管理设计以创新课件

1stInternationalDesignManagementSymposium,Shanghai2006上海国际设计管理高峰会JohnHeskettChairProfessorofDesign设计系讲座教授TheHongKongPolytechnicUniversity香港理工大学TENSTEPSTOHEAVEN:Managingdesignforinnovation.拾级而上︰管理设计以创新

1stInternationalDesignManag1Question#1.Whatisdesign?问题一何谓设计？Question#1.2NewYorkTimesMagazine1Dec.2002纽约时代杂志二ＯＯ二年十二月一日DesignasArt?设计作为艺术?NewYork纽约时代杂志DesignasArt?3…orArtasCosmeticDesign?…或艺术作为装饰性设计？“虽然每人都有自己的抽水马桶，但是它们都太沉闷了，所以我选择把它重新设计；要创作一个充满喜悦的抽水马桶。灵感则来自Dior的新形象，取材自四五十年代流行之纤腰轮廓。以外型令它可爱些，以平面元素令它有趣些。有好些功能问题需要得到解决才能真正应用，但是，这抽水马桶确实在是最理想的取乐场所。”

抽水马桶｜JonathanAdler…orArtasCosmeticDesign?4DesignasArt设计作为艺术Shape

ColorTextureTrendsMeaning…AestheticsStylingDecorationForm外型

DesignTools设计工具DesignasArtShape

ColorAesthe5DesignasaComplexBusinessActivity设计作为复杂的商业活动Shape

ColorTextureTrendsMeaning…AestheticsStylingDecorationIndustrial/Product

Design工业/产品设计Form外型Function功能Marketability销售性UsePurposeErgonomicsEnvironmentLifestyle…Manufacturability生产性MaterialsProcessTechnologyDurabilityReliability…PricePositionCompetitionDistributionBrand…InteractionUser-centredErgonomicsEngineeringEconomyRecyclingStrategicDesignSystemsDesignCulturalFactors

DesignTools设计工具DesignasaComplexBusinessA6Question#2.Howdoyouknowwhatnewproductstodevelop?Maybeyouhaveagoodidea(buthowdoyouknowifotherpeoplewillthinkitagoodidea?)Oryoumightneedtodosomeresearch.问题二你怎知道应该开发那些新产品？或许你有一个很好的意念(不过，你又怎知道其它人也认同呢？)或者你需要做些调研工作。Question#2.7ResearchMarketresearch

WhatothersaredoingTechnologicaltrends

NewpossibilitiesSocial/culturaltrends

WhatishappeninginsocietyUserobservation

Discoveringandunderstandingneeds调研市场调查 究竟其它人在做甚么科技趋势 新的可能性社会/文化趋向

社会上正在发生的事物用家观察 发现及了解其需要Research调研8Researchisabasisforcreativesolutionsthatcanhaveverydifferentcharacteristics.调研是提供有创意之解决方案的基本要素，可包括极之不同的性质。Asimpleexample:Howtoextractjuicefromalemon.一个简单的例子：如何榨取柠檬汁.调研ResearchResearchisabasisforcreati9Howtoextractjuicefromalemon.Pressalemon.Separatejuicefromthepulpandseeds.Applyjuicetofurtheruse.如何榨取柠檬汁?擠柠檬-把柠檬汁从果肉和果核分隔出来-把柠檬汁作另外应用Research调研Howtoextractjuicefromale10Whichworksbest?那個最好用？Whichwouldyoubuy?你会买那一個？Whichworksbest?11Question#3.Whatkindofdesignersdoyouneed?问题三你到底需要那一种设计师？Question#3.12engineeringdesign,productdesign,

industrialdesign,

ceramicdesign,

decorativedesign,

graphicdesign,

illustrationdesign,

informationdesign,

typographicdesign,

advertisingdesign,

packagingdesign,

branddesign,

interiordesign,

fashiondesign,textiledesign,

patterndesign,

softwaredesign,

systemsdesign,interactivedesign,

…engineeringdesign,productde13Question#4.Wheredoyoupositiondesigninyourcompany?问题四你如何把设计在公司内定位？Question#4.14Designisdiverse,ithasmanyaspects,whichcanbeconfusing…设计是多种多样的，有着许多方向，可能是有点混洧的…butitalsooffersmanystrategicchoices…但它亦提供许多策略性的选择…

soyouneedtotakedecisionsthatarerightforyourcompany.所以你必需决定甚么才是适合你公司的。DiversityandChoice多样性及选择

