品牌整合传播背景下的产品设计管理

发布时间：2018-06-30 18:26

本文选题：工业设计 + 设计管理　；参考：《北京理工大学》2008年硕士论文

【摘要】： 随着工业设计在我国二十多年的推广和普及,工业设计的概念已经广为我国众多企业所接受。但设计管理,对于大多数中国企业来说,仍是一个比较陌生的名词。总体来看,我国“重制造,轻设计”的现状有了很大的改观,但目前我国企业的设计模式和品牌意识仍大大落后与国际水平,这让中国产品在仅能在世界工业供应链条的下游徘徊。在这样的历史和现实背景下,设计管理和整合行销这两个全新的命题对于中国企业产品供应线和品牌营销力的全面提升有着极其重要的意义。设计管理是设计领域的一门新兴科学。它的出现即是设计的需要又是管理的需要。2002年版北京理工大学出版的《设计辞典》中的定义是:在以设计为中心的产品创新活动中,在考虑人性及人的操作习惯的基础上,以系统方法所制定的一套科学的管理方法。美国西北大学教授唐·舒尔茨在他的《整合营销传播》一书中提出了“整合行销传播”的概念,认为“只有有效整合从产品设计、市场传播到售后服务在内的所有资源,并建立起有效的品牌、产品和消费者之间沟通的桥梁,才能实现品牌传播和产品市场行销的最大化”。产品设计作为营销链上的重要一环是现代传播所研究的重要内容,而设计管理是保证产品设计的质量和统一性的必要手段。在目前国际市场上,中国企业最主要的竞争优势是成本优势和数量优势,最大的弱势在于产品设计和品牌认知。因此,如何建立中国品牌的高品质形象,快速扭转全球消费者对“中国制造”低质低价的品牌印象,已成考验中国企业家最棘手的难题之一。本课题即是基于目前我国制造业现状提出,寄希望通过个人的研究,为我国制造业企业更快更好地走向世界提供自己的绵薄之力。
[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.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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