產品設計為主軸之創新行銷策略-以錦崙禮贈品公司為例

在現今產品生命週期急速縮短的時代，消費者對於產品的喜好以及接受度的標準越來越高，不僅僅是對於流行的敏銳度，對於品質的要求也是一步步地往上提高。如何讓一個產品可以成功地吸引採購者以及末端零售消費者的目光就是身為一個創業家或是公司經營者最大的目標以及課題。而禮贈品產業所包括的項目包羅萬象，涵蓋的範圍從工業設計製品到生活家庭類用品都含括其中。像是文具用品、廚房用具、保健用品、皮件類別、電子周邊類別、鐘錶類、藝品類、刀具類……等等。符合客戶的要求、消費者的喜好、市場接受度以及品質的保證是當前的重要課題，如何利用創意的元素在既有的商品創造出額外的附加價值，即是創造下一個市場的當紅炸子雞，並把握第一波進入市場的先驅者優勢創造產品之價值。除了產品面的創新行銷策略外，針對經營模式面的創新除了維持舊有的傳統型態消費者，包括了政府單位以及私人企業採購部門、中下游禮品廠商。針對現今網路以及雲端平台的發展與未來趨勢，開發網路型態之消費者，針對末端市場的需求快速回應以改善產品之功能或外觀。更可以拓展新的經銷通路以及潛在市場。目前，不管是禮贈品產業類別之傳統產業或是未來的新興產業對於創意與創新都非常地推崇，並希冀此篇研究可以應用在禮贈品產業上的創新與活化。關鍵詞：創意、創新、禮贈品

關鍵字

創意；創新；禮贈品

並列摘要

Now the standard of acceptance and interest of products of consumers have risen in the aspects of fashion and quality in the age of the “Product Life Cycle” has shorten. How to make a product catch the eye of buyers and consumers will be an objective of the owner of the cooperation. The gift industry includes lots of the kinds of items from the category of industrial design products to the houseware products. For example, classroom facility, kitchen utensils, body care appliance, wallet category, electronic appliance, watches, handicrafts, knives……etc. How to make good advantage of creativity and innovation on these existing commodities would be a great challenge to the owners. Matching needs of customers, interest of consumers, acceptance of market and the guarantee of quality are now the biggest problem. To create the added value of products is to create the next hot star. Taking chance the advantage of pioneer and is to create the value of products. Except the innovative strategy of products, cooperation still has to maintain the ordinary traditional customer including the purchasing order department of government and firms and other gift companies as for the managing dimension. Developing the online customers in order to respond the need of market and to improve function or the look of products quickly. It also could expand the new place and potential market. Now no matter the gift industry or the future star industry all enthrone creativity and innovation and hope the research could be applied to the innovation and activation of gift industry.