品牌權益對產品外觀設計策略之影響 — 以智慧型手機為例

Abstract

設計之於產品無疑已經成為競爭優勢的來源之一，除了功能性設計帶進的差異，產品的外觀設計的美學也對其市場表現有顯著的影響。研究亦指出品牌權益對外觀設計於產品市場表現的影響具有調節作用。而智慧型手機不論是品牌或是本身的外觀設計對消費者而言都是購買決策中的重要影響因素，然而針對智慧型外觀設計的研究數量卻為少數。 本研究首先會透過文獻回顧，了解產品設計與產品市場表現的關係，以及品牌權益在其中的影響力。接著會以智慧型手機品牌實際上市的產品做為資料來源，驗證品牌權益對產品設計與產品市場表現關係的影響是否可在智慧型手機的市場中得到印證。最後則探討智慧型手機市場中，高品牌權益的品牌與較低品牌權益的品牌在產品外觀美學設計上的策略差異。

Design has undoubtedly become one of the sources of competitive advantage for products. In addition to the differentiation brought by functional design, the aesthetic aspect of product design also has a significant impact on its market performance. Furthermore, research has pointed out that brand equity has a moderating effect on the impact of aesthetic design on product market performance. Smartphones, with brand and aesthetic design both being important influencing factors in consumers' purchase decisions, have rather limited research specifically focused on the aesthetic design aspect. This study will first conduct a literature review to understand the relationship between product aesthetic design and market performance, as well as the influence of brand equity in this context. Subsequently, smartphone brands and their flagship products in the market will be used as the data source to verify whether the influence of brand equity on product design and market performance can be confirmed in the smartphone market. Finally, the study will explore the differences in the aesthetic design strategies of smartphone products between brands with high brand equity and those with lower brand equity in the smartphone market.