故事化產品設計模式初探

A Preliminary Exploration of Storytelling Marketing Strategy for Improving Products Design

蔡明志(Ming-Chih Tsai)

指導教授 ： 黃文星 ； 黃淑琴

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

產品設計以由生產導向轉變為顧客導向，而消費者購買決策日益趨向感性化，使得故事行銷廣受矚目與應用。故事化能強化品牌形象也能使產品更具特色和吸引力，然而現有研究對於該如何將故事有效導入產品設計所知有限。因此本研究以紮根理論為研究方法，訪談三家已成功運用故事進行產品設計之廠商及其七項產品作為研究標的，目的在探討如何將故事概念融入產品設計。研究結果發現：(1)故事靈感來自世代產物、共同記憶、跨專業領域的合作；(2)以「市場導向」與「產品一致性」作為產品設計原則；(3)企業可由在地人事物、企業理念與品質態度三纇發想故事素材；(4)產品故事化設計時，須考量的因素包含產品定位、產品獨特性、產品製程與產品銷售；(5)故事化的產品設計可應用在產品命名、外觀包裝、傳播物件、推廣文案及圖像上；(6)產品設計故事化將可獲取增加銷售、吸引合作廠商、增加媒體露出機會與口碑傳遞等效益。最後依據研究結果提出具體實務建議。

關鍵字

紮根理論 ； 故事行銷 ； 產品設計

並列摘要

Product design has been changed from production orientation to customer orientation. Furthermore, the process of consumers’ decision-making tends to become more emotional. It makes storytelling more noticeable and applicative. The trend of storytelling can not only strengthen brands’ image, but also vitalize products’ features and attractiveness to the most. However, present research related to the ways how to effectively infuse stories into product design remains limited. Thus, our research applied grounded theory as our method. We interviewed 3 manufacturers who had successfully made use of storytelling to carry out product design. We also aimed at 7 products as our research objects. Our goal was to discuss how to integrate the idea of story into product design. The consequence showed as several key points stated below. First, a story’s inspiration comes from different generations’ products, mutual memory and cross-fielded corporation. Second, take “the orientation of market” and “product’s consistency” as roles of product design. Thirdly, enterprises can think about stories’ sources via their circumstances, concepts and attitude towards quality. Fourthly, the consideration of product story’s design contains product’s additional value, type, orientation, process of manufacture, corporate image, packing materials, cost, price, composing of sales and approaches and marketing’s tendency. Fifthly, the product design of storytelling can apply to product’s naming, package, dissemination, cases of promotion and pictures. Sixthly, making product design storytelling can receive benefits, such as raising sales, attracting the cooperation of manufacturers, increasing the exposure to media, intensifying popularity by words of mouth and so forth. Last, we proposed specific and practical suggestions according to the results of research.

並列關鍵字

Grounded theory ； Storytelling marketing ； Product design

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