产品语义设计驱动文化消费升级的机理与路径

非功能性需求成为以消费为中心的后现代社会顾客购买决策的重要影响因素,这意味着必须提升产品使用价值以外的文化和象征价值。本文通过阐述产品语义的内涵,运用设计驱动创新和产品设计创新理论,从产品语义的供给和需要两个视角,发现产品语义设计能够挖掘顾客难以言表并且尚未满足的文化需求;产品语义设计立足未来的文化消费潮流提升产品质量,以此驱动文化消费升级;设计驱动创新侧重于产品语义的突破式创新,通过产品的情感和寓意等文化属性构建差异化的竞争优势。据此提出营造产品语义创新的环境机制与过程机制等六条路径,强调需要高度重视技术推动、市场拉动和设计驱动三维创新源动力及其组合,促进产品语义设计驱动文化消费升级。

Non-functional requirement has been the important factor in purchasing decision-making in the current post-modern consumer-centered society, which means that cultural and symbolic values other than the use value of the product must be enhanced. By expounding the connotation of product semantics, this paper applies the theory of design-driven innovation and product design innovation, and from the two perspectives of supply and demand of product semantics, shows that semantic design of products can tap into the unsatisfied and unexpressed cultural needs of customers;product semantic design is based on the trend of cultural consumption in the future to improve the quality of products, so as to drive the upgrading of cultural consumption;design-driven innovation mainly focuses on breakthrough innovation of product semantics and constructs differentiated competitive advantage through cultural attributes such as product emotion and implication. Finally, six paths are provided to help create both the environment and procedure mechanisms of process mechanism of product semantic innovation, and emphasizes the need to attach great importance to the three-dimensional innovation source power and its combination as to promote the semantic design of products to drive the cultural consumption upgrading.