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系統識別號 U0026-0812200915062396
論文名稱(中文) 台灣玩具產業創新策略之研究
論文名稱(英文) A Study on Innovative Strategy for Taiwan Toy Industry
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industry Design
學年度 97
學期 2
出版年 98
研究生(中文) 張乃文
研究生(英文) Nai-Wen Chang
學號 pa695101
學位類別 碩士
語文別 英文
論文頁數 115頁
口試委員 口試委員-李鴻文
指導教授-謝孟達
指導教授-陳國祥
中文關鍵字 策略  產業分析  創新  台灣玩具產業 
英文關鍵字 industry analysis  strategy  innovation  Taiwan toy industry 
學科別分類
中文摘要 玩具業為台灣發展久遠的產業之一,台灣從以往的玩具王國(民國76 年出口值為10 億7 千3 百萬美元,為世界第二大出口國,僅次於香港),到現在的玩具亡國(玩具公會的名單銳減,近幾年出口值更是節節降低)。因此,急需檢視產業問題點所在,並提供創新策略。

藉由台灣玩具公會推薦,選出八家具代表性的廠商,以半結構式問卷,深度訪談玩具公司經營者,得出第一手資料,以產業分析工具─SWOT 分析,找出產業面臨之困難點;並提出三項創新假設,分別為:設計為產業中的核心能力、需以一特定主題發揮打造品牌、產品線的多角化。驗證部份,以研究者親身參與創業的事業─「不亦樂乎」為個案,將三項創新假設應用於品牌打造,考量成本與社會環境,實際在市場販售。

本研究結果發現,經過七個月的市場販售,創新策略的應用有了正面且良好的結果。假設一:不亦樂乎以設計工作室為基礎,具備核心能力優勢;假設二:不亦樂乎以孔子為主題發揮,打造品牌,因此得到知名部落客史丹利推薦、書局異業結盟的機會以及自由時報的報導;假設三:不亦樂乎不以玩具品牌自居,而是發展多元產品線,不但增加通路,曝光機會也增多。未來玩具品牌發展可遵循此策略,此研究可供實務或相關研究參考。
英文摘要 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.
論文目次 1. Introduction ..........................................1
1.1 Background and Motivation ........................... 1
1.2 Objectives .......................................... 2
1.3 Research Procedure................................... 2
2. Literature Review..................................... 4
2.1 Development of Taiwan Toy Industry................... 4
2.1.1 Development of Taiwan Toy Industry
- Early Stage...................................... 4
2.1.2 Development of Taiwan Toy Industry
- Turning Point (1986) ............................ 5
2.1.3 Development of Taiwan Toy Industry
– Recent Situation .............................. 5
2.2 Innovation Strategy................................. 7
2.2.1 Definition of Innovation.......................... 7
2.2.2 Definition of Strategy............................ 9
2.2.3 Innovation Strategy............................... 10
2.3 Industry............................................ 10
2.3.1 Definition of Industry............................ 10
2.3.2 Tool of Industry Analysis ........................ 11
2.3.3 Summary .......................................... 15
3. Research Process and Method ......................... 16
3.1 Research Process ................................... 16
3.2 Research Scope and Subject.......................... 17
3.2.1 The Scope of Toy Industry ........................ 17
3.2.2 Subjective Selection.............................. 19
3.2.3 Research Subject ................................. 19
3.3 Research Method..................................... 20
3.3.1 Qualitative Investigation......................... 21
3.3.2 Qualitative Analysis ............................. 23
4. Background of Representatives and SWOT Analysis...... 25
4.1 Background of Representatives .......................25
1. C1: Yeu Fang Industrial Co., Ltd. (Manufacture)...... 26
2. C2: Hung Ding Toy Wholesale (Local Retailer)......... 28
3. C3: Taiwan Toy & Children's Article Manufacturers
Association(Association)......................... 29
4. C4: Weplay /Kiddie’s Paradise Inc. (Manufacture) ... 30
5. C5: Li-Shiang Co., Ltd. (Commercial Agent)........... 33
6. C6: TOYS "R" US-Lifung Taiwan Limited
(Retailer/Importer)..................................... 35
7. C7: Hsin-Yi Foundation............................... 38
8. C8: L.E. International Corp. (Importer) ............. 40
4.2 SWOT Analysis of Toy Industry....................... 42
4.3 Strategy Proposal .................................. 44
5. Case Verification.................................... 46
5.1 How Happy We Are! – Taiwan Brand................... 46
5.1.1 Introduction of How Happy We Are!................. 46
5.1.2 Description of Toy Development.................... 48
5.2 Strategy Verification............................... 51
5.2.1 Strategy 1 Verification ─
Design Ability Should Become Core Competence of
Enterprises ...................................... 51
5.2.2 Strategy 2 Verification ─ Focus on a Specific
Subject and Build Brand........................... 52
5.2.3 Strategy 3 Verification ─ Product Line Diversity. 58
6. Conclusions and Suggestions.......................... 61
6.1 Conclusions ........................................ 61
6.2 Contributions....................................... 61
6.3 Suggestion for Future Studies ...................... 62
References ............................................. 63
Appendix 1: 廠商訪談逐字稿-宇凰實業有限公司............. 66
Appendix 2: 廠商訪談逐字稿-弘鼎百貨玩具批發............. 71
Appendix 3: 廠商訪談逐字稿-台灣區玩具暨兒童用品同業公會. 80
Appendix 4: 廠商訪談逐字稿-童心園實業股份有限公司....... 84
Appendix 5: 廠商訪談逐字稿-麗翔股份有限公司............. 92
Appendix 6: 廠商訪談逐字稿-利童股份有限公司(玩具反斗城). 99
Appendix 7: 廠商訪談逐字稿-信誼基金會.................. 107
Appendix 8: 廠商訪談逐字稿-麗嬰國際股份有限公司........ 111
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台灣區玩具工業同業公會http://www.toysrus.com.hk/inside/about.htm
信誼基金會http://www.hsin-yi.org.tw/
玩具產業資料庫http://www.taiwantoy.org.tw/
童心園http://www.weplay.com.tw/
OTOP 台灣地方特色網 http://www.otop.tw/feature/106284.html
http://www.berr.gov.uk/whatwedo/sectors/sustainability/regulations/cemark/page11646.html
博克來網路書店http://www.books.com.tw/exep/prod/lookinside.php?item=0010416281
史丹利愛亂來部落格 http://tw.myblog.yahoo.com/arsablue-stanley/
正中書局http://www.ccbc.com.tw/
不亦樂乎雅虎賣場 http://tw.user.bid.yahoo.com/tw/booth/ilovecon
自由時報 血拼MAP 2008/9/19
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