文創商品設計與品牌分析之研究－以台灣WANGMEILI自創品牌包包為例

由於台灣文創產業的市場規模太小，商品無法量產，使得台灣設計精湛工藝的產品價格居高不下，又加上中國高端的文創市場迅速崛起的威脅，避免產品陷入價格競爭，為了提升文創商品競爭力，如何將台灣商品提升國際知名品牌有其必要性，而品牌要成為國際知名品牌，唯有運用商品設計的手段及品牌的建立，才能使品牌知名度與價值，可和大品牌擺在同等地位，開發出通路，才能創造差異化、高價及利潤。本論文主要研究文創商品設計與品牌之關係，以WANGMEILI自創品牌包包為研究對象，從品牌創業過程、商標設計、形象風格、文創商品設計至商品行銷等資料蒐集，並分析個案透過商品設計的手段及品牌的故事，開發出品牌知名度和價值及相關通路。本研究成果可以提供未來從事文創商品自創品牌之業者依循參考，不斷開發潛在的市場，提高品牌知名度和價值，使該品牌成為國際知名品牌，作為臺灣文創產業走出目前經營困境的啟示。

關鍵字

文創產業；文創商品；商品設計；品牌；品牌故事

並列摘要

Due to the limited market size of Taiwan's Cultural and Creative Industry, most products are not able to reach a stage of mass production. As a result, consumers have to pay a consistently high price for leading Taiwanese-designed craftsmanship. Meanwhile, the local market also faces challenges from rapidly growing China high-end oriented cultural and creative products. In order to enhance the competitiveness of Taiwanese products and to avoid a price war, it is very important to promote and establish Taiwanese-designed products as international brands. To achieve this objective, we have to take advantage of product design and brand building to elicit the popularity and value of local products for them to be competitive with other famous brands. In other words, we ought to develop new channels to demonstrate the uniqueness of local products and to demand a higher price tag and profit margins. This paper focuses on the correlation between product design and brand building of the Cultural and Creative Industry. Taking the local brand handbag designer WANGMEILIas a research target, the paper commences with a collection of data regarding the development of the brand, logo design, style, cultural and creative product design, and marketing. This paper then develops an analysis of the individual story behind the product design itself as well as the brand, including the development of brand awareness, value enhancement, and their related access channels. The research results will provide references for all future industry participants entering into the local design of Cultural and Creative Industry. In addition, the research results will enable participants to continuously develop market potentials, increase brand awareness and brand value to help their brands attain international status; ultimately, the research results will serve as an inspiration for the Taiwanese Cultural and Creative Industry to exit the current prevailing business distress.