| Summary: | 碩士 === 國立臺灣師範大學 === 設計研究所在職進修碩士班 === 95 === 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?
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