企业的设计市场营销管理研究

发布时间：2018-01-17 03:21

本文关键词：企业的设计市场营销管理研究　出处：《武汉理工大学》2007年硕士论文　论文类型：学位论文

【摘要】： 设计的含义是：把某种计划、规划、设想和解决问题的方法，通过视觉语言传达出来的过程。它既具有一般计划的基本特征，又突出平面、立体或空间的形象创造的特点。人们所需要的物品，一般都需要先进行设计，然后依据设计所指定的工艺、材料、结构、功能等投入生产。市场营销，简单地讲就是商品的销售。市场营销需要市场调查、设计、生产、广告促销、批发和零售，还需要了解消费者还未满足的需求，并推出适当的产品和服务来达到企业盈利和发展的目的。设计作为一门学科的诞生，是20世纪以后的事情。与管理学和营销学相比，设计学的社会基础十分单薄，学术界对它的印象不深。而从20世纪初，市场营销学从管理学中脱离出来开始，一直发展到今天，市场营销学已经形成了一套十分完善的理论，如市场细分、目标市场、消费者细分、市场定位、设计定位、商品定位等等；而且还有很成熟的策略理论，如服务营销、竞争营销、合作营销、国际营销等。这些内容，对于设计实践有着十分重要的指导作用。为了促进自身的发展和完善，设计学必须借鉴管理学和市场营销学的理论。当设计越来越成为一个企业、甚至一个国家发展自身的强有力手段时，设计已经不能仅仅满足于关心自身的审美与功能，设计的经济特征也越来越凸显出来；在知识经济的时代，在面对加入WTO后的机遇与挑战时，设计也要参与到市场竞争的浪潮中去；同时作为一个服务性的行业，设计也面临着严峻的市场挑战。于是，在设计中引入市场营销管理是迫在眉睫的。市场营销最大限度地实现了设计的社会价值、企业价值和个人价值，其中最引人注目的就是利润的最大化；市场营销给企业提供了很多的生产力机会；市场营销也为设计提供了更多的设计目标，让设计做到有的放矢。因此，研究设计市场营销管理的理论和实践，对于提高设计业整体的设计水平和管理水平，都具有显著的现实意义。本文采用了理论与实践相结合的研究方法，针对设计这一领域，探讨了市场营销管理的相关理论，并结合当今国内外优秀设计企业的管理案例进行分析，提出了对于设计行业的市场营销管理的建议与策略，，还指出设计行业的市场营销管理必须进一步完善以及要不断进行设计产品的创新，才能满足企业发展的需求。总之，设计市场营销管理不仅是一个学术界要研究的对象，而且是当今设计企业极其关心的热点问题，需要进行系统的研究和实践，尽早探索一条加快我国设计行业健康发展，提升设计行业整体设计实力和竞争力的市场营销管理的道路，以推动我国社会经济的健康飞速发展。
[Abstract]:The meaning of design is the process of communicating some kind of plan, planning, imagining and solving problems through visual language. It has the basic characteristics of general plan, and it also highlights the plane. The characteristics of three-dimensional or spatial image creation. People generally need to first design the objects, and then according to the design of the specified process, materials, structure, function and so on put into production, marketing and so on. Marketing requires market research, design, production, advertising promotion, wholesale and retail sales, as well as understanding the unmet needs of consumers. And the introduction of appropriate products and services to achieve corporate profit and development purposes. Design was born as a subject after 20th century. Compared with management and marketing, the social foundation of design is very thin, and the academic circles are not impressed with it. Marketing has been separated from the management science, and has been developed to today, marketing has formed a set of very perfect theory, such as market segmentation, target market, consumer segmentation, market positioning. Design positioning, commodity positioning and so on; And there are very mature strategic theory, such as service marketing, competitive marketing, cooperative marketing, international marketing, and so on. In order to promote its own development and perfection, design must draw lessons from the theories of management and marketing. When the design becomes more and more a powerful means for an enterprise or even a country to develop itself, the design can no longer be satisfied with its own aesthetic and function, and the economic features of the design are becoming more and more prominent. In the era of knowledge economy, in the face of opportunities and challenges after China's entry into WTO, design should also participate in the wave of market competition. At the same time, as a service industry, design is also facing a severe market challenge. Therefore, it is urgent to introduce marketing management into the design. Marketing realizes the social value of design to the maximum extent. Enterprise value and personal value, among which the most striking is the maximization of profit; Marketing provides enterprises with a lot of productivity opportunities; Marketing also provides more design objectives for the design, so that the design to achieve a targeted. Therefore, the study of design marketing management theory and practice, to improve the design industry as a whole design level and management level. Both have significant practical significance. This paper adopts the research method of combining theory with practice, aiming at the field of design, discusses the relevant theories of marketing management, and analyzes the management cases of excellent design enterprises at home and abroad. It also points out that the marketing management of the design industry must be further improved and the design products should be innovated continuously. In order to meet the needs of enterprise development. In short, design marketing management is not only an academic object to be studied, but also a hot issue of great concern to design enterprises, which requires systematic research and practice. In order to promote the healthy and rapid development of our country's social economy, we should explore a way of marketing management to speed up the healthy development of our design industry and enhance the overall design strength and competitiveness of the design industry as early as possible.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274

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