기업의 제품디자인 경영전략과 경영성과에 관한 연구

Abstract

It’s getting even more difficult to entice consumers to shop merely out of the excellent quality or technology of certain products in nowadays society where technological and quality disparity between products are diminishing. When it comes to the final decision on which one to choose, consumers will invariably go for the ones with prominent design. Thus, design has become part of the benchmark for consumers. While most of the relevant research focus on packaging and design of products, this paper discuss the Effect of Corporate Product Design Management Strategy on the Business Performance. First, as for the effect of product design management strategies of Kia Motors, Kia Motors is actively encouraging innovation in management including design and design strategy, aiming to establish K series sales miracle. The design management strategies of Kia Motors has gradually gained momentum and boosted the sales of Kia Motors, all of which attests to the effectiveness of design. Secondly, we have done the research on the effectiveness of Apple products design management strategies. Product design is not purely a strategy but is also one of the most important factor in building up brands and creating revenue. High investment in product design also affects the margin of Apple. Thirdly, in the study of Haier which, in stark contrast to Kia Motors or Apple setting product design as core strategy, is mainly occupied with raising Chinese people’s awareness of its differentiated designs. Through the perfection and improvement of product designs, it has ramped up its market competiveness. In a transition from traditional strategy to the combination of both marketing and product design, Haier has ameliorated its product design and technology development strategy. In light of the study, we can surely come to the conclusion that product design strategy can play a crucial role in boosting competiveness and differentiating products. Moreover, it’s also the core of a company’s strategy. It’s reciprocal to both the functionality of strategy and design.

Key words: Product Design, Design Management Strategy, Decision Processes, Differentiation Strategy, Competitive Advantage, Business Performance