设计和生产之 设计的策略　Design Strategy

设计和生产之 设计的策略　Design Strategy

设计的策略在企业发展和产品推广中起着至关重要的作用（play an integral role）。它能帮助公司确定长期或当下（both immediately and over the long term）的使命和实现方式（what to make and do）。这一过程涉及了设计和商业战略的互动（interaction）。

新技术的应用

将新技术推广到市场（marketing a new technology）的时候，设计的策略倍显功效。营销人员必须非常清楚推广技术的最有效（most advantageous）途径。他们可以通过对目标客户群体（target consumers）的市场调研来对新技术应用的设计提供指导意见，使设计更充分地贴近消费者的需求和期望。

⊙The hybrid vehicle will sell better if we use a more economical design.如果我们使用更经济的设计，动力混合汽车的销路会更好。

⊙What do consumers expect out of this new technology?消费者希望从这项新技术上得到什么？

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

我们如何应用这个新技术取决于我们消费者的期望是什么。

⊙We can be more responsive in our design.

我们的设计应该更多地响应市场需求。

⊙Would it be better if we……

如果我们……是否会更好。

⊙Our products are designed to meet a certain need.我们的产品设计是为了迎合一定的需求。

⊙We've strategically planned our designing efforts to maximize potential profits.我们已经在战略上计划在设计方面加大投入，使潜在利润最大化。

⊙We are more prepared to bring this new technology to the market.我们以更充分的准备把这项新技术推广到市场。

确认目标产品

设计的战略能够帮助企业了解他们的产品或服务的着重点（be focused on），能够准确定位产品或服务和市场的最佳结合点。通过综合市场调查和对产品战略角度的设计，你能够更好地满足消费者的特别需求（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.

推出新产品的目的不在于取代旧产品，而是要满足一些我们现有其他产品无法满足的特别需求。

⊙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.

如果你专注于通过设计来满足客户的特殊要求，你一定会见到更好的市场业绩。

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

一次性照相机不是要取代传统的照相机，他们是要满足特殊的需求。

洞察所需

设计的策略能够将想法转化为可行性产品（workable product）。如果你能够深入理解某一群体（certain population），你就能设计出符合（specifically targeted）目标群体的产品和服务。因此，设计的策略能将你的洞察结果转化为可行的解决方案（translate insights into actionable solutions）。

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

我们的目标群体是年轻人，我们怎么做才能了解他们所想？

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

我们了解离退休人们的价值取向，让我们将这种了解转化成可行性产品。

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

由于市场调研，我们更加清楚该如何对我们的产品进行创新。

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

我们发现，当我们集中精力通过设计来满足消费者需求的时候，我们的产品销售更好。

优先（prioritizing）

设计的策略能够帮助你找出最适合马上投入生产并推向市场的产品，以先后顺序实现潜在利润的最大化（maximize potential profits），而不是一次性投入全部的产品。对市场动向和设计策略的敏感（by being sensitive），能够帮助你优先（prioritize）发展优势产品。

⊙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.

第一个要投放的产品就是U型设备。当它迅速流行之后，我们会慢慢推出U型的更新换代产品以及配件。

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

我们的产品中哪一个应率先投放生产线？

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

市场调研告诉我们，将纳科斯-1作为我们生产线的起点将产生多米诺骨牌效应。

品牌（branding）

设计的策略能够将设计方案和一个企业的经营策略相联合。设计和品牌价值（branding value）取向一致的产品，能够争取到客户对品牌的支持。

⊙Our brand management is closely associated with design development.我们的品牌经营和设计开发紧密结合。

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：你认为这个设计能反映我们的品牌价值吗？

B：我能看到它在经济、实用和科技上体现的价值。那不就是我们追求的吗？

总结

设计的策略要建立在市场调查基础上，以迎合市场需求为目的。将经济和技术有效结合，兼顾外观和实用。通过新技术的应用和企业品牌，为赢取企业市场地位作出有利保证。

Words　单词表

certain确定的，某些的，一定的

adventurous大胆的

element元素，要素，元件

edgy尖利的，易怒的

eliminate淘汰

hybrid混合，杂交

innovate创新，革新

integrity完整性

potential潜在的，可能的

practicality实效，实用性

production生产，产品

redesign再设计，重新设计

reflect反映

responsive反应敏捷的

specific具体的，明确的

strategically战略上

technology技术，科技，工艺

Phrases　短语表

be responsive to sth对某事做出反应

branding value品牌价值

branding element品牌元素

bring sth to the market将某物投放市场，引入市场

in the market在市场上

domino effect骨牌效应，多米诺效应

maximize profit利润最大化

maintain integrity保持完整，维护完整性

meet a need满足需求

see a result查看结果

No kidding不是开玩笑的

starting point起点，起始点

look for寻找

What's with that?这有什么？

实景对话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：你认为我们的混合动力汽车的新设计能反映我们的品牌价值吗？

B：我看到它在经济、实用和科技上体现的价值。那不就是我们追求的吗？

A：我猜是这样的。如果我们重新设计这个部分会不会更好？

B：我想会的。我们的产品设计是为了迎合一定的需求。如果你重新设计那个部分，那不仅能够保持我们品牌元素的完整性，还会让它更加实用。如果你拿出满足消费者特殊需求的设计，你肯定能看到更好的市场业绩。

A：没错，那就是为什么我们从战略角度上加大设计投入，实现利润最大化的目的。根据市场调研的结果，我们更加清楚如何更新我们的产品。我们将以更加充分的准备把新技术推入市场。

B：根据市场调研，人们最期待从新型混合动力技术中得到什么？

A：通过数据我们了解到，如果我们使用更经济的设计，混合动力车会卖得更好。

在研究该数据之前，我们曾推出一种大胆而前沿的设计。我们以为这样的形象才能更加体现高科技，但是我们错了。我们的设计应该更响应市场。

B：真的吗？

A：我们发现当设计能迎合消费者时产品销售就非常好。这就是说我们对新技术的应用要取决于消费者的期望，所以我们才推出了这款新设计。

实景对话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：我真不敢相信他们竟然要放弃纳科斯Mp3播放器。我以为销量一直还不错呢。但是他们现在有U型纳科斯-1，那是怎么回事？

B：他们没有放弃原先的纳科斯。推出新产品的目的不在于取代旧产品，而是要满足一些我们现有其他产品无法满足的特别需求。

A：那他们不是在淘汰原有的纳科斯……

B：不是的。但是他们正在投放一条新的纳科斯生产线。他们第一个要投放的产品就是U型纳科斯-1。当它迅速流行之后，我们会慢慢推出U型的更新换代产品以及配件。

A：我们怎么知道我们产品中哪一个要率先投入生产？

B：市场调研告诉我们，如果我们将纳科斯-1作为我们的产品生产线的起点，那将产生多米诺骨牌效应。