Designisdiverse,ithasmany15Differentlevelsofdesignpractice1不同层面的设计应用

1Corporate-wideStrategies公司層面的策略ORGANISATIONALEMPHASIS着重于架

构

组织STRATEGICEMPHASIS着重于策略InnovativeProducts创新产品Differentlevelsofdesignpra16ProductLineStrategies产品线層面的策略Corporate-wideStrategies公司層面的策略ORGANISATIONALEMPHASIS着重于架

构

组织STRATEGICEMPHASIS着重于策略InnovativeProducts创新产品Existingproducts现有产品Differentlevelsofdesignpractice2不同层面的设计应用2ProductLineCorporate-wideORGA17DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsand

brandsDifferentlevelsofdesignpractice3不同层面的设计应用3從現有产品中区分出來把产品規格作出传译崭新概念和系统创造系统和品牌ProductLineStrategies产品线層面的策略Corporate-wideStrategies公司層面的策略ORGANISATIONALEMPHASIS着重于架

构

组织STRATEGICEMPHASIS着重于策略InnovativeProducts创新产品Existingproducts现有产品Differentiatingexistingprodu18DesignerasInterpreterDesignerasDifferentiatorDesignerasPlannerDesignerasSystemCreator设计师作为系统创造者设计师作为构造区分者设计师作为策划人设计师作为传译员Differentlevelsofdesignpractice4不同层面的设计应用

4DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsandbrandsProductLineStrategies产品线層面的策略Corporate-wideStrategies公司層面的策略ORGANISATIONALEMPHASIS着重于架

构

组织STRATEGICEMPHASIS着重于策略InnovativeProducts创新产品Existingproducts现有产品DesignerasDesignerasDesigner19DesignerasInterpreterDesignerasDifferentiatorDesignerasPlannerDesignerasSystemCreatorOEM原配件生产ODM原设计生产

OBM品牌管理设计师作为系统创造者设计师作为构造区分者设计师作为策划人设计师作为传译员Differentlevelsofdesignpractice5不同层面的设计应用

5DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsandbrandsProductLineStrategies产品线層面的策略Corporate-wideStrategies公司層面的策略ORGANISATIONALEMPHASIS着重于架

构

组织STRATEGICEMPHASIS着重于策略InnovativeProducts创新产品Existingproducts现有产品OSM策略管理DesignerasDesignerasDesigner20DifferentLevelsofCorporateActivity不同层面之企業活动

IncreasingValueandRisk价值和风险之递增ODMOriginalDesignManufacture原设计生产OBMOriginalBrandManagement品牌管理OSMOriginalStrategyManagement策略管理OEMOriginalEquipmentManufacture原配件生产Product-lineCorporate-wide公司层面

产品线层面DifferentLevelsofCorporate21Question#5.Whatshouldbetheroleofdesigninproductdevelopment?问题五设计在产品开发中担当什么角色？Question#5.22Low低High高Time时间PossibilityofDecisionchange有机会在决策上有改动Costofdevelopment开发成本Getdecisionsright作正确决定Avoidchanges被免改动ProductDevelopment产品开发Decisionsandcosts决策和成本Concept概念Marketinganddistribution市场和销售Minimumchangedesirable;maximumcost极小改动理想的

；成本最高MaximumChangepossible;MinimumCost极大改动可能的

；成本最低Marketlaunch推出市场LowHighTimePossibilityofDeci23Question#6.Doyouwanttoaddorcreatevalue?问题六你想增添或创造价值吗？Question#6.24• Addingvalue

Modifyingexistingproductsandsystemsincurrentmarkets• Creatingvalue

OpeningnewmarketsAddingandCreatingValue增值和创造价值• 增

值

改良目前市场已有的产品和系统• 创造价值

开创新市场 • AddingvalueAddingandCrea25Question#7.Howtomanagedesignforaddingorcreatingvalue?问题七如何管理设计以增添或创造价值？Question#7.26AddingValue1增值

1ExistingMarket現有市场AddingValue127MarketShare市场占有率ExistingMarket現有市场AddingValue2增值

