工业设计英语教育教学探究论文
摘要 ：本文通过对工业设计专业的英语教学分析和研究，探析了目前专业英语教学的部分现状及可能存在的问题，并提出工业设计专业英语在教学中的一些思路和方法，探讨了如何在应用方面的教学问题，从教学内容、教学方法、师资队伍建设、考核方式等方面探讨了课程改革的措施，获得了一些初浅的结论。
关键词 ：工业设计；专业知识；专业英语
一、引言
随着“一带一路”倡议的兴起，整个国际经济进入了一个崭新的阶段。中国对外进出口的日益增加以及相关科研文献查阅的大量需求，对于开设专业英语教学显得尤为重要。专业国际化和市场国际化不断深入，在本科教学中，专业英语教育越来越受到重视，工业设计专业英语教学有一定难度，涉及到的外文资料有一定深度和广度，这就给专业英语教学带来了一定困难，尤其对专业英语词汇的理解和把握，传统的教学方法目前不可能有效达到专业英语教学的要求和目的，因此，探讨工业设计专业英语教学，提升教学质量，成为当前专业英语教学研究和讨论的热点[1]。
二、工业设计专业英语的教学背景及分析
专业英语是与基础英语（或通用英语）相对提出的概念，它的教学目标、教学内容和实践要求不仅仅是专注语法、语句即课文的分析，而是重在将语言运用和语言交流结合，既关注社会、市场和国际上对于英语人才的要求，也重视学生在将来的实际工作中的需求[2]。工业设计专业英语在本科教育过程中的重要性以及必要性主要体现在以下几个方面。1.随着我国工业设计专业和学科的发展，引进、引用、借鉴国外的资料、技术以及教学方法和教学内容不断增加和日趋明显。开设双语教学成为常态化，在教学中，英文专业书以及国外英文原版教材、专著和资料已经被广泛用作教学或者参考资料。2.工业设计专业的毕业生步入社会之后，在参加项目设计、产品构思、工作管理，以及其他技术工作中，越来越多地接触英文专业文献及资料，在设计和构思中也大量参考和受启发于国外设计概念、设计思路、设计构想以及相关的资料文献。基于以上现实情况，需要工业设计专业的毕业生具备较高的专业知识和英文水平。3.许多本科生毕业后继续攻读硕士或者博士，他们从事的研究工作处于本专业前沿，在向国际刊物投稿、进行国际间交流的过程中，需要具有一定的外文阅读、学习能力，并能够对专业英语的内容进行准确分析和掌握。所以设计专业的学生不仅要掌握基础英语，而且要掌握一定的专业英语。
三、工业设计专业英语的教学现状分析
1.目前我国理工类院校对于专业英语的教学还处在探索和研究阶段。过去高校将英语教学重点放在基础英语上，强调提高大学英语四、六级通过率，并将此作为重要的考核指标，而将专业英语仅仅作为基础英语的简单“延伸扩展”，重点在于对基础英语教学模式的研究探讨和分析，忽视专业英语教学成效。2.目前我国工业设计专业英语的教学过程中，学校、老师和学生对专业英语的重视程度有待加强，对专业英语的认识还有待提高，在专业英语的学习方式、方法和理念方面有待进一步改进。比如，采用大课堂教学的方法；对于课程设计、课程开发、课程实施等需求有待提升。在工业设计专业英语教学设置的合理性方面、教材内容的规范性方面、师资力量的.提高程度等方面，有很多值得探讨的问题。而采用基础英语教学方法进行专业英语教学可能是当前最为突出的教学问题。3.在上专业英语课时，学生已经进入专业课学习，且课程较多，压力也大，这样易导致学生把专业英语当做负担；此外由于工业设计专业英语内容较单一、专业背景较浓厚，文章形式和风格较呆板和枯燥，而且工业设计专业英语词汇较难、句子较难、汉语表达较难，从而使得学生感到有压力，学习较吃力，这种状况对于培养学生的学习兴趣和积极性较为不利。4.教学中以教师为中心。教师带领学生从学习生词到解释语法难点，再进行重点文句翻译。使学生处于被动学习地位，学生参与课堂讨论交流的机会和氛围少，师生之间很少互动和交流，教学中一般侧重于专业词汇的解释和课文阅读及英译中的训练，而忽略了听力和用英语表达专业概念的训练。