企業體內設計活動之設計策略研究

A Study of Design Strategy at the Design Activities Level

本研究主要以個案研究法探討企業體內設計活動層面之設計策略，了解產品設計策略之形成與執行，並分析其與高階層級設計策略間之互動與配合情況，以充實設計策略之實証研究。研究結果與發現計有： （1）依設計專家的策略觀點綜合出十三種設計策略型態。 （2）調查發現公司整體產品與單一產品的設計策略均呈多樣化的策略運用。 （3）個案研究發現策略形成有「由上而下」、「由下而上」或「由外而內」等方式，而個案中公司之設計策略則呈「設計主導形」、「主導市場形」、「高價位差異化」、「跟隨領導者」與「目標達成形」等型態； （4）部門之設計策略有「公司政策形」、「產品類別需求形」與「公司策略傳達形」與機動調整之「市場反應形」； （5）設計師個人設計策略屬個人之思維與設計方法，目的在產生設計構想與設計解決。 （6）建議可運用簡易交叉比較評比分析設計策略之達成度。

The study attempts to fill the gap in design strategy studies at the design activities. Case studies were conducted to investigate the formulation of design strategy and the correlation between corporation design strategy and product design strategy. The major conclusions are: （1） Thirteen types of design strategy were found from the viewpoints of design specialists. （2）The multiform design strategies were adopted in firms' products and single product project. （3）The modes of design strategies were found including design-lead, leading marketing, high-price in differentiation, follower, and achieving goal. （4）The strategies in case studies were formed by the upward-way, downward-way and outward-way. （5）The case studies illustrated four strategies of design organization namely: company-policy, product-need, product-communication, and marketing-reaction. （6）The designers adopted their own strategies in order to produce ideas and solute problems. （7）A cross-evaluating system was suggested to assess the performance of design strategy simply.