现代工业设计中英文翻译

Modern Industrial Design

1.Procedures of Modern Industrial Design

Industrial Design is a whole process from the market investigation and analysis, through the concept design and detail design, to manufacturing, packaging, advertisement and sells.

The followings describe each phase:

1.1 Market Investigation and Analysis

First, designers should acquire the products of enterprise and the situation of company's industry and customers, and decide the problem to be solved.

①Market investigating and information collection and analysis.

②Finding the problem that the enterprises need to solve.

③Starting to research the competitive products.

④Locating the products in the market. Result; Deciding the project plan.

1.2 Design Conceiving-Conceptual Design

The work core during this period is to dream up. The design company analyzes and summarizes the information and materials obtained from the last period, and then provide the innovative solution.

①Creating a concept, innovation and imagination, making primarily several conceptive designs, considering the workers and environment at the same time, and presenting design drafts.

②Comparing and analyzing the schemes above, and selecting 2-3 optional design schemes.

③valuating and validating the schemes from ②, including:

the target function,

costs and economics,

styles and colors of product,

manufacturability,

acceptability of market consumers.

Result: determining the conceptual design scheme.

1.3 Detailed Design

Designing each component and assemble in details, including style, color and environment of products.

Providing a complete set of drawings, from design drawing to engineering drawings, or digital design schemes.

Result: Finally determining the design scheme.

1.4 Design Submission and Prototype Making

Based on the determined design scheme of products, laying out the detailed manufacturing plan.

①Submitting the final design scheme.

②Determining the specification and techniques required during the production.

③Measuring and computing the costs of materials and manufacturing.

④Working out the machining process.

⑤ Manufacturing the models or prototype making.

⑥Judging the prototype machine.

Result: Determining the productivity and putting into production.

1.5 Batch Manufacturing

During this period, the design company helps the manufacturers organize production, as well as optimize the manufacturing techniques.

①Corresponding workers and facility management.

②Die manufacturing and facility installing.

③Establishing assemble description and production plan, and making the quality standardization.

④Batch production.

Result: Products are put into the market.

1.6 Products Get into the Market

①Product packaging.

②Making the propagandist^ strategy of products in the market and advertisement producing.

③Distribution strategy and ways of products.

Result; New products make the huge economic benefits and drive the market improving.

2.Modern Industrial Design and Marketing

2.1 Analysis of Market Requirements

Traditional marketing method focuses on making up an environment to attract consumers, but not be able to offer more complete and further information. Ne w methods, in a way, capacitate the team members to understand the social behaviors better, also to foresee the product focus and trends of consumers. These methods require members to do research and to investigate the potential users more deeply.

Some methods for deep research on users are:

(1) Scenario Development

A certain scenario or story for some typical users in the targeted activity is set up to narrate that the lack of product would make their activity harder or less fulfilling. This narrative can make team members to understand the basic situation of the users, to determine the target users and to go on to the next process.

(2) New Product Ethnography

Traditional ethnography is a form of cultural anthropology using fieldwork to observe the group and derive patterns of behavior, belief, and activity. The product ethnography is new developed form of ethnography. The method used in product development is a blend of the traditional methods with new emerging technology for observing, recording, and analyzing social situations. It is not merely descriptive but also predictive. The ethnography can be implied to the initial process of product development. The product ethnography can be used to predict consumer preferences for product features, form, material, color, and patterns of use and purchase , so to help determining the qualities that products should possess.

(3) Lifestyle Reference

Many successful products have formed new styles and trends in markets and are directing the fashion styles in design as well. Lifestyle Reference approach is to do the design with reference to other products, fashions and activities from the target market.

(4) Ergonomics

In order to gain a better understanding on the comfort of product for users, the ergonomically methods can be used to analyze man-machine interaction and detailed task.

Teams translate all the information gained by means of all the methods above into the indications and carry them out through the whole design process.

2.2 Concept of Value in Products

If a product is useful, usable and desirable to customers, and has strong influence on lifestyle impact, availability and ergonomics, it is valuable to customers. Good value is no longer based on more functions created with the lowest cost. Value in its true sense, however, is lifestyle-driven, not cost-driven. The emphasized attributes of the products are the terms of usefulness, usability and desirability. If the price needs to rise up, the value of the product has to increase at the same time. At the moment, the customers can accept the rising price based on the rising value. If the product does not add value, then as a commodity with higher cost it will fail in the market.