“听、说、读、写、译”的训练不均衡，学生口语差、发音不规范、听力弱等现象普遍存在。5.目前大多数专业英语的考试形式是翻译专业文献，有些利用查阅资料和字典进行开卷考试，这种考核方式不仅形式和内容单一，内容覆盖面窄，而且也导致了学生容易轻视专业英语的学习。而反观基础英语的考核方式，如四、六级考试包括听、写、阅读等，甚至还有口语考试，专业英语的考核方式值得进一步改革。6.师资情况。工业设计专业英语教师较少来自具有本专业知识且英语水平较好的教师，绝大部分属于教授基础英语的教师。虽然基础英语教学是专业英语教学的基础，但是相比较于专业英语教师，基础英语教师英文功底扎实，对于专业英语教学中的基础部分有有利的一面；但工业设计的专业词句以及在专业领域的含义，需要有较好的专业基础知识的支撑。因此，具有专业知识背景同时又有基础英语教学能力的教师，是工业设计专业英语较为理想的授课教师[3]。
四、工业设计英语教学改革、措施和方法
1.在工业设计专业英语教学中，通过词汇记忆、短语练习和英语对话提高课堂的趣味性和实效的同时，需要通过一些新的教学理念、教学方法和英文专业资料，结合多媒体等教学方式，达到有效的教学目的。2.采用微课程教学模式进行教学方法的改进，在教学课堂中，通过微课程计划、设计、开发、执行、实施等微细步骤。以“微课程”为中心，围绕和引导学生在课程的安排和整体方面，灵活地进行专业英语学习，促进工业设计专业英语教学的趣味性、素质性、逻辑性、专业性、现实性[4]。3.研究工业设计专业英语课堂模式以及应用，有针对性地对学生的学习方式进行改善，并促使他们养成自学的好习惯，提升素质教学。结合当前采用大课堂教学的方式，多利用多媒体、微课程、翻转课堂等新型的教学模式，以满足现代信息化教学需求。4.工业设计专业英语教学难度较大，专业知识较为复杂，在英语课堂教学实践中，通过移动互联网促使学生在课程学习中变被动为主动，转变学习的思维方法，提升自身学习的能力和素质。5.在改进教学方式和方法的过程中，结合实际情况，对学生加强实训和交流，加深他们对课程内容更深层次的理解。例如，到外企或者有国际背景的企业，进行实地的考察、参观、实习等，通过这样循序渐进的实训教学，改善和纠正学生不重视专业英语学习的思想，使他们认识到专业英语学习的重要性，激发他们的学习动力。6.采用量化评估，考核学习效果，提高教学和学习质量。针对具体的工程应用问题和有关实践以及专业领域要求，进行教学体系的评估、教学内容的更新、教学方法的改进、教学质量的提高。设置对工业设计专业英语教学模式内容的考核项目及研究。7.提高教师的专业知识和专业技能。有目的、有计划、有选择地进行专业英语教师的选拨、培养和提高，不仅在基础英语方面，而且在专业英语方面提高教师的素质和水平，加强具有专业知识背景的教师在基础英语方面的培养和学习。8.科学的考核体系。课程学习的考核是检查教学效果、督促学生学习的一种重要手段，其目的是提高专业英语的教学水平和教学质量，所以要制定行之有效、合理的课程考核体系。专业英语的考核应该以专业英语综合能力、翻译、单词、英文专业术语等为主要考核内容，采用“四位一体”的考核方法，平时考查与期中测试相结合，闭卷与开卷相结合，平时成绩与期末考试相结合，基础知识与专业应用知识相结合的考核法。
五、结语
在科技不断进步、社会快速发展、“一带一路”倡议深入推进实施、国际交流日益频繁的当今社会，工业设计专业英语的教学要以培养学生的专业语言、交流、沟通和应用能力为目标，培养出能够适应当前以及未来工业设计工程领域工作需求的优秀的科技型创新人才，提高我国在国际上地位和作用。这也是我们今后努力的目标。
参考文献：
[1]廖莉芳,秦傲松.专业英语教学现状调查报告[J].外语界,2000,(3):26-30.
