製造業服務化之新創品牌企劃研究－以新日興企業之品牌識別個案為例

A Study of Branding for Servitization of Manufacturing Industry：Taking Brand Identity of SHIN ZU SHING CO., LTD. as Example

張晉睿(Chang Jin-Rui)

指導教授 ： 梁桂嘉

國立臺灣師範大學/藝術學院/設計學系/碩士(2016年)

https://doi.org/10.6345/NTNU202204781

摘要

製造業服務化帶動製造業者思索產業升級的方式，並可趨動轉型品牌經營的契機，提升企業價值。本研究旨在探討於製造業服務化的發展趨勢下，可供製造代工見長的我國製造業者參考之新創品牌發展流程，並將研究結果應用於實務案例之設計企劃提案。

藉由學理文獻瞭解製造業服務化的本質及發展要點，探討品牌建立原則、構成元素，與設計專業於產業應用的定位，以歸納新創品牌之設計流程。透過訪談了解個案企業之轉型需求，導入新創品牌設計流程，發掘個案企業之優勢技術與市場機會，並歸納品牌設計執行之要點。設計創作根據執行要點，以茲塑造個案企業之新創品牌定位及建立品牌識別準則，並提出產品開發方向與品牌策略之企劃案為創作成果。

研究發現，製造業服務化驅動製造業者於製造端加強研發能力以及深化銷售端的顧客服務，惟針對我國傳統製造業轉型品牌經營的文獻資料與個案研究較為缺乏，因此許多有心朝往品牌經營的製造業者，難有可參考之模式及建議，以致心有未逮。本研究以設計專業角度建議製造業者發展新創品牌時可採取的規劃方向及設計策略，期研究之成果能提供相關研究及我國製造業者者作為參考應用。

本研究之主要結論如下：
（1）製造業服務化以顧客價值為首重考量，透過嶄新的價值主張與產品服務，以維繫企業與顧客間的親和度。
（2）新創品牌經營應以關鍵技術訂立產品開發方向與顧客導向的品牌策略，以茲增進企業品牌的服務能耐及經營實力。
（3）品牌識別準則有利於掌握品牌發展的一致性、明確性與連貫性。

關鍵字

製造業服務化 ； 價值主張 ； 品牌策略 ； 品牌識別準則

並列摘要

Servitization of manufacturing industry triggers transformation of brand operation and enhancement of enterprise value by inspiring and encouraging manufacturing industry’s attempt at industry upgrading. This research makes investigation into branding process in the context of servitization of manufacturing industry, which might be a good template for Taiwanese manufacturing industry. Result of the research would also be applied in designing business proposals in real cases.

This research has made review over academic literature about concept and development of servitization of manufacturing industry, and has inducted elements of branding process by discussion of general establishment, components, and application of design of a brand.The researcher has grown better understanding in needs of industry transformation by depth interviews with industries.Furthermore, branding process will be introduced into cases, technical advantages and market opportunities of the interviewed industries will be described, and essential principles in branding process will be concluded in this research. As a conclusion, a proposal of product development and branding strategy is made in this research, in which the researcher designs a set of executive principles about establishment of brand positioning and code of brand identity for those industries interviewed.

This research found that, servitization of manufacturing industry will motivate enhancement of research and development capabilities on manufacturing aspect and intensification of customer services on retailing aspect; however, lack of research data and case study about industry transformation of Taiwanese traditional manufacturing companies makes it harder for such companies to develop an innovative brand, even when they have available reference of business models and suggestions. From professional view of designing, this research proposes suggestions about project planning and designing strategy in development of an innovative brand, as a reference for this field of study and for Taiwanese manufacturing industry.

General findings of this research are as follows:
（1）Servitization of manufacturing industry makes customer value the prior concern, and intensify customer intimacy through brand-new value proposition, products, and services.
（2）In operation of a new brand, objectives of product development should be based on key technologies, and operation strategy of the brand should be customer-oriented.
（3）A code of brand identity would be beneficial to build consistency, clarity, and integrity in branding process.

並列關鍵字

servitization of manufacturing industry ； value proposition ； branding strategy ； code of brand identit

參考文獻

中文

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