國際獎項於室內設計業產生的實際效應探討-以鼎睿設計為例

Abstract

本研究以探討「國際獎項這種形式的事件行銷，對於室內設計業者來說是具有追求設計價值認同的效應」為論點基礎，經由文獻探討了解相關名詞定義與前人創見，擬定以案例分析、深度訪談業界資深人士實際操作經驗等為研究方法，驗證「只要參賽，一旦獲得獎項，確實可以產生事件行銷效應」的假設是否成立。以鼎睿設計為主要研究對象，輔以另外五家資歷相當的同業—綵韻、亞卡默、誠砌、相即以及青硯之創辦人或設計總監的深度訪談，歸納受訪者慷慨的分享參賽心路歷程及給予後輩的寶貴建議，整理出訪談內容菁華，並將與本研究主題高度相關的資料，系統化分析後作出各項統計圖表。總結國際獎項於室內設計業產生的實際效應，依據研究結果顯示： (1) 認為有助於提升企業內部設計能力與強度者約60%、 (2) 認為對提高團隊士氣及知名度有幫助者約60%。對於本研究所言的是否滿足行銷三大目標： (1) 提升品牌形象_達100%、 (2) 創造潛在客戶_達80%、 (3) 提高客戶保留度的部份，認為「可以的」_占40%；認為成效「不一定」的亦占40%；認為成效「有限」的則占20%。運用內容分析法將資料歸納整理後，選出高度相關的重要詞彙，將質化素材轉化成量化資料。最後提出建議供同業及未來有意深入研究相關議題者作為參考。This research is based on the argument that"the use of international awards as a form of event marketing has an effect on interior design professionals in pursuing design value recognition." Through literature review to understand the definitions of relevant terms and previous findings, the research methods are outlined to include case analysis and in-depth interviews with industry veterans to verify whether the hypothesis that "participation in awards can indeed generate event marketing effects once an award is received" is valid. The main focus of the study is Ding Rui Design, supplemented by in-depth interviews with five other equally experienced competitors’ founders or design directors — CIID, Akuma Design, CHENG-QIi, xjstudio, and Qingyan. The generous sharing of the interviews about their competition experiences and valuable advice for juniors is summarized, and the interview highlights are organized. Data highly relevant to the main theme of this research is systematically analyzed and presented in various statistical charts. In conclusion, the actual effects of international awards on the interior design industry, according to the research results, are as follows: (1) Approximately 60% believe it helps enhance the internal design capabilities and confidence of the company, (2) Approximately 60% believe it is helpful in boosting the company’s morale and the brand’s visibility. Regarding whether the three major marketing goals of this study are met: (1) Brand image enhancement—100%, (2) Creation of potential clients—80%, (3) Improvement of customer retention—40% find it"achievable," 40% find it "not necessarily," and 20% find it "limited in effectiveness." Using content analysis to organize the data, important keywords highly relevant to the research are selected, and qualitative material is transformed into quantitative data. Finally, recommendations are proposed for reference by industry peers and those interested in delving into related research topics in the future.