[2]曹万林,李振泉,刘晓慧,李宗泳.大工程教育背景下提高本科教育质量的新措施[J].北京教育,2008,(1):39-40.
[3]廖志豪.基于素质模型的高校创新型科技人才培养研究[D].华东师范大学,2012.
[4]孙伟民.以实践教学为载体培养学生的工程意识和工程设计能力[J].中国高等教育,2006,(9):46-47.
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Industrial design is an applied art whereby the aesthetics and usability of mass-produced products may be improved for marketability and production. The role of an Industrial Designer is to create and execute design solutions towards problems of form, usability, user ergonomics, engineering, marketing, brand development and sales.
The term "industrial design" is often attributed to the designer Joseph Claude Sinel in 1919 (although he himself denied it in later interviews) but the discipline predates that by at least a decade. Its origins lay in the industrialization of consumer products. For instance the Deutscher Werkbund, founded in 1907 and a precursor to the Bauhaus, was a state-sponsored effort to integrate traditional crafts and industrial mass-production techniques, to put Germany on a competitive footing with England and the United States.
Definition of industrial design
Water kettle designed by Peter Behrens in 1909
A Braun stereo
Vox Phantom guitar, 1962General Industrial Designers are a cross between an engineer and an artist. They study both function and form, and the connection between product and the user. They do not design the gears or motors that make machines move, or the circuits that control the movement, but they can affect technical aspects through usability design and form relationships. And usually, they partner with engineers and marketers, to identify and fulfill needs, wants and expectations.
In Depth "Industrial Design (ID) is the professional service of creating and developing concepts and specifications that optimize the function, value and appearance of products and systems for the mutual benefit of both user and manufacturer" according to the IDSA (Industrial Designers Society of America).
Design, itself, is often difficult to define to non-designers because the meaning accepted by the design community is not one made of words. Instead, the definition is created as a result of acquiring a critical framework for the analysis and creation of artifacts. One of the many accepted (but intentionally unspecific) definitions of design originates from Carnegie Mellon's School of Design, "Design is the process of taking something from its existing state and moving it to a preferred state." This applies to new artifacts, whose existing state is undefined and previously created artifacts, whose state stands to be improved.
According to the (Chartered Society of Designers) design is a force that delivers innovation that in turn has exploited creativity. Their design framework known as the Design Genetic Matrix (TM) determines a set of competences in 4 key genes that are identified to define the make up of designers and communicate to a wide audience what they do. Within these genes the designer demonstrates the core competences of a designer and specific competences determine the designer as an 'industrial designer'. This is normally within the context of delivering innovation in the form of a three dimensional product that is produced in quantity. However the definition also extends to products that have been produced using an industrial process.
According to the ICSID, (International Council of Societies of Industrial Design) "Design is a creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services and their systems in whole life-cycles. Therefore, design is the central factor of innovative humanization of technologies and the crucial factor of cultural and economic exchange."
Process of design
Although the process of design may be considered 'creative', many analytical processes also take place. In fact, many industrial designers often use various design methodologies in their creative process. Some of the processes that are commonly used are user research, sketching, comparative product research, model making, prototyping and testing. These processes can be chronological, or as best defined by the designers and/or other team members. Industrial Designers often utilize 3D software, Computer-aided industrial design and CAD programs to move from concept to production. Product characteristics specified by the industrial designer may include the overall form of the object, the location of details with respect to one another, colors, texture, sounds, and aspects concerning the use of the product ergonomics. Additionally the industrial designer may specify aspects concerning the production process, choice of materials and the way the product is presented to the consumer at the point of sale. The use of industrial designers in a product development process may lead to added values by improved usability, lowered production costs and more appealing products. However, some classic industrial designs are considered as much works of art as works of engineering: the iPod, the Jeep, the Fender Stratocaster, the Coke bottle, and the VW Beetle are frequently-cited examples.
