玩具產業之產品識別策略模式研究–以PlayMe為例
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2015
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Abstract
本研究旨在探討玩具產業如何在眾多削價競爭的環境中運用識別策略模式建立自有品牌獨特風格之產品，藉由品牌與產品的快速連結以創造好的產品識別及品牌價值。其研究目的是協助台灣製造玩具的中小企業找出適用的產品識別策略模式，研究的理論架構藉由產品造形理論、PIS產品形象理論延伸，從產品的「形狀」、「色彩」、「材質」、「構造」、「功能」、「主題」、「文化」、「經典原形沿用」八個方向來進行表格歸納分析，再根據產品開發流程制定產品識別策略模式的使用時機，並以案例分析歸納出常用的識別手法供後續設計上參考與使用，最後以台灣玩具製造商PlayMe公司為例進行實際的識別策略模式的運用及創作。產品識別策略模式之建構以品牌的核心理念及價值為前提下，找出現有產品之識別手法以達到「異中求同」、「同中求異」之目標，提供後續設計時快速導入識別策略模式，依循研究將識別策略模式歸納下重點：
從相關產品案例分析，得出玩具產品識別設計手法中以「形狀」、「材質」、「功能」識別居多，玩具形狀識別手法多使用擬人擬物及仿生識別手法且在材質上皆使用單一材質的呈現延續到不同的系列商品，功能上各家商品皆容納不同的功能加入玩具，使玩具不只是玩具成為多功能的餐具、文具或禮品，並在產品開發的過程中必須將產品識別的概念加入產品設計流程，讓品牌核心的識別要素與造形結合，才能確切的掌握產品識別的要素。此研究成果將有助於玩具產業在建立產品識別時如何將識別要素加入設計，提供後續發展產品識別性相關研究之參考。
The purpose of this study is to investigate Product Identity Strategy to establish products with unique brand image in the toy manufacturers with its competitive environment. Exceptional product identity and brand value are formed through swift connection between brand and products. This study is designed to investigate the Product Identity Strategy of the toy industry with the purpose of helping Taiwanese SMEs who are engaged in toy design to identify the suitable Product Identity Strategy and understand the steps and manners of the usage of the design strategy by the product modeling of the Taiwanese toy manufacturers-PlayMe. The theoretical framework of this study is based on forming Product Theory and Product Identity System Theory (PIS). In accordance with the product shape, color, quality, structure, function, cultural meaning, unique theme, and classic modeling in total eight factors, to develop the Product Identity System. The construction of the Product Identity of Strategy for toy is under the premise of the brand’s core idea and value. To identify the Product Identity Strategy of various products by case studies of “seeking common ground while keeping differences” vs. “seeking difference from common points”. And furthermore, the strategy is applied to the creative design for toys.Abide by the design model of the study, summary is organized as following points: According to the literature and analyzing product cases, the Product Identity Strategy is expressed with shape, material, and functionality in most cases. The technique to distinguish the shape of the toy is often determined by the method of personification ,physicalification and bionic. Also are using a single materials to extend to various series of products. Each company incorporates different functions and transforms toys into multifunction tableware, stationery, or gifts. The concept of product identity must be included in the process of product development so that the elements of the product identify can be better controlled by combining the core identifycation of brand and design. The Preliminary result of this study will benefit the toy manufacturers to develop their product identity by knowing how to add the elements of identity in the design which will be the reference of product identity related research.
The purpose of this study is to investigate Product Identity Strategy to establish products with unique brand image in the toy manufacturers with its competitive environment. Exceptional product identity and brand value are formed through swift connection between brand and products. This study is designed to investigate the Product Identity Strategy of the toy industry with the purpose of helping Taiwanese SMEs who are engaged in toy design to identify the suitable Product Identity Strategy and understand the steps and manners of the usage of the design strategy by the product modeling of the Taiwanese toy manufacturers-PlayMe. The theoretical framework of this study is based on forming Product Theory and Product Identity System Theory (PIS). In accordance with the product shape, color, quality, structure, function, cultural meaning, unique theme, and classic modeling in total eight factors, to develop the Product Identity System. The construction of the Product Identity of Strategy for toy is under the premise of the brand’s core idea and value. To identify the Product Identity Strategy of various products by case studies of “seeking common ground while keeping differences” vs. “seeking difference from common points”. And furthermore, the strategy is applied to the creative design for toys.Abide by the design model of the study, summary is organized as following points: According to the literature and analyzing product cases, the Product Identity Strategy is expressed with shape, material, and functionality in most cases. The technique to distinguish the shape of the toy is often determined by the method of personification ,physicalification and bionic. Also are using a single materials to extend to various series of products. Each company incorporates different functions and transforms toys into multifunction tableware, stationery, or gifts. The concept of product identity must be included in the process of product development so that the elements of the product identify can be better controlled by combining the core identifycation of brand and design. The Preliminary result of this study will benefit the toy manufacturers to develop their product identity by knowing how to add the elements of identity in the design which will be the reference of product identity related research.
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Keywords
產品識別, 策略模式, 產品識別設計, 玩具設計, Product Identity, Strategy, Product Identity Design, Toy Design