設計產業創新經營模式之探討-以某工業設計公司為例

Abstract

臺灣從2002年起政府開始推動文化創意產業，推動運用文化創造商機，近年來文化創意產業蓬勃發展，整體呈現穩定的成長趨勢。設計產業屬於文化創意產業的一環，然而它的發展確是更早形成，從1988起政府就開始推動設計產業提升的計畫，其中經歷三次各五年的「全面提升工業設計能力計畫」、接著是「臺灣設計產業起飛計畫」，到目前的「臺灣設計產業翱翔計畫」，從今年臺灣在獲得國際大獎的數量創歷年之冠，以及「2011台北世界設計大展」成功，就設計形象的提升上確實是成功，逐步從MIT(Made in Taiwan)走向DIT(Designed in Taiwan)。因此，設計產業更可以說是臺灣文化創意產業的標竿產業，而工業設計則是設計產業中對產業影響最鉅的一環，因為它跟產業的研發創新、生產製造、國際行銷緊密結合，因而肩負促進臺灣整體經濟轉型的使命。 本論文研究之目的，在探討設計產業創新的經營模式，透過文獻探討的方式，了解經營模式的組成要素，及創新經營模式需具有的構面條件，以及藉由資源基礎觀點、能耐基礎觀點、動態能力觀點的探討，從理論基礎上探討企業如何從資源的配置與使用中，建構核心能力，進而取得競爭優勢。首先針對設計產業的現況分析，透過SWOT分析、五力分析與價值網分析，瞭解設計產業的發展與競爭狀況，再對成功的個案公司各階段的經營模式作探討，從資源、到核心能力建立，進而取得競爭優勢的發展模式，建立可行的設計公司發展模式。 本研究發現臺灣設計產業普遍規模小、資源少，當外在環境發生劇烈變化時，它所受到的衝擊會很大，設計產業受整體經濟的影響，尤其製造業的景氣狀況的影響。以2008年國際金融海嘯為例，從營收上是設計產業首次的負成長(-7.61%)，到2009年更下滑幅度更加劇烈(-19.72%)，國際業務下滑幅度更大達到(-31.87%)，顯示設計產業國際化能力不足。從研究中亦發現設計產業的企業經營年數超過五年以上的家數是穩定上升，顯示五年以上的企業有較穩定的基礎及競爭力；資本額一億以上的企業在營業額成長的線形是一致的，佔2009年佔總家數的1.59％，佔設計產業總營收的66.45％。而資本額一億以下的企業成長的線形是一致，顯示資本額一億可推測為設計公司擁有資源而穩定成長的指標。臺灣設計產業的發展有朝兩極化發展，小型企業如何利用資源，建立核心能耐，進而取得競爭優勢，需要有好的策略及經營模式，這也是本論文研究希望能找到建議發展模式，以作為設計產業企業的參考。

Since 2002, Taiwan government began to promote cultural & creative industries, promote the use of culture to create business opportunities, cultural & creative industries to flourish in recent years, the overall trend showed steady growth. Design industry is a part of cultural & creative industries, but it really is an earlier form of development, from 1988 onwards the government began to promote the design industry to enhance the abilities of Industrial design, which has experienced three comprehensive five-year of 'The Comprehensive Promotion Product Designed Capacity Plan ' followed by 'Taiwan Design Industry Taking-Off Plan' to present a 'Taiwan Design Industry Soaring Plan', from Taiwan this year, the number of the international design award is the highest in years, and the '2011 Taipei World design Expo' successfully, enhance the image of the design is indeed successful, gradually from MIT (Made in Taiwan) to DIT (Designed in Taiwan). Therefore, design industry can also be said of Taiwan's cultural & creative industry benchmark for industry, and industrial design is the design industry's most influence on the manufacturing industry, because of its relationship with the industry's research and innovation, manufacturing, international marketing closely, thus responsible for promoting the mission of Taiwan's overall economic transformation. The purpose of this thesis is to explore innovative business model of design industry. Through literature review, to understand the business model elements, and innovative business model dimensions, as well as by resource-based views, competence-based views, dynamic capabilities views, from the theoretical basis of how companies from resource allocation and use, building core competencies, and thus gain a competitive advantage. First, the current situation for the design industry analysis, through SWOT analysis, five forces analysis and value net analysis to understand the design industry and competitive conditions, and then case study of successful company at all stages of the business model, from the resources to build core competencies, and thus gain a competitive advantage, to establish a viable model of development. The study found that Taiwan's design industry generally small, less resources, when the dramatic changes in the external environment, the impact it will have a significant. Design industry affected by the overall economic impact, in particular, the impact of the manufacturing boom. In 2008 the international financial crisis, for example, from the design industry revenue is the first negative growth (-7.61%) decline in 2009 even more severe (-19.72%), international business to achieve greater decline (- 31.87%), indicating a lack of international of design industry. From the study also found that the design industry, the business five years or more years is a steady increase in the number of enterprises, enterprises with more than five years have shown a more stable base and competitiveness. Capital in enterprises with more than one hundred million in sales is consistent with linear growth, accounting for the design industry as a whole revenue of 66.45% in 2009, while one hundred million less capital in sales is consistent with linear growth, shows the amount of one hundred million of capital can be speculated that the company has the resources to design and stable growth indicators. The development of Taiwan's design industry towards polarized, small enterprises how to use resources to create a core capability, and thus gain a competitive advantage, need to find a good strategy and business model. This is also the study hoping to find the paper recommended the development of models to the design industry as a business reference.