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題名 | 自有品牌袋包箱製造商之產品設計策略=Product Design Strategy of Original Brand Manufacturing Firms in Bags Manufacturer |
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作者 | 楊曉紅; 蘇昊鳴; Yong, Siew-foong; Su, Hao-ming; |
期刊 | 設計學研究 |
出版日期 | 20081200 |
卷期 | 11:2 2008.12[民97.12] |
頁次 | 頁87-107 |
分類號 | 962 |
語文 | chi |
關鍵詞 | 品牌; 設計策略; 設計管理; Brand; Design strategy; Design management; |
中文摘要 | 本研究以台灣自有品牌袋包箱製造商爲研究對象,採質性個案研究法,選擇五家自有品牌企業,以設計部設計師及商品企劃相關人員爲訪談對象。本研究主要結論有:(1)品牌策略的擬定呈行銷導向與產品導向,行銷面包括市場目標、高價差異化、通路等策略;產品面包括產品外觀設計、功能性設計、技術創新等策略。(2)策略型態依據設計組織考量因素可分爲:設計主導型、設計行銷型、功能導向型、成本導向型;(3)各個案之設計策略型態相互比較發現,學者之十三種策略型態涵蓋了大部份各公司所採用的設計策略,除文獻中提及之設計策略外,設計故事性、行銷重視型以及設計共用策略等是個案研究中所呈現之運用策略。(4)本研究提出具自有品牌之設計策略初期模式,首先設計組織根據企業品牌化過程中之行銷導向或產品導向之策略規劃,依序由上而下發展組織之設計策略可運用設計主導型、設計行銷型、功能導向型、成本導向型等策略。設計執行之設計策略則可運用市場目標形、設計創新形、設計功能形及成本反應形等設計執行策略,以達到企業獲利的目標。 |
英文摘要 | OBM carton makers are the subjects of research in this study. Using a qualitative case study on 5 OBM organizations, interviews were conducted on designers of the design department and product-planning related personnel. Conclusions of this study include: (1) Branding strategy is marketing and product-oriented. Marketing covers market targets, high-price differentiation and channel strategy. Product covers product appearance design, functionality design and technical innovation strategies. (2) Strategy patterns based on considerations of the design organization consideration design-marketing-oriented, function-oriented, and cost-oriented. (3)Compared with references except design story, design marketing orientation and design commons, five companies have adopted scholar's 13 design strategies. (4) This study proposes an initial model for the design strategy of OBM makers: based on the marketing-oriented or product-oriented strategy planning of the organization in the branding process, the design organization may develop the organizational design strategy in a top-down approach using design-oriented, design-marketing-oriented, function-oriented or cost-oriented strategy. The design strategy implemented by the design organization may include market-target-reflective, design innovation, design function or cost reflection strategy to make profits for the organization. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。