【摘要】 在当代,随着消费文化的兴起与图像化时代的到来,企业总部建筑形象的个性化设计需求十分突出。如何通过恰当的建筑语言诠释企业文化,打造出和企业形象吻合的总部建筑形象,展现时代性、文化性与超前性,是当代企业总部建筑形象设计中急需解决的问题。本文深入探索当代企业总部建筑实际案例,分别从以形补形——符号化营造企业形象、以形写意——象征性描摹企业形象和以意代意——隐喻性表达企业形象三方面进行探讨,总结出改善当代企业总部建筑个性化的设计策略。本文以当代企业总部建筑形象为切入点,以个性化表达为设计目标,通过探索企业总部建筑形象与企业文化之间的内在关联,获得更具个性化、更有影响力的企业总部办公建筑形象。更多还原

【Abstract】 In the contemporary era, with the rise of consumer culture and the arrival of the image age, the need of individualized design of architectural images of enterprise headquarters is highly prominent. How to interpret the enterprise culture through the appropriate architectural language, create the architectural image of the headquarter which coincides with the enterprise image, and display the particularity of times, cultural property and foresightedness, are the urgent problems to be solved in the design of the architectural image of the contemporary enterprise headquarters. This paper explores the actual cases of contemporary enterprise headquarter buildings, and discusses the three perspectives of the enterprise images from the insightful, all-embracing, bodily perspective-symbolic construction of enterprise image, from bodily perspective to spontaneous expression-symbolic representation of enterprise image, and from spontaneous expression to intentional metaphor-metaphorical representation of enterprise image, to summarize the design strategies to improve the individual enterprise headquarter buildings. This paper takes the architectural image of contemporary enterprise headquarters as the starting point, and expresses the design goal by personalized expression. Through exploring the internal relationship between the architectural image of the enterprise headquarters and the enterprise culture, this paper is aimed at exploring more personalized and influential office building images of enterprise headquarters.更多还原