碩士 / 中原大學 / 商業設計研究所 / 102 / The hotel in China has changed into the experienced-economy from the initial stage in 1980s. To satisfy the demand of high level customer, the customized and personalized Boutique Hotel has appeared, and are expanding. The competitively of hotel is not considering the luxury room design nor standardized service as first priority ,but also the personalized and well-designed image of brand value, moreover, as the internet comes to universal, it becomes the significant strategy on marketing communication, it not only can emphasize the characteristic and variation of the hotel, but also make the communication between enterprise and customers more close. In 2012, hotel market in China has reached 264 billion RMB dollars, while the online booking market has reached 62 billion RMB dollars , it shows hotel market in China is quite sizable, and keeps growing. Therefore, the online market is expectable.
To make the impression of Boutique Hotel deeper for the internet user, it should connect well between the visual of webpage and image of Boutique Hotel, this research is based on four websites of Boutique Hotel which are located at prosperous Shanghai, China: Shanghai Puli Hotel, Cachet Boutique Shanghai, Water House, URBN Hotel , this study collected the visual elements affected the brand image by literature reviewing. Four elements emerged from the reviewing process: (1) the layout styles; (2) the amount of information; (3) the title; and (4) colors. Subsequently the research performed the content analysis of the hotel websites by above four elements, and expert interview method, in last, to review connection between the vision of webpage and brand Image of Boutique Hotel.
The study shows: what The Puli Hotel creates is a luxurious yet humble image; Cachet Boutique Shanghai shows a dazzlingly gorgeous sense of fashion; The Waterhouse displays a tranquil and agreeable slow-paced living style; URBN Hotel Shanghai is rational, elegant and instructive. The result of the study is consistent with the concept of each hotel. In fact, influenced by the culture and history of Shanghai, along with Shanghai being the pivot of international finance and transportation, the design of the four hotels is a fusion of both Chinese and Western styles. There is an absolute correlation between these boutique hotels and geo-relation. Websites in the past did not put much emphasis on the importance of creating visual image. With the coming of the experiential era and the macroscopic online marketing, more effort should be put into connecting Internet and brand image. Through the result, the study hopes to provide thoughts and suggestions for every brand toward image and the development of web design.
| Identifer | oai:union.ndltd.org:TW/102CYCU5317019 |
| Date | January 2014 |
| Creators | Yi-Ting Chou, 周以婷 |
| Contributors | kun-Fan Lin, 林昆範 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 140 |
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