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Knowledge operation research and industrial design

-- chenwenlong of Haohan Product Design Co., Ltd. should integrate knowledge in industrial design to convert demand into commodities with intangible value

from the perspective of knowledge: because industrial design is an ability that needs to transform information, it can handle complex affairs in a complex form; It is a kind of "knowledge" work to tangle up a pile of complex information and needs in aesthetics, engineering and business, and transform the popular information of market consumption and the company's strategy into visual creativity

from another point of view, in the era of knowledge economy, it is emphasized to apply knowledge to create intangible value. All manufacturers and enterprises are trying to convert tangible value (manpower, mechanical equipment, plant...) into higher intangible value. The value of tangible goods is limited. The attached meaning of goods includes the idea behind the goods, the taste it represents, the feeling it brings to users, and the sense of belonging is where the intangible economic value lies. These intangible values usually come from "innovation, brand, trust and relationship"; Industrial design is originally to enhance the value-added of products by shaping new products, so as to meet the interests of consumers and producers of 45 light steel joists. Therefore, it is also in line with the characteristics of knowledge work

According to Porter's competition theory, cost, speed and differentiation are the competitiveness that manufacturers should have in the digital era. In today's digital age, more emphasis is placed on "speed, connectivity and intangible value"; It means paying more attention to "time, space and quality". So how to apply knowledge to industrial design to gain competitive advantage in cost, speed and differentiation? Meeting is a new topic and direction of industrial design

Creating a new process

industrial design can enhance the competitive advantages of these three industries. Only in a "knowledge integration" mode can we face the digital age and achieve competitive advantages

1. In terms of product differentiation: industrial design should use knowledge to form creativity

when designing and developing new products, what is their positioning? There are usually two main directions: "raising prices and reducing costs". At present, what most enterprises are doing is to reduce costs, but the question is how long can the cost reduction strategy last? When more and more countries and manufacturers have similar production factors, technologies or manpower; To improve the value of products in the minds of consumers, we can no longer just rely on price competition, that is, to develop differentiation - "design and develop unique products to make you different from other products, create unique value, master different needs of consumers and meet the products they want" is the winning strategy. Because when most enterprises are engaged in price competition rather than differentiated competition, they may fall into the bottleneck of "competitive convergence", that is, everyone competes in the same direction. In the end, there is no difference in the products provided by everyone, and consumers are forced to choose from the price, because there is not much difference between manufacturers, and in the end, they may lose the whole game

differentiated innovation is a kind of "product truth, goodness and beauty" accepted and loved by the public on the overall commodity. Although the beauty of appearance is a common visual standard, designers should practice aesthetic experience into intuitive professional knowledge, understand it, and be able to do it. In addition to continuous practice, comparison and insight, they should learn and exchange experience from other technical information sources, In order to maintain the ability of innovation. For a design organization, it is further necessary to build a knowledge exchange network system, so that people with knowledge and those who need knowledge can be combined to form a knowledge work framework. Through the interaction of internal and external knowledge, different skills, ideas and values can be added to stimulate more creative solutions after the combination of intention. This architecture will be illustrated with the example of Haohan in the next discussion on "speed"

2. In terms of relative and competitor speed advantages: industrial design should use digital advanced technical knowledge to complete creativity

how to achieve rapid product design can be started from two aspects. Digital technology and effective management system make knowledge management a new basic platform because of the development of network

therefore, industrial design should respond to the competitiveness of "speed". I think its concept is to integrate information and data into a shared "managed system" through practical operation experience and full application of digital technology in the development process of design creativity (from appearance, structure, function to production and marketing), so that the system can be circulated to all relevant departments and personnel who will participate in the work, The purpose is to greatly improve the timeliness and quality, because there are enough data to provide the basis for decision-making, so that the design and development process and methods can be continuously improved. This large framework will involve the application and concept of knowledge management

take Haohan design as an example. In the past, before the company did not expand its international business base, due to its centralized location, the operation status of the whole company or the work progress of various projects can be known through weekly cadre meetings and the implementation of ambulatory management. After the internationalization of Haohan, in terms of the operation scale, Haohan design probably has dozens of projects in various places at the same time. In addition, each management principal and project manager often need to travel around the world. If you want to master the status and operation performance of each branch company's projects at any time, it is difficult to master them comprehensively by the previous management methods

in order to improve this situation and face the competition of e-century speed, Haohan has made an adjustment to the internal organization, flattened the internal organization of the company, and designed and erected a "kmo (Knowledge Management Office) knowledge management" platform (as shown in the figure) to facilitate communication, so that knowledge can run through flexible decision-making, so as to form a "chaotic management mode in chaos". Among them, it belongs to various professional department organizations, forming the so-called industry group organizations, and combining local branches and allied partners to form an organic design association. If it is not handled for a long time, the general management office of the electronic universal tensile machine will transform into a backoffice role of support and arbitration, Such a system supports the project manager to control the design project and the acquisition of data and knowledge for each design case. It also provides a system that can generate new benefits for the intellectualization of innovation. Through the Internet, no matter where you are, you can quickly understand the implementation status of various projects within the company at any time through the kmo platform. For projects with problems in implementation, the system can also use early warning or countermeasures to connect resources and solve relevant problems as soon as possible

3. In the aspect of low-cost realization: industrial design achieves integration with the knowledge of resource integration, which can be divided into one kind of "consistency". If the development of a new product is positioned in price competition, the manufacturer must determine that its policies must be implemented in the enterprise as a whole, not only in the part of design, development and manufacturing production to control costs; Others such as service, marketing, Any policy must comply with the principle of low cost, so that the cost can be reduced by accumulating "more". The other is "complementary". At this time, the activities related to the design and development of new products will involve all the resources involved in synchronous interaction and support supply, and bring competitive advantages through integration; Increase the difficulty of competitors' imitation. Because integration requires interaction and mutual trust, and the dialogue and communication of technologies need time to run in and establish

if an organization can establish a "super vertical integration" system, it will be up and down - from research, design and conclusion, I will see my detailed introduction from structure, experiment, confirmation to mold and production All cooperative professional manufacturers or individuals are included, so that the information access environment is based on an adequate and effective Internet intranet, and the process and direction of new product development can be mastered at any time to facilitate the formation of information and decision-making. Once the design work is carried out, in addition to connecting with the target customers through the computer virtual design prototype, real-time communication with customers (including subscribers, users and third-party manufacturers) on the design proposal is carried out, and the determined results are used as intelligence feedback, because the information system runs through all activities in the value chain; It provides opportunities for all activities to improve benefits, and can find the best and most cost competitive combination to carry out design and development. In this way, the best "smart capital" design team will be competitive in cost

the new economy has been powered by technology, driven by ideas, rooted the innovation and enterprise. From the four key words: technology, ideas, innovation and enterprise, I think the core of the new economy should be innovation, adventure and enterprising spirit. The essence of industrial design is innovation, so how to promote the work of "knowledge integration" and turn the knowledge of industrial design into higher intangible value should be the direction we should strive for

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