产品设计与网络营销的交互推广研究
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摘要
设计是解决人与物之间关系的学科,没有设计,就不能实现人的需要,人就不能感受社会的文明,不能感受舒服美好的生活方式。因此设计与人的生活休戚相关。然而,设计的产品的商业性是由市场所决定的,这种设计操作更侧重于产品的消费,是种营销活动。产品的调研,设计成型与传播速度直接影响着产品的开发周期的长短。这个社会是一个争分夺秒的社会,市场的时间性迫使产品设计必须利用网络这一快速的高科技产物。而网络用于营销中,能很好地起到消费者与企业和产品设计的交流作用。因此,研究网络营销与产品设计的交叉融合成为了一个必须的课题。
本文首先从设计与营销的关系着手,通过对营销和设计两大领域的交互研究,分析这两者之间相互影响、相互渗透、相互促进的发展状况和发展规律,从而提出相应的策略——正确的网络营销,来满足消费者的个性化需要,同时也促进企业的发展、降低产品开发成本、降低企业的营销成本、提高企业利润、缩短营销周期、促进营销能力。
其次,分析了网络营销的优势,利用网络营销的便利性、高效率、低费用、营销市场无限、营销环境开放性及营销方式的多样性、交互性等诸多特点,企业可以很快地了解到顾客的反馈,来达到“你来设计,我来满足你”的理想,从而对信息社会的新产品的开发周期、新市场的拓展等有极大的促进和推动作用,也有助于人们在现代设计中更好地把握产品设计中所蕴涵的艺术性、审美情趣及设计心理问题。
最后,通过对企业开展网络营销与产品设计融合的拓展目标的分析,使之推动我国设计领域和营销领域的进一步的发展,为产品设计开拓了新的发展领域,加快了从设计到销售的过程,提高了企业的生产效益,使顾客更满意,为现代设计和网络营销架起一座桥梁。它们的联合是产品设计史上又一亮丽一笔,同时也促进了市场,推动了经济的新一轮发展,使之成为21世纪新经济的亮点。
The design is a subject to solve the relation between the human beings and objects. The people can not feel the civilization of the society and enjoy the comfortable life style without the design. So the design has so tight relation with the person life. However, the commerce character of the product design is decided by the market, the design operation of which focused on the consumption of this product, belong to a distribution activity. The investigation of the produce, the design moulding and the broadcast speed will have direct effect the development cycle of the product. The society is full of competition. The pressure of time make the product design must utility the network which has a high speed and technology feature. The network being used in the distribution activity, it can make the consumer and the designer of the product communicate better. For this reason, it has become an integrant subject that research about the inosculation and intersection of the distribution activity and design of the product.Firstly, based on the relation of design and marketing, the paper studies the intercross of two fields and analyses the mutual effects, mutual infiltration, mutual stimulation of status and rule of their development between design and marketing, then represents a method for that appropriate marketing way can satisfy the personal demands at the most by network, at the same time, accelerate the develop of enterprise ,reduce the cost of product development and marketing cost, increase the gain of enterprise , shorten the cycle of marketing and accelerate the ability of marketing.Secondly, the essay analyses the predominance of marketing by network, then enterprise can comprehend the demand of customer fast and realize the perfect goal of design ,namely 'your design ,my realize' by concluding and utilizing its some characteristice, suchasconveniency, high efficiency,low cost,limitless marketing,open environment of marketing and diversity,interaction of marketing, all of this will prodigious accelerate and drive the deploitation of new market ,shorten the cycle of new product in the information society,on the other hand, conduce to grasp the
artistic details of product design ,enhance aesthetic sentiment and mental problem of design.Finally, by analysing the deploitation aim of the distribution activity and design of the product, it will promote the further development of the design and distribution field and exploit new field for the product design. Besides, it accelerates the process from design to distribution, promotes the productive of the enterprise, makes the customers satisfied, build a bridge between the modern design and network distribution. The combination of them is an excellent milestone in the history of the product design. At the same time, it also promotes the market and drives the new development of economy;make it be the success of the 21st century.
