工业设计视阈下的设计驱动型品牌创新范式研究

Study on Innovation Paradigm of Brand Driven by Design from the Perspective of Industrial Design

目的探究几种典型的设计驱动型品牌的创新范式,为国内不同类型的企业转向设计驱动型品牌提供创新范式参考。方法借助设计驱动式创新理论确定设计驱动型品牌的特征,并以此为根据判断研究对象设计驱动型品牌,再从创意来源、创意实现过程和创新成果3个方面分析不同的设计创新驱动式创新范式。结论以鸿翼科技为代表的设计探索式创新,其创意来源于内部团队挖掘痛点,以优化产品和解决市场痛点为创新逻辑,其创意效果根据企业的创新策略而实现,其成果以硬件产品为主。以小米公司为代表的设计开放式创新,其创意来源于线上用户社群和生态链创新团队,且创意过程由研发工程师在线获取反馈信息而实现,最终创新成果主要表现为硬件产品、系统和服务。以苹果公司为代表的设计整合式创新,其创意来源于虚拟社群和技术整合,且创意过程由内部团队根据企业目标而实现,最终创新结果主要有硬件产品、软件、系统、技术和服务。

This paper explores the innovation paradigm of several typical design-driven enterprises and provides references for different types of domestic enterprises to turn to a design-driven innovation paradigm.By virtue of the theory of design-driven innovation,the characteristics of design-driven enterprises are determined,and the selected cases are identified as design-driven enterprises through these characteristics.Then,different design-driven innovation paradigms are analyzed from three aspects:creative source,creative realization process and innovative results.The design exploration innovation represented by Hongyi Technology comes from the internal team to dig out pain points,and takes optimizing products and solving market pain points as the innovation logic.The creative process is realized according to the innovation strategy of the enterprise,and its innovation results are mainly hardware products.The open design innovation represented by Xiaomi derives its creativity from the online user community and the ecological chain innovation team.Its creative process is realized by the r&d engineers who get feedback information online.Its innovation results are mainly reflected in hardware products,systems and services.The integrated innovation of design represented by Apple Inc.comes from the virtual community and technology integration,and the creative process is realized by the internal team according to the enterprise goals.The innovation results mainly include hardware products,software,systems,technologies and services.