產品設計結合IP角色的品牌策略 以Bone品牌為例

Abstract

近半個世紀，台灣產業迅速的發展、轉變。從農業、工業、電子業轉變成網路資訊產業，而電子業也是最成功在全球的電子資訊產業佔有舉足輕重的位置，塑造了數個全球企業：晶圓代工、PC與筆電的代工產業鍊，還有相關的上下游產業生態，也逐漸跨出代工發展出自有品牌的方向，逐漸地走出代工為主的產業生態，從代工的成本、工時定價，轉變為以品牌的價值定價，訂出市場與消費者願意接受的商品價格， 從早期的電腦雙雄Acer、ASUS 以及近十年手機品牌 HTC 都曾經在世界展露頭角。在電腦由桌上型電腦轉化到筆記型電腦、手機由按鍵式轉化成智慧型的觸控手機，隨著市場需求直線上升的助力，這些品牌在市場上取得了不錯的成績，成功地將台灣開始的品牌推向國際。但在市場成熟時面臨同業的競爭，規格、價格這些生硬的交易條件靠的是市場規模以及行銷補貼，面對國際上強悍的競爭者，讓品牌的價值延續成了一個嚴肅的課題，積累了多年的品牌歷史價值，如何能持續保有價值繼續走向未來? 本研究之目的分為學術層面與實務層面。在學術層面上，由於產品設計應用廣泛，但品牌經營經營策略卻因領域不同導致效果不一，故本研究嘗試建立一套產品設計業之策略規劃架構，以建構產品設計品牌經營發展策略的策略思考模式，對產品設計特有之特性做探討；在實務層面上，經由理論及個案研究的印證，為產品設計的品牌經營策略歸納，可作為日後分析產品設計業者與其經營決策的參考基礎，透過質性方法進行個案研究，來探討產品設計之發展策略。 本研究在有限的研究資源與時間裡，對於產品設計以及其當前狀態和問題進行分析與探討，以推論其發展策略並提出建議，以建議產業界與政府對於台灣產品設計投入之分配，將台灣產品設計業引領至國際市場，提高台灣產品設計業者之經營績效與在全球設計服務產業之地位。

Nearly half a century, the industrial business developing in Taiwan is rapid change from agriculture, industry, electronic to network information. Among then the electronic industry is the most success leading role around the world. There are some corporations specialize in foundry, computer, electronic parts and components more and more focus on developing their own brand name not just being a ODM company. Therefore, company like Acer, ASUS, HTC the product price is more rely on brand value then manufacture cost. For past decade, according to consumer demand, laptop replace PC in computer market and smart phone dominate the cell phone market. This change benefit Taiwanese company such as ASUS and HTC can take advantage to grow their customer trust and establish a global wide brand. However, how can these companies keep their brand value consistently when compete with the enormous competitors only depending on market scale and product cost control. The purpose of these study can divide into academic subjects and practical aspects. In academic subjects, the study attempts to build strategic planning structure for product design business helping set up thinking pattern in order to develop strategic and particular feature discussions. In practical aspects, the study generalizes the branding strategy by theory and practical case(projects) utilize in set up a database for product characteristics research which can help planning the strategic for product design business. By limited resources and time, the study specializes in analyze database and discuss the current environment and situations for product design industry. In fact, this report indicates the strategy for development and brings some points how industrial business and the government can contribute to make growth in product design industry and establish Taiwan own brand globalization. In the future, we are looking forward the Taiwanese brand can step out and dominate the international market.