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題名 設計思維導向之策略行銷分析：以消費性電子產業L公司為例
Design-Thinking Driven Brand Marketing Strategy: A Case Study of L Company in the Consumer Electronics作者 楊庭慈
Yang, Ting-Tsz貢獻者 巫立宇<br>林宜霓
楊庭慈
Yang, Ting-Tsz關鍵詞 電腦周邊
設計思維
混合辦公趨勢
行銷策略
Computer Peripherals
Design Thinking
Hybrid Working
Marketing Strategy日期 2024 上傳時間 4-Sep-2024 14:10:11 (UTC+8) 摘要 自疫情影響，現代工作模式從傳統辦公室轉向混合式辦公，實現更多遠端工作機會及多元工作場域需求。這增加了人們對個人辦公、團隊視訊協作設備之需求，科技產品的需求和角色也尋求新的挑戰與發展，消費者對科技產品的期待也隨之產生變化，更注重品牌、融入生活風格和個人價值觀。在這樣的背景下，「設計思維」(Design Thinking)導向的品牌策略成為重要關鍵。 本研究以L公司為例，該公司自1981年起持續研發企業及個人電腦周邊系列之解決方案。自2015年開始實施「設計驅動」的企業轉型，將「設計思維」納入產品規格、功能、解決痛點之核心策略中。這一策略轉型使L公司成功規劃了其橫跨B2C及B2B市場進入策略，鞏固在電腦周邊產業之領導地位。本研究旨在透過個案分析方法深入剖析電腦周邊產業的動態變化，運用商業模式圖(BMC)描述企業目標策略以及創新產品服務的核心價值。同時，本研究將以策略行銷4C架構理論，揭示企業如何成功透過設計思維規劃行銷及進入市場策略。 包括透過促銷活動、以人為本設計強化品牌力降低C1買者外顯效益成本。廣佈通路並在台灣開設全球第一間商務協作中心，提高企業市場的知名度，降低採購決策的C2買者搜尋成本。在C3買者道德危機成本方面，L公司依靠其設計實力和多項設計大獎認證以及醫學證明，增強了消費者對品牌的信心。針對L公司開發專用軟體和提供加值服務，提高產品整合性和依賴性，增加C4買者專屬陷入成本，透過以上滿足消費者需求與期待，掌握長期穩健領導者之姿的關鍵優勢。
Modern work patterns have shifted from traditional office settings to hybrid work environments, offering more opportunities for remote work and diverse workspace needs. This shift has increased the demand and evolving the roles of tech products. Consumers' expectations for tech products have changed accordingly, emphasizing brand integration with lifestyle and personal values. In this context, "Design Thinking"-oriented brand strategies have become crucial. This study takes L Company as an example. Since 1981, the company has continuously developed solutions for corporate and personal computer peripherals. Starting in 2015, L Company implemented a "design-driven" corporate transformation, integrating "Design Thinking" into its core strategies, which has enabled L Company to successfully plan its entry strategies across both B2C and B2B markets, solidifying its leadership in the computer peripherals industry. This study aims to analyze the dynamic changes in the computer peripherals industry through a case study approach, using the Business Model Canvas (BMC) and apply the 4C Framework of Strategic Marketing Analysis to reveal how the company successfully uses Design Thinking to plan its marketing and market entry strategies. Through promotional activities and human-centered design, strengthens brand power and reduces C1. The company’s broad distribution channels and the establishment of the world's first business collaboration center in Taiwan increase brand awareness in the corporate market, reducing C2. In terms of C3, L Company relies on its design prowess, multiple design awards, and medical certifications to enhance consumer confidence in the brand. By developing specialized software and offering value-added services, L Company enhances product integration and dependency, increasing C4. By satisfying consumer needs and expectations, L Company secures its position as a long-term, stable industry leader.參考文獻 中文文獻 巫立宇、邱志聖（2021）。銷售與顧客關係管理（第二版）。臺北市：新陸書局股份有限公司。 李立心。(2014) 。設計學院 讓全世界搶著來上課。天下雜誌, 561期。天下雜誌股份有限公司 邱志聖（2020）。策略行銷分析架構與實務應用（第五版）。台北，智勝文化事業有限公司 康雅菁（2022）。疫情對國內企業人力資源管理之影響與因應。臺灣勞工季刊，(70)，頁15-32。 傅瑋瓊（2020）。席夢思：百年美眠巨擘傳奇。臺北市：天下文化。 楊英賢、林祐鉦、蔡進發（2019）。企業導入設計思維對產品結構與營造組織創新之影響－以台灣上市、上櫃公司實證分析為例。企業管理學報，44(2)，頁1-29。 劉念琪（2023）。數位時代下遠距工作對企業人力資源管理的衝擊及因應。臺灣勞工季刊，(74)，頁14-23。 CIO Taiwan. (2024). 2024 CIO Insight 調查報告. https://www.cio.com.tw/2024-cio-insight-report-download/ Chang, Y. (2021, March 21). 