2.3 Analysis of Value Opportunity

Value can be broken down into specific attributes that contribute to a product's usefulness, usability, and desirability, and it is these attributes that connect a product's function features to that value.

(1) Value Opportunities

Value Opportunities are a set of opportunities to add value to a product. Value Opportunities can be represented as seven classes of value attributes; Emotion, aesthestics , identity, ergonomics, impact, core technology, and quality; each relates with the product's feature of usefulness, usability and desirability, and contributes to changing the product's value. The concept and analysis approach were also first brought forward by Professor Jonathan Cagan and Professor Craig M. Vogel of Carnegie Mellon University and have been widely applied in schools and corporations.

The contents of the value attributes see chart below;

(2) Value Opportunity Charts

We use the Value Opportunity to analyze the value opportunity of the product. Each attribute of product is qualitatively measured with ranges of low, medium and high. When the product meets some level of the attribute, a line is drawn for that.

The Value Opportunity Charts can help teams to understand what Value Opportunity attributes the product team targeted and how well the product turned out. In the Value Opportunity Analysis ( VOA) , this new V0s8 chart is compared either with the chart of old product or with the chart of competitive products, so that designers can find which attribute aspects of our products have increased the value or how it can be to achieve a

better solution.

(3) Ways to Increase Profit

In order to position the product, increasing of the product's value must lead to a higher cost, which can be compensated by some ways such as increasing the price and the sold quality.

The Map of Price and Cost Figure ( P57 ) shows that a profit increases with added value of product, i. e. , the profit margin is significantly higher for the higher-valued product.

Four ways to increase profits are;

①To increase the value of product-the profit increases according to the rising of value, so we can say that high-valued product brings in high profit.

②To increase the price-Remarkably, to customers, the additional price for product should be accorded with the added value and should have the appropriate profit.

③To establish strong brand equity, and thus to win customers-when the trust of brand is built up in the mind of customers, a long-ranged fixed users group will also be established, which leads to a higher quantity of product sale.

④To lay the lower price than the competitive price for gaining the advantage of price and a strong share of the market. The product's costs can be reduced through the scientific and efficient design mean so that the costs will not be highly increased at the same time when the product's value has been increased greatly.

With the methods above, the products with the characteristics of usefulness, usability

and desirability can achieve a better market place and gain a better profit.

现代工业设计

1.现代工业设计的程序

工业设计是一个从市场调研和分析开始，经过概念设计和细节设计，到加工制作，再到包装、广告和销售的全过程。

下面分别对每个阶段进行介绍：

1.1市场调研与分析

设计人员首先要了解企业的产品情况、所在行业和客户的状况，从而确定所需解决的问题。

①市场调研，资料收集和分析。

②找出企业当前急需解决的问题。

③着手竞争性产品的调查研究。

④产品的市场定位。

结果：确定项目计划。

1.2 设计构思—概念设计

此阶段工作的核心是创意。设计公司对前一阶段调查所得的信息和资料进行分析总结，提出具有创新性的解决方案。

①提出概念、创意和设想，做出多个初步概念设计方案；同时对工作者及环境进行考虑，并提供设计草图。

②对上述各个方案进行比较和分析，选出2-3个备选的设计方案。

③评估和证实上述方案，包括：目标作用；成本和经济因素；产品的风格和色彩；生产能力；市场消费者的接受度。

结果：确定概念设计方案

1.3 细节设计

对产品的各部分进行细节设计，包括设计产品的式样、色彩、环境等。提交从设计效果图到工程图的一套完整图纸或数字设计方案。

结果：最后确定设计方案。

1.4 设计提交与模型制造

根据所确定的产品设计方案，制定出详细的生产计划书。

①提交最终设计样本。

②确定生产中所需的规格和技术。

③测算材料和制造成本。

④确定加工工艺。

⑤制造模型或样机。

⑥样机的鉴定。

结果：确定生产力并投人生产。

1.5 批量生产

在此阶段，设计公司协助厂商组织生产并优化生产工艺。

①协调人员和设备管理。

②模具制作和设备安装。

③制定装配说明和生产计划，订立质量标准。

④批量生产。

结果；将产品投放市场。

1.6 产品进入市场

①产品包装。

②产品在市场上的宣传策略设计和广告制作。

③产品的销售策略和方式。

结果：新产品获得巨大的经济利益，推动市场前进。

2.现代工业设计与市场

2.1市场需求分析

传统的市场方法擅长于营造一个客户感兴趣的氛围，但往往不能提供更全面、更深层的信息。而现代新的方法可以让团队成员更好地理解社会行为，预测人们对产品的关注及客户的消费趋势。这种方法要求成员都投人到对用户的研究中，深入地调查潜在的客户。

