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篇名
多廠商品牌聯展之策展設計
並列篇名
Curatorial Design of a Multi-Brand Joint Exhibition
作者 陳殿禮馮文君
中文摘要
台灣文創品牌面臨國內市場規模小、實體通路成本高的狀況,展覽成為可與顧客互動的平台,但小品牌個別參展的成本高、能見度低。本研究係為多廠商品牌進行聯合策展設計,共創價值與擴展知名度之實務設計案例進行論述,首先經由文獻探討及12家品牌資料編整與調查,彙整出「文創品牌產品屬性定位」構面,作為分析參展品牌定位之工具;其次,實地訪談品牌經營與策展設計之跨領域專家,透過紮根理論編碼建立「品牌策展設計」構面;再者,整合出「多廠商品牌聯展策展設計」之模式,最後,依此模式應用於策展設計實務,驗證此模式之可執行性。本研究為多廠商品牌聯展策展設計之實務個案,希望吸引更多學者或設計實務者,投入有關之設計理論轉化為實務的研究。
英文摘要
Cultural and creative brands in Taiwan face a small market and high distribution costs. Exhibitions allow for interaction with clients, but costs are high and visibility is low for small, individual brands. This study designed a joint exhibition of multiple brands and discussed practical design methods that create value and enhance visibility. Based on the literature review and survey from twelve brands, a “cultural and creative brand positioning” concept was developed to analyze positioning for each brand. Field interviews were conducted with experts in brand management and curatorial design. Through grounded theory coding, a framework was established for brand curatorial design, and an integrated model for the curatorial design of multi-brand exhibitions was developed. With respect to the practical application of the integrated model (for the curatorial design of multi-brand exhibitions), this study was only a case study and starting point; thus it is hoped that the study will motivate more scholars and design practitioners to conduct research on the practical application of design theories.
起訖頁 21-44
關鍵詞 多廠商品牌品牌聯展策展設計文化創意產業Multi-brandBrand Joint ExhibitionCuratorial DesignCultural and Creative Industry
刊名 設計學報  
期數 201709 (22:3期)
出版單位 中華民國設計學會
該期刊-上一篇 從推動社區體驗學習反思社會實踐的可能:以阿里山鄉來吉部落的設計工作坊為例
該期刊-下一篇 學童手繪空間表現與三維設計能力之關係探究
 

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