A Study of Own Brand Product Design Development in Taiwanese Design Firms

• Main Authors: Liao-Hsun Chen, 陳廖遜
• Other Authors: Wen-Chih Chang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/70464108355381044433

碩士 === 國立臺灣科技大學 === 設計研究所 === 100 === Amid the ever-increasingly industrial ecology changes and transformations, the Taiwan design firms have thus started applying each one's own product R & D technologies and brand marketing capacities and manufacturing and marketing channel advantages on developing own brands and products instead of simply offering the proxy design consultancy and creation services. The design gaining consumer market popularity shall synchronize with the economic scale and marketing mechanism. Many domestic scholars did concentrate on researching the product R & D for the "Corporate Design Division". It is initialized in this research by targeting on the design corporations with "Own Brands and Products" and applying in-depth interview with the management of the Taiwan Design Firms for positioning the development status, R & D procedures, management methodologies, decision-making mechanism, marketing and business operation channels and success or failure factors of the Taiwan Design Firm Industry, and how they differ from other enterprises in case of the product R & D so that there can constitute sound grounds for own products and brands developers' references in the future. There have concluded in this research that: (1) What the Taiwan Design Firms have started developing own products and brands can result from the overall Taiwan industrial transformation and development. The business operation mechanism of this industry mainly resorts to international and domestic exhibitions for marketing the products and aggressively developing the cross-industrial strategic alliance and joint venture for developing new products and grabbing the marketing potentiality. (2) What is the most critical for the Taiwan design Firms shall be the stage of “product design concept trends in the initial development timing”. The corporate management usually adopts the Project-Management, Open-Style Management and emphasizes the originality and sovereign of the design projects. The own brands and products developers would resort to the decision making similar to the development strategies of the design Firms, except otherwise provided that whatsoever involving the capital and funds shall be arranged by the highest management or the biggest shareholder of the corporations. The own brands and products development modes mostly are achieved by the cooperation between domestic and foreign agents or direct channel operators. (3) The critical successful factors for the design firms developing own products and brands shall include “Precise Brand Positioning”, “Absolute Stick To the Brand Concepts and Perpetual Marketing New Products”, “Controlling the Additional Core Values of the Design Firms”. The factors contributing to the failure of the design firms usually include “The Product Incompatible Marketing Popularity, Lacking Precise the Usage Niche Market and End-Users and Demonstrating Low Product Popularity and Recognition”. (4) What the Taiwan Design Firms differ from other enterprises shall be the minute industrial division of the labor. The design developers mostly endow one single employee with multiple job responsibilities who shall complete the product R & D alone. The design firms mostly authorize the designers to fulfill the product projects free of any confinement instead of concentrating on the product specification and marketing orientation in the product execution fulfillment that are usually adopted by other enterprises.