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    Title: 室內設計服務品牌管理之研究
    Brand Management of Interior Design Services
    Authors: 詹芳玫
    Chan, Fang-Mei
    Contributors: 陳建維
    Chen, Chien-Wei
    詹芳玫
    Chan, Fang-Mei
    Keywords: 室內設計服務
    品牌形象
    品牌定位
    品牌個性
    Date: 2020
    Issue Date: 2020-03-02 11:04:56 (UTC+8)
    Abstract: 在室內設計產業中,競爭力可說是越來越激烈,尤其又面臨全球資訊化的新時代,在傳統室內裝修工程公司,能發展的空間十分有限,發現面臨到三大困境;台灣經濟不景氣,消費力下滑,過去鎖定高端消費客群減少,連帶業績不如從前;產業外移及人才出口造成專業人才普遍不足,人力成本及材料工資也上漲,造成企業競爭力不足的原因;隨著時代網路日新月異的發展,未來要如何將設計產業連結至網路國界,如何運用品牌價值,這是一個迫不及待的困境。

    為了提高競爭力,企業慢慢開始重視與競爭者之間的差異性以創造出企業利潤,室內設計公司品牌化成為刻不容緩的要務,品牌的建立除了能提高競爭力,更被視為企業最具價值的資產,品牌代表了企業的精神,企業的形象,也提供給消費者企業的識別;King (2006) 認為品牌管理就是,針對品牌運作的過程靈活做管理,並使品牌營運在整個企業營運中,可以不斷地提高企業的核心價值和品牌的資產,為企業永續的經營目標打下基礎,精準的品牌定位是打造成功品牌的關鍵,成功的品牌定位能讓企業與消費者有更效率的溝通並產生其他的相關效應,所以認識自身的品牌所要針對的目標客戶並清楚了解自身所處的市場位置,成為本研究主要的研究動機。

    本研究問卷構面包含品牌形象、品牌個性及品牌定位三大方向,進行資料蒐集,內容含括了顧客對該計有品牌的認知及聯想品牌形象部分,採取Park, Jaworski & Maclnnis(1986)提出的品牌形象三大概念進行衡量;品牌個性的問卷則涵蓋了Aaker(2001)發表的品牌個性量表中五大品牌個性構面做為本次問卷製作的方針;品牌定位的資料蒐集、問卷參考 Komarraju , Karau , Schmeck & Avdic. (2011) 五大人格特質及機能美學評估屬性分析。

    本研究以個案公司服務一次以上之顧客作為發問對象,有效回收樣本22份,有效回收率73.33%。本研究分析結果,茲說明如下:

    一、創辦人從創立品牌至今極力追求美感,但由於環境的變遷、市場的需求,希望在機能性、象徵性、體驗性都是一直與時俱進,能提供消費者最好的服務,得到最高的評價,但在分析結論上,還是有所差異,希望能在設計上,把機能美結合完善的服務流程、品質及售後服務的態度,可以達到和創辦人自己渴慕的對外形象的吻合,有利於讓消費者可以透過品牌形象快速清楚地瞭解該品牌與市場的差異化。

    二、由於創辦人本身的個性特色是偏藝術家的特質,在空間設計的專業非常強勢,或許也是消費者認同該品牌個性的地方,但是依據問卷分析中得知,創辦人或許應該反思,試著更貼近消費者的需求與想法,在設計服務的過程中,要瞭解消費者的個性、真正的喜好與需求,並為消費者做客製化的專屬設計。

    三、既有品牌和競爭對手,在顧客的問卷分析中,分數也是有些的落差,因此既有品牌應盡心竭力在美學這部分,不僅要符合顧客美學需要,還要做出更大設計創新的差異化出來,由於業態及環境變遷則利用節能環保的材料及工法,縮短設計產品週期,利用既有的品牌形象在消費族群的認同中來延伸副品牌的概念,也可區隔高端消費者和副品牌的消費者,達到解決現今和競爭對手之間遇到的瓶頸和困境。

