台灣手錶產業在過去以製造代工OEM為主,隨著時間的演進、技術的進步,逐漸提升為設計代工ODM,加上近幾年企業品牌策略備受重視,國外品牌的成功案例在國內的市場引發效應,各產業相繼打起品牌行銷。在品牌行銷的包裝下,也讓許多國內傳統業者有了全新的產業發展。品牌行銷策略也帶動了台灣手錶產業自有品牌化的趨勢, 讓代工為主的鐘錶產業轉變為自有品牌OBM。品牌形象的經營能夠提升產品的層次價值,也增加了品牌與消費者之間的關係,強化品牌忠誠度。本研究透過品牌形象的重塑,重新定義台灣手錶品牌mono的形象定位,經由產品設計來凸顯品牌個性和形象訴求。再藉由使用者導向整合型新產品開發確立使用者需求,考量未來市場創新產品設計方針,讓mono手錶具備與市場上各大知名品牌競爭的實力與價值。
In the past, the watch industry in Taiwan was OEM-based, with the passage of time, and technology advances, watch industry gradually upgraded to ODM, and the brand strategy being taken seriously in the recent years, the success stories of foreign brands triggered effect in the domestic market, all industries have begun to brand marketing. By brand marketing, many traditional industry have a new industrial development. Brand marketing strategies also allow Taiwan's watch industry build its own brand, from OEM into OBM. Brand image not only can enhance the value of products, but also increase the relationship between brands and consumers, and strengthen the brand loyalty. This study redefined the image of mono brand positioning by remodeling image, highlighting brand character and brand appeal by product design. Using iNPD to establish design guidelines of the innovative product that take into consideration the future market ,and user needs-based, makes mono watches have the strength to compete with well-known brands on the market.