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Author: 吳昌熾
Chang-Chih Wu
Thesis Title: 設計,東西 CRE8拓展中國市場決策始末
Design,East and West Expanding China Market Business Decision in CRE8
Advisor: 周子銓
Tzu-Chuan Chou
Committee: 李國光
Gwo-Guang Lee
黃世禎
Sun-Jen Huang
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2022
Graduation Academic Year: 110
Language: 中文
Pages: 65
Keywords (in Chinese): 工業設計電子競技產業資源基礎資源拼湊VUCA的對應價值共創設計階梯保齡球策略
Keywords (in other languages): Industrial Design, e-Sports Industry, Resource-Based View, Resource Bricolage, VUCA Responses, Value Co-creation, Design Ladder, Bowling Strategy
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  • 隨者產業科技研發、生產能力的進步,競爭同業之間的區隔日趨縮短,而工業設計則在這樣的環境下日趨重要。本個案描述一位歐洲設計師Kris Verstockt在1995年來到台灣後,看到台灣設計產業在未來將有著很多發展機會,於2001年成立CRE8設計公司,伴隨者台灣產業,從原本的OEM市場,到ODM市場,再進入OBM市場;產業也隨著市場發展而日益累積各種不同的經驗與資源。
    2016年個案公司受邀前往深圳國際工業設計展,開啟了不少當地客戶的注意,紛紛邀請CRE8前往設立公司,願意合作委託產品設計案,開啟了本個案的契機。個案公司經過審慎評估,決定在深圳用相對保守的方式設立服務據點,並有效規劃公司的設計資源,克服距離的限制,發揮最大的設計能量,成功拓展中國市場。
    本研究以哈佛個案研究之方式進行,藉由A、B兩個個案內容來進行工業設計公司透過資源基礎、資源拼湊、VUCA的對應、價值共創等議題作探討,了解個案公司前進中國市場的決策與發展過程。了解歐洲創辦人在台灣設立工業設計公司,隨者市場動態發展採取保齡球策略逐漸成長,厚植公司的核心資源;如何善用手邊現有的資源,轉變他用來減少前進中國市場初期的各種投資;如何面對變化快速、模糊易變、充滿不確定性的中國電子產業市場,做出新時代領袖應有的VUCA對應;最後,如何與大陸客戶成功合作,透過個案公司的專業服務提升客戶的品牌形象,互利共好,共創產業價值。


    With the advance of technology, product development and production capabilities, the distinction between competing companies is becoming shorter and shorter, and industrial design is becoming increasingly important in this environment. This case describes an European designer, Mr. Kris Verstockt, who came to Taiwan in 1995 and saw great opportunities for the future of the Taiwanese design industry. With that in mind, he founded CRE8 in 2001 and has followed the industry in Taiwan from the original OEM to the ODM and then to the OBM market; CRE8 has accumulated various experiences and resources with the evolution of the market.
    In 2016, the case company was invited to the Shenzhen International Industrial Design Exhibition, which drew the attention of many potential customers there, who invited CRE8 to set up a company and were willing to cooperate in design projects, which was the turning point of this case study. After careful evaluation, the case company decided to set up a service base in Shenzhen in a relatively conservative manner and effectively planned the company's design resources to overcome the limitation of distance and maximize the design energy to successfully expand the Chinese market.
    The case is adapted Harvard Case Study research method in two parts: Case Study A and B to explore the industrial design company's decision-making process to enter and develop the Chinese market through the theories of Resource-Based View, Resource Bricolage, VUCA Responses, and Value Co-creation. Learn about the European founder who set up an industrial design company in Taiwan and gradually grew with the market dynamically by using a bowling strategy to build up the company's core value. How to make the best use of the resources at hand and transform them to reduce the initial investment while entering the China market; how to make the VUCA response that the leaders of the new era should make in the face of the volatility, uncertainty complexity and ambiguity of China electronics market. Finally, how to cooperate successfully with the mainland customers and enhance the brand image of the customers through the professional services of CRE8, to create mutual benefits and value for both parties.