深人理解用户的研究方法如下：

(1)情景分析

设定一个典型用户在目标活动中的场景或故事，说明由于缺少相关产品而使得他们的活动有些困难或不那么令人满意。这一描述可以使团队成员对用户的基本情况有足够的理解，以确定目标用户，进而进行下面的研究。

(2)新产品文化学

传统的人种学是一种使用实地调查来观察群体并归结出群体行为、信仰和活动模式的文化人类学，而产品文化学是其新的发展形式，它是将传统的研究方法与新技术结合起来以用来观察、记录并分析社会状况。它不仅是描述性的，而且是预见性的。把产品文化学运用到产品开发初期，可以对消费者关于产品功能、形态、材料、色彩、使用和购买模式的喜好等进行预测，从而用来帮助确定产品应该具有的品质。

(3)参考生活方式

许多成功的产品已经在市场中形成流行风格和趋势，引领着设计潮流。参考生活方式就是以来自目标市场的其他产品、风格和活动为参考来开展设计工作。

(4)人机工程学

用人机工程学的理论进行人机界面分析、细致的任务分析等，可以更好地理解产品对于使用者的适宜程度。

团队将把上述研究方法所获得的信息转化为可执行的动议，并贯彻到设计过程中。

2.2产品价值观念

如果产品对用户来说是“有用的”、“好用的”、“想要用的”，并且在生活方式、可用性及人机工程等方面有较强的影响力，那么这个产品对消费者就是有价值的。一个产品的价值高不再意味着以最低的成本创造最多的功能。成功的产品其价值是由生活方式驱动的，而不是由成本驱动的，它强调的是“有用的”、“好用的”、“想要用的”产品特性。如果提高了产品的价格，就必须增加产品的价值，

让客户感到增加的价格与增高的价值相符。只提高价格而不增加价值的产品在市场中注定会失败。

2.3价值机会分析

价值可以被分解为使产品具有“有用的”、“好用的”、“想要用的”属性，正是这些属性把产品的不同功能特性联系起来，都对改变产品的价值有所贡献。

(1)价值机会

价值机会是一系列对产品赋予价值的机遇。价值机会可以通过七类价值属性体现出来，分别为：情感、美学、身份、人机工程、影响力、核心技术和质量。每类属性都和产品“有用的”、“好用的”、“想要用的”属性相关，都对产品价值的改变做出了贡献。这一概念和分析方法也是由卡耐基梅隆大学的Jonathan Cagan教授与Craig M. V ogel教授首先提出的，并在学校和企业中得到了广泛的应用。

产品价值属性的内容见表：

价值机会可以帮助我们分析产品的价值机会。图中的每个属性都用低、中、高来定性衡量。当产品满足某一属性的某种级别时，就在相应位置画上线。

价值机会图有助于使团队理解开发产品时瞄准的价值机会属性和最终结果。在进行价值机会分析时，可以将原先产品与新产品的价值机会图，或者将竞争对手产品与自己产品的价值机会图进行分析比较，这样，设计者就可以从中发现我们的产品在哪些属性方面的价值提高了，或者在哪些属性上还可以有多大程度的改善。

(3)增加利润的途径

在产品设计中追求产品定位、增加产品的价值必然会导致成本的提高，但也可以通过提高价格和销售质量等手段得到补偿。

从价格与成本关系图可以看出：随着产品价值的提高，利润增长的幅度会加大。也就是说，高价值产品所创造的利润会更大。

提高利润主要有以下四种途径：

①提高产品的价值。因为利润随价值的提高而增加，所以我们可以说产品的高价值往往能够带来高利润。

②提高产品的销售价格。要注意的是，对于消费者来说，增加的价格要与产品所提高的价值相符合，要有适中的利润。

③树立良好的品牌形象，赢得更多的客户。当消费者对某一品牌产生信赖后，会成为长期的、固定的消费群体，这样可以使产品有更大的销量。

④制定比竞争对手更低的市场价格，以占有价格优势、获得较大的市场份额。可以通过科学有效的设计开发手段来降低成本，使产品价值大幅度增加的同时成本并不大幅度增加。

通过以上手段，可以使“有用的”、“好用的”、“想要用的”产品在市场上占有优势地位，从而带来更好的经济效益。