從個體推向組織，去中心化的創新組織文化 — 專訪羅技亞太設計中心資深設計經理 Gary Choi. IXDA. https://ixdtw2021.ixda.org.tw/press/gary-choi/ 楊博喻. (2022). 提升生產力必備！ 6款人氣「電腦周邊設備」大公開. Opview. https://tw.news.yahoo.com/提升生產力必備-6款人氣-電腦周邊設備-大公開-001014911.html 經濟部中小及新創企業署 (2023)。《2023年中小企業白皮書》。https://www.sme.gov.tw/list-tw-2345 盧奕昕。(2023) 。設計驅動的企業轉型！專訪羅技台港澳總經理、亞太區設計總監：越好的設計，越能帶動消費者心佔率。Shopping Design。 https://www.shoppingdesign.com.tw/post/view/8994 英文文獻 Bauer, Raymond A.,(1960). Consumer Behavior as Risk Taking, in Dynamic Marketing for a Changing World, ed. Robert S. Hancock, Chicago: American Marketing Association, 389-398. Blau, P. M., (1964).Exchange and Power in Social Life. New York: John Wiley and Sons. Brown, T. (2008, June). Design Thinking. Harvard Business Review. https://designthinkingmeite.web.unc.edu/wp-content/uploads/sites/22337/2020/02/Tim-Brown-Design-Thinking.pdf Brown,T., & Wyatt, J. (2010). Design Thinking for Social Innovation. Stanford Social Innovation Review, 31-35 Coase, R. H. The Nature of the Firm. Economica. 1937, 4 (16): 386–405 Dua, A., Ellingrud, K., Kirschner, P., Kwok, A., Luby, R., Palter, R., & Pemberton, S. (2022). Americans are embracing flexible work―and they want more of it. McKinsey & Company. https://www.mckinsey.com/industries/real-estate/our-insights/americans-are-embracing-flexible-work-and-they-want-more-of-it Frost & sullivan . (n.d.). ARE YOU READY TO REINVENT THE OFFICE? FROST & SULLIVAN VISUAL WHITEPAPER. https://www.logitech.com/content/dam/logitech/en/video-collaboration/pdf/f-and-s-whitepaper-are-you-ready-to-reinvent-the-office.pdf Gartner, inc. . (2018, July 16). Remote Work After COVID-19. https://emt.gartnerweb.com/ngw/globalassets/en/humanresources/documents/trends/remote-work-after-covid.pdf Hoffower, H. (2020, November 17). Gen Z Is Set to Take over the Economy in a Decade, despite Potentially Losing $10 Trillion in Earnings Because of the Pandemic. BUSINESS INSIDER. https://www.businessinsider.com/gen-z-will-take-over-economy-2030-33-trillion-income-2020-11 Jensen, M.C. and Meckling, W.H. (1976) Theory of the Firm: Managerial Behavior, Agency Costs and Ownership Structure. Journal of Financial Economics, 3, 305-360. Keller, & Lane, L.(1993), Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, Vol.57, No.1, pp.1-22. Logitech. (2022, November). EQUIPPING YOUR EMPLOYEES FOR HYBRID WORK. Logitech for Business. https://www.logitech.com/content/dam/logitech/en/video-collaboration/pdf/study-equipping-your-employees-for-hybrid-work.pdfcollaboration/resources/think-tank/articles/hybrid-human-connection.html Mckinsey global institute. (2021, February 18). The Future of Work after COVID. https://Www.Mckinsey.Com/Featured-Insights/Future-of-Work/the-Future-of-Work-after-Covid-19#/. https://www.mckinsey.com/featured-insights/future-of-work/the-future-of-work-after-covid-19#/ Microsoft . (2022). Great Expectations: Making Hybrid Work “Work”. 2022 Work Trend Index: Annual Report, 1–33. Microsoft, & Linkedin. (2024, May 8). 