台灣設計產業之商業模式－以A公司為例

Abstract

台灣設計產業在短短的七十餘年發展中，已然發展出成熟的設計風格與商業模式。當下台灣設計產業的商業模式，主要是以產業的經營改革及產品設計開發為主，產品的競爭力及推廣至國際市場的需求為輔，此策略在未來市場上將面臨極大的挑戰。因為全球化趨勢及科技快速進步，加上各產業界線越趨模糊，形成異業結盟、生態圈產業鏈改變等現象，各產業不僅面對地方競爭，更面臨在全球競爭中如何保持持續創新領先的課題。 本研究著重於設計產業商業模型的探討，以A公司作為主要研究個案，藉由另外二家零售通路企業的訪談及資料蒐集，探討設計產業發展策略的關鍵資源及成功經驗。二家公司雖然都有各自不同的價值主張和策略方向，但仍可歸納出共同可學習的經營模式，如充分運用企業資源，以整合的策略發展新事業；於實體店面規畫體驗式營銷，創造顧客美好記憶的消費經驗；進行連結當地文化藝術資源，深植設計產業生活化的具體實踐。 本研究從點到線再延伸到面，架構設計產業發展的平台，期望凝聚更多跨領域的參與者，讓設計產業不斷的創新，並建立新的商業模式，希望可做為台灣設計產業發展策略的參考。

For the past seventy years, Taiwan's 'Design' industry has transformed from mass manufacturing and low-cost production into high design and the creation of original, high-value products. The island's creative industries, including interior designing, are striving to replace the traditional tag 'made in Taiwan' with a label 'designed in Taiwan', gaining global popularity in the present day. However, facing the impact of globalization and massive crossover design of all kinds, a new wave of 'design thinking' arises to ensure all the efforts we've made will not in vain. The thesis is aim to find out how the design thinking works through flexible business strategies and its successful operating models. Focusing on the case study of company A, another two examples of retailers, art and design-related, are also included in the survey for discussion in reference to their respectively unique marketing strategies, such as the user experience design for global markets and the local cultural reinvention combined with their own intellectual property. The thesis, starting from the case study of one design company and extending to the design-related industry in Taiwan, hopes to provide innovative ideas and potential business models for the future development of Taiwan’s design industry, in order to make people's lives safer and better.