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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。
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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:	[Executive Master of Business Administration] Theses

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