研究生: |
唐聖瀚 Ian Town |
---|---|
論文名稱: |
中小企業新創品牌視覺設計之創作與研究 The New Brand Design of The small and medium enterprises |
指導教授: | 張柏舟 |
學位類別: |
碩士 Master |
系所名稱: |
設計學系 Department of Design |
論文出版年: | 2007 |
畢業學年度: | 95 |
語文別: | 中文 |
論文頁數: | 126 |
中文關鍵詞: | 品牌 、設計 、中小企業 、美學 |
英文關鍵詞: | branding, design, small and medium enterprises, aesthetics |
論文種類: | 學術論文 |
相關次數: | 點閱:174 下載:40 |
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企業經營成長,可以說是一種逐步漸進、累積經驗與成果的過程。長久以來,中小企業旺盛的活動力與創業家精神,一直是台灣經貿發展的主力部隊,而台灣中小企業靈活的彈性、堅強的毅力,以及冒險進取的精神,更早已舉世聞名。
調查顯示,由於全球化競爭加劇,近年來,中小企業不僅愈來愈難突破營收10億的關卡,大型企業的營收卻屢創新高,快速地拉開了與中小企業之間的距離。顯而易見地,中小企業當前面臨的經營環境更為艱險困難,台灣企業經營長久以來面臨的主要問題,如微利化、缺乏自有品牌等問題,不僅未獲解決,甚至已經形成一道道的成長障礙。而最基本的解決之道,即為由降低成本走向提升附加價值,研發設計及品牌行銷等作法。
此外,將原先的製程創新力,發散到產品創新、通路創新,乃至於商業模式的創新,由製造業升級為製造服務業,創造無可取代的品質價值。台灣的企業,原是以具有強烈的企業家精神著稱,但在創意產業的這個範疇,企業家似忽略了,尚未大力投入。雖然美學文化是十分個性化、分眾化的市場,不如工業經濟之追求經濟規模,但如果結合企業家的創新精神及財務、行銷的控管專業能力,以及藝術家的美學素養,可望在每個經營領域增強文化內涵,進而強化競爭力。
以代工起家的台灣,有能力站在製造基礎上,是品牌發展中最具優勢的力量,但即使走上品牌路多年,對中小企業說來,仍然比較重視並擅長生產商品,對於設計水準較不重視,即使被消費者納入考慮購買的前三名,但因缺乏自己的定位與特色,沒有辦法成為消費者的最後選擇。輸在消費者選購決策最後一秒的自有品牌,要如何反轉,讓消費者第一眼就愛不釋手,贏在第一秒,唯有創造自有品牌才能脫離價格競爭的漩渦。
The growth of an enterprise can be said to be a process characterized by gradual progress and accumulation of experience and knowledge. For a long period of time in the past, the small and medium enterprises of Taiwan have exhibited such vitality and entrepreneurship that they have been the central force that drove the development of the country’s trade. The small and medium enterprises of Taiwan have since then be-come world famous for their great versatility, perseverance and adventurous spirit.
Results of various researches show that small and medium enterprises in Taiwan are experiencing greater difficulty in reaching the goal of breaking the NTD1 billion revenue point in recent years due to fierce international competition from rapid glob-alization. On the other hand, large corporations have continued breaking records in terms of their revenue, and the gap between large corporations and small and medium enterprises has become larger very quickly. Evidently, the business environment for the operations of small and medium enterprises has become more difficult and peril-ous. The major problems faced by Taiwanese enterprises in all these years of opera-tion such as low profit margins and lack of original brands not only remain unsolved, they have even turned into barriers that prohibit further growth for these enterprises. The most basic solution to these problems is to work towards increasing added value of products, promote R&D for designs and engage in brand marketing. In addition, the creative energies devoted to the existing production processes should be directed to product innovation and channel innovation in order to achieve innovative business models. These enterprises need to elevate themselves from being manufacturers and become manufacturer and service providers to create irreplaceable quality values.