    摘 要 i ABSTRACT ii 致 謝 iii 表目錄 vi 圖目錄 vii 壹、 個案A本文 1 一、 序場 1 二、 工業設計簡介 2 三、 CRE8簡介 4 四、 CRE8孵育期(1995-2001)-凝聚實力 6 五、 CRE8草創期(2001-2005)-創業艱辛 7 六、 CRE8逆勢成長期(2006-2011)-乘風起飛 8 七、 CRE8茁壯期(2012-2016)-稱霸電競 10 八、 CRE8成熟期(2017-)-創新未來 14 九、 是否前進中國成立當地公司 16 貳、 個案B本文 23 一、 前進深圳 23 二、 代工與品牌的差異 25 三、 CRE8的下一步 28 四、 附錄 29 參、 個案討論 34 一、 個案總覽 34 二、 教學目標與適用課程 34 三、 學生課前討論問題 36 四、 個案人物背景 37 五、 個案分析 39 5.1 課程目標一: 討論「資源基礎理論」 40 5.2 課程目標二: 討論「資源拼湊」 45 5.3 課程目標三: 討論「VUCA的應對」 50 5.4 課程目標四: 討論「價值共創」 55 六、 課程結論 57 七、 教學建議 57 八、 板書規劃 59 肆、 參考文獻 60 一、 中文參考文獻 60 二、 英文參考文獻 62 三、 網站參考資料 65

    一、 中文參考文獻
    1. 宋同正、張百佑 (2008)。設計資源與設計能力之內涵及關連性探討-以大可意念設計公司為例。設計學報 (Journal of Design),13(3)。
    2. 宋同正 (1998),台灣資訊業設計資源與設計績效之實証研究。科技學刊。
    3. 翁振宇 (2006),大型工業設計公司與中型公司經營要項差異之探討。國立台灣科技大學設計研究所碩士論文,未出版,台北。
    4. 楊錦洲 (2004),策略創造優勢:運用策略規劃,永續經營事業,財團法人中國生產力中心。
    5. 洪偉肯、陳玲鈴,設計學報第22 卷第2 期 2017 年6 月,外國人在台設立工業設計服務公司的因素、發展歷程以及與台灣產業的連結
    6. 陳啟勳、黃昆輝、張德銳 (2000),需求層次論,教育大辭書。
    7. 德瑞克・湯普森著 (2017),引爆瘋潮,商周出版。Derek Thompson (2017),Hit Makers: The Science of Popularity in an Age of Distraction。
    8. 台灣設計研究院 (2022),2021年台灣設計人才調查報告。Taiwan Design Research Institute (2022),Taiwan Design Talent Report。
    9. 葉明亮 (2010),蒙恬設計 從代工走向創新品牌,旺報https://www.chinatimes.com/newspapers/20101226000759-260301?chdtv
    10. Marc Randolph著,許恬寧譯 (2020),一千零一個點子之後:NETFLIX創始的祕密 (That Will Never Work: The Birth of NETFLIX and the Amazing Life of an Idea),大塊文化。
    11. Walter Isaacson著,廖月娟等譯 (2013),賈伯斯傳 (Steve Jobs),天下文化。
    12. 王奇著 (2013),賈伯斯:產品制勝法則,清華大學出版社。
    13. Thomas L. Friedman著, 楊振富、潘勛譯(2007),世界是平的(The World is Flat),雅言出版社。
    14. 李慶芳 (2017),價值共創的三個概念:使用價值、共同決定、經常互動,價值共創社群,http://reskm98.blogspot.com/2017/08/blog-post_9.html
    15. 張秀樺、盧龍泉(2012),價值共創調節效果之實證研究:以我國文化創意產業為例,人文暨社會科學期刊第八卷第一期,47-58。
    16. Philip Kotler, Hermawan Kartajaya, Iwan Setiawan著,劉盈君譯(2017),行銷4.0:新虛實融合時代贏得顧客的全思,Marketing 4.0: Moving from Traditional to Digital
    17. Claude Lévi-Strauss著, 李幼蒸譯(1989),野性的思維(The Savage Mind),聯經出版公司 。

