設計成果

學術研究

以女性意涵探討法藍瓷花卉系列作品

論文名稱:  以女性意涵探討法藍瓷花卉系列作品
論文名稱(英文) Exploring Franz Flower-Series-Works by Women Implications
研究者(中文) : 黃淑貞
研究者(英文) : Huang,Shwu-Jen
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學校名稱 : 國立台中科技大學
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系所名稱 : 商業設計研究所
指導教授 : 林承謙
中文關鍵字 : 新藝術、柔性風格、市場定位、消費族群
英文關鍵字 : Art Nouveau、Feminine Art、Market positioning、Consumer groups
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中文摘要: 「法藍瓷」以瓷器之獨特新穎女性風格造形、蘊含豐富人文藝術,成功走向國際市場。「法藍瓷」瓷器造形的創造力不但創新也具有延續文化的意涵,以「新藝術」女性風格為取向的花卉系列造形設計,使得作品具有女性優雅柔美的氣息、豐富的造形、絢麗的色彩與文化的特殊性,讓整體產品系列趨向多樣性。本研究以台灣瓷器品牌「法藍瓷」─Franz,花卉系列作品為樣本取得對象共29組,旨在探討透過「新藝術」的女性設計風格找到女性意涵的形容詞意象語彙,即「高貴、優雅、纖細、精緻、柔美、亮麗、清新、輕柔」共八類,以文本分析法與產品知覺圖進行研究分析,將女性意象語彙區隔化分析結果進行群組化,檢視「法藍瓷」花卉系列之市場定位屬性,並發現潛在的女性消費族群特質,考量女性消費者的需求、喜好、感覺等客觀的情況。最後研究發現「法藍瓷」花卉系列之市場定位屬性分為五大類型:「柔美的與高貴的」、「優雅的與沉穩的」、「清新的與厚重的」、「輕柔的與精緻的」與「精緻的與方實的」類型,進而得知女性消費者特質為:1.寵愛奢華型2.高雅端莊型3.溫柔文靜型4.純淨素雅型5. 俐落大方型。藉此女性意象語彙的延續可開發與設計相關聯性產品,符合女性消費者所期待的認同感與被重視感,加深消費者對於花卉系列產品形態的認知,進而接受並購買產品。

英文摘要: Franz porcelain unique and novel female style model, rich in arts and humanities, and success to the international market. Franz porcelain shapes of creativity not only innovative but also has the meaning of cultural continuity, new art styles for women-oriented series of flower shape design, makes the work women\\\\\\\\\\\\\\\'s elegant and gentle atmosphere, rich in shape, brilliant particularity of color and culture, tend to let the whole product line diversity. In this study, Taiwan porcelain brand Franz - Franz flower series of works for the sample to obtain the object of a total of 29 groups to explore the female overtones adjectives found women through the \\\\\\\\\\\\\\\"new art\\\\\\\\\\\\\\\" style image words, \\\\\\\\\\\\\\\"noble, elegant, slender, delicate, soft, bright, fresh, gentle \\\\\\\\\\\\\\\"of eight categories, perceptual map text analysis and product research and analysis, the female image words segmentation analysis results grouped view\\\\\\\\\\\\\\\" Franz \\\\\\\\\\\\\\\"Flower series of market positioning properties, and found that the characteristics of potential female consumers to consider the needs of female consumers, preferences, feeling objective. Study found that last series, \\\\\\\\\\\\\\\"Franz\\\\\\\\\\\\\\\" Flower market positioning attributes are divided into five types: soft and elegance \\\\\\\\\\\\\\\",\\\\\\\\\\\\\\\" elegant and calm \\\\\\\\\\\\\\\",\\\\\\\\\\\\\\\" fresh and heavy, soft and delicate. \\\\\\\\\\\\\\\"with exquisite square real \\\\\\\\\\\\\\\"type, and then learned that female consumers qualities: 1. pet luxury dignified and elegant. gentle quiet type the pure elegance 5. neat generous type. To take the continuation of the female image words that can be developed and design of associated products, to meet the female consumers look forward to the sense of identity and a sense of being taken seriously, and to deepen the awareness of consumers for floral products form, and then accept and buy products.
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