汽车产业全球化背景下的设计战略赋能:基于MG品牌的案例研究

Design Strategy Empowerment in the Context of Automotive Industry Globalization:A Case Study Based on the MG Brand

文章首先通过综合性回顾设计战略类文献,明确了设计战略在汽车行业中的应用领域和重要作用。接着系统性梳理MG品牌发展历史,分析MG作为一个全球化品牌在2007年、2014年和2019年的3次重大设计战略决策案例,探讨设计战略在汽车行业中的实施过程和重要影响。研究总结聚焦于汽车设计战略决策服务品牌差异化、文化融合、品类创新及其在全球化背景下的应用,旨在为设计赋能中国汽车产业的全球化发展提供洞见和启示。

First,by comprehensively reviewing the literatures on design strategy,the appli⁃cation areas and important roles of design strategy in the automotive industry are clarified.Then,by systematically sorting out the historical development of the MG brand,three major design strategy de⁃cisions made by MG in 2007,2014,and 2019 are analyzed,exploring the implementation process and important impacts of design strategy in the automotive industry.The summary focuses on brand differentiation,cultural integration,category innovation of automotive design strategy decisionmaking services,and their application in the context of globalization,aiming to provide insights and inspiration for empowering the globalization of China's automotive industry through design.