Brand Orientation and Development Model of Small Commercial Design Firm In Taiwan

• Main Authors: Yu-Wen Liu, 劉昱彣
• Other Authors: Kun-Fan Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/77352420677259989043

碩士 === 中原大學 === 商業設計研究所 === 102 === Nowadays, large enterprises in Taiwan are choosing to move to China because of the great environmental changes. But there are still some companies make their choices to stay in Taiwan, and most of them are small and medium enterprises. Taiwanese companies try to transfer from OEM to ODM, and gradually become OBM due to the trend of global strategy. Taiwanese government makes a great effort supporting people to start their own business and also encouraging the Cultural &; Creative industry for local enterprises to add the value in their products or services. Therefore, the design industry becomes one of the main soft power in Taiwan. For all these reasons, Taiwanese art and design schools shine in international design awards, and there are more students would like to choose design as their major. As we can see the sense of aesthetics becomes more and more important these days, there are many ambitious designers decide to set up their own studio and expect people to see their work in the market. Except for executing the design which is the essential, how to build a new company and sustain the business become a significant issue. My research addresses two topics: 1. The operation system to run the design business. 2. The business concept of the design company. First, the research is about the commercial design industry in Taiwan. Then, we are going to investigate the management concept for a design enterprise: 1. Knowledge management 2. Design management 3. Brand management,and combine three of them to Investigate the Implicit factor of creation and explicit factor of innovation of Design organization.In the end, we'd like to take UPcreation 、GOOD DESIGN INSTITUTE、We Create Lab,as an example, they are 3 well-known companies (studios) which have their own brand positioning in the design industry. Through the interviews and case study, we investigate the development history, business concept and strategy they are using as our main resource.These 3 teams are connecting commercial design to different industries to create their unique brand positioning. We hope the small-scale design companies from different fields can create their own brands successfully by knowing the history and business models from this research.