以系統動態學探討台灣工藝產業之品牌形塑模式

台灣的工藝產業多年來歷經起伏興衰，在時代的發展趨勢下已逐漸面臨瓶頸，建立台灣工藝品牌，提升整體附加價值來帶動產業正向發展，已是不容延緩的研究課題。本研究以系統動態學做為研究方法，在台灣工藝產業中，分別從琉璃工房、法藍瓷、工藝時尚Yii三個品牌來了解品牌的形塑過程，並界定其成功背後的因果環路結構。研究成果顯示，在琉璃工房的模式中，純創作者的經濟條件，影響生產能力與品牌初始定位，本身的名氣亦能影響品牌的擴展速度。在法藍瓷的模式中發現，企業在代工時期，能累積人力、資金、生產及設計能力，於適當時機點得以發展自由品牌，但品牌初始定位受侷限。在Yii的探討中發現，政府輔導計畫需創造實質營收並回饋到計畫本身，才得以長久經營，而營收時間點決定品牌的定位。本研究探討個案之結果顯示無論是純粹創作者或是企業轉型，還是政府計畫輔導的工藝品牌之形塑過程，都深受「品牌」、「品質」、「價值」三個層面互動影響，產業廠商應根據本身具備的條件選擇適當的品牌形塑模式與切入策略。

關鍵字

工藝產業；品牌形塑；系統動態學；琉璃工房；法藍瓷；工藝時尚─易

並列摘要

Taiwan's handcraft industry has experienced ups and downs in the process of development, and it now encounters the challenge to increase its added value. How to establish and manage branding in this section has become a critical issue. This research used system dynamics to conduct case studies on Liuligongfang, Franz, and Yii which successfully established their brandings with different models. For each case study we analyzed the branding process and identified its development model in different development stages. In the Liuligongfang case, due to limited budget, personal studio can’t produce works and spread its brand quickly. And also have an influence in initial positioning.In the Franz case, the company accumulated the human resources, capital, and design capability before developing its own brand. But the initial brand positioning will be influenced by its initial OEM/ODM development path.In the Yii case, the government supported program needs to create profit and feedback to the program itself in order to make it into a long-term business. And the timing of profit will determine the positioning of the brand. The results of the government supporting program case, the personal studio case, and the OEM/ODM/OBM transformation case, the development process is determined by the interactions of branding, quality, and value. New companies should choose proper model and strategy according to their existing resources and capabilities.