- 學位論文
工作鞋品牌識別系統之建構與鞋款設計開發
The Construction of Brand Identity System and Design Development of Work Shoes
摘要
台灣曾經於1976年在國際市場上享有「製鞋王國」的美譽，然而隨著市場環境變遷以及產業外移等因素，代工市場已被大陸及東南亞等國家所取代，造成台灣競爭力衰退。因此，如何藉厚實的製鞋基礎積極地轉型為品牌國家，是政府與企業主企待突破的問題，而專業技術高的工作鞋是值得切入的市場。不過工作鞋給國人印象普遍認為鞋款笨重與無設計感，但在歐美早已是普遍的穿著且獲名人貝克漢及木村拓哉等人的喜愛，在去年澳洲踢踏舞團「踢踏狗」引導舞蹈結合鋼鐵工作的文化元素，甚或將工作鞋搬上舞台，這都讓工作鞋逐漸成為了一股潮流。 其次，國內因工安觀念不被重視以及政府未積極宣導，以致足部受傷的案例在我國職災統計中，正逐年上升，造成相當大的社會負擔。因此推動工作鞋使用概念是最佳的解決途徑。加上近年休閒風潮興起，若工作鞋能融合休閒元素，將是未來發展的趨勢。 有鑑於此，具有數十年歐美知名品牌代工經驗，且擁有高度技術與多項世界專利之個案廠商，正積極地想建立自有品牌，進軍國際。因曾與研究者有長期合作鞋款開發之經驗，於是於今年3月委託研究者進行品牌規劃與2013年秋冬鞋款設計開發。經文獻探討、個案研究等途徑，達成(1).建構品牌策略與品牌識別系統之規劃；(2)設計開發2013年秋冬鞋款。 並於專案之執行過程中，歸納出幾項台灣工作鞋發展之趨勢：(1)策略應用才是台灣自創品牌形象建立之重要關鍵；(2)足部安全的理念推展，可預估將帶動台灣及其他新興國家的市場需求；(3)工作鞋已從實用性功能進化到具休閒與時尚風格。期待能開啟台灣另一個競爭國際的途徑。以上所得之結果希望能提供相關產學設計與研究之參考。
並列摘要
Taiwan had enjoyed the reputation of "shoe kingdom" in the international markets in 1976, but as the market environment changes and the other factors such as flight of industries, Taiwan’s status in OEM or ODM markets has been replaced by other countries such as mainland China and Southeast Asian countries, resulting in Taiwan's competitiveness decline. Therefore, how to use the thick basis of shoe manufacturing ability to positively transform into a brand nation is the problem to breakthrough of the government and enterprises, and the market of high professional and technical work shoes is worth to enter. However, Taiwanese generally have an impression that work shoes are bulky and not attractive in design, but in Europe and the United States, people have long been wearing work shoes generally; Famous persons like David Beckham and Takuya Kimura et al also favorite work shoes; in last year, the Australian tap dance group "tap dogs" demonstrated the combination between dance and cultural elements of steel works, and even staged work shoes; all of this make work shoes gradually become a fashion. Second, because the concept of industrial safety is insufficient, and the government has never taken active propaganda, so the number of foot injury cases in domestic occupational accident statistics of the whole industry is increasing every year, and results in a considerable social burden. Therefore, the promotion of the concept of using work shoes is the optimal solution. Coupled with the rise of casual trend in recent years, if work shoes can be blended with leisure elements, which will be the future trend of development. In view of this, the manufacturer in this case had several decades experiences of cooperating with the European and American well-known brands¸ including OEM and ODM, and has many world patents, and hopes to build their own brand to enter the international markets. Because the company had many times experience of cooperating with the researcher to develop shoes, in this March, it authorized the researcher to carry on the brand planning and shoe designing for fall and winter in 2013. Through the literature exploration, case study, and other ways, we had reached (1) Constructing the planning of brand strategy and brand Identity system; (2) Designing shoes for fall and winter in 2013. Through the process of executing proposals, this study had summed up several trends of the development of work shoes in Taiwan: (1) Strategy application is the key to establishing the image of Taiwanese innate brand. (2) It is expected that the expanding concept of foot safety will bring strong market demands in Taiwan and other emerging areas; (3) work shoes have been evolving from practical function to fashion. We look forward that Taiwan's shoe industry will find another way to compete in the global market. Hopefully, these results mentioned above could be offered to relevant areas of production and study for reference.