Industrial design also has a focus on technical concepts, products and processes. In addition to considering aesthetics, usability, and ergonomics, it can also encompass the engineering of objects, usefulness as well as usability, market placement, and other concerns such as seduction, psychology, desire, and the emotional attachment of the user to the object. These values and accompanying aspects on which industrial design is based can vary, both between different schools of thought and among practicing designers.
Product design and industrial design can overlap into the fields of user interface design, information design and interaction design. Various schools of industrial design and/or product design may specialize in one of these aspects, ranging from pure art colleges (product styling) to mixed programs of engineering and design, to related disciplines like exhibit design and interior design, to schools where aesthetic design is almost completely subordinated to concerns of function and ergonomics of use (the so-called functionalist school）。
Industrial design rights
Industrial design rights are intellectual property rights that protect the visual design of objects that are not purely utilitarian. An industrial design consists of the creation of a shape, configuration or composition of pattern or color, or combination of pattern and color in three dimensional form containing aesthetic value. An industrial design can be a two- or three-dimensional pattern used to produce a product, industrial commodity or handicraft.
Under the Hague Agreement Concerning the International Deposit of Industrial Designs, a WIPO-administered treaty, a procedure for an international registration exists. An applicant can file for a single international deposit with WIPO or with the national office in a country party to the treaty. The design will then be protected in as many member countries of the treaty as desired. Design rights started in the United Kingdom in 1787 with the Designing and Printing of Linen Act and have expanded from there.
Legislations
India
India's Design Act, 2000 was enacted to consolidate and amend the law relating to protection of design and to comply with the articles 25 and 26 of TRIPS agreement. The new act, (earlier Patent and Design Act, 1911 was repealed by this act) now defines "design" to mean only the features of shape, configuration, pattern, ornament, or composition of lines or colours applied to any articlewhether in two or three dimensional, or in both forms, by any industrial process or means, whether manualal or mechanical or chemical, separate or combimed, which in the finished article appeal to and are judged solely bt the eye; but does not include any mode or principle of construction.
Canada
Canada's industrial design act affords ten years of protection to industrial designs that are registered; there is no protection if the design is not registered. The Industrial Design Act (R.S., c. I-8) defines "design" or "industrial design" to mean features of shape, configuration, pattern or ornament and any combination of those features that, in a finished article, appeal to and are judged solely by the eye.
During the existence of an exclusive right, no person can "make, import for the purpose of trade or business, or sell, rent, or offer or expose for sale or rent, any article in respect of which the design is registered." The rule also applies to kits and substantial differences are in reference to previously published designs.
United Kingdom
In addition to the design protection available under Community designs, UK law provides its own national registered design right and an unregistered design right. The unregistered right, which exists automatically if the requirements are met can last for up to 15 years. The registered design right can last up to 25 years subject to the payment of maintenance fees。
United States
U.S. design patents last fourteen years from the date of grant and cover the ornamental aspects of utilitarian objects. Objects that lack a use beyond that conferred by their appearance or the information they convey, may be covered by copyright -- a form of intellectual property of much longer duration that exists as soon as a qualifying work is created. In some circumstances, rights may also be acquired in trade dress, but trade dress protection is akin to trademark rights and requires that the design have source significance or "secondary meaning." It is useful only to prevent source misrepresentations; trade dress protection cannot be used to prevent others from competing on the merits.
Product design
Product design can be defined as the idea generation, concept development, testing and manufacturing or implementation of a physical object or service. Product Designers conceptualize and evaluate ideas, making them tangible through products in a more systematic approach. The role of a product designer encompasses many characteristics of the marketing manager, product manager, industrial designer and design engineer.
The term is sometimes confused with industrial design, which defines the field of a broader spectrum of design activities, such as service design, systems design, interaction design as well as product design.[citation needed] The role of the product designer combines art, science and technology to create tangible three-dimensional goods. This evolving role has been facilitated by digital tools that allow designers to communicate, visualize and analyze ideas in a way that would have taken greater manpower in the past.
