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研究生：	許雅婷 Hsu, Ya-Ting
論文名稱：	探討產品識別，造型特徵與專利要件關聯性研究 -以Macbook Air為典範 A Study of Correlation among Product Identity, Form Feature and patentability- Using Macbook Air as an example
指導教授：	何俊亨 Ho, Chun-Heng
學位類別：	碩士 Master
系所名稱：	規劃與設計學院 - 工業設計學系 Department of Industrial Design
論文出版年：	2014
畢業學年度：	102
語文別：	英文
論文頁數：	101
中文關鍵詞：	設計專利、Macbook Air 、focus group焦點團體法
外文關鍵詞：	Design patent, Macbook Air, focus group
相關次數：	點閱：98 下載：8
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在近數十年來，隨著台灣經濟成長與產業漸趨成熟，製造業亦逐漸由早期的OEM, 進展至ODM甚而是高附加價值的OBM階段。此一趨勢逐漸在近年來促使人們重視產品識別的議題，並以高營收之3C產業為甚。
產品識別是品牌之核心要素，透過產品識別創造出位居第一線的商品，能夠直接向顧客傳達品牌精神，另一方面，為使品牌商品在市場提升能見度，一個商標之外廣被接受，能夠融合於各產品中的產品識別特徵，必然不可或缺。
因此，本研究旨在以筆電成熟期發展出的新產品-Ultrabook™為例探討，1.如何歸納造成相似度與喜好度分歧之產品特徵因子，依此設計產品識別，量測並控制適合成為產品識別的特徵範圍。2.如何利用該產品識別特徵，透過設計專利探求外觀保護以供後續產品設計發展之用。
研究過程共分為二階段，其一在於探討產品樣本之間之於風格典型(archetype)- Macbook Air的相似度與喜好度，經受測者依李克尺度法評估後，樣本組合可分為高相似度高喜好度、高相似度中喜好度、中相似度高喜好度、中相似度與中喜好度、中相似度低喜好度、低相似度低喜好度六群。
第二階段在於應用焦點團體法，透過由Ultrabook™購買者、電腦組件與Ultrabook™設計師、以及專利師代表共7人所組成的焦點團體，主要由設計師探求出18個樣本中124個設計細節特徵後，透過與一般使用者的討論，將特徵因子縮減至55個明顯特徵，進而透過專利師分析各個明顯特徵在設計專利的保護可能性，並依此歸納出在高相似度、中相似度與低相似度樣本群中的保護方式。
最後，本研究將55個特徵描述進行編碼，比對出足以控制產品相似度與喜好度的設計特徵，定義出適合做為產品識別的特徵範圍，並對應至相似群的專利保護方式之中。

Over the past decades, both of the economically development and the industrial maturity has urged manufactures to shift, from original equipment manufacturer (OEM) to original design manufacture (ODM), and even transformed to the high value added own branding and manufacturing (OBM) level in Taiwan, The tendency also arose awareness among publicity, promoting to discuss the issue of product identity, especially high revenue industry for 3C industries.
Product Identity is the core of a brand. Through product identity, the merchandise could stand in first line, communicating the brand spirit with customers. On the other hand, to be high-lighten in market, a well-accepted product which could be merge in product style also would be indispensable.
Therefore, the research would aim at using Ultrabook™ as examples to discuss : (1) How to generalize the product identical features which may cause the divergence of similarity and preference, basing on it to design product identity? (2) how to utilize the product identity feature, seeking for design patent to be used in the further design development.
The experiment could be separated into two stage, the first stage was to research on the similarity and preference degree to the concept archetype- Macbook Air-through 36 Notebook or Ultrabook™ consumers. On the basis of the two dimensions, the test finally dividing 18 samples into 6 groups:
(1)High similarity and high preference (2)high preference and mid preference
(3)mid similarity and high preference (4)mid similarity and mid preference
(5)mid similarity and low preference (6)low similarity and low preference.
.
The second stage would through focus group interview, which included Ultrabook™ designer, patent applicant and Ultrabook™ consumers, to find out the design feature elements and identical features of each samples. In the stage, the focus group finally choose 55 identical features from 124 design feature elements of each sample, based on discussion about the patentability of each feature, drawing the strategy of patent application for high similarity, mid similarity and low similarity features.
Consequently, the research find out the common property in each identical feature and generalize them into feature description list, getting 9 feature descriptions in high similarity group, 7 in mid similarity group and 2 in low similarity group. Defined the suitable range to create the product identity and the corresponding the identity to patent application strategy.

摘要	i
ABSTRACT	ii
誌謝	iv
TABLE OF CONTENTS	v
LIST OF TABLES	viii
LIST OF FIGURES	ix
LIST OF SYMBOLS AND ABBREVIATIONS	xi
CHAPTER 1 INTRODUCTION	12
1 Research Background and Motivation	12
1.1 The Importance of Product Identity	12
1.2 3C brands and the development of Ultrabook™	13
1.3 Design in part patent of Ultrabook™	15
2 Research Purpose	17
3 Research Limitation	17
4 Research Framework	19
CHAPTER 2 LITERATURE REVIEW	20
1 Brand identity, Product identity and Product style	20
1.1 Design in part patent of Ultrabook™	20
1.2 Product Identity and Product Style	22
2 Product Feature and Similarity Degree	23
2.1 Similarity	23
2.2 Product Similarity Degree	24
2.3 Product Feature Recognition	24
2.4 Feature Relevance theory	25
2.5 Statutory Requirements for Evaluating Similarity Degree	26
3 Ultrabook™	27
3.1 Definition	27
3.2 Design Consideration	28
CHAPTER 3 RESEARCH METHOD AND PROCESS	30
1 Introduction of Research Experiment	30
2 Stage I: Similarity and Preference Group	30
2.1 Preparation for Experiment:	31
2.2 Experiment Process and Questionnaire Sample:	33
3 Stage II: Focus Group Interview	36
4  Summary	38
CHAPTER 4 RESULT AND DICUSSION	39
1 Representative Product (RP)	39
2 Similarity and Preference Group	41
2.1 Result of Similarity Group Questionnaire	41
3 Focus Group Discussion I-	45
3.1 Product Identical Feature Chart	45
3.2 Coding for Identical Features	47
3.3 Summary	53
4 Focus Group Discussion II-Patentability	54
4.1 Patentability for Design Patent	54
4.2 Discussion for Patentability of RP	55
4.3 Patent application Method for Identical Features in Each Similarity Group	62
5 Preference Group of RP-based on Similarity for Further Design Suggestion	64
5.1 Result of Preference Questionnaire	64
5.2 Correlation between Identical Features and Preference	68
6 General Discussion for Product Identity Range	71
6.1 Product Identity of Each Sample	71
6.2 Rules to Control Similarity and Preference	72
6.3 Proper Range for Designing Product Identity	73
7 Limitation of the Research Scope	75
CHAPTER 5 CONCLUSION	76
1 Review and Finding of the Research	76
2 Applications of the Study	82
3 Limitation of the Study	82
4 Recommendations for Future Research	83
REFERENCES	84
Appendix A ULTRABOOK SAMPLE PICTURES	87
Appendix B FEATURE ELEMENTS CHART(FEC)	96

                                    

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