适应中小型企业发展的产品设计策略研究
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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。
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.
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。
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.
引文
[1]屈云波.中小企业成败案例.北京:企业管理出版社,1999:2-3.
[2]陈乃醒,傅贤治.中国中小企业发展报告(2006—2007)[M],北京:中国经济出版社,2007:1-16.
[3]徐瑞范.重新审视中小企业的地位.经济论坛,2001,25:6-7
[4]莫伟平,肖荻虎.设计管理成就企业核心竞争力,装饰2004,133:23-25
[5]朱成钢.市场营销.上海:立信会计出版社,1999:8-13
[6]盛华仁.工商管理概论.北京:人民出版社,2002:12~16.
[7]Jeffcult,P.Enterprise and the Creative Industries. Sheffield: Creative Cluster, 2002:34-36.
[8]Margaret Bruce, Rachel Cooper, Delia Vazquez .Effective design management for small businesses. Design Studies.Vol.20 No.3 1999:17-19.
[9] Borja de Mozota,B.Design and competitive edge: A model for design management excellence in European SMEs, DMI Academic Journal, Vol. 2 No. 1 2002:45-48
[10]迈克尔·波特.什么是战略.哈佛:商业评论,2004:65-67.
[11]Charlie Karlsson, Ola Olsson. Product Innovation in Small and Large Enterprises. Final version ,July 22, 1996:12-14.
[12]DCMS. Creative industries Finance Conference: Good Practice in Financing Creative Businesses. 2002:54-56.
[13]葛琪明.我国中小企业的现状与发展对策.市场周刊·研究版,2005,12:23-24
[14]何明泉,宋同正,陈国祥,黄东明.影响设计策略的要素分析研究.台湾:设计学报,1997,2:79-92.
[15]曾王进,吴瑜,陈汗青.企业产品设计策略研究.武汉理工大学学报2008,30(4):14-16.
[16]蔡军.设计战略研究.设计纵横,2003,108:8-9.
[17]邓成连.设计策略:产品设计之管理工具与竞争利器,台北:亚太图书出版社,2001:17-25.
[18]许泉.中小企业设计战略外环境研究.装饰,2005,149:4-6.
[19]孙平.论新产品开发战略.经济学家,1991,(2):97-103.
[20]宋永高.品牌涵义、品牌定位与品牌延伸.浙江经济高等专科学校学报,1998,1:11-12.
[21]A.Griffin.Evaluating QFD’s Use in US Firms as a Process for Developing Products.Journal of Product Innovation Management,1992,(9):171-187.
[22]胡树华.产品创新管理——产品开发设计的功能成本分析.北京:科学出版社,2000:35-36.
[23]甘华鸣.新产品开发.北京:中国国际广播出版社,2002:78-90.
[24]陈乃醒,白林.中小企业管理概论.合肥工业大学出版社,2007:67-75.
[25]Meyer M.H.,Seliger R.Product Platforms in Software Development.Solan Management Review,1998,(9):61-74.
[26]曹青洲等.企业集成创新.上海:学林出版社,2001:32-35.
[27] Aaker,David A.Building Strong Brand.New York:The Free Press,1996:57-68.
[28]毕克新,朱娟,冯英浚.中小企业产品创新研究现状和发展趋势分析.科研管理,2005,26(2):7-16.
[29]张治河.企业产品创新战略及过程探析.科技进步与对策,2000,17(10):63-64.
[30]孙平.论新产品开发战略.经济学家,1991,(2):97-103.
[31] Pitkethly,R.H..Intellectual Property Strategy in Japanese and UK Companies:Patent Licensings and Learning Opportunities.Research Policy.2001,30:425-442.
[32]汤重熹.中小企业工业设计发展策略探析.科技进步与对策,2003,10:18-19.
[33]迈克尔·波特.竞争战略.华夏出版社,1997:74-85.
[34]Jonathan Cagan,Craig M.Vogel.创造突破性产品—从产品策略到项目定案的创新(辛向阳,潘龙译).北京:机械工业出版社,2003:83-96.
[35]马克·第亚尼.非物质社会(滕守尧译).四川人民出版社,1999:29-40.
[36]Clipson,C.. Design as a business strategy in Oakley. Design Management:A Handbook of Issues and Methods,Basil Blackwell,Oxford,1990:103-121.
[37]刘国余.设计管理.上海:上海交通大学出版社,2004:46-70.
[38]冯晓青.企业知识产权战略.北京:知识产权出版社,2002:31-60.
[39]苏勤.基于成本控制的产品设计策略研究[硕士学位论文].武汉:武汉理工大学,2006.
[40]王效杰.工业设计:趋势与策略.北京:中国轻工出版社,2008:50-168.
[41]尹定邦.设计学概论.长沙:湖南科学技术出版社,2004:69-85.
