建構設計驅動型生態系統──關係結構與驅動機制

Constructing A Design-Driven Ecosystem: Relationship Structure and Driving Mechanism

本研究旨在建構一個「設計驅動型生態系統」，探討其得以型塑的結構關係，以及分析如何讓此生態系統能自發生成的驅動機制。在繪製此生態系統圖的過程中，本研究發展出五個分析構面，做為型構法則。其中，設計相依性和設計互補性，代表設計驅動型生態系統的關係結構；設計模組化和消費者共創，代表驅動機制；而設計活動流交集位置所標示的角色成員，代表主要的驅動因子。研究方法採用結構主義分析法，研究案例為手帳、自拍、和塗鴉。經由文獻探討與研究發現，本研究定義此生態系統為「一群因為設計相依性與設計互補性而具有多邊關係的經濟群體所組成之聯盟結構，成員彼此間形成設計模組化的驅動機制，在沒有完整的層級結構命令下能彼此協調與整合不同的設計活動流，以實現共同追求的價值主張，滿足消費者對於該設計領域相關產品的需求」。而此生態系統的特性為，（1）消費者在設計活動流裡的價值共創是關鍵的驅動機制，（2）價值主張界定生態系統的內生彊界，以及（3）由設計驅動的多邊性價值創造。最後，本研究在生態系統學術研究的重要成果為，（1）將生態系統以視覺化方式呈現整體成員如何相互關聯並形成設計活動流的結構圖；（2）從成員間因為設計相依性（包括設計活動與設計產品）而連結，並依其在設計活動流裡所居位置而產生的互補性類型，說明生態系統裡的結構關係，並透過設計模組化的建立，形成生態系統的驅動機制。

The aim of this study is to construct a design-driven ecosystem (DDE), to explore what’s its relationship structures, and to analyze what might be the underlying driving mechanism forming this kind of ecosystem. There are five analytical dimensions proposed to be the rules to construct an ecosystem configuration. Among them, design independency and design complementarity are the views of relationship structure, design modularity and value co-creation by consumer are taken as driving mechanism, and the actors denoted by their position in the flow of design activities are represented as driven factors. Through using the research method of structuralist approach and illustrating the configuration of DDE from three cases—handbook, selfie, and Graffiti, DDE is then defined as“the alignment structure of the multilateral set of entities interacted by their design interdependence and design complementarity in order to provide design-related products with focal value proposition to their common customers, enabled by design modularity, not hierarchically managed.”Based on research findings, DDE characterizes the following features, (1) the value co-creation by consumer in the flow of design activities is a critical driving mechanism; (2) the endogenous boundary of DDE is defined by value proposition; (3) design activities can drive multilateral value creation. Finally, this study might has some contributions on ecosystem researches, which new perspectives are, (1) the ecosystem can be visualized as a whole configuration, which are easy to figure out the relationship among all of members; (2) within DDE, members are connected by their design independency, are defined the type of design complementarity based on their positions in the flow of design activities, and the driving mechanism of ecosystem can be formed from design modularity.