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研究生:許思聰
研究生(外文):Si-Cong Xu
論文名稱:產品設計師之設計與行銷歷程-以肩背錢包群眾集資為例
論文名稱(外文):The Journey of Product Designers with Marketing Mind- an exploration of Urban Wallet fundraising on the Crowdfunding Platform in Taiwan
指導教授:范振能范振能引用關係
指導教授(外文):Jeng-Neng Fan
口試委員:董芳武柯志祥
口試委員(外文):Fang-Wu TungChih-Hsiang Ko
口試日期:2019-06-13
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:設計系
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:2019
畢業學年度:107
語文別:中文
論文頁數:108
中文關鍵詞:社群網絡行銷數據分析群眾集資
外文關鍵詞:social media marketingdata analysiscrowfunding
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傳統工業設計的教學模式更多的著重於產品的前端設計部分,在發現問題
之後通過一系列的概念發想設計出產品雛形,再用問卷調查或者受測者訪談的
方式修正產品。但作為一個一設計背景的新創團隊在沒有具備大企業那樣的完
備數據庫的情況下,容易產生兩大問題,第一是設計師只能通過以往經驗判斷
產品使用族群,並在量產推出之後才有辦法通過客戶回饋得知產品缺點,沒有
辦法快速調整修改。第二個問題是在推廣過程中,設計端的思考方式與行銷段
容易脫節產生分歧,造成不必要的人力物力資源浪費。網絡時代的來臨,使得
以上問題得到一個有效的解決方法,通過網絡來將設計與行銷兩個不同領域的
知識有效運用到一起,節省人力物力成本的同時,也能夠更好的提升創業的成
功率。
本論文以創作形式來體現研究的最終效果,通過以群眾集資這個平台,以
創作的產品為例進行實例分析,整理後得出三個創業過程中需要的設計作品,
給後續創作創業過程作為參考。三個設計分別為:(一)問卷設計,不同於以
往的傳統問卷,採用網絡問卷的形式,並且重點強調在後段數據分析上對產品
的回饋。(二)群眾集資,如何通過集資網站和影片的設計來推廣新創產品。
(三)粉絲專頁,利用臉書粉絲專頁的貼文內容搭配影音設計幫助新創的整個
過程順利進行,獲取網絡紅利。
The traditional education of industrial design pays more attention to the front-end design concept of the product. After discovering the problem, the product prototype is designed through a series of concept ideas, and then revised by questionnaire or interviewing with the users. However, a startup team with design background lacks a complete database like a large enterprise might faces two problems: First, designers can only define the target audience through their past experience, and they could only find out the weakness of product from customer feedback after the mass production, but not modify them instantly through design process. The second problem is that the thinking of design-based is easily disjointed from the marketing segment in the process of promotion, resulting in unnecessary waste of human and material resources. The advent of the Internet era has made an effective solution above problems: Through the network, the knowledge of design and marketing fields can be effectively applied together, not only saves human resources and material costs, but also improve the success rate of entrepreneurship. .
This thesis reflects the final effect of the research in the form of creation. Through the crowdfunding platform, after analyzing lots of successful fundraising products, three design works needed in the entrepreneurial processes are obtained, which is used as a reference for the follow-up creation and entrepreneurship process. The three designs are: (1) Questionnaire design: Different from the traditional questionnaires, adopts the form of online questionnaires, and emphasizes the feedback on products in the latter stage of data analysis. (2) Crowdfunding promotion: Promote new products through the fund-raising websites and the design of films. (3) The fan page: Using the post of the Facebook fan page with audio and video design to help the whole process of the startup go smoothly and obtain the network dividend.
摘要 I
ABSTRACT II
目錄 III
圖目錄 VII
表目錄 VIII
第一章 緒論
1.1 創作背景與動機 1
1.2 創作目的 3
1.3 創作流程與架構 4
第二章 文獻探討
2.1 網絡行銷 6
2.1.1 社群媒體 6
2.1.2 網絡廣告定義 7
2.1.3 網絡廣告分類 8
2.1.4 Facebook 廣告 9
2.1.5 Instagram 9
2.1.6 網絡問卷 10
2.1.7 網絡問卷的優勢與點 11
2.2 品牌態度 12
2.2.1 品牌的社會性價值 15
2.3 群眾集資 16
2.3.1 群眾募資概述 16
2.3.2 回饋型集資 17
2.3.3 群眾募資的運行方式 17
2.3.4 贊助者及創業者 19
2.3.4.1 贊助者 19
2.3.4.2 創業者 19
2.4 社會資本 20
第三章 設計案例研究分析
3.1 設計案例設計 24
3.1.1 Zu WATCH 24
3.1.2 快卡背包 27
3.1.3 FlipBag 翻轉背包 30
3.1.4 Perfect Cut 亟能美工刀 33
3.1.5 Spinbox-傻瓜唱機 36
3.1.6 Princo Watch 39
3.1.7 樂眠枕 42
3.1.8 隨身活版印刷機 45
3.1.9 Inde-Pen 自立筆 48
3.1.10 拍拍原木貓砂櫃 51
3.2 創作案例整理歸納 54
3.3 小結 56
第四章 研究實作
4.1 問卷 59
4.1.1 問卷及投放效果 59
4.1.2 問卷內容 61
4.1.3 隨身物品 63
4.1.4 產品特色 65
4.1.5 郵箱帳號 67
4.1.6 產品價格 68
4.1.7 問卷回饋 70
4.2 群眾集資 74
4.3 粉絲團 82
第五章 結論與建議
5.1 結論 90
5.1 後續相關創作建議參考 92
參考文獻 94
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