臺灣大型商業設計公司經營管理要領之研究

A Study of the Managerial Skill of the Large Commercial Design Company in Taiwan

台灣商業設計公司提供之專業設計服務對於提昇我國經濟產業形象與競爭力，具有相當重要的影響力。過去的研究結果顯示台灣商業設計公司規模越大，則其投資報酬率越高，但國內商業設計公司因經營管理不善拆夥、解散、倒閉者也時有所聞，在台灣想成立大型的商業設計公司，的確是一件不容易的事。為了瞭解目前我國大型商業設計公司經營管理的要領，本研究以個案研究的方式，針對國內1997年組織排行前三大的商業設計公司進行研究，透過對經營者的深入訪談，瞭解他們如何經營管理大型的商業設計公司，研究主題鎖定在設計資源管理、經營理念、經營計劃與目標、經營策略方法與應用、人的溝通與管理、作業管理方法、管理上問題的處理等七大項，研究結果發現這三家公司的經營管理，的確有獨到之處，值得學習，也從他們的經驗中歸納出幾點建議以及具體之做法，以作為其他大型商業設計公司或想成為大型商業設計公司的經營者參考。

Large commercial design companies in Taiwan have been critical for improving the image and competitiveness of Taiwanese industries. Many surveys have concluded that the large commercial design companies often partner unsuccessfully, split up or go out of business because of poor management although their returns of investment are higher than small and medium-sized ones. This reveals that running a large commercial design company in Taiwan is very difficult. In order to understand the managerial skill of the large commercial design companies, this study uses the case study method to explore Taiwan's three top-ranked commercial design companies in 1997. Using in-depth interviews to their executives, the study aims to understand how they run large commercial design companies. The study focuses on seven main issues, including the management of design resources, management philosophies, management plans and goals, management strategies, communication with and supervision of personnel, operation management, and the resolution of managerial problems. The result of the study has shown that the managerial skills of these companies are unique and deserve special notice. Several suggestions are made from their experiences and the discussion of the case studies.