設(shè)計和生產(chǎn)之 設(shè)計的策略　Design Strategy

設(shè)計和生產(chǎn)之 設(shè)計的策略　Design Strategy

設(shè)計的策略在企業(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期或當(dāng)下（both immediately and over the long term）的使命和實現(xiàn)方式（what to make and do）。這一過程涉及了設(shè)計和商業(yè)戰(zhàn)略的互動（interaction）。

新技術(shù)的應(yīng)用

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

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

⊙What do consumers expect out of this new technology?消費者希望從這項新技術(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)用這個新技術(shù)取決于我們消費者的期望是什么。

⊙We can be more responsive in our design.

我們的設(shè)計應(yīng)該更多地響應(yīng)市場需求。

⊙Would it be better if we……

如果我們……是否會更好。

⊙Our products are designed to meet a certain need.我們的產(chǎn)品設(shè)計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)略上計劃在設(shè)計方面加大投入，使?jié)撛诶麧欁畲蠡?

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

確認目標(biāo)產(chǎn)品

設(shè)計的戰(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（be focused on），能夠準(zhǔn)確定位產(chǎn)品或服務(wù)和市場的最佳結(jié)合點。通過綜合市場調(diào)查和對產(chǎn)品戰(zhàn)略角度的設(shè)計，你能夠更好地滿足消費者的特別需求（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)計來滿足客戶的特殊要求，你一定會見到更好的市場業(yè)績。

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

一次性照相機不是要取代傳統(tǒng)的照相機，他們是要滿足特殊的需求。

洞察所需

設(shè)計的策略能夠?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)計出符合（specifically targeted）目標(biāo)群體的產(chǎn)品和服務(wù)。因此，設(shè)計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，我們怎么做才能了解他們所想？

⊙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.

由于市場調(diào)研，我們更加清楚該如何對我們的產(chǎn)品進行創(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)計來滿足消費者需求的時候，我們的產(chǎn)品銷售更好。

優(yōu)先（prioritizing）

設(shè)計的策略能夠幫助你找出最適合馬上投入生產(chǎn)并推向市場的產(chǎn)品，以先后順序?qū)崿F(xiàn)潛在利潤的最大化（maximize potential profits），而不是一次性投入全部的產(chǎn)品。對市場動向和設(shè)計策略的敏感（by being sensitive），能夠幫助你優(yōu)先（prioritize）發(fā)展優(yōu)勢產(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.

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

品牌（branding）

設(shè)計的策略能夠?qū)⒃O(shè)計方案和一個企業(yè)的經(jīng)營策略相聯(lián)合。設(shè)計和品牌價值（branding value）取向一致的產(chǎn)品，能夠爭取到客戶對品牌的支持。

⊙Our brand management is closely associated with design development.我們的品牌經(jīng)營和設(shè)計開發(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：你認為這個設(shè)計能反映我們的品牌價值嗎？

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

總結(jié)

設(shè)計的策略要建立在市場調(diào)查基礎(chǔ)上，以迎合市場需求為目的。將經(jīng)濟和技術(shù)有效結(jié)合，兼顧外觀和實用。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實效，實用性

production生產(chǎn)，產(chǎn)品

redesign再設(shè)計，重新設(shè)計

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對某事做出反應(yīng)

branding value品牌價值

branding element品牌元素

bring sth to the market將某物投放市場，引入市場

in the market在市場上

domino effect骨牌效應(yīng)，多米諾效應(yīng)

maximize profit利潤最大化

maintain integrity保持完整，維護完整性

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，起始點

look for尋找

What's with that?這有什么？

實景對話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：你認為我們的混合動力汽車的新設(shè)計能反映我們的品牌價值嗎？

B：我看到它在經(jīng)濟、實用和科技上體現(xiàn)的價值。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)計這個部分會不會更好？

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

A：沒錯，那就是為什么我們從戰(zhàn)略角度上加大設(shè)計投入，實現(xiàn)利潤最大化的目的。根據(jù)市場調(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。

B：根據(jù)市場調(diào)研，人們最期待從新型混合動力技術(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)濟的設(shè)計，混合動力車會賣得更好。

在研究該數(shù)據(jù)之前，我們曾推出一種大膽而前沿的設(shè)計。我們以為這樣的形象才能更加體現(xiàn)高科技，但是我們錯了。我們的設(shè)計應(yīng)該更響應(yīng)市場。

B：真的嗎？

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

實景對話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，我們會慢慢推出U型的更新?lián)Q代產(chǎn)品以及配件。

A：我們怎么知道我們產(chǎn)品中哪一個要率先投入生產(chǎn)？

B：市場調(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，那將產(chǎn)生多米諾骨牌效應(yīng)。