| dc.description.abstract | As the profit of OEM decreases gradually, the cost-down ability of Taiwanese companies can not bring the growth continuously. In recent years, more and more companies try to develop their own brand, and the government also assists them through related organizations and projects. Companies want to create differential advantage through establishing their own brands, and then improve added value of products.
According to the literature review, brand image and product design are not only the main tool to obtain the differential advantage, but also have a much closed relationship. Companies distinguish themselves from the other competitors by establishing the clear brand image, and product design plays an important medium to convey the brand image specifically.
This research studies the companies that obtain the Taiwanese Symbol of Excellence and National Awards of Excellence with the survey of questionnaires. I combine the two important factors: brand image and product design, and probe into their influence on new product development performance. 600 copies of questionnaire were issued, while 121 copies were returned and 108 copies were effective. The main important results of this research are mentioned below:
1.Product design has positive influence on new
product development performance. This means
when companies put more emphasis on their
product design, they get higher new product
development performance.
2.When companies convey different brand images,
they emphasize the different key points of
product design. Companies that convey the
functional brand image put more emphasis on
the design of engineering; companies that
convey the sensory brand image put more
emphasis on the design of appearance and
symbol.
3.The collocation of brand image and product
design has influence on new product
development performance. When companies convey
the functional brand image, taking the design
of engineering brings higher new product
development performance than taking the design
of aesthetics; nevertheless, when companies
convey the sensory brand image, they can not
get higher new product development performance
through taking the design of aesthetics merely. | en_US |