設(shè)計(jì)和生產(chǎn)之 設(shè)計(jì)的策略　Design Strategy

設(shè)計(jì)和生產(chǎn)之 設(shè)計(jì)的策略　Design Strategy

設(shè)計(jì)的策略在企業(yè)發(fā)展和產(chǎn)品推廣中起著至關(guān)重要的作用（play an integral role）。它能幫助公司確定長(zhǎng)期或當(dāng)下（both immediately and over the long term）的使命和實(shí)現(xiàn)方式（what to make and do）。這一過程涉及了設(shè)計(jì)和商業(yè)戰(zhàn)略的互動(dòng)（interaction）。

新技術(shù)的應(yīng)用

將新技術(shù)推廣到市場(chǎng)（marketing a new technology）的時(shí)候，設(shè)計(jì)的策略倍顯功效。營(yíng)銷人員必須非常清楚推廣技術(shù)的最有效（most advantageous）途徑。他們可以通過對(duì)目標(biāo)客戶群體（target consumers）的市場(chǎng)調(diào)研來對(duì)新技術(shù)應(yīng)用的設(shè)計(jì)提供指導(dǎo)意見，使設(shè)計(jì)更充分地貼近消費(fèi)者的需求和期望。

⊙The hybrid vehicle will sell better if we use a more economical design.如果我們使用更經(jīng)濟(jì)的設(shè)計(jì)，動(dòng)力混合汽車的銷路會(huì)更好。

⊙What do consumers expect out of this new technology?消費(fèi)者希望從這項(xiàng)新技術(shù)上得到什么？

⊙How we apply this new technology depends on what existing expectations our customers have.

我們?nèi)绾螒?yīng)用這個(gè)新技術(shù)取決于我們消費(fèi)者的期望是什么。

⊙We can be more responsive in our design.

我們的設(shè)計(jì)應(yīng)該更多地響應(yīng)市場(chǎng)需求。

⊙Would it be better if we……

如果我們……是否會(huì)更好。

⊙Our products are designed to meet a certain need.我們的產(chǎn)品設(shè)計(jì)是為了迎合一定的需求。

⊙We've strategically planned our designing efforts to maximize potential profits.我們已經(jīng)在戰(zhàn)略上計(jì)劃在設(shè)計(jì)方面加大投入，使?jié)撛诶麧?rùn)最大化。

⊙We are more prepared to bring this new technology to the market.我們以更充分的準(zhǔn)備把這項(xiàng)新技術(shù)推廣到市場(chǎng)。

確認(rèn)目標(biāo)產(chǎn)品

設(shè)計(jì)的戰(zhàn)略能夠幫助企業(yè)了解他們的產(chǎn)品或服務(wù)的著重點(diǎn)（be focused on），能夠準(zhǔn)確定位產(chǎn)品或服務(wù)和市場(chǎng)的最佳結(jié)合點(diǎn)。通過綜合市場(chǎng)調(diào)查和對(duì)產(chǎn)品戰(zhàn)略角度的設(shè)計(jì)，你能夠更好地滿足消費(fèi)者的特別需求（meeting specific needs）。

⊙The purpose of this new product isn't to replace the old one.It is to meet a specific need that is not currently being met by your other products.

推出新產(chǎn)品的目的不在于取代舊產(chǎn)品，而是要滿足一些我們現(xiàn)有其他產(chǎn)品無法滿足的特別需求。

⊙If you focus your design to meet the specific needs of the consumer, you'll be sure to see a better result in the market.

如果你專注于通過設(shè)計(jì)來滿足客戶的特殊要求，你一定會(huì)見到更好的市場(chǎng)業(yè)績(jī)。

⊙One-time-use cameras aren't intended to replace traditional cameras, but they do serve specific needs.

一次性照相機(jī)不是要取代傳統(tǒng)的照相機(jī)，他們是要滿足特殊的需求。

洞察所需

設(shè)計(jì)的策略能夠?qū)⑾敕ㄞD(zhuǎn)化為可行性產(chǎn)品（workable product）。如果你能夠深入理解某一群體（certain population），你就能設(shè)計(jì)出符合（specifically targeted）目標(biāo)群體的產(chǎn)品和服務(wù)。因此，設(shè)計(jì)的策略能將你的洞察結(jié)果轉(zhuǎn)化為可行的解決方案（translate insights into actionable solutions）。

⊙Our target group is young adults.What do we need to do to get into their heads?

我們的目標(biāo)群體是年輕人，我們?cè)趺醋霾拍芰私馑麄兯耄?

⊙We know what retired people value.Let's try to translate that knowledge into a workable product.

我們了解離退休人們的價(jià)值取向，讓我們將這種了解轉(zhuǎn)化成可行性產(chǎn)品。

⊙Because of marketing research, we are more clear on how to innovate our production.

