台灣小型商業設計公司的品牌定位與發展模式

Brand Orientation and Development Model of Small Commercial Design Firm In Taiwan

劉昱彣(Yu-Wen Liu)

指導教授 ： 林昆範

中原大學/設計學院/商業設計研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400512

摘要

近幾年台灣的大型企業在環境的變動中，紛紛選擇西移至中國大陸，而仍舊以台灣為主要核心的，大部分是中小型企業為居多。臺灣產業也從過去的OEM轉型為ODM，直到企業面臨全球化經營的趨勢，才逐漸又轉型為OBM。政府大力推動文化創意產業升級與獎勵創業，使設計產業成為台灣重要的軟實力之一，也促使業界帶動學界，設計相關科系成為國內學子選讀的熱潮。各界產業也認知到品牌魅力關係到的經濟價值之大，但每年設計科系畢業人才眾多，使得部分企圖心較強的設計人，紛紛自立門戶成立設計工作室，期許自己在品牌價值主導設計經濟的世代中，也能開拓出自己的市場。因此，設計公司的創立除了設計執行的工作之外，如何從無到有，有了之後如何維持與經營，其中運作的結構與經營的理念即成為本研究的重點目標方向。

因此本研究先初步了解台灣整個商業設計的大環境後，探討設計的企業組織需涉及到的三大領域：知識管理、設計管理、品牌管理，結合三項探討出設計企業組織之創意的內隱因子與創新的外顯因子。最後以「歐普設計」、「好氏設計研究室」、「我們創造事務所」三個在業界已具有一定知名度和品牌定位獨特的設計公司(工作室)，透過個案研究的訪談，研究其運作的歷程、經營的理念及策略，成為本研究的重點取樣資料。其三家設計團隊皆有商業設計產業結合不同的發展面向的經驗，創造自己出獨特的品牌定位。本研究希望透過不同發展類型的小型設計公司，了解各別的發展歷程與經營模式，找出他們共同性和成功要素，建構自有品牌的發展模式。

關鍵字

品牌管理 ； 設計管理 ； 知識管理 ； 小型商業設計公司 ； 品牌定位

並列摘要

Nowadays, large enterprises in Taiwan are choosing to move to China because of the great environmental changes. But there are still some companies make their choices to stay in Taiwan, and most of them are small and medium enterprises. Taiwanese companies try to transfer from OEM to ODM, and gradually become OBM due to the trend of global strategy. Taiwanese government makes a great effort supporting people to start their own business and also encouraging the Cultural & Creative industry for local enterprises to add the value in their products or services. Therefore, the design industry becomes one of the main soft power in Taiwan. For all these reasons, Taiwanese art and design schools shine in international design awards, and there are more students would like to choose design as their major. As we can see the sense of aesthetics becomes more and more important these days, there are many ambitious designers decide to set up their own studio and expect people to see their work in the market. Except for executing the design which is the essential, how to build a new company and sustain the business become a significant issue. My research addresses two topics: 1. The operation system to run the design business. 2. The business concept of the design company.

First, the research is about the commercial design industry in Taiwan. Then, we are going to investigate the management concept for a design enterprise: 1. Knowledge management 2. Design management 3. Brand management,and combine three of them to Investigate the Implicit factor of creation and explicit factor of innovation of Design organization.In the end, we'd like to take UPcreation 、GOOD DESIGN INSTITUTE、We Create Lab,as an example, they are 3 well-known companies (studios) which have their own brand positioning in the design industry. Through the interviews and case study, we investigate the development history, business concept and strategy they are using as our main resource.These 3 teams are connecting commercial design to different industries to create their unique brand positioning. We hope the small-scale design companies from different fields can create their own brands successfully by knowing the history and business models from this research.

並列關鍵字

Brand Management ； Knowledge Management ； Design Management ； Small Commercial Design Firm ； Brand Orientation

參考文獻

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