Skills needed
Product designers are equipped with the skills needed to bring products from conception to market. They should have the ability to manage design projects, and subcontract areas to other sectors of the design industry. Aesthetics is considered important in Product Design but designers also deal with important aspects including technology, ergonomics, usability, stress analysis and materials engineering.
As with most of the design fields the idea for the design of a product arises from a need and has a use. It follows a certain method and can sometimes be attributed to more complex factors such as association and telesis. Also used to describe a technically competent product designer or industrial designer is the term Industrial Design Engineer. The Cyclone vacuum cleaner inventor James Dyson for example could be considered to be in this category (see his autobiography Against The Odds, Pub Thomson 2002).
Application
Some companies or individuals have particularly strong feel for developing new products than others. In the modern world these include especially technological companies like iRobot, Google or Nokia. Many product designers are strategic assets to companies that need to maintain a competitive edge in innovation.
Design concepts and conceptual design
The concept of people or things on behalf of some of the characteristics of the development process and significance of the conclusions formed by thinking. Design concept is generated by the designer for the design thinking of the many emotional and refined into the thinking generated by summing up, so early in the design phase the designer must design the program to make thorough investigation and planning, analysis of a customer's specific program requirements and intent, and purpose of the intention of the program as a whole, geographical features, coupled with cultural content, such as the quality of designers have a unique way of thinking the idea of a series of design can in many thoughts and ideas on refining the design of the concept of the most accurate.
A short conceptual design is the use of the design concept and its main line running through all of the design method of the design process.
Conceptual design is a complete and comprehensive design process, it will be the designers of the concept through the design of complex and emotional moments of thinking up to a unified rational thinking in order to complete the design. If the concept of design is an article, then the design concept is the theme of this article. Conceptual design and to start focusing on the design concept and the design concept is related to all aspects of conceptual design.
Second, the concept of design thinking process
The key lies in the concept of design concept and application of two aspects, specifically, it includes the design of pre-planning preparation; technical and feasibility appraisal; thinking cultural significance; geographical characteristics of the study; customers and market research; space forms understanding; design concept and discussion; the expansion of the design concept; the concept of expression; conceptual design evaluation, and many other steps. This shows the overall conceptual design is a wide range of design, the objective is to design constraints, market demand and the subjective initiative of the designer to a design theme of a unified approach.
Design concept
First of all, to carry out program analysis. Program analysis, including analysis of the specific construction sites; building structure analysis; environment and illumination analysis; space several parts, such as functional analysis. For the design of commercial space for the analysis and conclusions of the location it is still important, such as McDonald's, KFC and other fast-food restaurants are the location of the larger flow in the city center commercial area, opened the door, windows and the direction of flow line will be is designed to focus when. And such as bars, tearooms, such as the relative need of the environment with the cultural atmosphere, as far as possible will have a quiet, elegant environment for the introduction of the indoor outdoor.
Analysis followed by the customer. Customer analysis is aimed at understanding the customer's design requirements, for different customers different designs in order to reflect the design of targeting people-oriented ideas. Specific in terms of interior design at home, the number of family members, all ages, the owner of the occupation and habits, interests and hobbies are the analysis should be investigated. Body height and owners, state of health is guided in all aspects of ergonomic design, the analysis of customer design concept is an important aspect of positioning.
Followed by market research. Similar to the existing design of the analysis often can be further profound thinking designers, which put forward the concept of a unique design of the space to create a unique image and decorative effect. Cases which should have the analysis, the development of the market to forecast the spatial distribution of different designs and so on, in-depth market research will help designers to adjust the design thinking, deepen their understanding of the special understanding of the space limit.
After data collection. Designed to gather relevant data for analysis helps the designer to design to today's understanding, as well as the special space ergonomic grasp the scale, so that the functionality of the design perfect.
Finally, the positioning of the design concept and to make. After a few points in front of after-depth analysis, design, who must have some idea on the whole design and ideas, and these ideas are derived from the design of the perceptual object of thinking, then we would be able to follow an integrated, abstract, summary, summing up the way of thinking of these ideas to identify the inherent classification related to the positioning of the design, creating design concepts.