2024 Work Trend Index Annual Report. https://www.microsoft.com/en-us/worklab/work-trend-index/ai-at-work-is-here-now-comes-the-hard-part Norman, D. (2013). The Design of Everyday Things (Revised and Expanded Edition). Basic Books. Osterwalder, Alexander, Pigneur, Yves (2011). Business Model Generation: A handbook for visionaries, game changers and challengers. African Journal of Business Management Vol.5 (7) Red dot . (2024). Red Dot Annual Review The Highlights of 2023. https://www.red-dot.org/magazine/annual-review-2023 Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: quality comes to service. Harvard Business Review, September/October, 105-111 Robbins, S. P., & Coulter, M. (2018). Management (14th ed.). London Pearson. Savills Research (2022).Asia Pacific ESG.https://pdf.savills.asia/asia-pacific-research/asia-pacific-research/ap-esg-spotlight-05-2022.pdf The Design Council . (2004). Double Diamond Theory. Framework for Innovation. https://www.designcouncil.org.uk/our-resources/framework-for-innovation/ United Nations . (2015). 17 Sustainable Development Goals (SDGs). https://sdgs.un.org/goals Vanzandt, D. (2020). Post-Pandemic Growth Opportunity in the Global Security Industry. Forst &Sullivan. Wigert, B. (2022, March 15). The Future of Hybrid Work: 5 Key Questions Answered With Data. GALLUP. https://www.gallup.com/workplace/390632/future-hybrid-work-key-questions-answered-data.aspx Williamson, Oliver E. (1975). Markets and hierarchies, analysis and antitrust implications: a study in the economics of internal organization, New York Free Press Williamson, Oliver E. (1981). The Economics of Organization: The Transaction Cost Approach,The American Journal of Sociology, 87(3), pp. 548-577. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363019資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363019 資料類型 thesis dc.contributor.advisor 巫立宇<br>林宜霓 zh_TW dc.contributor.author (Authors) 楊庭慈 zh_TW dc.contributor.author (Authors) Yang, Ting-Tsz en_US dc.creator (作者) 楊庭慈 zh_TW dc.creator (作者) Yang, Ting-Tsz en_US dc.date (日期) 2024 en_US dc.date.accessioned 4-Sep-2024 14:10:11 (UTC+8) - dc.date.available 4-Sep-2024 14:10:11 (UTC+8) - dc.date.issued (上傳時間) 4-Sep-2024 14:10:11 (UTC+8) - dc.identifier (Other Identifiers) G0111363019 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/153176 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 111363019 zh_TW dc.description.abstract (摘要) 自疫情影響，現代工作模式從傳統辦公室轉向混合式辦公，實現更多遠端工作機會及多元工作場域需求。這增加了人們對個人辦公、團隊視訊協作設備之需求，科技產品的需求和角色也尋求新的挑戰與發展，消費者對科技產品的期待也隨之產生變化，更注重品牌、融入生活風格和個人價值觀。在這樣的背景下，「設計思維」(Design Thinking)導向的品牌策略成為重要關鍵。 本研究以L公司為例，該公司自1981年起持續研發企業及個人電腦周邊系列之解決方案。自2015年開始實施「設計驅動」的企業轉型，將「設計思維」納入產品規格、功能、解決痛點之核心策略中。這一策略轉型使L公司成功規劃了其橫跨B2C及B2B市場進入策略，鞏固在電腦周邊產業之領導地位。本研究旨在透過個案分析方法深入剖析電腦周邊產業的動態變化，運用商業模式圖(BMC)描述企業目標策略以及創新產品服務的核心價值。同時，本研究將以策略行銷4C架構理論，揭示企業如何成功透過設計思維規劃行銷及進入市場策略。 包括透過促銷活動、以人為本設計強化品牌力降低C1買者外顯效益成本。廣佈通路並在台灣開設全球第一間商務協作中心，提高企業市場的知名度，降低採購決策的C2買者搜尋成本。在C3買者道德危機成本方面，L公司依靠其設計實力和多項設計大獎認證以及醫學證明，增強了消費者對品牌的信心。針對L公司開發專用軟體和提供加值服務，提高產品整合性和依賴性，增加C4買者專屬陷入成本，透過以上滿足消費者需求與期待，掌握長期穩健領導者之姿的關鍵優勢。 zh_TW dc.description.abstract (摘要) Modern work patterns have shifted from traditional office settings to hybrid work environments, offering more opportunities for remote work and diverse workspace needs. This shift has increased the demand and evolving the roles of tech products. Consumers' expectations for tech products have changed accordingly, emphasizing brand integration with lifestyle and personal values. In this context, "Design Thinking"-oriented brand strategies have become crucial. This study takes L Company as an example. Since 1981, the company has continuously developed solutions for corporate and personal computer peripherals. Starting in 2015, L Company implemented a "design-driven" corporate transformation, integrating "Design Thinking" into its core strategies, which has enabled L Company to successfully plan its entry strategies across both B2C and B2B