以品牌引導設計創新之案例研究

Case Account through Brand-driven Design Innovation

呂婉如(Wanlou-Lu)

指導教授 ： 陳文印

國立臺北科技大學/設計學院/創新設計研究所/碩士(2009年)

https://doi.org/10.6841/NTUT.2009.00457

摘要

近年來有關品牌建立的議題已引起非常多的討論，尤其在全球化的浪潮下，企業面臨強大的競爭壓力。我國在製造業上已有一定之能力或優勢，但在喪失了以往的成本優勢之後，便須朝高附加價值的方向發展；而以品牌引導創新整合設計策略即是建立高附加價值的一個重要途徑。所以，在當前全球化的競爭與挑戰下，利用品牌來引導設計創新，提供硬體與軟體整合性服務，已成為世界各國的發展重點。 最近幾年對於品牌與設計創新的研究議題，雖然有越來越多的趨勢，但並未有一整合策略之研究。所以，本研究以品牌價值卓越的華碩電腦、明?砦q通、宏?痋B集嘉通訊為案例；嘗試以案例法，來探討分析較佳的品牌引導創新設計的整合策略模式。進而利用品牌來引導設計創新，提供硬體與軟體整合性服務，並發展出創新性的策略模式；期使設計的產品都具有創造性的品牌意象。 本研究藉由訪談手機產業來了解品牌、設計、企業內外部及消費者相互間的關係，及其影響性；並藉著設計師的訪談來驗證本研究的理論模式，亦獲得實務觀點的看法與建議，茲將縱合各階段的研究結果，提出本研究的結論。 如下列四項： 1. 以消費者為導向將品牌導入設計創新模式。2. 建構產品設計管理的決策單位。3. 藉由組織創新、品牌策略、技術方法、功能創新、外觀造形、色彩、質感、消費觀感等八面向的創新使產品具有差異性。4. 進行資源整合與產業內部重新分工定位，以提高產業的競爭能力，將是企業永續生存與成長的關鍵。

關鍵字

品牌 ； 設計創新 ； 案例法 ； 整合性策略模式

並列摘要

The topic set up of relevant brands has already caused very a lot of discussion in recent years, especially under the tide that is globalized. Enterprises face to the strong competition, there is certain ability or advantage on the manufacturing industry in our country, but after losing a past cost advantage. Enterprises must develop in the direction of high additional value.
And it ‘s an important route to set up high additional value to guide and combine the layout strategy innovatively with the brand. So, under competition and challenge that is globalized at present, make use of brand to guide the innovation of designing, offer hardware and software service has already become the developing focuses of countries all over the world.
However, with designing the research topic of innovation to the brand, though there are more and more trends in recent years, but there is not research of a combining tactics. So, the large computer ASUS of China that this research is remarkable with brand value, bright chess Dentsu (BenQ) , the great chess (acer) , the good communication of collection (GIGABYTE) It is a case. To discuss analyzing to try the better brand lead and innovate the integration tactics way to design with the case law, And then make use of brand to guide the innovation of designing, offer hardware and software service and the hair exhibits the innovative tactics way. One enables all creative brand image of products designed.
By this study we can understand the relation, an effect of consumers and brand, design, enterprise inside, enterprise outside. By the investigation with designer, We get a experimental verification From the study model, Also get the opinion and suggestion from the view of reality.
To synthesize the result of study in every step, I present the conclusion of this study.
As follows four items:
1. By consumers’ conduct put the Brand lead into the model innovation of designing. 2. To make a determinative unit for product design management. 3. By the eight innovations of organized innovation , brand strategy, technique method, function innovation, surface modeling, colour, Quality feeling, consumption feeling, We make a distinctive product. 4. To practice the resources synthesization and to divide labour to be in charge then to raise performance that will be a key factor of a abiding company forever and his growth.

並列關鍵字

Brand ； designing innovating ； case law ； combining tactics way

參考文獻

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