本文首先从设计与营销的关系着手,通过对营销和设计两大领域的交互研究,分析这两者之间相互影响、相互渗透、相互促进的发展状况和发展规律,从而提出相应的策略——正确的网络营销,来满足消费者的个性化需要,同时也促进企业的发展、降低产品开发成本、降低企业的营销成本、提高企业利润、缩短营销周期、促进营销能力。
其次,分析了网络营销的优势,利用网络营销的便利性、高效率、低费用、营销市场无限、营销环境开放性及营销方式的多样性、交互性等诸多特点,企业可以很快地了解到顾客的反馈,来达到“你来设计,我来满足你”的理想,从而对信息社会的新产品的开发周期、新市场的拓展等有极大的促进和推动作用,也有助于人们在现代设计中更好地把握产品设计中所蕴涵的艺术性、审美情趣及设计心理问题。
最后,通过对企业开展网络营销与产品设计融合的拓展目标的分析,使之推动我国设计领域和营销领域的进一步的发展,为产品设计开拓了新的发展领域,加快了从设计到销售的过程,提高了企业的生产效益,使顾客更满意,为现代设计和网络营销架起一座桥梁。它们的联合是产品设计史上又一亮丽一笔,同时也促进了市场,推动了经济的新一轮发展,使之成为21世纪新经济的亮点。
The design is a subject to solve the relation between the human beings and objects. The people can not feel the civilization of the society and enjoy the comfortable life style without the design. So the design has so tight relation with the person life. However, the commerce character of the product design is decided by the market, the design operation of which focused on the consumption of this product, belong to a distribution activity. The investigation of the produce, the design moulding and the broadcast speed will have direct effect the development cycle of the product. The society is full of competition. The pressure of time make the product design must utility the network which has a high speed and technology feature. The network being used in the distribution activity, it can make the consumer and the designer of the product communicate better. For this reason, it has become an integrant subject that research about the inosculation and intersection of the distribution activity and design of the product.Firstly, based on the relation of design and marketing, the paper studies the intercross of two fields and analyses the mutual effects, mutual infiltration, mutual stimulation of status and rule of their development between design and marketing, then represents a method for that appropriate marketing way can satisfy the personal demands at the most by network, at the same time, accelerate the develop of enterprise ,reduce the cost of product development and marketing cost, increase the gain of enterprise , shorten the cycle of marketing and accelerate the ability of marketing.Secondly, the essay analyses the predominance of marketing by network, then enterprise can comprehend the demand of customer fast and realize the perfect goal of design ,namely 'your design ,my realize' by concluding and utilizing its some characteristice, suchasconveniency, high efficiency,low cost,limitless marketing,open environment of marketing and diversity,interaction of marketing, all of this will prodigious accelerate and drive the deploitation of new market ,shorten the cycle of new product in the information society,on the other hand, conduce to grasp the
artistic details of product design ,enhance aesthetic sentiment and mental problem of design.Finally, by analysing the deploitation aim of the distribution activity and design of the product, it will promote the further development of the design and distribution field and exploit new field for the product design. Besides, it accelerates the process from design to distribution, promotes the productive of the enterprise, makes the customers satisfied, build a bridge between the modern design and network distribution. The combination of them is an excellent milestone in the history of the product design. At the same time, it also promotes the market and drives the new development of economy;make it be the success of the 21st century.
