Research Article

Developing Blue Ocean Strategy of Sustainable Product Design and Development for Business Opportunities of BOP Groups in Taiwan

Table 11

Interview’s data coding.

Main dimensionSecond dimensionTopicConcept

Society orientationSocial economySocial statusC1, D2, D31: Taiwan applicable theory of relative poverty
C4: Revenue for the social bottom 20%
B7: Needs of the top social group
C2: Lower income groups also have demands
C6, D4: Taiwan is a small and closed society
C10, D1: Low-pay as a social phenomenon
Economic environmentB2: Poor economic environment
B3: Less resource allocation
RegionB13, C11: Meet the regional demand
C8, D30: Definition of poverty varies by region
Social reliefC16: From the point of view of social assistance
MarketMarket demandA1: Market analysis groups demand
A17: They have to meet demand
D19: Influence the design and development
Market trendsB9: Cheap consumer market trends
C3: Sustainable development requires high-quality
C19: View of high-quality and affordability
AwarenessEnvironmental awarenessB31: There is a growing public awareness of environmental protection
GovernmentGovernment policyA33: Government can have an impact
C41: Promote policies
D17: Government regulations specification

Consumer orientationConsumersConsumption patternsA3: Shopping patterns of self-adjustment
A4: Shopping to have products based
A5, A13: Reduce the purchase vanity items
A65: Consumer habits
C5, D3: Consumer habits and the top-level population
C33: Affordable
NeedsUse requirementsA18, C20, D22: There are certain quality requirements
A19, C18: Products will have the best performance
A43: Improve product texture
A56: Mainly to meet the basic needs
D23: Features simple operation
Psychological needsA27: Pursuit of cheap vanity products
A34: Product allows users to have a sense of presence
A42: Improve product aesthetics
ViewsValuesC9: Consumption Values
C14: Consumer habits vary due to values
D5: Stimulated by a large number of networks
D14: Changes in the concept of green consumption
MarketingProduct valueA58, C21, C26: Product highlights certain characteristics
A59, C31: Products need to have highlights
C34: Products need extra value
Marketing practicesA6: Brand Sale
A25: Use discount schedule to stimulate consumption
A52: Use Anniversary Sale
D10, D26: Reduce excessive marketing
PathC22, D27: Easy to buy
C23: Establish contact with the customer and pipeline path
D6: Powerful network connection force

Design orientationDevelopmentDesign flowA14, D11: Process design to reduce costs
A66: Streamline the design process
A35: Reduce manufacturing steps
A50: Reduce the failure rate of products manufactured
C28: Simplify the process
C30: The lowest level of consumer acceptance testing
B30: A small amount of production is good for the environment
Machining processesA20: The use of alternative materials
A21: The use of alternative processing mode
Overall factorA46: Product type body shrinking
A48: Product is small and beautiful
A49: Product complexity appearance will lead to increased costs
A57: Overall use of the product may increase the value
A53, D9: Product is simple, beautiful and small
Built factorA45: Reduce excessive internal structure of the product
C15: Reduced product content and maintenance product quality
C32: Function-oriented
D7: Reduce unnecessary functions
D8: Optional use of optional features
Assembly modeA40: Changes in product assembly methods
D16: Replacement of the product in part failure
D20: Parts to maintain the same life
Technical useB14: The idea of using technology from the demand side
D24: Sophisticated technology easy to fault
D29: Promotion and use of technology
DurabilityA8: Green products are not durable
B12: Have both practical and durable
C35: Use of technology to increase product durability
C36: Lease to maintain product durability
VolumeA15: Product volume is reduced
PackagingA67: Neutral packing material
CostMaterial costsA7: Environmentally friendly products higher price
A10: Material cost is difficult to adjust
A16, C29: Saving materials
A47: The main factor in the cost of materials
B16: Reducing the use of synthetic materials
B28: The higher cost of green materials
Tooling costsA11: Mold cost savings
Processing costsA12: Reduce post-processing
A36: Reduce the processing flow
A39: Reduction in composite processing
Marketing costsC17: Reduce marketing costs
Sustainable designSustainable product designA9: The concept of sustainable design strategies
B4, B15: Product design and sustainable design concepts fit the BOP
B6: Green design meets the needs of ethnic point of view
B20: To improve the environment as a starting point
D15: Green products and fashion products conflicting
Green certificationA2: Use of poison testing and certification
B17: Reduce the use of poison
Green detectionA55: Use regulations to detect product problems
Energy savingB21: Overall energy savings
B22: To judge the end result of energy-saving
RecyclingRecovery modeA37: Easy to recycle
A38: Easy to disassemble
A60: The basic product recovery
A61: Difficulties caused by the recovery of excess processing
B18: To complete recovery planning
B27: The need to construct loop recycling
Recycling detectionB26: Designers and recyclers should take each other into account
B23: View the proportion of recycled goods
ResourcesB24: Recyclers must be willing to recycle
B25: Must have effective recycling
D21, D28: Re-use recycled products

Management orientationManagementBusiness operationsA24: Enterprises are required to meet the needs of all communities
A41: Cost reduction is the highest corporate standard
C13: Understand proper demand
A51: Estimated sales and net income
B8: Ten-dollar merchandise store concept
Operating experienceB1: Companies did not pay attention to their needs
B35: Enterprises must provide products to meet the need
EnterpriseCorporate responsibilityA22: Corporate Responsibility
B10: Corporate charitable viewpoint
B11: Provide basic needs
B19: Reduce the demand created
Industry opportunitiesB32, C39: Sustainable product design is the new direction of the industry
B33: A new opportunity for the industry in the economic downturn
C12: Youth Poverty is a new opportunity for the development of Taiwan
C38: Green design is a new source of competitiveness
BrandBrand valueA23: Brand can add value to products
A26: The use of low-cost strategy to make the brand lay down roots
Brand informationC7: Rapid flow of fashion news and brands
Brand constructC24: Construct its own brand
C25: Construction of sub-brand
C27: Main brands to endorse sub-brand
InnovationInnovative ideasB34: Manufacturing technology combined with innovative ideas
Institutional innovationC40: Change the system
C43: Promote an innovation system
OperationIndustry needsA54: Convince the boss to reduce costs
RentingLease chargesA28: Leasing is a way to provide low-cost consumption
A29: Leasing can reduce the economic burden
A30, C37: The high cost of leasing
A31: Leasing must become popular
A32: Leasing must cut prices
Leasing qualityA63: Leasing can maintain product quality
Product categoryA64: Product range will affect leasing results