[42]约瑟夫·熊比特(美).经济发展理论.北京:商务印书馆,2000:11-47.
[2]陈乃醒,傅贤治.中国中小企业发展报告(2006—2007)[M],北京:中国经济出版社,2007:1-16.
[3]徐瑞范.重新审视中小企业的地位.经济论坛,2001,25:6-7
[4]莫伟平,肖荻虎.设计管理成就企业核心竞争力,装饰2004,133:23-25
[5]朱成钢.市场营销.上海:立信会计出版社,1999:8-13
[6]盛华仁.工商管理概论.北京:人民出版社,2002:12~16.
[7]Jeffcult,P.Enterprise and the Creative Industries. Sheffield: Creative Cluster, 2002:34-36.
[8]Margaret Bruce, Rachel Cooper, Delia Vazquez .Effective design management for small businesses. Design Studies.Vol.20 No.3 1999:17-19.
[9] Borja de Mozota,B.Design and competitive edge: A model for design management excellence in European SMEs, DMI Academic Journal, Vol. 2 No. 1 2002:45-48
[10]迈克尔·波特.什么是战略.哈佛:商业评论,2004:65-67.
[11]Charlie Karlsson, Ola Olsson. Product Innovation in Small and Large Enterprises. Final version ,July 22, 1996:12-14.
[12]DCMS. Creative industries Finance Conference: Good Practice in Financing Creative Businesses. 2002:54-56.
[13]葛琪明.我国中小企业的现状与发展对策.市场周刊·研究版,2005,12:23-24
[14]何明泉,宋同正,陈国祥,黄东明.影响设计策略的要素分析研究.台湾:设计学报,1997,2:79-92.
[15]曾王进,吴瑜,陈汗青.企业产品设计策略研究.武汉理工大学学报2008,30(4):14-16.
[16]蔡军.设计战略研究.设计纵横,2003,108:8-9.
[17]邓成连.设计策略:产品设计之管理工具与竞争利器,台北:亚太图书出版社,2001:17-25.
[18]许泉.中小企业设计战略外环境研究.装饰,2005,149:4-6.
[19]孙平.论新产品开发战略.经济学家,1991,(2):97-103.
[20]宋永高.品牌涵义、品牌定位与品牌延伸.浙江经济高等专科学校学报,1998,1:11-12.
[21]A.Griffin.Evaluating QFD’s Use in US Firms as a Process for Developing Products.Journal of Product Innovation Management,1992,(9):171-187.
[22]胡树华.产品创新管理——产品开发设计的功能成本分析.北京:科学出版社,2000:35-36.
[23]甘华鸣.新产品开发.北京:中国国际广播出版社,2002:78-90.
[24]陈乃醒,白林.中小企业管理概论.合肥工业大学出版社,2007:67-75.
[25]Meyer M.H.,Seliger R.Product Platforms in Software Development.Solan Management Review,1998,(9):61-74.
[26]曹青洲等.企业集成创新.上海:学林出版社,2001:32-35.
[27] Aaker,David A.Building Strong Brand.New York:The Free Press,1996:57-68.
[28]毕克新,朱娟,冯英浚.中小企业产品创新研究现状和发展趋势分析.科研管理,2005,26(2):7-16.
[29]张治河.企业产品创新战略及过程探析.科技进步与对策,2000,17(10):63-64.
[30]孙平.论新产品开发战略.经济学家,1991,(2):97-103.
[31] Pitkethly,R.H..Intellectual Property Strategy in Japanese and UK Companies:Patent Licensings and Learning Opportunities.Research Policy.2001,30:425-442.
[32]汤重熹.中小企业工业设计发展策略探析.科技进步与对策,2003,10:18-19.
[33]迈克尔·波特.竞争战略.华夏出版社,1997:74-85.
[34]Jonathan Cagan,Craig M.Vogel.创造突破性产品—从产品策略到项目定案的创新(辛向阳,潘龙译).北京:机械工业出版社,2003:83-96.
[35]马克·第亚尼.非物质社会(滕守尧译).四川人民出版社,1999:29-40.
[36]Clipson,C.. Design as a business strategy in Oakley. Design Management:A Handbook of Issues and Methods,Basil Blackwell,Oxford,1990:103-121.
[37]刘国余.设计管理.上海:上海交通大学出版社,2004:46-70.
[38]冯晓青.企业知识产权战略.北京:知识产权出版社,2002:31-60.
[39]苏勤.基于成本控制的产品设计策略研究[硕士学位论文].武汉:武汉理工大学,2006.
[40]王效杰.工业设计:趋势与策略.北京:中国轻工出版社,2008:50-168.
[41]尹定邦.设计学概论.长沙:湖南科学技术出版社,2004:69-85.
[42]约瑟夫·熊比特(美).经济发展理论.北京:商务印书馆,2000:11-47.