設計創新與商業決策關聯的研究—以Q公司工業設計中心為例

Abstract

台灣電子代工產業多數專長於研究開發、成本控管、及製造優勢，長久以來練就一身好功夫，也一直身處於資訊科技價格及技術的破壞者，從製造的效率、到價格優勢，實為破壞性創新最佳的實踐者。但是全球經濟環境的劇烈變動，過去以製造代工的產業，已經逐漸地體認到企業的未來，仍否繼續從製造生產去創造利潤，還是必須轉變成以服務市場及客戶為主的營運方式，而設計創新的覺醒，有幸變為此一風潮的引導者。 如何在複雜的市場中獲得重視，許多企業開始思考如何運用設計創新，為公司及集團帶來優勢，並增進企業價值。所以在許多不同領域的企業或是組織，都嘗試在研發、市場業務體系之外，在編制一個與設計有相關的單位，期望透過不同於以往的思考方式、或是設計流程，去得獲得新的經驗或是成果。這點我們可以從哈佛商業評論當中提到“藝術碩士是最新的企管碩士”，而商業週刊也以“設計的力量”作為封面故事報導中可以理解設計對於企業實務的重要性。也因為設計創新，不再只是一個美化產品外型的角色，而是要能引導使用者習慣、提供客戶或是消費市場更為完整的體驗服務。而這所有的一切，均為商業模式的設計與規劃，旨在於與廣大的競爭對手產生差異化，進而透過設計創新的角度，去打動消費者對於產品或是企業的認同，這些都可以視為設計創新中的一環，同時更是印證了設計創新在企業中的角度與定位。所以設計已經不是商業流程當中的最後一個環節，而變成了企業在產品規劃中，最初始的策略思維及決策 設計創新已成為企業新的競爭力。透過英國設計協會在2005年定義出的設計指數，研究指出在1995到2004的這十年間，設計創新密集型的企業表現都是亮眼的交出成績，而其中的佼佼者便是美國的蘋果公司。而這非單一個案，企業對設計創新長期的投入，也代表著設計與股價的正向關係。而以設計改變企業、以創新領導企業，才將是成功的經營策略。

Electronic OEM industry in Taiwan is well known for research development, cost control, and production capability for long time. As destructors to information technology and production cost, vendors demonstrated disruptive innovation through realization of manufacturing efficiency and cost privilege. However, after the dramatic changes of global economics, OEM industry is gradually realizing the future of enterprise from continuous margin creation via manufacturing process to operating module focusing on market and clients services. This trendy changes is driven by the spring up of innovative design concept. How to gain customers’ favor under such a dynamic and complex market condition, many companies start to think about add in enterprise value through implement innovative design to create benefit and privilege for individual or group company. Therefore, many enterprises or organizations from different industry all tried to setup a innovative design related unit besides research and development department, commercial or business unit. Main purposes are to obtain new experiences and results in a new way of thinking and designing process. Harvard Business Review ever mentioned “Master of Arts of Business is the latest MBA”, and Business Weekly also emphasize the importance of design to business practice at its cover story of “Power of the Design”. Because innovative design is no longer limited to the role of enhancing product outer layout but did guide user behavior, provide comprehensive experiencing services to client or even the whole consumer market. All these design and planning steps under business module to differentiate competitors are gaining consumers’ recognition to product itself or further enterprise. In conclusion, innovative design is not the last stop of business process but the initial strategic mindset and decision at product planning stage. Innovative design had become the new competitive competency of enterprises. Based on design index defined by British Design Association in 2005, the research stated innovative design intensive companies brought fantastic results during 1995 and 2004. Apple Co is the top of them. It’s not the only case. Innovative design changes the enterprise, lead the enterprise and it’s the only and best way to business success.