金點設計獎 (Golden Pin Design Award) 乃由經濟部工業局主辦和台灣創意設計中心執行的國家級設計獎項，旨在褒揚以現代設計理念為基礎的作品，鼓勵滿足華人市場消費要求的創新設計。價值主張 (value proposition) 可被解釋為能清楚地讓顧客了解產品或服務所能提供的價值，若一企業能更好地將價值傳遞給顧客，則該企業將具備有更佳的發展潛能。本研究的主要研究目的在了解金點設計獎承辦方 (台創中心) 的價值主張與獲獎者及消費者知覺價值的關聯性。基此，本研究以金點設計獎系列獎項之參賽資格為上市量產商品之專業獎項金點設計獎為研究對象，以30張價值因子卡片及半結構式問卷作為研究工具訪談獎項承辦人員及獲獎者，並以獎項承辦人員所提供之獎項價值主張轉譯為結構式問卷分析金點獎販售通路設計點之消費者知覺價值。

本研究結果發現，金點獎價值主張共包含有14項價值因子，其中「設計美學」、「具吸引力」、「表彰價值」、「良好品質」、「資訊傳遞」等5項價值均被獲獎者及消費者知覺，其餘9項則分別與各類別獲獎者及消費者知覺價值有差異。此外，大多數獲獎受訪者均表示獎項與標章所帶來之直接經濟效益並不顯著，因此認為並無「創造收入」之價值；「整合完善」價值內涵與獎項本身營運架構相關，獲獎者難以直接覺察，故知覺度也較低；消費者則大多對金點獎認知度低，因此購買時主要還是以商品本身之外形設計、功能與品質作為購買決策依據，並且不確定如何從設計點外的銷售通路中購買金點標章商品。因此，本研究建議獎項承辦方可著力於提升獎項市場認知度，強化推廣獎項品牌，且透過調適現有資源的方式，儘可能提供獲獎作品有更多與終端消費者接觸的機會。

Golden Pin Design Award is a national design award hosted by the Industrial Bureau of the Ministry of Economic Affairs of Taiwan and executed by Taiwan Design Center (TDC). It aims to praise works based on modern design concepts and encourage innovative designs that meet the consumer demands of the Chinese market. Value proposition (VP) can be interpreted as the value that a product or service can provide. If a company can better deliver the value to the customer, the company will have better development potential. The purpose of this study is to explore the relationship between the VP of the case officer (TDC) to the perceived value (PV) of the winners and customers. Thus, the study takes the Golden Pin Design Award, which recognized commercial products or projects entered by design teams or industry professionals in the Golden Pin Design Award series, as research objects. The study interviewed the case officers and winners with 30 value elements card and the semi-structured questionnaire, then translated the VP from the case officers into a structured questionnaire to analyze the PV of the customer in DesignPin, the sale access of Golden Pin Design Award. The study found that there is total 14 value elements in the VP of the award and 5 of them were perceived by the winners and customers which is “design/aesthetics,” ”attractiveness,” “badge value,” “quality,” and “informs.” In addition, most of the award-winning respondents indicated that the direct economic benefits related to winning the award were not significant, therefore they did not perceive the value of “makes money;” the connotation of “integrates” is about the operational structure of the award so they cannot perceive, either. Most customers never know the award before, so they mainly rely on the design, function and quality of the product itself as basis for purchasing decisions, and they are not sure how to buy award-winning products from other channels outside the DesignPin. Therefore, the study suggests that the award case officers can focus on enhancing the recognition of the award in public market, strengthen the promotion of the brand, and provide more opportunities for end-user contacting with the award-winning works by adapting existing resources.

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