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研究生:李逸峰
研究生(外文):Lee, Yi-Feng
論文名稱:台灣產品國際化之產品形象塑造的設計策略研究
論文名稱(外文):A Study On The Product Image Shaping For Taiwan''s Product at Globalization
指導教授:陳國祥陳國祥引用關係
指導教授(外文):Chen Kuohsiang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:工業設計學系
學門:設計學門
學類:產品設計學類
論文種類:學術論文
論文出版年:1998
畢業學年度:86
語文別:中文
論文頁數:83
中文關鍵詞:產品設計企業策略產品策略設計策略產品形象
外文關鍵詞:Product DesignCorporate StrategyProduct StrategyDesign StrategyProduct Image
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由於MIT在國際市場上之產品形象不佳,使台灣企業在產品命名或從事行
銷計劃時,經常 以規避MIT的身份作為行銷策略。根據83年經濟部國貿局
委託台經院完成之「提升國家產 品形象」研究報告顯示:台灣廠商本身
對MIT之產品形象有所疑慮。本研究第一階段訪談國家產品形象金質獎的
得獎企業,以瞭解產品形象塑造的相關議題,包括企業的市場經營策略及
得獎產品設計策略。第二階段以個案研究的整理結果,對台灣得到精品標
誌的資訊業廠商實施問卷調查。透過問卷調查的方式,統計企業界對塑造
產品形象的評價重心,並對相關議題進行分析整理。綜合資訊業企業經理
人的意見及回收問卷,本研究獲致較重要的結論如下:1.資訊產業因其市
場競爭及產品銷售方式獨特,自有品牌的比率並不高,專業代工反而是許
多公司的明確定位。由於累積製造上的優勢,再輔以研發的投入,如此的
定位方式其獲利能力亦絕不輸於自有品牌。是故,獨特的產業型態與正確
的品牌定位,才會有更佳的獲利。2.本研究以六個構面十八個構面因子,
初步建構出產品形象塑造的模式,而其中,最重要的六項因子,分別是:
「品牌運用」、「整體企業形象」、「技術創新」、「功能」、「顧客關
係管理」、「品質保證」。3.資訊產品形象塑造的設計策略,全新的產品
必須著重在形象識別導向;原有產品的改良,則必須著重於機構導向或製
造導向。4.亟需建立產品形象分類制度,或者成立專為資訊產品的專門獎
項,提高台灣資訊產品認證的專業性與國際性。
As "MIT" image has relatively poor reputation on the
international market, Taiwan''s cooperates usually avoid using
"MIT" as marketing strategy while naming their products or
making marketing plans. According to the research report
"Upgrading Taiwan''s Product Image" by The Research Institute of
Taiwan Economy in 1994, Taiwan''s cooperates do not feel
comfortable with the "MIT" image. This research comprises two
stages. First, factors influencing product image-shaping
including corporate markets strategy and product design strategy
were realized through depth interviews with the corporations
that had won the " Gold award of Taiwan''s Best Products ". In
the second stage, questionnaire compiled from results of the
depth interviews was used to analyze the product image-shaping
strategy of computer manufacturers that had won the "Symbol of
Excellence". The results of the depth interview and the
questionnaire can be summarized as following:1. As the
marketing and sale style is unique Computer manufacturers have
low proportion in OBM volumes. Some Computer manufacturers
would choose to be sole OEM or partly ODM rather than OBM
oriented. The accumulation of manufacturing expertise plus
emerging such manufacturers gained more profits than those OBM''
s. Therefore, right business type and right brand positioning
is the guaranty for right profit.2. Six dimensions and eighteen
factors were used to construct product image-shaping model.
Among the eighteen factors, six were found the most important
ones, including : brand policy, cooperate image, technology
innovation, function, consumer relation management, and quality
assurance.3. For computer manufacturers, the design strategy for
totally new products is emphasize on its image identify; and
focuses on mechanical or manufacturing improvements for existing
products instead.4. The need to establish another product-image
evaluation or award system for computer related products in
order to batter promote of Taiwan''s information product.
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