The case study on Brand Strategy Driven design innovation for enterprise

• Main Authors: Chi-Chiang Kuo, 郭紀強
• Other Authors: 陳文印
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/85cm4q

碩士 === 國立臺北科技大學 === 創新設計研究所 === 99 === In the OEM(Original Equipment Manufacturer) business model, a lot of world-class foundry were established and grown up in Taiwan, relying on robust manufacturing technology. In recent years, foundry profit has been become minor and minor, so the ODM(Original Design Manufacturer) become mainstream business model. Owing to the transferring of the order and the concerns of compressed margins, it is the trend for the development of OBM(Own Branding & Manufacturer) business model in Taiwan, and then the new business challenge for branding enterprise is creating brand and product differentiation, therefore, the design innovation is the best solution for it. This research is divided into three phases, the first one is the literature review for the relevance between the definition of innovative design, type and brand strategy; the second one is the case studies for the brand strategy and method of design innovation during the development and execution; the third one is the Induction and collation of the interview content and then doing the cross-analysis, finally, the conclusions and recommendations were submitted based on analysis result. ACER, ASUS, HTC, GIANT were chosen as an example of the brand with high brand value in this research. Understand the brand strategy, innovative design approach of brand, and obtain the internal point of view from enterprise perspective by deeply interviewing with industry designers. Synthesize the research result in each phase and propose three conclusions of this research are listed as following: 1. Brand strategy driven design innovation for enterprise has been gotten rid of cost-oriented perspective and then turned to enterprise image-oriented and consumer-oriented perspective, representing brand enterprises think design innovation can enhance the enterprise image and gain the trust from consumer. 2. Design innovation process of own branding enterprise must pay attention to front end of design and development because it is helpful to understand target market. Observation phase is helpful to close the user''s real needs, design the consumer-favored products, create product differentiation and unique of brand products. 3. Method of design innovation for own branding enterprise is to use personal experience and learning of industrial designers, building a people-centered design thinking, increasing cooperation with external design companies, that enhance the brand image and competitiveness as an international brand superiority.