新聞詳情
迎接設計革新時代

事實上,設計無處不在,只是在過去大多數人都沒有去留意。現在不同了,產品設計的革新已經開始。這場革新深刻影響著人們看待、使用以及思考那些傳統上不注重形式而只關注功能的消費品。同時,它提高了所有產品的標準。無論是制造或者銷售某種產品,你都無法再忽略其設計。

  由于種種原因,21世紀是設計與特色外形的世紀。21世紀與設計的不解之緣為商界帶來了什么變革?從表面上說,它擴展了諸如汽車、摩托車、服飾、家具、時尚飾品、建筑等以設計為核心競爭力的產業與職業的內涵。

  如今,設計所囊括的產品領域有消費類電子產品(如iPod)、家用電器、計算機及其外圍設備、通訊產品、家居裝飾產品、床上用品和家用紡織品、照明產品等。甚至是園藝用具也不再僅僅具有工具的形態。例如, Fiskar設計的一款符合人體工學原理的匙形取土器,在其推出的第一年就獲得了25%的市場份額。設計中的審美考慮正在改變一些產品,甚至使那些極少關心這些產品的顧客對之產生興趣。例如嘉寶(Gerber)的嬰兒防溢塑料水杯。這種水杯以其擬人化的外觀,以及亮紫色、橙色、石灰綠的主色調贏得了眾多贊譽。

  由于設計獲得了各行各業的廣泛青睞,產品營銷渠道開始挖掘利用這一趨勢。Pottery Barn、Crate & Barrel、Restoration Hardware、Pier 1 Imports、Williams-Sonoma,以及加拿大的Home Sense、Caban、Home Outfitters全都出|售高品位的、零售商自有品牌的商品。甚至主流的營銷渠道也為設計師的設計提供了更大的空間,例如家得寶的拉爾夫·勞倫(Ralph Lauren)涂料部,梅西百貨(Macy’s Stores)的DKNY女士時裝店。

  不走尋常設計路

  當品牌的活力與產品設計的活力息息相關時,保持市場領先地位的惟一辦法就是保持設計的領先和對設計的持續投入。諾基亞在失去產品設計優勢時,市場份額出現下滑。同樣的例子還有索尼與三星之間、迪士尼與皮克斯之間、日產/豐田與通用汽車/福特汽車之間的競爭。所以說只考慮產品的功能、性價比、采用哪種尖端技術還遠遠不夠,營銷人員必須同時關注產品的外觀和質地。

  這一點絕不是只停留在理論上而已。發表在Journal of Product Innovation Management中的最新研究報告表明,產品設計出色的制造企業在市場的表現要優于其競爭對手。該項研究調查了分布于9個行業中的93家公司的138位工業設計有效性方面的專家,然后將他們所代表公司的產品設計與公司7年中的財務表現進行相關性分析。結論是:幾乎所有的分析方法都表明產品設計出色的制造商具有更出色的財務表現。

  當市場競爭的本質轉變為“最佳設計勝出”時,大膽而新奇的設計理念成為了一種潮流。這個轉變同時使得企業比以往更加迫切地采取措施,防止產品設計被泄露給競爭對手。極度依賴于產品設計的公司,例如蘋果已經強化了安全體系,防止泄密,并對泄露最新產品設計的員工提起訴訟。

  找出還未被設計出來的流行元素對市場人員來說相當冒險。因為這通常意味著要依靠設計師的個人洞察力來進行產品設計,而不是依據傳統的市場研究小組的分析結果。

  一些大公司已經向紐約帕森斯設計學院(New York’s Parsons School of Design)和羅德島設計學院(Rhode Island School of Design)等學校的學生尋求幫助。

  比亞喬美國(Piaggio USA)是Vespa摩托踏板車的制造商。這家公司曾資助過帕森斯學院的一個項目,即尋求其CEO蒂蒙尼(Paolo Timoni)所說的“基于Vespa的創造性解決方案來解決美國的交通問題等重大事件”。最終,該公司獲得了關于座椅設計方面的新奇建議,以及使踏板車可以播放音樂等其他建議。利用帕森斯學院資源的并不只有比亞喬一家,西門子、Fossil、戴姆勒-克萊斯勒、微軟、三星等公司近些年來也都紛紛與帕森斯學院進行合作。

  及時更新供應鏈

  由于變更設計的產品并不總是按照計劃售出,這些堆積下來的不同款式的產品給營銷人員制造了新的麻煩,即如何給它們定價的問題。有時,一些價格高昂的高端產品被打折銷售,結果和一些低端型號的產品同等價格。這個問題就曾發生在SUV(運動型多用途車)市場。

  該市場涵蓋了小型SUV車型、中檔車型、高檔車型,以及新增的豪華車型,定價標準也各不相同。豪華車型的銷量曾經一度暴跌,打折銷售之后,其實際價格還要低于一些高端車型的標準價。這種反常現象對那些到處搜尋便宜貨的人來說也許是個好消息,但是當公司對市場進行細分的時候,這種現象卻不利于體現價格的整體性和價格所傳遞的信息。同時,伴隨設計周期的縮短,拋售老款設計將會司空見慣,而這種定價異常的現象也將會頻繁地發生。

  而工廠的管理者必須更快地生產出更多設計型號的產品,他們又該怎么辦呢?汽車制造商已經悟出這一策略,即設計一個組裝工廠,支持制造多種型號的產品,并將每種型號的產品數量都維持在一個較低水平。對于只有單一產品型號的生產商來說,顧客對設計的偏好通常變化得太快了。所以,你惟有靈活多變才能應對顧客的多變。許多生產商開始轉向模塊化設計理念。這一理念便于它們在通用模塊的基礎上混合搭配不同的設計。這樣的方法使得每次設計出來的產品并不完全是一種全新設計。

  物流人員同樣也面臨設計款式激增的挑戰。當工作變得不斷復雜的時候,端到端的供應鏈也會發生堵塞的問題。從開始管理20個一直到要處理200個產品型號的庫存、訂|購、需求飆升、貨源等情況,其中會發生很多問題。消費者在購買廚具的時候都喜歡有更多選擇,可是當涉及通過單個渠道把商品送到成千上百家店鋪,或者當需要從多個制造商處訂|購商品并通過多個渠道分銷時,就很難準確無誤地管理好這些商品的貨流。



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