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系統識別號 U0026-2208201622220700
論文名稱(中文) 以企業資源理論探討設計公司轉型自創品牌的企業能力移轉
論文名稱(英文) Capabilities Transformation from Design Firm to Own Branding: A Resource-based View
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 Industries Design
學年度 104
學期 2
出版年 105
研究生(中文) 林芳全
研究生(英文) Fang-Chuan Lin
學號 PA8951022
學位類別 博士
語文別 英文
論文頁數 85頁
口試委員 指導教授-謝孟達
指導教授-陳國祥
召集委員-何明泉
口試委員-張育銘
口試委員-楊佳翰
中文關鍵字 設計公司  自創品牌  參與觀察  資源基礎理論  探索性因素分析  驗證式因素分析 
英文關鍵字 design firm  own-branding  participant observation  resource-based view  exploratory factor analysis  confirmatory factor analysis 
學科別分類
中文摘要 台灣產業及公司型態的發展大多數是從中小型規模製造代工到大規模設計製造代工再到自創品牌。台灣工業設計的發展與台灣產業發展有著關聯性。在此種經濟發展模式下,中小型代工廠藉由外部小型設計公司的輔助從製造代工轉型至設計製造代工。多數台灣設計公司扮演著提升代工廠具備設計製造代工能力的關鍵角色。因此,可以說多數台灣設計公司屬於設計製造代工產業鏈的一環,但是相對地其發展性也受到了限制。由於國際市場競爭之下,台灣代工產業西移中國風潮導致許多設計公司也面臨轉型的挑戰。
許多研究議題關於代工廠從製造代工、設計製造代工到自創品牌的轉型,卻顯少針對此經濟發展模式下設計公司轉型自創品牌的相關研究。相較於代工廠以製造能力為基礎的轉型,以創新設計能力為基礎的小型設計公司則如何轉型? 本研究針對規模小、從事工業設計服務並以代工廠為主要業務,同時面臨設計利潤日趨微薄而需要轉型的S公司進行深入研究與觀察。經由參與觀察進行資料收集並以資源基礎理論歸納出其轉型自創品牌的企業八種能力轉變。
透過以五等級李克特量表設計的問卷針對其品牌消費者對於品牌意見的回饋收集,以探索式因素分析研究,發現從消費者回饋資料分析所萃取出的七個因素與資源理論所歸納的結果呈正面相關。再以驗證式因素分析比對探索式因素分析結果,驗證了此七個因素的有效性。自創品牌轉型的企業能力轉變包括創新產品設計力、專利障礙建構力、品牌與產品識別力、市場定位能力、行銷溝通力、通路發展與管理力、供應鏈管理力以及銷售團隊管理力等。本研究結果期能對台灣設計公司轉型自創品牌的研究有所貢獻。
英文摘要 Many Taiwan factories are upgraded from OEM to ODM and OBM. The development of Taiwan Industrial design is related to the development of OEM industry. In this development model, the smaller factories outsource to design firms to upgrade their design capabilities for better performance to obtain more manufacturing orders (ODM). That is to say, the design firms act as part of the manufacturing supply chain in Taiwan. Drawing on factory upgrade models in the literature, how can design firms in the manufacturing supply chain transform to own-branding based on their design capabilities? The targeted design firm in this study is a small design firm which is seeking to build up its own brand, from different industries. This research explores the capabilities transformation of the design firm using data collected by participant observation, analysis using the resourced-based view framework, factor analysis by exploratory factor analysis, and rechecking the resultant factors via confirmatory factor analysis.
The questionnaires for factor analysis were distributed to 133 customers who purchased the design firm’s products or visited its branches located in Taipei and Tainan, Taiwan. A five-point Likert scale was used to evaluate participant preferences for each question. Seven factors were identified using an exploratory factor analysis. The results showed positive responses from customers to these factors. Furthermore, a confirmatory factor analysis was used to verify the results of the exploratory factor analysis. The seven factors, which are important for design firms in Taiwan to transmit the product value to the consumers and to meet their needs, are product design creativity, patent barriers, product and brand identity, marketing communication, marketing positioning, distribution channel management, supply chain management for quality satisfaction, and sales team management. The research is expected to contribute to the literature on design firm transformation to own-brand business.
論文目次 中文摘要 i
Abstract ii
Acknowledgement 誌謝 iii
Table of Contents iv
List of Tables vi
List of Figures vii
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Objectives 3
1.3 Research Process 4
1.4 Research Limitation 6
Chapter Two Literature Review 7
2.1 Transformation of OEM-ODM-OBM 7
2.1.1 Outsource Strategy as the Trigger for OEM Development 7
2.1.2 Reverse Value Chain 7
2.1.3 Climbing the Value Chain 8
2.1.4 Original Value Manufacturing – Service Innovation 9
2.2 Organizational Capacity for Change 11
2.3 Capabilities for Own-Branding 13
Chapter Three Research Method 15
3.1 Participant Observation 15
3.2 Resource-Based View Analysis 16
3.3 Exploratory Factor Analysis 17
Chapter Four Result and Analysis 19
4.1 Key Stages of Firm Transformation 19
4.2 Resource-Based View Analytical Result 26
4.3 Discussions 28
Chapter Five Factor Analysis 31
5.1 Questionnaire Design 31
5.2 Exploratory Factor Analysis 33
5.3 EFA Result and Discussion 42
5.4 Confirmatory Factor Analysis 43
5.5 CFA Result and Discussion 44
Chapter Six Conclusions and Recommendations 53
6.1 Conclusions 53
6.2 Recommendations 55
References 57
Appendix A: Data Collection of Participant Observation 61
Appendix B: Questionnaire Design for Factor Analysis 82
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