隨著創業風潮的興盛，近年許多台灣設計師陸續成立自創品牌，自行開發產品並銷售至國內外市場。不同於大型企業的資源基礎與操作型態，這些自創品牌運用相對稀少的資源，強調設計創意結合在地的製造技術，提供匠心獨具的產品，進入全球利基市場；又產品為品牌的核心，為邁向永續的品牌經營，產品組合的發展與規劃可視為公司重要的策略之一。基於此，本研究透過與九家個案的創辦人進行深度訪談，目的在探討台灣設計師自創品牌的成長過程中，其產品組合的策略與實務，並以資源基礎觀點，歸納公司資源的配置狀態，協助分析產品組合發展的影響要素。
研究結果指出，產品組合發展在不同階段的影響要素有所差異。在醞釀階段中，公司可獲取的製造資源以及創辦人的設計理念，限縮了產品線類別可發展的範圍，進而影響品牌的定位。隨著產品進入市場，公司根據市場反應調整產品組合發展的方向，使品牌定位更為精準。至後續發展，品牌的新品規劃則會參考經銷通路給予的意見以順應市場需求，並考量既有製造與通路資源的共享以利組織內部資源的整合。總結來說，產品組合的發展需要有明確的品牌定位，引導產品線的擴展，乃至資源能予以配合，使品牌整體形象更為一致。

With the rise of entrepreneurship, designers in Taiwan started to establish their own brands and put their design concepts into production, marketing, and sales. Despite the lack of resources, the design-led startups integrate design and manufacturing to create unique products, entering niche market segments. As products are the core of a brand, design entrepreneurs should consider the development of product portfolio as one of the essential strategies to promote their brands. Hence, this study aims to explore the factors that influence the development of product portfolio based on the resource-based view. The in-depth interviews with nine design entrepreneurs were conducted to approach the research question.
The results of this study show that there are differences of the factor that influence the development of product portfolio among stages. At preparing stage, constrained by both attainable manufacturing resource and entrepreneurs’ design philosophy, the extent of product categories has a significant effect on the the brand position. After a product launch, the startups will adjust the direction of their product portfolio based on the feedback from market in order to determine the brand position. At later stage, the startups take suggestions from distribution channels on the new product development to meet market demand, and the startups also coordinate their resources by utilizing existing manufacturing and distribution channels. In conclusion, for a consistent brand image, the development of product portfolio requires a distinct brand position to guide the expansion of product lines and to acquire proper resources.

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