本文選題：工業(yè)設(shè)計(jì) + 設(shè)計(jì)管理��； 參考：《北京理工大學(xué)》2008年碩士論文

【摘要】： 隨著工業(yè)設(shè)計(jì)在我國(guó)二十多年的推廣和普及,工業(yè)設(shè)計(jì)的概念已經(jīng)廣為我國(guó)眾多企業(yè)所接受。但設(shè)計(jì)管理,對(duì)于大多數(shù)中國(guó)企業(yè)來(lái)說(shuō),仍是一個(gè)比較陌生的名詞�？傮w來(lái)看,我國(guó)“重制造,輕設(shè)計(jì)”的現(xiàn)狀有了很大的改觀,但目前我國(guó)企業(yè)的設(shè)計(jì)模式和品牌意識(shí)仍大大落后與國(guó)際水平,這讓中國(guó)產(chǎn)品在僅能在世界工業(yè)供應(yīng)鏈條的下游徘徊。在這樣的歷史和現(xiàn)實(shí)背景下,設(shè)計(jì)管理和整合行銷這兩個(gè)全新的命題對(duì)于中國(guó)企業(yè)產(chǎn)品供應(yīng)線和品牌營(yíng)銷力的全面提升有著極其重要的意義。 設(shè)計(jì)管理是設(shè)計(jì)領(lǐng)域的一門新興科學(xué)。它的出現(xiàn)即是設(shè)計(jì)的需要又是管理的需要。2002年版北京理工大學(xué)出版的《設(shè)計(jì)辭典》中的定義是:在以設(shè)計(jì)為中心的產(chǎn)品創(chuàng)新活動(dòng)中,在考慮人性及人的操作習(xí)慣的基礎(chǔ)上,以系統(tǒng)方法所制定的一套科學(xué)的管理方法。 美國(guó)西北大學(xué)教授唐·舒爾茨在他的《整合營(yíng)銷傳播》一書中提出了“整合行銷傳播”的概念,認(rèn)為“只有有效整合從產(chǎn)品設(shè)計(jì)、市場(chǎng)傳播到售后服務(wù)在內(nèi)的所有資源,并建立起有效的品牌、產(chǎn)品和消費(fèi)者之間溝通的橋梁,才能實(shí)現(xiàn)品牌傳播和產(chǎn)品市場(chǎng)行銷的最大化”。產(chǎn)品設(shè)計(jì)作為營(yíng)銷鏈上的重要一環(huán)是現(xiàn)代傳播所研究的重要內(nèi)容,而設(shè)計(jì)管理是保證產(chǎn)品設(shè)計(jì)的質(zhì)量和統(tǒng)一性的必要手段。 在目前國(guó)際市場(chǎng)上,中國(guó)企業(yè)最主要的競(jìng)爭(zhēng)優(yōu)勢(shì)是成本優(yōu)勢(shì)和數(shù)量?jī)?yōu)勢(shì),最大的弱勢(shì)在于產(chǎn)品設(shè)計(jì)和品牌認(rèn)知。因此,如何建立中國(guó)品牌的高品質(zhì)形象,快速扭轉(zhuǎn)全球消費(fèi)者對(duì)“中國(guó)制造”低質(zhì)低價(jià)的品牌印象,已成考驗(yàn)中國(guó)企業(yè)家最棘手的難題之一。 本課題即是基于目前我國(guó)制造業(yè)現(xiàn)狀提出,寄希望通過(guò)個(gè)人的研究,為我國(guó)制造業(yè)企業(yè)更快更好地走向世界提供自己的綿薄之力。
[Abstract]:With the promotion and popularization of industrial design in China for more than 20 years, the concept of industrial design has been widely accepted by many enterprises in our country. But design management, for most Chinese enterprises, is still a relatively unfamiliar term. Generally speaking, the present situation of "emphasizing manufacture, light design" in our country has been greatly improved, but at present, the design mode and brand awareness of Chinese enterprises are still lagging far behind the international level. This allows Chinese products to hover only downstream of the world's industrial supply chain. In such a historical and realistic background, the two new propositions of design management and integrated marketing are of great significance to the overall promotion of the supply line and brand marketing power of Chinese enterprises. Design management is a new science in the field of design. Its emergence is both a need for design and a need for management. The Design Dictionary, published in the 2002 edition of Beijing Institute of Technology, is defined as: in design-centric product innovation, on the basis of human nature and human operating habits. A set of scientific management methods formulated by a systematic approach. In his book Integrated Marketing Communication, Don Schultz, a professor at Northwestern University, puts forward the concept of "integrated marketing communication." he believes that "only effective integration of all resources from product design, market communication to after-sales service," And establish an effective brand, product and consumer communication bridge, in order to achieve brand communication and product marketing maximization. As an important part of marketing chain, product design is an important content of modern communication, and design management is a necessary means to guarantee the quality and unity of product design. In the current international market, the most important competitive advantage of Chinese enterprises is cost advantage and quantity advantage, and the biggest weakness lies in product design and brand recognition. Therefore, how to establish a high-quality image of Chinese brands and quickly reverse the global consumers' impression of "made in China" with low quality and low prices has become one of the most difficult problems for Chinese entrepreneurs. This subject is based on the present situation of manufacturing industry in China, and hopes that through personal research, the manufacturing enterprises of our country can go to the world more quickly and better.
【學(xué)位授予單位】：北京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2

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本文編號(hào)：2086429