2MarketExistingAddingValue228MarketShare市场占有率ExistingMarket現有市场Product

大量生产ChurningProduct

Covering种类涵盖Scale-down精减Inch-up逐渐提升AddingValue3增值

3MarketExistingProduct

大量生产Chu29Creatingvalue

–

Marketsdonotexist,theyarecreated.创造价值

–

市场并不存在，是创造出来的。Creatingvalue–30CreatingValue-ExtendingtheMarket1创造价值–扩展市场

1

ExistingMarket現有市场NewOutletsNewConceptsOfUseNewTechnologyNewProducts新产品新经销渠道新应用概念新科技MarketShare市场占有率CreatingValue-Extendingthe31CreatingValue-ExtendingtheMarket2创造价值–扩展市场

2

ExistingMarket現有市场NewMarkets新市场NewValue新价值NewOutletsNewConceptsOfUseNewTechnologyNewProducts新产品新经销渠道新应用概念新科技MarketShare市场占有率CreatingValue-Extendingthe32Question#8.问题八Newvalue–whodecideswhatisvalue?新的价值–谁来决定甚么是新的价值

？你的公司是以制造者为本还是用家为本？Isyourbusinessproducer-centredoruser-centred?Question#8.问题八你的公司是以Isyo33GenericValueChainasdevelopedbyMcKinsey&Co.

TechnologyProductManufacturingMarketingDistributionServiceDevelopm’tDesign-Source-Sophistication-Patents-Product/Processchoices-FunctionPhysicalcharacteristics-Aesthetics-Quality-Integration-Rawmaterials-Capacity-Location-ProcurementPartsproductionAssembly-PricesAdvertising/Promotion-SalesforcePackageBrand-Channels-Integration-Inventory-Warehousing-Transport-Warranty-SpeedCaptive/independent-PricesFrom:JayB.Barney.GainingandSustainingCompetitiveAdvantage.Reading,MA:AddisonWesley,1996,p.176.由

McKinsey&Co.开发的基本价值链Whereisthereanymentionofusersinallthis?在那里可曾提及用家？科技开发

产品设计

生产

市场

销售

服务GenericValueChainasdevelop34ChangesinBusinessPatterns1商务模式的转变

1CONVENTIONALVIEW传统观点Supply-chainmanagementConsumerfirewall供应链管理

供应点

公司

设计

销售渠道

目标顾客顾客障壁SupplybaseDistributionchannelTargetedconsumersCompanyDesignChangesinBusinessPatterns135Adaptedfrom:CKPrahalad;VenkatramRamaswamy;MSKrishnan;“Consumercentricity,”InformationWeek;Apr10,2000.MultipleChannelsBusinessandprivateusersSuppliernetworkCompanyNEWVIEW新观点

DesignChangesinBusinessPatterns1商务模式的转变

1CONVENTIONALVIEW传统观点Supply-chainmanagementConsumerfirewall供应链管理设计顾客障壁SupplybaseDistributionchannelTargetedconsumersCompanyDesign公司商业及个人客户供应商网络多种渠道

供应点

公司

设计

销售渠道

目标顾客Adaptedfrom:MultipleChannel36• ConventionalView

Designerscreatingforms• NewView

Designerscreatingsystemsenablinguserstotakevitaldecisions•

Bothwillcontinuetocoexistfortheforeseeablefuture.ChangesintheRolesofDesigners设计师角色之转变

•传统观点

设计师从事外型创作•新观点

设计师创造出促使用家能作出重要决定的系统•两者在可见将来依然会共存• ConventionalViewChangesin37"Quality"inaproductorserviceisnotwhatthesupplierputsin.Itiswhatthecustomergetsoutandiswillingtopayfor.Aproductisnot"quality"becauseitishardtomakeandcostsalotofmoney,asmanufacturerstypicallybelieve.Thatisincompetence.Customerspayonlyforwhatisofusetothemandgivesthemvalue.Nothingelseconstitutes"quality.”产品或服务的“品质”不是由供应商附加的。这是顾客能从中取得又愿意花费的。一般生产商把产品欠缺“品质”的原因推作制造上的因难和成本高昂。这并不适当。顾客只会购买对他们有用和有价值的东西。并没有其它可建立“品质”的因素。Drucker,PeterF.InnovationandEntrepreneurship:PracticeandPrinciples.NewYork:HarperRow,1986,p.228.PeterDrucker"Quality"inaproductorserv38Question#9Howcantheviewpointsofbusinessanduserbereconciled?问题九怎样令公司和用家的观点达成一致？

Question#939Designers设计师Technology科技Institutions机构Contextofproduction生产环境Economic

