Services Design Strategy of Taiwanese Furniture Industry Transformation

Shih-Ching Lin ； Chi-Hsiung Chen

《設計研究》 10期 (2014/09) Pp. 70-73

並列摘要

Furniture is an indispensable part of our daily life, and its various types and models all present the culture of human life. With the rapid progress of cultural economy over the past years, many traditional industries incorporated culture into their products to enhance industry values. Taiwan's furniture industry has progressed from the phase of being an original equipment manufacturer (OEM) to an original brand manufacturer (OBM), and has both the experience and technology to become a brand after a hundred years in the business. Brand management of the furniture industry in Taiwan is inevitable with the changes of economic circumstances. Through the establishment of a cultural brand, the brand connects to consumer emotions and thus recreates a new opportunity for the industry. Through an in-depth field research, this study compiles and analyzes the inter-views and first-hand materials, and formulates a model for creating a cultural brand for furniture. Two aspects of conclusions are reached as follows: 1. Taiwan's cultural brand of furniture stresses the first-hand service for consumers and concentrates on delivering products that may satisfy consumer needs. 2. From qualitative research it is confirmed that the four cases convey messages to consumers through cultural interpretations instead of displaying cultural attributes and meanings via products directly and concretely.

並列關鍵字

Cultural Creative Design ； Branding Model ； Furniture Industry ； Brand's Added-Values