當前台灣產品形象定位之探討

Abstract

提昇產品形象，將是維持我國整體經濟持續發展的關鍵因素，也是刻不容 緩的當務之急。而在了解如何提昇產品形象之前，我們更迫切該知道的是 ，目前台灣產品形象在人們心目中的定位如何?本研究以較有系統的調查 及統計分析，分成二個階段探討台灣產品形象。第一階段以設計背景、非 設計背景、外國人等三種不同背景的受測者共97人對台灣、德國、義大利 、美國、日本、韓國等六個國家，其產品印象的Stereotype進行研究。第 二階段以德國、義大利、美國、日本、台灣（包括精品和一般產品）五個 國家的家具、小家電、腳踏車等三大類共117件產品，對30位非設計背景 的受測者加以調查驗證。以了解當前台灣產品形象的定位，作為提升台灣 產品形象的依據。從第一階段的研究中我們可以得知台灣產品概念意象是 由評價性因素、活動性因素、力度性因素所構成， Improving the product image of Taiwan is the key to keep on economic growing of Taiwan . However, in order to improve the product image of Taiwan, we have to know what is the image of products made in Taiwan ( MIT ) been perceived, firstly .Therefore, two phases of semantic differential investigation have been conducted in this study to explore the perceived image of MIT products .In the first phase, 97 subjects, including foreign and native subjects and subjects with or without design background, have been surveyed to understand their stereotype image impressions on products made in Taiwan, Germany, Italy, America, Japan and Korea, respectively . The result shows that the stereotype of MIT products is close to that of Korean products, and is not as distinctive and favorable as those of products made in Japan, Germany or Italy . A three dimensional perception space, composed by the fFrom the results of these two investigations., we can have a comprehensive understanding about the image of MIT products, among the products from other countries . And based on this understanding and the derived perception spaces, we can further improve the image of MIT products .