產品設計工作室之行動策略分析

The Analysis of Action Strategy in Product Design Studio

徐宏文(Hung-Wen Hsu) ； 何明泉(Ming-Chyuan Ho)

《設計研究》 3期 (2003/07) Pp. 152-158

https://doi.org/10.30178/SJYJ.200307.0014

摘要

近年來台灣產業型態轉變甚巨，許多企業意識需開創新態勢以因應以前所依賴的勞力優勢。由勞力密集轉變為技術密集、腦力密集的經營型態成為台灣的產業所必須建立優勢，以期在跨國分工合作模式與各經濟個體構成一上下游關係的全球經濟體系下永續經營。台灣的產業多以外銷為主、設計師缺乏終端市場資訊，又產業結構對於設計原創性缺乏鼓勵，產品企劃與創意發展不受重視。雖然設計產業在協力產業從事設計的功能上，一直扮演重要的角色，但國內產業對設計的價值認知與付費觀念不足，造成設計事務所經營收入不穩定與設計費用不能合理反映設計服務價值。在此背景下設計工作室為要迎合委託廠商滿足其需求，又要擺脫依賴委託廠商對於終端市場資訊的提供。因此設計工作室皆朝向產品設計開發流程中的各項事務儘量由其掌控，以及介入行銷以取得終端市場的資訊以取得在產品設計時的優勢。進而教育客戶，使客戶對設計的價值認知重新建立。本文探討產品設計公司在情況下所運用的策略為何，並訪談設計公司以驗證之。

關鍵字

設計管理 ； 設計策略 ； 設計工作室

並列摘要

The situation of industry has changed huge in Taiwan lately. Many corporation understand that they need initiate a new situation deal with rely on labor superiority formerly. Taiwan's corporation must be establishing superiority form labor-intensive to techno logy-intensive and brain-intensive business mode. Almost corporation mainly for export in Taiwan, but Designers lack information of ultimate market, industrial structure lack urge for design and creation, and product planning and create development has disregard. Though design corporation play a important role for help industry, but design studio income unsettled and design charge can not reflect design service value reasonably. In this background, the design studio both panders to the demand of commission customer and get out of dependent on information of final market of commission customer. So design studio controls each affair in product design development process as far as possible, and they intervene marketing that to obtain information of final market for superiority of product design. And customer has educated for reestablish the value of design in his mind. This paper research product design studio how perform their strategy in this situation, and interview they to put to the proof.

並列關鍵字

Design Management ； Design Strategy ； Design Studio