由于市場(chǎng)調(diào)研，我們更加清楚該如何對(duì)我們的產(chǎn)品進(jìn)行創(chuàng)新。

⊙We've found that our products do better when we focus on using design to meet the needs of consumers.

我們發(fā)現(xiàn)，當(dāng)我們集中精力通過設(shè)計(jì)來滿足消費(fèi)者需求的時(shí)候，我們的產(chǎn)品銷售更好。

優(yōu)先（prioritizing）

設(shè)計(jì)的策略能夠幫助你找出最適合馬上投入生產(chǎn)并推向市場(chǎng)的產(chǎn)品，以先后順序?qū)崿F(xiàn)潛在利潤(rùn)的最大化（maximize potential profits），而不是一次性投入全部的產(chǎn)品。對(duì)市場(chǎng)動(dòng)向和設(shè)計(jì)策略的敏感（by being sensitive），能夠幫助你優(yōu)先（prioritize）發(fā)展優(yōu)勢(shì)產(chǎn)品。

⊙The first product set for launch is the U-Mod device.When that takes off， we'll slowly introduce upgrades and accessories for the U-Mod.

第一個(gè)要投放的產(chǎn)品就是U型設(shè)備。當(dāng)它迅速流行之后，我們會(huì)慢慢推出U型的更新?lián)Q代產(chǎn)品以及配件。

⊙Which of the products in our product line should we release first?

我們的產(chǎn)品中哪一個(gè)應(yīng)率先投放生產(chǎn)線？

⊙Marketing research tells us if we use Nexus-One as a starting point in our product line, it'll be like the domino effect.

市場(chǎng)調(diào)研告訴我們，將納科斯-1作為我們生產(chǎn)線的起點(diǎn)將產(chǎn)生多米諾骨牌效應(yīng)。

品牌（branding）

設(shè)計(jì)的策略能夠?qū)⒃O(shè)計(jì)方案和一個(gè)企業(yè)的經(jīng)營(yíng)策略相聯(lián)合。設(shè)計(jì)和品牌價(jià)值（branding value）取向一致的產(chǎn)品，能夠爭(zhēng)取到客戶對(duì)品牌的支持。

⊙Our brand management is closely associated with design development.我們的品牌經(jīng)營(yíng)和設(shè)計(jì)開發(fā)緊密結(jié)合。

A：Do you think this design reflects our branding values?

B：I can see the value of economy, practicality, and technology. Is that what we're looking for?

A：你認(rèn)為這個(gè)設(shè)計(jì)能反映我們的品牌價(jià)值嗎？

B：我能看到它在經(jīng)濟(jì)、實(shí)用和科技上體現(xiàn)的價(jià)值。那不就是我們追求的嗎？

總結(jié)

設(shè)計(jì)的策略要建立在市場(chǎng)調(diào)查基礎(chǔ)上，以迎合市場(chǎng)需求為目的。將經(jīng)濟(jì)和技術(shù)有效結(jié)合，兼顧外觀和實(shí)用。通過新技術(shù)的應(yīng)用和企業(yè)品牌，為贏取企業(yè)市場(chǎng)地位作出有利保證。

Words　單詞表

certain確定的，某些的，一定的

adventurous大膽的

element元素，要素，元件

edgy尖利的，易怒的

eliminate淘汰

hybrid混合，雜交

innovate創(chuàng)新，革新

integrity完整性

potential潛在的，可能的

practicality實(shí)效，實(shí)用性

production生產(chǎn)，產(chǎn)品

redesign再設(shè)計(jì)，重新設(shè)計(jì)

reflect反映

responsive反應(yīng)敏捷的

specific具體的，明確的

strategically戰(zhàn)略上

technology技術(shù)，科技，工藝

Phrases　短語表

be responsive to sth對(duì)某事做出反應(yīng)

branding value品牌價(jià)值

branding element品牌元素

bring sth to the market將某物投放市場(chǎng)，引入市場(chǎng)

in the market在市場(chǎng)上

domino effect骨牌效應(yīng)，多米諾效應(yīng)

maximize profit利潤(rùn)最大化

maintain integrity保持完整，維護(hù)完整性

meet a need滿足需求

see a result查看結(jié)果

No kidding不是開玩笑的

starting point起點(diǎn)，起始點(diǎn)

look for尋找

What's with that?這有什么？

實(shí)景對(duì)話1

A：Do you think the new design of our hybrid vehicle reflects our branding values?

B：I can see the value of economy, practicality, and technology. Is that what we're looking for?

A：I guess so. Would it be better if we redesigned this part?

B：Yes, I think it would. Our products are designed to meet a certain need.

If you redesigned that area, it would still maintain the integrity of our branding element, but it would also be more practical. If you focus the design to meet the specific needs of the consumer, you'll be sure to see a better result in the market.

