，中醫醫療機構。 對於這一具有強烈民族性特點和悠久歷史文化的行業來說 ，一般大眾企業的企業識別系統設計對其既有適用之處又需改造之處 。當今兩岸大部份地區的中醫醫療機構仍然處在一味追求還原本質、繼承傳統的運營模式中，卻沒有注意到在潮流衝擊下的現代商業模式中該如何應對，墨守成規對於傳統文化的延續和發展來說也許不是最好的辦法。 本研究通過對企業識別系統的文獻探討，加上學習一些基礎中醫歷史和中醫學知識，對中醫醫療機構視覺識別系統的設計與規劃展開研究。從文獻中蒐集各個國家地區醫療機構的視覺識別設計案例進行分類及分析，得出些許對現代中醫醫療機構視覺識別系統設計的模式結論後，選擇了廈門市華醫館為本研究的創作對象，將研究所得到的創作模式應用到對其改造的設計方案當中，從反饋中做一些總結和建議，為民營中醫醫療機構運營發展尋找進一步優化的契機。Under the background of the global economic integration, the competition in all walks of life is not only for the production capacity any more, while the spread of information becomes more and more important in the information age. The rivals in the same industry stand in so great numbers that the business institutions have to drastically show their distinctive sides on the basis of their own characteristics.The medical institutions have become a indispensable part in the human life because of their special nature and their fuzzy localization between the commerce and the reverse. Moreover, among the industry groups of the medical institutions, traditional Chinese medicine medical institutions are outstanding as the more peculiar ones, which are object of this study. In terms of the industries which have strong national characters and a rich historic culture, the image design for the general enterprises is somehow applicable while it could be still improved. Nowadays, traditional Chinese medicine(TCM) medical institutions in most parts of Taiwan and the mainland are still in the operation pattern of pursuing to restore the nature and succeeding the tradition blindly, without paying attention to the measures they should take in the modern business model under the influences of the trends. Sticking to convention may be not the best methods for the development and sustainabilities of the traditional culture. This study will be carried out on the design and programme of TCM’s visual identification systems through the discussion on the literatures of the Corporate Identity System and the learning of TCM history and TCM knowledge. This study collects cases of the visual identification design of TCM in different countries and regions, and, after the classification and analysis of them, some design modes of TCM’s visual identification systems are acquired from the conclusion. This paper selects Xiamen Huaxia Clinic as the experimental subject, applies the design mode acquired to the design plan for it’s modification and get some conclusions and suggestions from the feedbacks, which will find some opportunities for the operation and development of the TCM medical institutions.企業識別系統中醫醫療機構視覺識別設計Corporate Identity SystemTraditional Chinese medicineVisual identification design