小型企業產品設計策略：辦公家具個案研究

Small Business Product Design Strategy: A Case Study of an Office Furniture Company

紀尚德(Shang-Te Chi)

指導教授 ： 黃啟梧

國立臺北科技大學/設計學院/創新設計研究所/碩士(2010年)

https://doi.org/10.6841/NTUT.2010.00328

摘要

本研究的目的為驗證小型企業制訂產品設計策略的個案研究。個案公司是一家已有20年歷史的小型企業，主要生產辦公椅，批發銷售給家具銷售公司。歷經草創時期、2000年台灣的核四停建、2001年美國911事件、2008年末世界性的金融風暴等困難時期，皆辛苦的安然度過。但是個案公司為求永續經營，需要制訂未來的策略計畫。
本研究以麥可波特的五力分析架構分析辦公家具產業的外部環境，發現產業內競爭激烈。每家廠商的議價能力都很接近。辦公家具有時數量龐大，終端客戶會以此為議價條件。但是多數的終端客戶一旦採用某款辦公家具供應商的特有商品，後續追加也會採購相同商品，辦公家具供應商較能維持基本利潤。
另以SWOT分析個案公司，發現個案公司需要開發中高階會議桌與主管桌，持續開發新產品，刺激客戶購買，培養客戶忠誠度。
個案在公司發展階段中，創業初期採用「我也是」的產品策略，成長期採用多樣化產品設計策略，穩定期採用差異化產品設計策略。再用水平整合策略開發中高階的會議桌與主管桌產品。個案公司歷年較成功的產品設計策略是：採購特殊零件、共用模組化、設計開發必要的模具。持續開發新產品對銷售額有幫助，對企業形象更有幫助。策略是求勝之道，持續努力的目的就是希望公司能維持在成長穩定期，而不要進入衰退期。

關鍵字

產品設計策略 ； 辦公家具 ； 小型企業

並列摘要

This case study aims to explore the development of product design strategies in a small enterprise. The case is a 20-year-old small enterprise, mainly produces office chairs and wholesales to furniture companies. For the sake of long-lasting running, it needs to develop future strategic planning.
Analyzing external environment of office furniture industry by means of Michael E. Porter’s Five Force Analysis Framework first, it is idantified that there is very intense competition in the field of office furniture. The bargaining power of each vendor is almost the same. Sometimes the quantity of office furniture is very large, the final customers will take this as bargaining conditions. However, most customers once adopt a unique product from an office furniture supplier; for the sake of the overall consistency of the enterprise, will purchase the same product continuously, and then office furniture supplier is able to maintain a basic profit.
Then, analyzing the case by means of SWOT, discovered that the company need to develop mid and high end conference table and chief desk, develop new products continuously, encourage customers to purchase continuously, and cultivate customers’ loyalty.
The more successful product design strategies of the case over the years were special parts procurement, share modules, design and development the necessary mould. In the case applied the product strategy of “me too” in early period, applied diversification product design strategy in the growing period, and applied differentiation product design strategy in the stable period; then, applied horizontal integration strategy to develop mid and high end conference table and chief desk products. The successful products design strategy of the case in the past years is to purchase special parts, share the modularization, design and develop necessary moulds. Continuously develop new products is helpful to sales, and more helpful to enterprise itself. Strategy is a way of win and continuous efforts to maintain stable growth of the company, and not to enter the recession.

並列關鍵字

Product design strategy ； Office Furniture ； Small enterprises

參考文獻

4 司徒達賢，1995，策略管理，台北市，遠流。

14 郭慶明，2005，辦公椅使用性在人本設計之研究，碩士論文，國立台北科技大學創新設計研究所，台北。

21 鄧成連，2000，「設計策略評述」，設計學報，第5卷，第2期，第59頁。

5 何明泉、宋向正、陳國祥、黃東明，1997，「影響設計策略之要素分析研究」，設計學報，第二卷第一期，台北。

59 勞工安全衛生研究所，台灣地區勞工人體計測資料庫2.0版，http://www.iosh.gov.tw/Publish.aspx?cnid=26&P=829，瀏覽日期2010.5.10。