markets, solidifying its leadership in the computer peripherals industry. This study aims to analyze the dynamic changes in the computer peripherals industry through a case study approach, using the Business Model Canvas (BMC) and apply the 4C Framework of Strategic Marketing Analysis to reveal how the company successfully uses Design Thinking to plan its marketing and market entry strategies. Through promotional activities and human-centered design, strengthens brand power and reduces C1. The company’s broad distribution channels and the establishment of the world's first business collaboration center in Taiwan increase brand awareness in the corporate market, reducing C2. In terms of C3, L Company relies on its design prowess, multiple design awards, and medical certifications to enhance consumer confidence in the brand. By developing specialized software and offering value-added services, L Company enhances product integration and dependency, increasing C4. By satisfying consumer needs and expectations, L Company secures its position as a long-term, stable industry leader. en_US dc.description.tableofcontents 第一章、緒論 6 第一節、研究背景及動機 6 第二節、研究目的 9 第三節、研究流程 11 第二章、文獻探討 12 第一節、設計思維 12 第二節、交易成本理論 14 第三節、策略行銷4C架構 15 第四節、商業模式畫布圖（Business Model Canvas） 21 第三章、研究方法 26 第一節、個案分析法 26 第二節、研究對象 26 第三節、訪談內容設計 27 第四章、個案研究分析 29 第一節、電腦周邊產業現況 29 第二節、L公司介紹 29 第三節、L公司商業模式 32 第四節、L公司 導入設計思維之商品開發流程介紹 44 第五節、L公司之策略行銷4C架構 46 第六節、L公司之未來展望 63 第五章、結論與建議 65 第一節、研究結論與建議 66 第二節、研究限制 69 參考文獻 70 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363019 en_US dc.subject (關鍵詞) 電腦周邊 zh_TW dc.subject (關鍵詞) 設計思維 zh_TW dc.subject (關鍵詞) 混合辦公趨勢 zh_TW dc.subject (關鍵詞) 行銷策略 zh_TW dc.subject (關鍵詞) Computer Peripherals en_US dc.subject (關鍵詞) Design Thinking en_US dc.subject (關鍵詞) Hybrid Working en_US dc.subject (關鍵詞) Marketing Strategy en_US dc.title (題名) 設計思維導向之策略行銷分析：以消費性電子產業L公司為例 zh_TW dc.title (題名) Design-Thinking Driven Brand Marketing Strategy: A Case Study of L Company in the Consumer Electronics en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻 巫立宇、邱志聖（2021）。銷售與顧客關係管理（第二版）。臺北市：新陸書局股份有限公司。 李立心。(2014) 。設計學院 讓全世界搶著來上課。天下雜誌, 561期。天下雜誌股份有限公司 邱志聖（2020）。策略行銷分析架構與實務應用（第五版）。台北，智勝文化事業有限公司 康雅菁（2022）。疫情對國內企業人力資源管理之影響與因應。臺灣勞工季刊，(70)，頁15-32。 傅瑋瓊（2020）。席夢思：百年美眠巨擘傳奇。臺北市：天下文化。 楊英賢、林祐鉦、蔡進發（2019）。企業導入設計思維對產品結構與營造組織創新之影響－以台灣上市、上櫃公司實證分析為例。企業管理學報，44(2)，頁1-29。 劉念琪（2023）。數位時代下遠距工作對企業人力資源管理的衝擊及因應。臺灣勞工季刊，(74)，頁14-23。 CIO Taiwan. (2024). 2024 CIO Insight 調查報告. https://www.cio.com.tw/2024-cio-insight-report-download/ Chang, Y. (2021, March 21). 從個體推向組織，去中心化的創新組織文化 — 專訪羅技亞太設計中心資深設計經理 Gary Choi. IXDA. https://ixdtw2021.ixda.org.tw/press/gary-choi/ 楊博喻. (2022). 提升生產力必備！ 6款人氣「電腦周邊設備」大公開. Opview. https://tw.news.yahoo.com/提升生產力必備-6款人氣-電腦周邊設備-大公開-001014911.html 經濟部中小及新創企業署 (2023)。《2023年中小企業白皮書》。https://www.sme.gov.tw/list-tw-2345 盧奕昕。(2023) 。設計驅動的企業轉型！專訪羅技台港澳總經理、亞太區設計總監：越好的設計，越能帶動消費者心佔率。Shopping Design。 https://www.shoppingdesign.com.tw/post/view/8994 英文文獻 Bauer, Raymond A.,(1960). Consumer Behavior as Risk Taking, in Dynamic Marketing for a Changing World, ed. Robert S. Hancock, Chicago: American Marketing Association, 389-398. Blau, P. M., (1964).Exchange and Power in Social Life. New York: John Wiley and Sons. Brown, T. (2008, June). Design Thinking. Harvard Business Review. https://designthinkingmeite.web.unc.edu/wp-content/uploads/sites/22337/2020/02/Tim-Brown-Design-Thinking.pdf Brown,T., & Wyatt, J. (2010). 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