A：No kidding. That's why we've strategically planned our designing efforts to maximize potential profits. Because of marketing research, we are clearer on how to innovate our production.We are more prepared to bring this new technology to the market.

B：According to the marketing research, what do consumers expect out of the new hybrid technology?

A：From the data, we learned that the hybrid vehicle would sell better if we used a more economical design. Before we examined the data we had come up with a design that was adventurous and edgy.We thought that kind of an image would more closely fit the technology.But we were wrong.We needed to be more responsive in our design.

B：Really?

A：We've found that our products do better when we focus on using design to meet the expectations of consumers. Meaning that how we apply this new technology depends on what existing expectations our customershave.So we have come up with this new design.

A：你認(rèn)為我們的混合動(dòng)力汽車的新設(shè)計(jì)能反映我們的品牌價(jià)值嗎？

B：我看到它在經(jīng)濟(jì)、實(shí)用和科技上體現(xiàn)的價(jià)值。那不就是我們追求的嗎？

A：我猜是這樣的。如果我們重新設(shè)計(jì)這個(gè)部分會(huì)不會(huì)更好？

B：我想會(huì)的。我們的產(chǎn)品設(shè)計(jì)是為了迎合一定的需求。如果你重新設(shè)計(jì)那個(gè)部分，那不僅能夠保持我們品牌元素的完整性，還會(huì)讓它更加實(shí)用。如果你拿出滿足消費(fèi)者特殊需求的設(shè)計(jì)，你肯定能看到更好的市場(chǎng)業(yè)績(jī)。

A：沒錯(cuò)，那就是為什么我們從戰(zhàn)略角度上加大設(shè)計(jì)投入，實(shí)現(xiàn)利潤(rùn)最大化的目的。根據(jù)市場(chǎng)調(diào)研的結(jié)果，我們更加清楚如何更新我們的產(chǎn)品。我們將以更加充分的準(zhǔn)備把新技術(shù)推入市場(chǎng)。

B：根據(jù)市場(chǎng)調(diào)研，人們最期待從新型混合動(dòng)力技術(shù)中得到什么？

A：通過數(shù)據(jù)我們了解到，如果我們使用更經(jīng)濟(jì)的設(shè)計(jì)，混合動(dòng)力車會(huì)賣得更好。

在研究該數(shù)據(jù)之前，我們?cè)瞥鲆环N大膽而前沿的設(shè)計(jì)。我們以為這樣的形象才能更加體現(xiàn)高科技，但是我們錯(cuò)了。我們的設(shè)計(jì)應(yīng)該更響應(yīng)市場(chǎng)。

B：真的嗎？

A：我們發(fā)現(xiàn)當(dāng)設(shè)計(jì)能迎合消費(fèi)者時(shí)產(chǎn)品銷售就非常好。這就是說我們對(duì)新技術(shù)的應(yīng)用要取決于消費(fèi)者的期望，所以我們才推出了這款新設(shè)計(jì)。

實(shí)景對(duì)話2

A：I can't believe they're doing away with the Nexus Mp3 player. I thought that sales were still doing okay. But now they have the U-Mod Nexus-One.What's with that?

B：They're not doing away with the original Nexus. The purpose of this new product isn't to replace the old one. It is to meet a specific need that is not currently being met by our other products.

A：So they're not eliminating the original Nexus……

B：No. But they're launching a new Nexus line.The first product set for launch is the U-Mod Nexus-one device. When that takes off, we'll slowlyintroduce upgrades and accessories for the U-Mod.

A：How do they know which of the products in the product line to release first?

B：Marketing research tells us if we use Nexus-One as a starting point in our product line, it'll be like the domino effect.

A：我真不敢相信他們竟然要放棄納科斯Mp3播放器。我以為銷量一直還不錯(cuò)呢。但是他們現(xiàn)在有U型納科斯-1，那是怎么回事？

B：他們沒有放棄原先的納科斯。推出新產(chǎn)品的目的不在于取代舊產(chǎn)品，而是要滿足一些我們現(xiàn)有其他產(chǎn)品無法滿足的特別需求。

A：那他們不是在淘汰原有的納科斯……

B：不是的。但是他們正在投放一條新的納科斯生產(chǎn)線。他們第一個(gè)要投放的產(chǎn)品就是U型納科斯-1。當(dāng)它迅速流行之后，我們會(huì)慢慢推出U型的更新?lián)Q代產(chǎn)品以及配件。

A：我們?cè)趺粗牢覀儺a(chǎn)品中哪一個(gè)要率先投入生產(chǎn)？

B：市場(chǎng)調(diào)研告訴我們，如果我們將納科斯-1作為我們的產(chǎn)品生產(chǎn)線的起點(diǎn)，那將產(chǎn)生多米諾骨牌效應(yīng)。