The study of relationship between creativity and outsourcing in design industry: base on Universal Scientific Industrial Design Company and Easthink Advertising Design Company

在全球的經濟型態逐漸將重心由知識經濟轉向創意經濟的背景下，台灣政府也開始正視文化創意產業的發展，並於2010年通過文化創意產業發展法。另外，文化創意產業中的商業運作過程與價值網絡的建構，也從如何自個別企業「點」的效應，擴散成完整產業的「面」效益。因此，使文化創意產業持續擴張，是現階段台灣所面臨的關鍵。 在專業分工的策略、知識與創意工作者的高度流動的考量下，委外成為企業可取得資源的方式之一，過去在製造業以成本為考量的委外思維的下，創意該如何委外，可以複製過去經驗或是開創新局是本論文之研究動機。 個案選擇上，由於文化創意產業類別差異極大，本研究選取設計產業的代表：廣告設計與工業設計產業進行個案交叉比對，期望能夠透過創意與委外流程的關係（包含動機、決策點與執行）欲探討在文化創意產業中：（1）在廣告設計與工業設計中，其委外的動機與創意的關係是什麼?在此兩產業中有何異同? （2）在廣告設計與工業設計中，委外的執行與創意的關係是什麼?其關鍵成功因素是什麼? （3）在廣告設計業與工業設計中創意能被持續委外的關鍵因素是什麼? 本論文的研究結論包含：（1）企業欲將創意委外的動機來自於內部認定之創意價值低、專業能力缺乏，或與所占產業位置有關，視產業別不同而有所差異。此外，創意需可於市場取得且具成本效益時，企業才有將創意委外的可能（2）委外創意的動機在於其委外利益與組織目標能相符合（3）創意能被持續委外的關鍵在於廠商認知創意本質具收斂性，透過委外雙方的有形與無形的契約與信任，為終端市場客戶提供完整的服務。Under the type of global economics transferred from knowledge economics into creativity economics, Taiwan government has begun to take serious and to focus on the development of creative industry, and also passed the law of creative industry development as well in 2010. At the mean while, the business model and the construction of value network of creative industry, has expanded from individual enterprise to whole industry. Therefore, how to enlarge the boundary of creative industry is the key issue that Taiwan is facing right now. Considering the strategy of specialization and the highly transferring of knowledge and creativity human resource, outsourcing has become one way of getting resources in the enterprise. Cost down is the major cause of outsourcing in the traditional industry, so the motivation of this thesis is how to outsourcing the creativity? Is it possible to copy the past successful experience? Or it should be done by another brand new way? Due to the category of creative industry is very different, so in this thesis, it chose the most two representative design industries belong to creative industry, which are advertising design and industrial design, to compare cross over each other. Expecting through the relationship (including motivation, strategy and execution) between creativity and outsourcing, to discuss in creative industry and find out: (1) What is the relationship between motivation of outsourcing and creativity in both advertising design industry and industrial design industry. And what is the difference in these two industries. (2) What is the relationship between execution of outsourcing and creativity in both advertising design industry and industrial design industry? And what is the key successful point? (3) What is the key reason of creativity outsourcing continuously in advertising design industry and industrial design industry? The conclusions of this thesis are: (1) The motivation of creativity outsourcing is relevant in valueless creativity inside the enterprise, poor of professional ability, and different positions in the value network in the creative industry. (2) The motivation of creativity outsourcing is that the benefit of outsourcing can match the goal of organization. (3) The key point that creativity can be outsourced continuously is because it is realized in the enterprise that creativity has the convergence nature. So by the trust of tangible or intangible contracts, it will supply complete service to the end customer in the market