As a result of our ideas are based on the program and thus to start on, so its design attributes must have a relative concept and uniqueness, it is designed to ensure that our innovative designs and unique significance.
Into the design and application of the concept of
The design process is the use of the concept of rational design concepts will be given to the design process, which includes the design concept of the deductive, reasoning, divergent thinking process, etc., thus rendering the concept of an effective program in the design above. If the concept of design is the designer's sensibility come to the conclusion of thinking, then you need to use the concept of the concept of rational designers will design the divergence to a small part of each. From design concept inherent in the use of the general model should have the following aspects:
First, the space forms of thinking. Space form and the initial phase of research in the conceptual design for the section in its division, is designed to consider the concept of use of part of the primary. First of all, all space should be considered an integral part of the function of rationality, to be used in the list of analysis, comparison Legend analysis of space to think about the relationship between space, human traffic the size of the status of primary and secondary space, privacy of comparison, the relative movement of space research, etc. This will help us in the layout of more effective and rational use of existing space to make room for the practicality of full play. Space followed by the conceptualization of flow lines, such as the design is the creation of a marine or underwater world to the concept of the feeling of its space will streamline the use of curves, arc, wave form of the main line. It is the expression of plant, machinery, application of the concept should be more than a straight line, broken line for the space division. In the spatial arrangement of this step, every effort should be made to the design and spatial expression of the concept of the rationality of the arrangements combine the space to find the best forms of expression.
The industry design- future master of Chinese industry
"What is the industrial design?" This question caused the people which multitudinous has not involved regarding this has the understanding desire actually to have the psychology which confused, did not know should by among what kind of status, what way involvement. And what is more believed that, the industrial design is the simple packing. They cannot understand any is "industry designer". They thought the designer must be the branch industry, for instance designs the toy to call "toy designer", designs the furniture to call "furniture designer", designs the automobile to call "automobile designer".
Actually, the industrial design is the outward appearance design not merely. Now is cramped to the industrial design understanding very much, regards as it is the modelling design merely, therefore it must go naturally with the craft comparison, the Chinese industry designer basically all is an outward appearance modelling design. The handset sells the fire such, actually changging is the outward appearance. The plan is others, the patent is others, we only can go to trade the color to trade the outer covering. We only are in tidy up to the product, do not have the solution basic question.
Since the industrial design has said is in fact the Industrial Revolution people's design. Since the Industrial Revolution appeared the big division of labor, some people study the market specially, some people study the marketing specially, some people study the technical development specially, some people study people's life demand specially. This time, designed is separated, this time design was called the industrial design.
The industrial design takes to the enterprise the huge benefit. The industrial design occupies the big ingredient in a product value, not greatly easy quantification, because it is contains in inside, is a soft value, its content is the cultural value, is the national mechanism, the horizontal ability one kind manifests. The overseas some similar analogies, like US has this kind of view, certainly is not very precise: In the enterprise if invested in the technical equipment renews has brought benefit, that industrial design brought the benefit was its 5 times. If invests 1,000 US dollars, brings the benefit on the equipment is 10% speech, that this 1,000 US dollars will throw the benefit which will bring to the design will be 780%, at least 560%, because its added value high, the profit will be high. England's Madame Thatcher as early as had said in 20 years ago, England may not have the government, but may not not design. England's success mainly depends on its design impetus. The industrial design is belongs to the modern industry product, the product structure, the industrial structure carries on the specialty which the plan design, innovates unceasingly. Its core is take "human" as the center, the design creation achievement must be able fully to adapt, satisfiedly to take "human" the demand. Humanity's demand never can pause on some, thus the industry is the design also is needs "to redesign" the specialty.
The industrial design is the scientific research technology achievement transforms as the product, forms the commodity, conforms to the demand, the beneficial environmental protection core process, is the technical innovation and the knowledge innovation touchdown target, is system approach which the product, the commodity, the thing, the waste product transforms mutually. The industrial design essence is "artificial thing science". Before the reform and open policy, our country basically has not formed own industrial design ability. In the modern industry product, extremely little belongs to our country to originate. Two, under the planned economy system, the product uniform purchase has exclusive selling rights, falls short of demand, is the seller market, under such historical condition, also does not need the industrial design.