Value经济价值ContextofDesignPractice:Production设计实践的环境：

生

产DesignersTechnologyInstitution40Users用家Systems系统Meaning含意ContextofUse使用环境Utility功用ContextofDesignPractice:Use设计实践的环境：

应

用UsersSystemsMeaningContextof41Profit利润HumanValues人民价值ContextofDesignPractice:ProductionandUseDesigners设计师Technology科技Institutions机构Contextofproduction生产环境Economic

Value经济价值Users用家Systems系统Meaning含意ContextofUse使用环境Utility功用设计实践的环境：

生

产

和

应

用ProfitHumanValuesContextofD42ContextofDesignPractice:Interface设计实践的环境：界

面Profit利润HumanValues人民价值Designers设计师Technology科技Institutions机构Contextofproduction生产环境Economic

Value经济价值Users用家Systems系统Meaning含意ContextofUse使用环境Utility功用Interface界

面ContextofDesignPractice:In43Company

公司Communication传讯

Market

市场

User

用家

DesignAdvertisingPurchaseInterfaceInterface

界面Perception

认知

LinkingDesignStrategy连结设计策略设计广告购买

Company公司CommunicationMarket44

R&D

研究开发

Brand

品牌

Culture

文化Law

法律FinancialInstitutions财务机构

PotentialTechno-logySecurityProfitabilityDesignPatentProtectionConstraintsAcceptablevaluesCompatibilityQualityImageStructuresFashionAdvert-isingIntegrityRecognitionTheContextofDesign2PurchaseInterfaceTastePerceptionCompany

公司Commun-ication

传讯

Market

市场

User

用家

科技设计广告购买

设计的环境2R&D研究开发Brand品牌Culture文45Someexamples一些案例Someexamples46LTKElectricWire(Huizhou)Ltd.Wireandcableplant,Shenzhen,China.OEMProduction原配件生产LTKElectricWire(Huizhou)Lt47• DaleFahnstromdesign• Newproductline• Simpletechnology(aluminiumsand-casting)ODM-FromCommoditiestoDesign:Eaglebrook,USA原设计生产

-由日用品至设计:Eaglebrook,USA

• DaleFahnstromdesignODM-48•Cuttingtools•DesigninallaspectsofcompanyactivitiesOBM-DesignandBrand:Fiskars,Finland品牌管理

-设计及品牌

:

Fiskars,Finland•CuttingtoolsOBM-Designan49BraunAB7clockBraunBloodPressureMonitorOSM-DesignasStrategy:Braun,Germany策略管理

-

设计作为策略BraunAB7clockBraunBloodOSM50195019601970198019902000HomemedicalClocksLightersPersonalcareFlashlightsPhotoAppliancesShaversRadios19501951Question#10TheBiggestofthemAll:Whatcandesigncontributetothefutureofyourcompany?问题十其中最大的问题：设计对你公司的未来可以有甚么贡献？Question#10问题十52SomeConclusions简略结论 选择一个兼备创意及商业知识的专业设计师。 设计可助营商提高竞争能力及赚取更丰厚利润。 但是，只有成为公司内各方面都不可缺少的策略性元素，才能成就。对设计作智能化管理是整体智能管理的必然部分。 价值取决于用家。 Chooseadesignerwhoiscreativeandabusinessprofessional. Designcanhelptransformbusinessesbyenhancing competitivenessandprofitability. Butitcandothisonlyasanintegralelementofstrategyin everyaspectofabusiness. Intelligentmanagementofdesignisnecessaryaspartofoverall intelligentmanagement. Usersdeterminevalue.SomeConclusions53LastQuestionHowlongwillthistake?Don’texpectovernightsuccess最后一个问题需要多久？不要期望可一夜間便成功LastQuestion54“Thereisalackofthecreativewillthathastobeexpressedinthecompany‘sentireexpressionoflife.Thattakestime,ittakesyears,ittakespatience.”