引文
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[42] 许晓庚.现代设计艺术学.场景文艺出版社,2003.9
[43] 安英华,金正日.谈企业营销中新产品开发的个性设计.当代经济研究,1998
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[46] 黑川雅之等.21世纪设计提案.上海人民美术出版社,2003.8
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[50] 冯英健.网络营销基础与实践.清华大学出版社,2003.8
[51] 郑洪源.基于WEB的产品营销管理系统.南京航空航天大学学报,2001.10
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[2] 郑建启.材料工艺学.湖北美术出版社,2005.5
[3] 郑建启.模型制作.武汉工业大学出版社,2001
[4] 尹定邦,陈汗青.设计的营销与管理.湖南科学技术出版社,2003.2
[5] 柳冠中.设计文化论.黑龙江科学技术出版社,1997
[6] 陈汗青.产品创新设计.武汉理工大学教材中心,2002.9
[7] 黄群,汤军.工业设计.湖北科学技术出版社,2004
[8] 陈汗青.产品设计.华中科技大学出版社,2005.11
[9] 杨先艺.中外艺术设计探源.崇文书局.2002.12
[10] 方兴,杨雪松,蔡新元,桂宇晖.数字化艺术.武汉理工大学出版社,2004.7
[11] 潘长学.工业产品设计表现技法.武汉理工大学出版社,2002
[12] 邹其昌.中国美学与艺术学探微.崇文书局,2002
[13] 胡飞,杨瑞.设计符号与产品语意.中国建筑工业出版社.2003.12
[14] 王受之.世界现代设计史.新世纪出版社,2001
[15] 李泽厚.美的历程.天津社会科学出版社,2001
[16] 李泽厚.华夏美学.安徽文艺出版社,1999
[17] 张帆.产品开发与营销.上海人民美术出版社,2004.7
[18] 宗白华.美学散步.安徽教育出版社,2000
[19] 凌继绕,徐恒醇.设计艺术学.上海人民出版社,2000.11
[20] 李砚祖.造物之美——产品设计的艺术与文化.中国人民大学出版社,2000.2
[21] 陈汗青.系统设计.武汉理工大教材中心,2001
[22] 何人可.工业设计史.北京理工大学出版社,1995
[23] 辛华泉.造型基础.陕西人民出版社,1995.3
[24] 简召全.工业设计方法学.北京理工大学出版社,1995
[25] 蔡军,徐邦跃.世界著名设计公司卷.黑龙江科学技术出版社,1999
[26] 黄厚石,孙海燕.设计原理.东南大学出版社,2005
[27] 斯丹法诺·马扎诺.设计创造价值——飞利浦设计思想.北京理工大学出版社,2002.11
[28] 李彬彬.设计心理学.中国轻工业出版社,2001.3
[29] [美]格伦·厄本 约翰.豪泽 韩冀东.新产品的设计与营销.华夏出版社,2002.1
[30] [德]马克斯·本泽 伊丽莎白·瓦尔特.广义符号学及其在设计中的应用.中国社会科学出版社 1992.8
[31] 王受之.王受之讲述——产品的故事.中国青年出版社,2005.3
[32] 吕英斌.网络营销案例评析.2004.1
[33] 梅绍祖,万晓,李卫.Network Marketing网络营销.人民邮电出版社,2001.7
[34] 刘希平,刘安平.网络营销实战:用互联网把您的产品销往全世界.2004.5
[35] 全国网络营销推广计划管理委员会教材编委会.新经济与网络营销.中央广播电视大学出版社,2001.2
[36] 胡晓阳.如何进行品牌营销.北京大学出版社,2004.1
[37] (英)查菲等 苏颜丽,张莉.产品设计与市场营销策略.行政论坛,2001.3
[38] 中西元男、王超鹰.21世纪顶级产品设计.上海人民美术出版社,2005.2
[39] 滕守尧.审美心理描述.四川人民出版社,2000
[40] 杨坚争.论网络促销.郑州大学学报,1999.1
[41] 吕洪兵.浅析创新营销.辽宁经济管理干部学院学报,2001.1
[42] 许晓庚.现代设计艺术学.场景文艺出版社,2003.9
[43] 安英华,金正日.谈企业营销中新产品开发的个性设计.当代经济研究,1998
[44] [美]安德鲁·戴维 鲁晓波 梁峰译.精细设计——匠心独具的日本产品设计.清华大学出版社,2004.9
[45] 李凤媛.网络社会中的企业分销渠道设计.商业研究,2000.8
[46] 黑川雅之等.21世纪设计提案.上海人民美术出版社,2003.8
[47] [英]朱迪斯·卡梅尔·恶瑟编著 连冕译.Philippe starck 菲利普·斯塔克.中国轻工业出版社.
[48] 陈汗青.设计·要素·价值.中国建材工业出版社,1992
[49] 杨辛,甘霖.美学原理.北京大学出版社,2003
[50] 冯英健.网络营销基础与实践.清华大学出版社,2003.8
[51] 郑洪源.基于WEB的产品营销管理系统.南京航空航天大学学报,2001.10
[52] [美]肯特·沃泰姆.形象经济.中国纺织出版社,2004
[53] CREATINF BREAKTHROUGH PRODUCTS: Jonathan cagan craig M. Vogel, 2004.1.
[54] KEVIN J. REEDER A comparison of anthropometrics methods, 2001.
[55] Industrial design process skills and why they are so important: MICHAEL J. MACZUZAK 2001.
[56] PAUL THEOBALD Language of Vision, 1994.
[57] A Critical History of Modern Aesthetics: Listowell. Earl, 1993.
[58] An aesthetic curve in the field of Industrial design: Dept. of Design of Inf. Sci., Wakayama Univ., Japan, IEEE
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