    二、 英文參考文獻
    1. Selznick, P. (1957). Leadership in administration: A sociological interpretation. University of California Press.
    2. Penrose, E. (1959), The Theory of the Growth of the Firm. Oxford university press.
    3. Wernerfelt, B. (1984). A resource-based view of the firm,Strategic management journal 5(2), 171-80.
    4. Barney, J. (1991), Firm resources and sustained competitive advantage, Journal of management, 17(1), 99-120.
    5. Turner, R. (1990). Design into management. Design management, 107-124.
    6. Baker, T., & Nelson, R. E. (2005). Creating something from nothing: Resource construction through entrepreneurial bricolage. Administrative science quarterly, 50(3), 329-366.
    7. Nonaka, I. (1991), The Knowledge Creating Company. Harvard Business Review, 69, 96-104.
    8. Jiyao Chen,R.R. Reilly,G.S. Lynn (2005), The impacts of speed-to-market on new product success: the moderating effects of uncertainty,IEEE。
    9. Bob Johansen (2012), Leaders Make the Future: Ten New Leadership Skills for an Uncertain World,Berrett-Koehler Publishers。
    10. Rubio, N., Villaseñor, N., & Yagüe, M. (2020). Value co-creation in third-party managed virtual communities and brand equity. Frontiers in Psychology, 11, 927.
    11. Boyd, D. E., & Koles, B. (2019). Virtual reality and its impact on B2B marketing: A value-in-use perspective. Journal of Business Research, 100, 590-598.
    12. Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-brand relationships under the marketing 3.0 paradigm: a literature review. Frontiers in psychology, 8, 252.
    13. Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Tourism management, 31(6), 898-911.
    14. C. K. Prahalad,Venkat Ramaswamy (2004). The Future of Competition: Co-Creating Unique Value With Customers,Harvard Business Press。
    15. Ranjan, K.R., & Reed, S. (2016). Value co-creation: concept and measurement,Journal of the academy of marketing science, 44(3), 290–315.
    16. Yim, C. K., Chan, K. W., & Lam, S. S. (2012). Do customers and employees enjoy service participation? Synergistic effects of self-and other-efficacy. Journal of marketing, 76(6), 121-140.
    17. Chou, E. Y., Lin, C. Y., & Huang, H. C. (2016). Fairness and devotion go far: Integrating online justice and value co-creation in virtual communities. International Journal of Information Management, 36(1), 60-72.
    18. Rubio, N., Villaseñor, N., & Yague, M. J. (2019). Does use of different platforms influence the relationship between cocreation value-in-use and participants’ cocreation behaviors? An application in third-party managed virtual communities. Complexity, 2019.
    19. Dean, D., Arroyo-Gamez, R. E., Punjaisri, K., & Pich, C. (2016). Internal brand co-creation: The experiential brand meaning cycle in higher education. Journal of business research, 69(8), 3041-3048.
    20. Hein, A., Weking, J., Schreieck, M., Wiesche, M., Böhm, M., & Krcmar, H. (2019). Value co-creation practices in business-to-business platform ecosystems. Electronic Markets, 29(3), 503-518.
    21. Dan Jecan (2019),Innovation by Design: How to Unlock New Business Opportunities https://uxstudioteam.com/ux-blog/innovation-by-design/
    22. McKinsey & Company (2020),Are you asking enough from your design leaders? https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/are-you-asking-enough-from-your-design-leaders
    23. IDEO (無日期),How to Prototype a New Business https://www.ideou.com/blogs/inspiration/how-to-prototype-a-new-business
    24. Isaac Jeffries (2016),Three Lenses of Innovation https://isaacjeffries.com/blog/2016/3/9/three-lenses-of-innovation

    三、 網站參考資料
    1. 維基百科(http://zh.wikipedia.org/wiki/)。
    2. MBA 智庫百科(http://wiki.mbalib.com/wiki/)。
    3. 數位時代(https://www.bnext.com.tw/article/8157/BN-ARTICLE-8157)。
    4. 天下雜誌(https://www.cw.com.tw/article/5088385?template=transformers)
    5. 氨博實驗室(https://www.ahybridlab.com/blog/vuca)
    6. Dansk Design Center(https://ddc.dk/)
    7. 教育百科https://pedia.cloud.edu.tw/Entry/WikiContent?title=馬斯洛需求層次理論&search=馬斯洛需求層次理論
    8. 臺灣設計研究所https://www.tdri.org.tw/about-tdri/
    9. 深圳國際工業設計展http://www.szidf.com/home.html
    10. CORSAIR海盜船https://www.corsair.com/us/en/Categories/Products/Gaming-Mice/c/Cor_Products_Mice
    11. iF官網 https://ifdesign.com/en/winner-ranking/wdi-ranking-filter/?dynamicFilterId=3&page=3&sort=asc
    12. 致伸科技https://www.primax.com.tw/
    13. 錢管家https://www.money.com.tw/invest/article/250164
    14. 設計之都深圳https://szcod.org/index
    15. F518創意園http://www.cnf518.com/index.html
    16. 葉銘泉,環境科學大辭典,電腦輔助設計/電腦輔助製造系統。 https://terms.naer.edu.tw/detail/1319830/
    17. Aubrey Yung,中國開公司指南:申請程序、費用及常見問題。https://wise.com/zh-hk/blog/start-a-business-in-mainland-china

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