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研究生： 羅秀禾
Rodas, Fabiola Maria
論文名稱： 跨文化視覺傳達策略與社群媒體發展下之探究： 視覺設計師之觀點
Exploring A Cross-Cultural Visual Communication Strategy Under Social Media Development: A Perspective from the Visual Designers
指導教授： 仲曉玲
Chung, Hsiao-Ling
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年： 2022
畢業學年度： 110
語文別： 英文
論文頁數： 158
中文關鍵詞： 跨文化營銷 、視覺傳達設計 、跨文化 、品牌推廣 、跨文化行銷 、社交媒體 、社交媒體行銷 、視覺傳達 、視覺傳達設計 、視覺設計師
外文關鍵詞： Cross-culture, Cross-cultural Marketing, Branding, Social Media, Social Media Marketing, Visual Communication Design, Visual Designer
相關次數： 點閱：142  下載：34 
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    • 社群媒體在行銷領域發揮了至關重要的作用，它對當前行銷實踐的影響，迫使設計師重新思考社群媒體中的圖文如何呈現給消費者。從社群媒體趨勢到內容所針對的消費者文化，影響視覺傳達設計深受幾個因素的影響。目前，對數字平台的重視凸顯了對消費者進行適當和有效視覺交流的重要性。然而，現有研究大多集中在消費者的角度。因此，本研究旨在更深入地了解視覺設計師的觀點。
    這項研究首先利用線上問卷調查來了解消費者對於跨文化社群媒體行銷活動中成功的視覺營銷策略。然後，本研究近一步針對專業視覺設計師進行深入採訪，以全面了解內容如何適應 Instagram，同時保持每個目標群體所需的文化敏感性。訪談旨在深入了解三個面向：（1）跨文化行銷，了解當前實施的現有設計指南以及品牌如何針對國外市場量身定制以及需要考慮的文化敏感性；(2) 社群媒體如何影響視覺設計師，了解 Instagram 對當前行銷實踐的影響，如何限制或增強視覺設計師； (3) 視覺設計傳播在品牌形象中的作用。
    這項研究將有助於從設計師的角度深入了解設計師和行銷人員，以及如何在視覺上調整社群媒體視覺設計內容，以觸發積極的品牌形象並提高客戶對品牌的關注度。研究結果從單純的消費者研究重點轉向關注設計師。這項研究的意義表明，消費者和設計師的綜合視角將有助於更好地理解針對跨文化的行銷活動中，社群媒體圖文的視覺設計行銷過程與特性。最後，通過視覺設計傳播、社交媒體營銷和跨文化素養之間的關係，進行了一份關係內容的分析。本研究旨在從設計師的角度加深對設計師的理解。 這將允許未來考慮社交媒體提供的機會和限制。 這研究的意義表明，有幾個內部和外部因素會影響視覺設計師及其製作的內容.

    Social media has taken a vital role in the world of marketing. The impact social media has had on current marketing practices has forced designers to rethink how social media content is presented to the consumer. The impact of visual communication design is heavily influenced by several factors, from social media trends to the culture of the target consumer. However, the majority of the existing research centers on the perspective of consumers’. Therefore, this research aims to obtain a deeper understanding of the visual designers’ perspective.
    Firstly, an online survey was performed to understand how consumers perceive existing current visual marketing strategies used by international companies that are known globally and possess a strong social media presence. Then, in-depth interviews with professional visual designers were conducted to get a comprehensive understanding on how content is adapted to Instagram while maintaining cultural sensitivities necessary for each target group. The interview is structured to obtain a deeper understanding in three areas: (1) Cross-culture marketing, to understand the existing design guidelines currently implemented and how brands are tailored for foreign markets and the cultural sensitivities that need to be taken into account; (2) how social media impacts the design created by visual designers, to perceive the effect Instagram has on current marketing practices and how it can limit or enhance visual design; (3) the role visual communication design plays in the appreciation and brand image. Lastly, a relational content analysis was performed by analyzing the relationships amongst visual design communication, social media marketing and cross-cultural literacy.
    This research aims to develop a deeper understanding for designers from designers’ perspectives. This will allow for future considerations on the current opportunities and limitations that social media offers. The implications of this research reveal that there are several internal and external factors that influence visual designers and the content they produce.

