中小企業新創品牌視覺設計之創作與研究

The New Brand Design of The small and medium enterprises

唐聖瀚(Ian Town)

指導教授 ： 張柏舟

國立臺灣師範大學/藝術學院/設計研究所在職進修碩士班/碩士(2006年)

摘要

企業經營成長，可以說是一種逐步漸進、累積經驗與成果的過程。長久以來，中小企業旺盛的活動力與創業家精神，一直是台灣經貿發展的主力部隊，而台灣中小企業靈活的彈性、堅強的毅力，以及冒險進取的精神，更早已舉世聞名。
調查顯示，由於全球化競爭加劇，近年來，中小企業不僅愈來愈難突破營收10億的關卡，大型企業的營收卻屢創新高，快速地拉開了與中小企業之間的距離。顯而易見地，中小企業當前面臨的經營環境更為艱險困難，台灣企業經營長久以來面臨的主要問題，如微利化、缺乏自有品牌等問題，不僅未獲解決，甚至已經形成一道道的成長障礙。而最基本的解決之道，即為由降低成本走向提升附加價值，研發設計及品牌行銷等作法。
此外，將原先的製程創新力，發散到產品創新、通路創新，乃至於商業模式的創新，由製造業升級為製造服務業，創造無可取代的品質價值。台灣的企業，原是以具有強烈的企業家精神著稱，但在創意產業的這個範疇，企業家似忽略了，尚未大力投入。雖然美學文化是十分個性化、分眾化的市場，不如工業經濟之追求經濟規模，但如果結合企業家的創新精神及財務、行銷的控管專業能力，以及藝術家的美學素養，可望在每個經營領域增強文化內涵，進而強化競爭力。
以代工起家的台灣，有能力站在製造基礎上，是品牌發展中最具優勢的力量，但即使走上品牌路多年，對中小企業說來，仍然比較重視並擅長生產商品，對於設計水準較不重視，即使被消費者納入考慮購買的前三名，但因缺乏自己的定位與特色，沒有辦法成為消費者的最後選擇。輸在消費者選購決策最後一秒的自有品牌，要如何反轉，讓消費者第一眼就愛不釋手，贏在第一秒，唯有創造自有品牌才能脫離價格競爭的漩渦。

關鍵字

品牌 ； 設計 ； 中小企業 ； 美學

並列摘要

The growth of an enterprise can be said to be a process characterized by gradual progress and accumulation of experience and knowledge. For a long period of time in the past, the small and medium enterprises of Taiwan have exhibited such vitality and entrepreneurship that they have been the central force that drove the development of the country’s trade. The small and medium enterprises of Taiwan have since then be-come world famous for their great versatility, perseverance and adventurous spirit.
Results of various researches show that small and medium enterprises in Taiwan are experiencing greater difficulty in reaching the goal of breaking the NTD1 billion revenue point in recent years due to fierce international competition from rapid glob-alization. On the other hand, large corporations have continued breaking records in terms of their revenue, and the gap between large corporations and small and medium enterprises has become larger very quickly. Evidently, the business environment for the operations of small and medium enterprises has become more difficult and peril-ous. The major problems faced by Taiwanese enterprises in all these years of opera-tion such as low profit margins and lack of original brands not only remain unsolved, they have even turned into barriers that prohibit further growth for these enterprises. The most basic solution to these problems is to work towards increasing added value of products, promote R&D for designs and engage in brand marketing. In addition, the creative energies devoted to the existing production processes should be directed to product innovation and channel innovation in order to achieve innovative business models. These enterprises need to elevate themselves from being manufacturers and become manufacturer and service providers to create irreplaceable quality values.
Taiwanese entrepreneurs are famous for their keen entrepreneurial spirit. However, they seem to have overlooked the area of creative industries and have yet to make significant investments in this area. Even though aesthetic culture is a very personal-ized and segmented market unlike the economies of scale pursued in industrial eco-nomics, it will help to strengthen the cultural content of various fields of management and enhance the competitiveness of businesses if the spirit of innovation and profes-sional management skills of finance and marketing of an entrepreneur are combined with the aesthetic capacity of an artist. Taiwan’s economy thrived due to OEMs, and these OEMs are tremendously advantageous to brand development since businesses are able to create their own products. But despite having traveled on the path of branding, most small and medium businesses are still more concerned and more skilled in manufacturing products and place much less importance on the level of product design. So even though consumers are tempted to buy their products, since these products lack their own definition and features, they usually fail to become a consumers’ final choice. These products lose competitiveness in the final moments of a consumer’s purchasing decision because they don’t have a brand of their own. So what can we do to turn the tables so that consumers will fix their eyes on our products the very moment they see them? How can we win the competition from the begin-ning?

並列關鍵字

branding ； design ； small and medium enterprises ； aesthetics

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