| 陈永超,魏伊茗,李子良,杨静怡,李丹荟.面向“一带一路”细分市场的工业设计策略研究[J].包装工程,2019,40(10):186-190. |
| 面向“一带一路”细分市场的工业设计策略研究 |
| Industrial Design Strategy on Segment Market Along With Belt and Road |
| 投稿时间：2019-02-01 修订日期：2019-05-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.10.032 |
| 中文关键词: “一带一路” 细分市场 模糊综合评价 聚类分析 |
| 英文关键词: Belt and Road segment market FAHP evaluation cluster analysis |
| 基金项目:2016年天津市艺术科学规划重点项目:基于对接“一带一路”战略的京津冀一体化文化发展战略研究（E16029） |
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| 中文摘要: |
| 目的 以工业设计的视角，针对“一带一路”沿线地区的差异性市场需求，基于用户的感性评价，提出针对性的工业设计决策方法。方法 根据模糊综合评价法，基于工业设计专业人员的主观判断，构建评价指标的判断矩阵，得出评价指标的权重系数；以国家为需求评价单位，构建群体的评价隶属度矩阵，得出以国家为主体的产品工业设计评价分值；基于聚类分析法，对“一带一路”沿线国家实现市场细分。结论 以25款高端热销多士炉产品为对象，得出30个国家的设计评价结果数据，并根据评价结果将30个国家分为3类，明确了“一带一路”细分市场的差异化设计需求。基于模糊综合评价法得出的设计评价结果，能够实现对目标市场需求的细分，并能够提出针对性的工业设计策略。 |
| 英文摘要: |
| The paper aims to present a specific industrial design strategy method with the perceptual evaluation of consumers from the perspective on industrial design and according to the differential market demand from the areas along with the Belt and Road. Based on FAHP evaluation method and from the perspective judgment of professional industrial design employees and experts, the subjective matrix was constructed to calculate weights of evaluation indexes. The membership matrix was constructed with a country as the evaluation unit to calculate the score of evaluation on design of one country. And the segment market of countries along the Belt and Road can be figured out through the cluster analysis method. Based on samples of 25 high-end toasters on hot sale, the design evaluation result of 30 counties is obtained. On this basis, the 30 countries are divided into 3 categories and different design requirement of segment market along the Belt and Road are determined. Based on calculation of FAHP Evaluation, the segment demand market can be figured out and the specific industrial design strategy can be presented. |
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