“若要发挥创意于公司之全部，创意总是不足。这需要时间，需要年月，需要耐性。”JürgenW.Braun,FSB“Thereisalackofthecreati55Theend完Theend56演讲完毕，谢谢观看！演讲完毕，谢谢观看！571stInternationalDesignManagementSymposium,Shanghai2006上海国际设计管理高峰会JohnHeskettChairProfessorofDesign设计系讲座教授TheHongKongPolytechnicUniversity香港理工大学TENSTEPSTOHEAVEN:Managingdesignforinnovation.拾级而上︰管理设计以创新

1stInternationalDesignManag58Question#1.Whatisdesign?问题一何谓设计？Question#1.59NewYorkTimesMagazine1Dec.2002纽约时代杂志二ＯＯ二年十二月一日DesignasArt?设计作为艺术?NewYork纽约时代杂志DesignasArt?60…orArtasCosmeticDesign?…或艺术作为装饰性设计？“虽然每人都有自己的抽水马桶，但是它们都太沉闷了，所以我选择把它重新设计；要创作一个充满喜悦的抽水马桶。灵感则来自Dior的新形象，取材自四五十年代流行之纤腰轮廓。以外型令它可爱些，以平面元素令它有趣些。有好些功能问题需要得到解决才能真正应用，但是，这抽水马桶确实在是最理想的取乐场所。”

抽水马桶｜JonathanAdler…orArtasCosmeticDesign?61DesignasArt设计作为艺术Shape

ColorTextureTrendsMeaning…AestheticsStylingDecorationForm外型

DesignTools设计工具DesignasArtShape

ColorAesthe62DesignasaComplexBusinessActivity设计作为复杂的商业活动Shape

ColorTextureTrendsMeaning…AestheticsStylingDecorationIndustrial/Product

Design工业/产品设计Form外型Function功能Marketability销售性UsePurposeErgonomicsEnvironmentLifestyle…Manufacturability生产性MaterialsProcessTechnologyDurabilityReliability…PricePositionCompetitionDistributionBrand…InteractionUser-centredErgonomicsEngineeringEconomyRecyclingStrategicDesignSystemsDesignCulturalFactors

DesignTools设计工具DesignasaComplexBusinessA63Question#2.Howdoyouknowwhatnewproductstodevelop?Maybeyouhaveagoodidea(buthowdoyouknowifotherpeoplewillthinkitagoodidea?)Oryoumightneedtodosomeresearch.问题二你怎知道应该开发那些新产品？或许你有一个很好的意念(不过，你又怎知道其它人也认同呢？)或者你需要做些调研工作。Question#2.64ResearchMarketresearch

WhatothersaredoingTechnologicaltrends

NewpossibilitiesSocial/culturaltrends

WhatishappeninginsocietyUserobservation

Discoveringandunderstandingneeds调研市场调查 究竟其它人在做甚么科技趋势 新的可能性社会/文化趋向

社会上正在发生的事物用家观察 发现及了解其需要Research调研65Researchisabasisforcreativesolutionsthatcanhaveverydifferentcharacteristics.调研是提供有创意之解决方案的基本要素，可包括极之不同的性质。Asimpleexample:Howtoextractjuicefromalemon.一个简单的例子：如何榨取柠檬汁.调研ResearchResearchisabasisforcreati66Howtoextractjuicefromalemon.Pressalemon.Separatejuicefromthepulpandseeds.Applyjuicetofurtheruse.如何榨取柠檬汁?擠柠檬-把柠檬汁从果肉和果核分隔出来-把柠檬汁作另外应用Research调研Howtoextractjuicefromale67Whichworksbest?那個最好用？Whichwouldyoubuy?你会买那一個？Whichworksbest?68Question#3.Whatkindofdesignersdoyouneed?问题三你到底需要那一种设计师？Question#3.69engineeringdesign,productdesign,

industrialdesign,

ceramicdesign,

decorativedesign,

graphicdesign,

illustrationdesign,

informationdesign,

typographicdesign,

advertisingdesign,

packagingdesign,

branddesign,

interiordesign,

fashiondesign,textiledesign,

patterndesign,

softwaredesign,

systemsdesign,interactivedesign,

…engineeringdesign,productde70Question#4.Wheredoyoupositiondesigninyourcompany?问题四你如何把设计在公司内定位？Question#4.71Designisdiverse,ithasmanyaspects,whichcanbeconfusing…设计是多种多样的，有着许多方向，可能是有点混洧的…butitalsooffersmanystrategicchoices…但它亦提供许多策略性的选择…

soyouneedtotakedecisionsthatarerightforyourcompany.所以你必需决定甚么才是适合你公司的。DiversityandChoice多样性及选择

Designisdiverse,ithasmany72Differentlevelsofdesignpractice1不同层面的设计应用

1Corporate-wideStrategies公司層面的策略ORGANISATIONALEMPHASIS着重于架

构

组织STRATEGICEMPHASIS着重于策略InnovativeProducts创新产品Differentlevelsofdesignpra73ProductLineStrategies产品线層面的策略Corporate-wideStrategies公司層面的策略ORGANISATIONALEMPHASIS着重于架

