多廠商品牌聯展之策展設計

Curatorial Design of a Multi-Brand Joint Exhibition

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。

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.