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  本文關鍵詞：企業(yè)的設計市場營銷管理研究　出處：《武漢理工大學》2007年碩士論文　論文類型：學位論文

  更多相關文章： 藝術設計 市場營銷管理 設計市場 設計細分 消費者

【摘要】： 設計的含義是：把某種計劃、規(guī)劃、設想和解決問題的方法，通過視覺語言傳達出來的過程。它既具有一般計劃的基本特征，又突出平面、立體或空間的形象創(chuàng)造的特點。人們所需要的物品，一般都需要先進行設計，然后依據設計所指定的工藝、材料、結構、功能等投入生產。市場營銷，簡單地講就是商品的銷售。市場營銷需要市場調查、設計、生產、廣告促銷、批發(fā)和零售，還需要了解消費者還未滿足的需求，并推出適當的產品和服務來達到企業(yè)盈利和發(fā)展的目的。 設計作為一門學科的誕生，是20世紀以后的事情。與管理學和營銷學相比，設計學的社會基礎十分單薄，學術界對它的印象不深。而從20世紀初，市場營銷學從管理學中脫離出來開始，一直發(fā)展到今天，市場營銷學已經形成了一套十分完善的理論，如市場細分、目標市場、消費者細分、市場定位、設計定位、商品定位等等；而且還有很成熟的策略理論，如服務營銷、競爭營銷、合作營銷、國際營銷等。這些內容，對于設計實踐有著十分重要的指導作用。為了促進自身的發(fā)展和完善，設計學必須借鑒管理學和市場營銷學的理論。 當設計越來越成為一個企業(yè)、甚至一個國家發(fā)展自身的強有力手段時，設計已經不能僅僅滿足于關心自身的審美與功能，設計的經濟特征也越來越凸顯出來；在知識經濟的時代，在面對加入WTO后的機遇與挑戰(zhàn)時，設計也要參與到市場競爭的浪潮中去；同時作為一個服務性的行業(yè)，設計也面臨著嚴峻的市場挑戰(zhàn)。于是，在設計中引入市場營銷管理是迫在眉睫的。市場營銷最大限度地實現了設計的社會價值、企業(yè)價值和個人價值，其中最引人注目的就是利潤的最大化；市場營銷給企業(yè)提供了很多的生產力機會；市場營銷也為設計提供了更多的設計目標，讓設計做到有的放矢。因此，研究設計市場營銷管理的理論和實踐，對于提高設計業(yè)整體的設計水平和管理水平，都具有顯著的現實意義。 本文采用了理論與實踐相結合的研究方法，針對設計這一領域，探討了市場營銷管理的相關理論，并結合當今國內外優(yōu)秀設計企業(yè)的管理案例進行分析，提出了對于設計行業(yè)的市場營銷管理的建議與策略，，還指出設計行業(yè)的市場營銷管理必須進一步完善以及要不斷進行設計產品的創(chuàng)新，才能滿足企業(yè)發(fā)展的需求。 總之，設計市場營銷管理不僅是一個學術界要研究的對象，而且是當今設計企業(yè)極其關心的熱點問題，需要進行系統(tǒng)的研究和實踐，盡早探索一條加快我國設計行業(yè)健康發(fā)展，提升設計行業(yè)整體設計實力和競爭力的市場營銷管理的道路，以推動我國社會經濟的健康飛速發(fā)展。
[Abstract]:The meaning of design is the process of communicating some kind of plan, planning, imagining and solving problems through visual language. It has the basic characteristics of general plan, and it also highlights the plane. The characteristics of three-dimensional or spatial image creation. People generally need to first design the objects, and then according to the design of the specified process, materials, structure, function and so on put into production, marketing and so on. Marketing requires market research, design, production, advertising promotion, wholesale and retail sales, as well as understanding the unmet needs of consumers. And the introduction of appropriate products and services to achieve corporate profit and development purposes. Design was born as a subject after 20th century. Compared with management and marketing, the social foundation of design is very thin, and the academic circles are not impressed with it. Marketing has been separated from the management science, and has been developed to today, marketing has formed a set of very perfect theory, such as market segmentation, target market, consumer segmentation, market positioning. Design positioning, commodity positioning and so on; And there are very mature strategic theory, such as service marketing, competitive marketing, cooperative marketing, international marketing, and so on. In order to promote its own development and perfection, design must draw lessons from the theories of management and marketing. When the design becomes more and more a powerful means for an enterprise or even a country to develop itself, the design can no longer be satisfied with its own aesthetic and function, and the economic features of the design are becoming more and more prominent. In the era of knowledge economy, in the face of opportunities and challenges after China's entry into WTO, design should also participate in the wave of market competition. At the same time, as a service industry, design is also facing a severe market challenge. Therefore, it is urgent to introduce marketing management into the design. Marketing realizes the social value of design to the maximum extent. Enterprise value and personal value, among which the most striking is the maximization of profit; Marketing provides enterprises with a lot of productivity opportunities; Marketing also provides more design objectives for the design, so that the design to achieve a targeted. Therefore, the study of design marketing management theory and practice, to improve the design industry as a whole design level and management level. Both have significant practical significance. This paper adopts the research method of combining theory with practice, aiming at the field of design, discusses the relevant theories of marketing management, and analyzes the management cases of excellent design enterprises at home and abroad. It also points out that the marketing management of the design industry must be further improved and the design products should be innovated continuously. In order to meet the needs of enterprise development. In short, design marketing management is not only an academic object to be studied, but also a hot issue of great concern to design enterprises, which requires systematic research and practice. In order to promote the healthy and rapid development of our country's social economy, we should explore a way of marketing management to speed up the healthy development of our design industry and enhance the overall design strength and competitiveness of the design industry as early as possible.
【學位授予單位】：武漢理工大學
【學位級別】：碩士
【學位授予年份】：2007
【分類號】：F274

【引證文獻】

相關碩士學位論文 前1條

1 陳潤東;智能型生態(tài)廁所的綠色研究和開發(fā)[D];安徽理工大學;2012年

本文編號：1436091