臺灣3C品牌產品識別推行現況與策略研究

Exploring the Product Identity Status and Policies of Taiwan-based 3C Brands

有感於國內一直沒有從品牌執行角度切入來探討產品識別的相關研究，本研究深度訪談臺灣五家3C國際品牌，以紮根理論進行資料分析。研究成果提供學術上產品識別研究的全新觀點，補足過去欠缺之處。實務上也能作為台灣自創品牌時，產品設計風格與差異化的參考。研究發現：（1）產品識別以品牌目標理念為出發點，利用產品外觀設計的一致性與獨特性作為識別；（2）品牌具備的產品類別越多，跨產品類別共用的產品識別越少；（3）「商標」與「產品風格」是最多品牌使用的產品識別，可適用的產品類別範圍也最廣；（4）「獨特外觀」是最有效的產品識別；（5）歸納六個影響產品識別的最重要因素（品牌目標理念、品牌形象與走勢等）；（6）整體而言，台灣3C品牌運用產品識別的情況尚不普遍。

No studies have ever tried to examine how Taiwan-based 3C brands have succeeded in product identity establishment today. In this study, in-depth interviews were conducted with five product designers of global 3C brands and the grounded theory was adopted to analyze interview data. The range of product identity can be complemented by this study and the results of this study can be used by 3C brands as a reference when designing their products. There are five findings acquired in this study: （1） based on brand goal and commitment, product identity can be established through design consistency and uniqueness; （2） the more product categories are, the less product identity among these categories can be established; （3） trademark and product style comprise the major part of product identity established by most brand cases and can be applied to all product categories; （4） the most effective product identity is unique product form; （5） six important factors that influence product identity are also mentioned in this study. Generally speaking, product identity is not very popular in Taiwan 3C brands today.