以設計思考快速建構新的商品策略–以衣十五股份有限公司為例

Abstract

本研究採用的是個案研究法，並且以衣十五股份有限公司〔以下簡稱衣十五〕做為個案公司來了解企業面對疫情市場暴跌後，如何快速運用設計思考發展新商品，並且運用藍海策略的思維，讓商品能夠符合市場也不會落入價格戰。本研究使用設計思考中的同理心地圖、價值主張圖以及STP等策略工具來進行發展衣十五的商品，之後再結合藍海策略中的相關工具收斂產品的發想。 運用設計思考會面臨哪些問題？工具在使用的過程該如何避免？結合藍海策略中的幾項工具，將透過設計思考所形成的商品去除客戶不需要的項目與放入顧客在乎的商品價值。

This study adopts a case study method, and uses E15 Co., Ltd. (hereinafter referred to as E15) as a case company to understand how companies can quickly use design thinking to develop new products after facing the pandemic market plummet, and use blue ocean Strategic thinking, so that products can meet the market without falling into a price war. This study uses strategic tools such as empathy maps, value proposition maps, and STP in design thinking to develop E15 products, and then combines the relevant tools in the blue ocean strategy to converge product ideas. What are the problems faced by design thinking? How to avoid the use of tools? Combining several tools in the blue ocean strategy, the products formed through design thinking will remove the items that customers don’t need and put the value of the products that customers care about.