政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153176

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153176

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题名:	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
贡献者:	巫立宇林宜霓楊庭慈 Yang, Ting-Tsz
关键词:	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
上传时间:	2024-09-04 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.
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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
数据类型:	thesis
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