| Summary: | 碩士 === 銘傳大學 === 設計管理研究所碩士班 === 97 === International trends show that enterprise is powered by brand. Taiwanese industries start to shift their focus from OEM to OBM. Product design hence plays a key role in this competition. Designers’ first responsibility is to add invisible brand spirit to their work so as to make them to be more compatible. The ''design instruction'' within enterprises becomes an important part of design management. By design instruction, novice designers can learn how to use design strategies, invisible brand image and spirit of enterprise as inputs of product design. However, there is few research working on this issue. Therefore, the aim of this research is to investigate current situation of design instruction in Taiwanese brand enterprises, from the views of senior and novice designers. It is expected that the research can bring up industries’ attention on design instruction.
Based on reviewing relative literature, this research focuses on investigating the following four dimensions of design instruction: (1)environment (2)execution (3)contents and (4)benefits. A 5-point scale Likert questionnaires was designed to collect senior and novice designers’ opinions. Descriptive statistic analyses and independent T-tests were conducted to understand the difference between the two sample groups.
The results of this study show that there is a large gap of perception on design instruction between senior and novice designers in practice. Industry environment may not be an issue, but the way of executing design instruction and contents need to be adjusted and modified. Additionally, novice designers indicated that current design instruction did not benefit their work. Generally speaking, current enterprises do not pay much attention on design instruction practice. The instruction framework has not been built and the responsibility of such work is still very blurred. Further work should be focused on establishing a system of design instruction, particularly for those enterprises which are shifting their work from manufacturing to brand business.
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