A Study on Innovative Strategy for Taiwan Toy Industry

• Main Authors: Nai-Wen Chang, 張乃文
• Other Authors: Meng-Dar Shieh
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/56568742142530442834

碩士 === 國立成功大學 === 創意產業設計研究所 === 97 === Toy industry is one of the enduring industries in Taiwan. Its export value peaked at US$ 1,073,000,000 in 1987, which was next to Hong Kong, and earned a name “Toy Kingdom.” However, the prosperity did not last and was followed by the gradual decline of export value and members of Taiwan Toy and Children's Article Manufacturers Association. Therefore, it is necessary to examine the problems and propose innovation strategies for the industry. Due to the lack of literature of toy industry in Taiwan, the first-hand data was collected through interviews. Through recommendation from the Taiwan Toy Research and Development Center (TTRD)’s manager and based on the criteria for selection, eight companies were selected as representatives. Key persons of toy companies were interviewed by using semi-structured questionnaire and in-depth interview. The collected data were analyzed by using SWOT analysis and innovation strategies proposed in this research. As a result, three innovation strategies are: (1) Design ability should become core competence of enterprises; (2) Focus on a specific subject and build brand and (3)Product line diversity. While the case study focuses on the verification which took “How Happy We Are!”as an example. In this process, there were three strategies applied. Take cost and environment into consideration and sell in the real market. After seven months practical implementation, the pplication of innovation strategies showed positive and remarkable results. First, “How Happy We Are!” is based on a design studio with core competence. Secondly, “How Happy We Are!” builds brand with a focus on Confucius. Therefore, it got recommendation by a well-known blogger Stanley and also acquired alliance opportunity with a book publisher. It was also reported by the Liberty Times. Last but not least, “How Happy We Are!” does not regard itself as a toy brand but as a medium to develop diversity of product lines. It brings multi-channels and increases opportunities for promotions. As a result, this study proposes strategies for building toy brand and future research directions.