【作者】 张亦婧；

【导师】 刘苏；

【作者基本信息】 南京航空航天大学 ， 设计艺术学， 2010， 硕士

【摘要】 企业的产品设计策略是企业战略的一个重要组成部分,是指导企业设计行为的一系列准则,它影响着企业的市场定位,产品开发和竞争机制。国内外很多大企业都已经形成了一套非常成熟的产品设计策略体系。而国内的大部分中小型企业的产品设计却没有系统的策略作指引。本文首先介绍了课题的研究背景,对企业的产品设计策略进行理论上的研究,这其中包括企业设计策略的定义,产品设计策略在国内的萌芽、形成和发展,以及产品设计策略在企业的职能和运作。紧接着,基于国内的中小型企业产品设计的现状,本文对国内中小企业与大企业相比之下的优势和劣势进行了着重分析。如何制定出一套适应中小型企业发展的的工业设计策略体系是本文研究的重点。本文依照产品设计策略理论和我国中小企业的产品设计特点,自行研究出了一套以长期、中期和短期的时序划分的中小型企业设计策略体系。其中长期策略包括:品牌化产品设计策略、差异化产品设计策略、产品创新设计策略;中期策略包括:产品市场细分策略、产品知识产权保护与开发策略、产品成本控制策略以及产品生命周期策略;短期策略包括:产品设计委托策略、产品设计流程策略。最后,本文以中小型企业W为例,笔者进入W企业进行设计实践和调查分析,按照前章提出的中小型企业设计策略体系对W企业的设计策略进行了深入验证分析。总之,中小企业如果能够很好地利用自身特点制定合理的产品设计策略,开发适应其发展的产品,必将在激烈的市场竞争中处于不败之地。更多还原

【Abstract】 Product design strategy is an integral part of the whole corporate business strategy, and meanwhile the criterion to guide the conduct of product design, which affects the company’s market position, product development and competition. Many large domestic and abroad enterprises have developed a very sophisticated system of product design strategy. But most domestic small and medium enterprises (SMEs) have no systematic product design strategy for guidelines.First of all, this paper introduces the research background, and researches the product design strategy in theory, which includes the definition, enlightenment, formation and development of the product design strategy in our country, and meanwhile the functions and operation of design strategy in the enterprise. Then, based on the product design status of domestic SMEs, compared to large enterprises, the paper analyzes the advantages and disadvantages of product design in SMEs.In this paper, the study focuses on how to develop an industrial design strategy system that can adapt to SMEs very well. According to the product design features and the theory, a system of strategy and product design of SMEs in China is developed by myself, which include a set of long-term, medium-and short-term timing strategies.The long-term strategies include: branded product design strategy, Differentiated product design strategy, product innovation strategy; medium-term strategies include: product market segmentation strategy, product intellectual property protection and development strategy, product cost control strategy and product life-cycle strategy; Short-term strategies include: product design commission strategy, product design process strategy. At last, the paper takes the Company W as a case to conduct a design practice and survey analysis. In accordance with the design strategy proposed in the previous chapter, the author analyzes and verifies the design strategy of W in-depth.In short, if SMEs can perfectly take advantage of their characteristics and develops the rational product design strategy, and as well develops appropriate products, they will remain invincible in the fierce market competition.更多还原