In the recent 20 years, our country industrial design enterprise had the very big progress. The at the beginning of 1980s, the universities, colleges and institutes start to establish the industrial design specialty, now, our country had more than 200 colleges and universities to open this specialty, some big enterprises also one after another established the industrial design department, the industrial design started in the product modelling design aspect to win initial success. As a result of the industrial design advancement, causes the enterprise product modelling diversification, but looked from society's overall, the industrial design still was at the early time development phase in our country, but also has not been able to like the developed country to be same, created the high benefit with extremely active "productive forces" "industrial". The big market concept essence is not by "the modelling" design primarily, but is serves the "user take" as "this".
Therefore, the industrial design true duty, is carries on the conceptual design to the new life style demand which the localization of target, the research analysis and determined from this. This leading direction on for the work which met down had found the very good starting point. At present " sells fixes production quotas " " the small market " mechanism, the force enterprise falls into vicious circle " noisy crowd ", “the price war " eddy current is inescapably involved. Its primary cause has not grasped industrial design this methodology, therefore has not been able in the enterprise industrial structure, in the product mix adjustment strategy and even " brand ", “in the quality " concept, serves the " customer for central " " the " goal to take truly the enterprise profit the basic condition, but only grasps " hardware ", the technology, the processing quality, the advertisement, the marketing and the enterprise vivid strategy and so on these methods. Does not stress the basic market localization, the market goal variation strategy, namely did not stress the industrial design, enterprise's technological innovation has lost the goal, created the enormous resources waste, finally, enterprise's competition only paused in the low level.
Cites an example to explain malpractice: The developing nation development automobile industry has two paths, one is the South Korean path, through the independent development, the development nationality industry, becomes the multinational corporation the competitor; One take the Latin American nations as representative, runnings in the capital path, degenerates into the multinational corporation the dependency. But our country produces early compared to South Korea the automobile for several years, several big automobile group company is basic until now independently has not developed the passenger vehicle ability. Are increasingly many with the foreign joint capital automobile enterprise, in the world the famous multinational corporation nearly all arrived China to pool capital.
Most important, uses our technology to fire our brand, carries forward the national industry to need the industrial design in the final analysis. In the independent brand time, the design will become the commercial strategy a part, the design strategy becomes the enterprise strategy the important part. Perhaps the design can create the new business model in this time.
Because is too early, we are impossible to this kind of strategy industrial design understanding in extremely clearly, but some tendencies we are may estimate. One is the product image distinguishes into possibly, each brand all must have own individuality, this kind of individuality will also manifest in enterprise's all product family member; Two, the design object can have the development. Its real situation and the thing equally important, the product and the service is worth taking equally. Not only enterprise sales product, but also sells the service. Again to looks out into the distance the vision looks, the experience design not does not have possibly. Three, in the design method even more emphasized the team cooperation, the team members will come from a broader domain. In fact, because has the special status and the function in the industrial promotion and the development, now many countries already the industrial design took the national innovation strategy the important constituent, establishes the special control section in abundance, the investment huge fund, and gives the support in the industrial policy. England is equipped with National Design Committee, manages the nation industrial design advancement work; Japan proposed " builds the nation on the basis of scientific and technical development, the design leads the way the " national policy, is equipped with the design promotion hall, the design policy hall as well as the industrial promotion in the Ministry of International Trade and Industry can use in advancing this work; South Korean Government is proposed in the industrial development summary that, hoped becomes the world to 2010 to design the powerful nation.
Then our country if hoped can through enhance the high-tech product the added value to strengthen our comprehensive strength, then should start from the present to take the industrial design, sets up the special government control section and the profession association, and provides the capital source for it. Government to industrial design fund investment, also must have the special allocation, set up the fund. Under so environment, not only can develop the native place to design, but also can have the formidable rallying point to attract more international resources.