构

组织STRATEGICEMPHASIS着重于策略InnovativeProducts创新产品Existingproducts现有产品Differentlevelsofdesignpractice2不同层面的设计应用2ProductLineCorporate-wideORGA74DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsand

brandsDifferentlevelsofdesignpractice3不同层面的设计应用3從現有产品中区分出來把产品規格作出传译崭新概念和系统创造系统和品牌ProductLineStrategies产品线層面的策略Corporate-wideStrategies公司層面的策略ORGANISATIONALEMPHASIS着重于架

构

组织STRATEGICEMPHASIS着重于策略InnovativeProducts创新产品Existingproducts现有产品Differentiatingexistingprodu75DesignerasInterpreterDesignerasDifferentiatorDesignerasPlannerDesignerasSystemCreator设计师作为系统创造者设计师作为构造区分者设计师作为策划人设计师作为传译员Differentlevelsofdesignpractice4不同层面的设计应用

4DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsandbrandsProductLineStrategies产品线層面的策略Corporate-wideStrategies公司層面的策略ORGANISATIONALEMPHASIS着重于架

构

组织STRATEGICEMPHASIS着重于策略InnovativeProducts创新产品Existingproducts现有产品DesignerasDesignerasDesigner76DesignerasInterpreterDesignerasDifferentiatorDesignerasPlannerDesignerasSystemCreatorOEM原配件生产ODM原设计生产

OBM品牌管理设计师作为系统创造者设计师作为构造区分者设计师作为策划人设计师作为传译员Differentlevelsofdesignpractice5不同层面的设计应用

5DifferentiatingexistingproductsInterpretingproductspecificationsNewconceptsandsystemsCreatingsystemsandbrandsProductLineStrategies产品线層面的策略Corporate-wideStrategies公司層面的策略ORGANISATIONALEMPHASIS着重于架

构

组织STRATEGICEMPHASIS着重于策略InnovativeProducts创新产品Existingproducts现有产品OSM策略管理DesignerasDesignerasDesigner77DifferentLevelsofCorporateActivity不同层面之企業活动

IncreasingValueandRisk价值和风险之递增ODMOriginalDesignManufacture原设计生产OBMOriginalBrandManagement品牌管理OSMOriginalStrategyManagement策略管理OEMOriginalEquipmentManufacture原配件生产Product-lineCorporate-wide公司层面

产品线层面DifferentLevelsofCorporate78Question#5.Whatshouldbetheroleofdesigninproductdevelopment?问题五设计在产品开发中担当什么角色？Question#5.79Low低High高Time时间PossibilityofDecisionchange有机会在决策上有改动Costofdevelopment开发成本Getdecisionsright作正确决定Avoidchanges被免改动ProductDevelopment产品开发Decisionsandcosts决策和成本Concept概念Marketinganddistribution市场和销售Minimumchangedesirable;maximumcost极小改动理想的

；成本最高MaximumChangepossible;MinimumCost极大改动可能的

；成本最低Marketlaunch推出市场LowHighTimePossibilityofDeci80Question#6.Doyouwanttoaddorcreatevalue?问题六你想增添或创造价值吗？Question#6.81• Addingvalue

Modifyingexistingproductsandsystemsincurrentmarkets• Creatingvalue

OpeningnewmarketsAddingandCreatingValue增值和创造价值• 增

值

改良目前市场已有的产品和系统• 创造价值

开创新市场 • AddingvalueAddingandCrea82Question#7.Howtomanagedesignforaddingorcreatingvalue?问题七如何管理设计以增添或创造价值？Question#7.83AddingValue1增值

1ExistingMarket現有市场AddingValue184MarketShare市场占有率ExistingMarket現有市场AddingValue2增值

2MarketExistingAddingValue285MarketShare市场占有率ExistingMarket現有市场Product

大量生产ChurningProduct

Covering种类涵盖Scale-down精减Inch-up逐渐提升AddingValue3增值

3MarketExistingProduct

大量生产Chu86Creatingvalue

–

Marketsdonotexist,theyarecreated.创造价值

–

市场并不存在，是创造出来的。Creatingvalue–87CreatingValue-ExtendingtheMarket1创造价值–扩展市场

1

ExistingMarket現有市场NewOutletsNewConceptsOfUseNewTechnologyNewProducts新产品新经销渠道新应用概念新科技MarketShare市场占有率CreatingValue-Extendingthe88CreatingValue-ExtendingtheMarket2创造价值–扩展市场

