我願授權國圖
國圖紙本論文
研究生:黃梧耘
論文名稱:管理決策分析：中國生肖五行觀與色彩應用
論文名稱(外文):Management Decisions Analysis: The Application of Chinese Zodiac Five Elements and Color Preferences
指導教授:黃木榮
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:會計學系
論文出版年:2020
語文別:中文
論文頁數:45
論文摘要
本研究是由中國傳統五行觀為出發點，首先概觀回顧五行相關文獻及其與日常生活中食衣住行樂之對應關係，並試圖由五行理論搭配業者個人生肖五行、廣告設計中之顏色配置等變因，探討五行關係與心理正向暗示之效果。顏色在五行可觸發相生及相克之要素，本研究透過全國四大超商案例及兩大速食餐飲的用色技巧、用色不符五行觀點之反面案例、改變用色達成心理及營業信心等案例中歸納個案五行分析，並指出在顏色用色解析達到主客觀美感之前提，若色彩的應用及發揮得宜，能夠增加營業者之心理信心，並帶動使其在管理決策上積極效應，從而創造更大商機及較為永續之營業。
關鍵詞：管理決策，廣告設計，色彩心理，中國古代哲學。
論文外文摘要
This thesis focuses on the correlation between Chinese zodiac five elements and color preferences in managerial decisions. Chinese five elements correspond to different recommended colors and the concrete color use should also refer to the zodiac of the business owner. This thesis analyzed various cases， including six positive cases that showed a strict correspondence of zodiac five elements， two negative cases， and one case that achieved the enhancement of corporate performance by color change in later managerial decisions. The results show that color use that is compatible with the recommended zodiac five elements could enhance the positive confidence of business owners and relate to the profit which might be due to psychologically positive suggestion.
Keywords: Management decision, signboard design, color psychology, ancient Chinese philosophy.