    Abstract I 摘要 II Acknowledgements III Table of Contents IV List of Figures VII List of Tables XI Chapter 1: Introduction 1 1.1 Research Background 1 1.2 Research Motivations 5 1.2.1. Industrial Motivations 5 1.2.2. Personal Motivations 7 1.3. Research Objectives and Questions 8 1.4 Research Method and Process 9 1.5 Key Terminology 10 Chapter 2: Literature Review 13 2.1. Overview: From Culture to Cross-Culture Marketing 14 2.1.1. The Significance of Cross-Culture Marketing 14 2.1.2. Cultural Influences on Cross-Cultural Marketing; How The Awareness of Culture Influences Corporate Marketing Strategies 18 2.2. Integrating Social Media Strategies in Cross-Culture Marketing 23 2.2.1 Social Media Strategy and Visual Communication 23 2.2.2 Cultural Literacy in a Globalized Context 26 2.2.3 Instagram: A Social Media Phenomenon 28 2.3.4 Social Media Marketing as a Branding Strategy 31 2.3. Visual Communication Design; the Bridge Between Cultures 35 2.3.1. The Role of Visual Communication in Social Media 35 2.3.2. Visual Culture and Applied Design Visual 37 2.3.3. Visual Design Tools and Guidelines 40 2.3.4 Designers Under the Influence; The Impact of Social Media on Designers 45 Chapter 3: Research Design and Methods 47 3.1. Research Design 47 3.1.1. Research Concept and Research Framework 48 3.2. Research Method 49 3.2.1. Literature Analysis 49 3.2.2. Online Survey 50 3.2.3. In-depth Interview 59 3.2.4. Research Methods Relationship 60 3.3. Data Source 62 3.3.1. Data Collection 62 3.3.2. Data Analysis 63 Chapter 4: Research Findings and Analysis 64 4.1 Sampling and Data Analysis. 64 4.1.1 Evaluating Current Consumers 64 4.1.2 Social Media Interaction: Most Relevant Social Media Platforms 67 4.1.3 Visual Elements of Social Media Posts are the Most Noticeable at First Glance 69 4.1.4 Consumers’ Perception of Visual Design 72 4.2 Designer’s Perspective 80 4.2.1 Data Analysis of the Interviews with Visual Designers 80 4.2.2 Examining the Educational Background of Designers 81 4.2.3 Understanding Designers: Positionings and Perceptions 89 4.2.4 Exploring the Companies 96 4.3 A Relational Content Analysis On: Cross-culture Literacy, Social Media Marketing and Visual Communication Design 109 4.3.1 The Variables Within The Companies 109 4.3.2 Exploring The Relationships Amongst the Concepts: ASUS 110 4.3.3 Exploring The Relationships Amongst the Concepts: ROG 117 4.3.4 Exploring The Relationships Amongst the Concepts: Decathlon 123 4.3.5 Exploring The Relationships Amongst the Concepts: Venveo 128 CHAPTER 5: Discussion and Conclusion 132 5.1 Discussion on Research Questions 133 5.1.1 Cross-‘culture’ or Global ‘Markets’ : Visual Design as Content Marketing to Branding 134 5.1.2 Towards a Holistic Visual Communication Strategy: Moving Beyond A Fixed Guideline in an Ephemeral Medium 136 5.1.3 Cross-‘cultural’ Visual Design Content: Creating Engaging Social Media Culture 138 5.2 Conclusions: Exploring The Feasibility of A Design Culture Guideline 140 5.3 Research Limitations 143 5.4 Recommendations for Future Studies 143 REFERENCES 144 APPENDIX 149

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