2

ExistingMarket現有市场NewMarkets新市场NewValue新价值NewOutletsNewConceptsOfUseNewTechnologyNewProducts新产品新经销渠道新应用概念新科技MarketShare市场占有率CreatingValue-Extendingthe89Question#8.问题八Newvalue–whodecideswhatisvalue?新的价值–谁来决定甚么是新的价值

？你的公司是以制造者为本还是用家为本？Isyourbusinessproducer-centredoruser-centred?Question#8.问题八你的公司是以Isyo90GenericValueChainasdevelopedbyMcKinsey&Co.

TechnologyProductManufacturingMarketingDistributionServiceDevelopm’tDesign-Source-Sophistication-Patents-Product/Processchoices-FunctionPhysicalcharacteristics-Aesthetics-Quality-Integration-Rawmaterials-Capacity-Location-ProcurementPartsproductionAssembly-PricesAdvertising/Promotion-SalesforcePackageBrand-Channels-Integration-Inventory-Warehousing-Transport-Warranty-SpeedCaptive/independent-PricesFrom:JayB.Barney.GainingandSustainingCompetitiveAdvantage.Reading,MA:AddisonWesley,1996,p.176.由

McKinsey&Co.开发的基本价值链Whereisthereanymentionofusersinallthis?在那里可曾提及用家？科技开发

产品设计

生产

市场

销售

服务GenericValueChainasdevelop91ChangesinBusinessPatterns1商务模式的转变

1CONVENTIONALVIEW传统观点Supply-chainmanagementConsumerfirewall供应链管理

供应点

公司

设计

销售渠道

目标顾客顾客障壁SupplybaseDistributionchannelTargetedconsumersCompanyDesignChangesinBusinessPatterns192Adaptedfrom:CKPrahalad;VenkatramRamaswamy;MSKrishnan;“Consumercentricity,”InformationWeek;Apr10,2000.MultipleChannelsBusinessandprivateusersSuppliernetworkCompanyNEWVIEW新观点

DesignChangesinBusinessPatterns1商务模式的转变

1CONVENTIONALVIEW传统观点Supply-chainmanagementConsumerfirewall供应链管理设计顾客障壁SupplybaseDistributionchannelTargetedconsumersCompanyDesign公司商业及个人客户供应商网络多种渠道

供应点

公司

设计

销售渠道

目标顾客Adaptedfrom:MultipleChannel93• ConventionalView

Designerscreatingforms• NewView

Designerscreatingsystemsenablinguserstotakevitaldecisions•

Bothwillcontinuetocoexistfortheforeseeablefuture.ChangesintheRolesofDesigners设计师角色之转变

•传统观点

设计师从事外型创作•新观点

设计师创造出促使用家能作出重要决定的系统•两者在可见将来依然会共存• ConventionalViewChangesin94"Quality"inaproductorserviceisnotwhatthesupplierputsin.Itiswhatthecustomergetsoutandiswillingtopayfor.Aproductisnot"quality"becauseitishardtomakeandcostsalotofmoney,asmanufacturerstypicallybelieve.Thatisincompetence.Customerspayonlyforwhatisofusetothemandgivesthemvalue.Nothingelseconstitutes"quality.”产品或服务的“品质”不是由供应商附加的。这是顾客能从中取得又愿意花费的。一般生产商把产品欠缺“品质”的原因推作制造上的因难和成本高昂。这并不适当。顾客只会购买对他们有用和有价值的东西。并没有其它可建立“品质”的因素。Drucker,PeterF.InnovationandEntrepreneurship:PracticeandPrinciples.NewYork:HarperRow,1986,p.228.PeterDrucker"Quality"inaproductorserv95Question#9Howcantheviewpointsofbusinessanduserbereconciled?问题九怎样令公司和用家的观点达成一致？

Question#996Designers设计师Technology科技Institutions机构Contextofproduction生产环境Economic

Value经济价值ContextofDesignPractice:Production设计实践的环境：

生

产DesignersTechnologyInstitution97Users用家Systems系统Meaning含意ContextofUse使用环境Utility功用ContextofDesignPractice:Use设计实践的环境：

应

用UsersSystemsMeaningContextof98Profit利润HumanValues人民价值ContextofDesignPractice:ProductionandUseDesig