Taiwanese entrepreneurs are famous for their keen entrepreneurial spirit. However, they seem to have overlooked the area of creative industries and have yet to make significant investments in this area. Even though aesthetic culture is a very personal-ized and segmented market unlike the economies of scale pursued in industrial eco-nomics, it will help to strengthen the cultural content of various fields of management and enhance the competitiveness of businesses if the spirit of innovation and profes-sional management skills of finance and marketing of an entrepreneur are combined with the aesthetic capacity of an artist. Taiwan’s economy thrived due to OEMs, and these OEMs are tremendously advantageous to brand development since businesses are able to create their own products. But despite having traveled on the path of branding, most small and medium businesses are still more concerned and more skilled in manufacturing products and place much less importance on the level of product design. So even though consumers are tempted to buy their products, since these products lack their own definition and features, they usually fail to become a consumers’ final choice. These products lose competitiveness in the final moments of a consumer’s purchasing decision because they don’t have a brand of their own. So what can we do to turn the tables so that consumers will fix their eyes on our products the very moment they see them? How can we win the competition from the begin-ning?
【書籍】
苟志效 ( 2003 ) , 《從符號的觀點看》 ,廣州:廣東人民出版社。
林天祥(2004),《品牌形象》,台北:連德基金會
季桂保(2002),《布希亞》,台北:生智。
楊裕富(1998),《設計的文化基礎-設計、符號、溝通》,台北:亞太圖書
生產力中心企業形象組(1991),《CIS活用手冊》,台北:中國生產力中心
Arthur Asa Berger 著,黃新生譯(1992),《媒介分析方法》,台北:遠流
Martin Lindstrom著,李振昌譯(2005),《收買感官,信仰品牌》,台北:商智
Yokoyama, John/ Michelli, Joseph A./ Gray, Kevin著,祁怡瑋譯(2005)。《賣魚賣到全世界都知道》。台北:奧林。
Schultz, Howard/ Yang, Dori Jones 著,韓懷宗譯(1998)。《STARBUCKS咖啡王國傳奇》。台北:聯經出版。
Frederic C. Bartlett,黎煒譯,(2003) ,《記憶:一個實驗的與社會的心理學研究》,台北:昭明出版.
Betty Edwards著,張索娃譯,(2004),《像藝術家一樣思考》,台北:時報出版
Naomi Klein著,徐詩思譯,(2003),《NO LOGO》,台北:時報出版
Alan Bryman著,(2004),《The Disneyization of Society》
羅文坤著 (2004) ,《品牌經營策略》。未出版
David A. Aaker & Alexander L. Biel 著,楊朝陽譯(1995)。《品牌經營》。台北:朝陽堂文化。
原研哉著,黃雅文譯(2006),《設計中的設計》,台北:龍溪
Aaker著,(1999),《Managing Brand Equity》,台北:華泰
維吉妮亞.帕斯楚著,閻蕙群、陳俐雯譯(2004),《 風格 美感 經濟學》,台北:商智
原田進著,黃克煒譯(2007),《設計品牌》,台中:晨星出版
賽巴斯提安.哈夫納著,周全譯(2005),《破解希特勒》,台北縣:左岸。
Christopher Horrocks 著,詹乃璇、周汶昊譯(2002),《布希亞與千禧年(Baudrillard and the Millennium)》,台北市:果實出版,城邦文化發行
Blumer, H. G. (1968), “Fashion: From class differentiation to collective selec-tion.” Sociological Quarterly,10: 275-291
Calkins, Earnest Elmo (1971), “They Broke the Prairie; Being Some Account of the Settlement of the Upper Mississippi Valley by Religious and Educational Pionee” Greenwood Pub Group
【期刊】
邱魏頌正、林孟玉(2000):〈從當代流行文化看消費者從眾行為—以日本流行商品為例〉,《廣告學研究》,15:115-137。
陳樹德(2006),〈鞋類品牌行銷〉,《行銷廣告與企業形象兩岸學術交流研討會專刊》。
鍾開榮(2006),〈品牌內涵的威力〉,《行銷廣告與企業形象兩岸學術交流研討會專刊》。
麥肯錫,The Mckinsey quarterly, (2003) ,《Brand building in emerging markets》
【碩博士論文】
陳素蓁(2004),流行商品行銷成功策略模式之研究,中山大學管理研究所碩士論文。
黃明慧(2006),擬像應用於視覺傳達設計之研究,國立台灣師範大學設計研究所碩士論文,台北
【影片資源】
Discovery,(1999),《納粹與希特勒》,DVD ,台北:協和。