Innovative Design, Creating Brand Value:MOMAX as a Case Study

• Main Authors: Cheng, Tung-Sang, 鄭冬生
• Other Authors: Chiu, Hung-Chang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/f8urf8

碩士 === 國立清華大學 === 高階經營管理深圳境外碩士在職專班 === 106 === Design is valuable. Enterprises create value through design, and design innovation can make brand new, full of vitality, can be in homogeneous competition in the same industry to maintain unique, with brand innovation marketing strategy, more can be in the changeable complex market in the sudden Ying, the innovative design for specific products or applications to convey to consumers, so as to create effective market value. This research is a case study method, for enterprises in the rapid changes in the market, if through insight into the trend of x potential, grasp the opportunity, bold and shabby, the use of design innovation, model innovation, and ultimately lead the team to become a consumer chasing stick love the most valuable brand enterprises. The study found that: in the era of global market, it is no longer the ability of European and American enterprises to create multinational brands. Asian enterprises, especially mainland China's brand enterprises through the opportunities of the Internet, by virtue of the great market demand, the advantages of product innovation and marketing creativity, can also build brand new, and to win global consumer recognition and love. This research thinks: design innovation is very important, the key is the vision and courage of the team leader, the design is full of love and perseverance, but also to show the courage and the spirit of adventure, but also need a strong implementation, so that will establish the unique brand and charm, and gradually in the minds of consumers to form the brand value, in order to create an extraordinary business results. Key words: Design innovation, brand value, Chinese brand, Hong Kong brand, internet marketing, case study.