    總結以上,唯有堅持把每一位消費者的家,都當成自己的家,把愛帶入設計中,用每位屋主的經歷說故事、做設計,把家的文化和企業要傳達的文化及品牌個性,做完美的連結,才可以在市場上不斷的被勝出的關鍵點,唯有提出更多獨特的價值主張,才能在這個競爭市場中被看見。
    Reference: 中文部份:
    書籍
    王惠芳(2016)。探討品牌權益所隱身消費知覺之決策途徑:以運動用品網站為例。碩士論文。國立勤益技術學院。台中。
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    網際網路
    上海家具設計周發表於設計, 24.03.2017設計圈都該認識他,設計鬼才Karim Rashid 檢自: https://kknews.cc/zh-tw/design/z6aqavp.html
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    明明知,Dao 07.01.20,看懂Kelly Hoppen的設計風 檢自:http://kknews.cc/design/rpxggk4.html
    明日誌編輯部, 08.08.2013,【設計鬼才專題】設計無所不在,徹底入侵人們生活-法國鬼才Philippe Starck 檢自:www.mottimes.com/cht/article_detail.php?serial=519&type=1
    空間設計精選, 07.06.2016,全球貴族名流追捧的「寵兒」,連貝克漢夫婦的愛巢也由他打造 , 檢自: http://kknews.cc/design/59egogol.html
    空間環境與建築,設計家居, 09.08.2011,多好萊塢明星都為之瘋狂的Kelly Hoppen檢自:http://www.mydessy.com/kelly-hoppen
    建E室內設計, 14.03.2017 , Kelly Hoppen 10個能夠賦予你靈感的設計項目檢自:http://kknews.cc/zh-tw-design/2qlg3ge.html
    設計癖, 04.09.2014 , 美國鬼才工業設計師Karim Rashid驚天之作檢自:https://kknews.cc/home/k5m5bb.html
    新浪家居, 09.10.2017, 英國設計女王凱莉赫本,遇見首創天禧檢自:http://kknews.cc/news/yn4n4n.html
    瘋設計, 28.03.2017,菲利普.史塔克Philippe Starck美學中的極簡、幽默與純粹檢自:https://www.fundesign.tv/菲利普.史塔克-philippe-starck-美學中的極簡、幽默與純粹/
    瘋設計, 28.03.2017,菲利普.史塔克Philippe Starck-當代最具影響力的設計鬼才檢自:https://www.fundesign.tv/菲利普.史塔克-philippe-starck-當代最具影響力的設計鬼才
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    Angela, 30.7.2013,菲利普.斯塔克設計大師獨家專訪檢自:https://www.searchome.net/article.aspx?id=21389
    BoConcept Karim Rashid 不斷追尋突破 檢自:https://www.boconcept.com/zh-tw/inspiration/people/karim-rashid
    Living住宅美學, 用設計鼓動世界:Karim Rashid檢自:https://www.designwant.com/r1180.html
    marie Claire 黃子芸,名人最愛「最夢寐以求的空間設計師」Kelly Hoppen倫敦奢華寓所 檢自: http://www.marieclaire.com.tw/lifestyle/news/45108?atcr=270283
    Yves , 22.02.2017 , Karim Rashid:塑膠詩人的設計傳奇檢自:https://beyondern.com/blogs/stories/karim-rashid


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    網際網路
    Adam Hayes 03.05.2019,Brand Equity vs. Brand Value: What’s the Difference?https://www.prophet.com/2016/09/brand-equity-vs-brand-value/
    Aaker on Brands ,21.09.2016, Positioning Strategehttps://www.marketing91.com/positioningstrategies/
    Caroline Williamson ,11.24.15,Where I Work: Karim Rashid https://design-milk.com/work-karim-rashid/
    Felicia C. Sullivan ,18.02.2017 ,How Market Positioning Helps You Connect With the Right Customers https://www.thebalancesmb.com/how-market-positioning-connects-with-customers-4158186
    Hitesh Bhasin 25.08.2018 Let’s Talk About Brand Positioning and Purposehttps://medium.com/s/how-to-build-a-brand/lets-talk-about-brand-positioning-and-purpose-b74a51da9896
    John Spacey 19.06.2017 Market Positioning https://strategiccfo.com/market-positioning/
    James Wilkinson 24.07.2013 Anders Debel Hansen: DON
    T LIVE SMALL. LIVE SMART.https://www.boconcept.com/zh-tw/inspiration/people/anders-debel-hansen
    Sandra Lim,2019,Brand Identity, https://www.investopedia.com/terms/b/brand-identity.asp )
    Susan Ward 11.05.2019, 7 Examples of Great Brand Positioning Strategyhttps://www.figmints.com/blog/5-companies-that-differentiated-in-crowded-markets-with-brand-strategy/
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    106932068
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106932068
    Data Type: thesis
    DOI: 10.6814/NCCU202000180
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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