【作者】 李宁；

【导师】 袁华祥；

【作者基本信息】 华中科技大学 ， 设计艺术学， 2007， 硕士

【摘要】 在全球商品经济环境下,白热化的竞争导致技术同质化和行业微利化。对制造型企业来说,对产品进行有效的设计已成为有效解决这一问题的最佳方式之一。众所周知,优良的设计对产品的销售有促进作用。但为什么会有这样的促进作用?工业设计是怎么起到促进产品销售的作用的?对于这些问题,企业界多数人都一知半解。不能全面地对此问题做深入解答,就无法指导我们具体的设计和营销实践。企业想要靠设计至胜也无从谈起。本课题从人们对此问题的模糊认识出发,提出自己的研究课题,并在本文中对此问题加以解答。本文首先解释了工业设计和产品市场营销体系的含义,对论题加以界定。然后笔者将市场营销体系作为一个系统加以分析,指出该系统所包含的四个要素——产品、价格、渠道和促销,并提出自己的研究方法——要素分析法,分别就工业设计与该系统的四个要素的关系加以分析,进而证明了工业设计对营销要素的促进作用。在分析中,作者着重论述了工业设计为什么会对这四个要素起促进作用,分析了这种促进力作用的方式,并用大量实例证明。最后,按照系统论的原理,对营销要素的促进作用得出了对营销系统的促进作用的结果。为了将本研究结果用于实践,笔者对理论进行了研究之后,设计了一个虚拟的手机研究项目。在项目中,为了对促进学生手机市场营销的设计策略加以分析,笔者再次利用要素分析法,分别对基于不同要素的设计策略需求加以归纳,取其交集,得出学生手机开发过程中有利于产品市场营销的设计策略。更多还原

【Abstract】 In the commodity economics society, perfervid competition leads the technology homogeneity and industry tiny profit. Giving products effective Industrial Design is the availability way to solve the problem to the manufacture industry.Everyone knows that a good design have promotion to the product sale. But why does it have the promotion function? How does it have the promotion function? Few people can answer these questions clearly. If we haven’t a clear answer, we can’t do an effective design and sale. There is no way which any company wants to get profit by design. The writer finds these questions, brings forward his research and gives us an answer.In this article the writer first explains the meaning of Industrial Design and Product Marking System and bounds the research range. Then he points the 4 essential of the Marking System-Product, Price, Channel and promotion. After that the writer lodges his research method-Essential Analytical Method and analyses the relationships between Industrial Design and the 4 essential using it. Then he proves Industrial Design has promotion to the Marketing System. In this discussion, the writer pays more attention to why and how Industrial Design has promotion to the 4 essential and uses many examples to prove it. In the end, he makes a conclusion that Industrial Design has promotion to the Marking System from the promotion function research of Industrial Design to the 4 Essential.In order to use the research theory to the practice, the writer designs a dummy cell-phone exploitation program. In order to analyses the marketing promotion function of the design stratagem , the writer uses Essential Analytical Method again and concludes the different design stratagem of the different essential, then gets the intersection which is the final promotion design stratagem fitting the Marketing System of the dummy product exploitation program.更多还原