The Integrated Study Of Customer Value Guiding Product Concept Design

Customer value theories are very hot problem in contemporary marketing cirle nowadays, it also enlightened our deep thinking on the relationship between product design's ultimate value and customer value. In China's consuming market, buyers have become the leading factor, and in this situation the position of consumer and enterprise will be transposed and enterprise will have to turn " focus on internal betterment" to "create value for customer". The research of these theories serves for the change. Enterprises and design agencies are attaching more and more importance to product concept design, which is the most challenging and crucial stage of the whole design flow. To carry out "customer oriented" and combine customer's value factors with concept product, we need to establish the notion and mechanism of integrating product design and modern marketingThe thesis begin with summary of customer value theories by searching a lot of literature: comparing and analyzing the strength and weakness of relevant research, and picking up some supporting theories of directing product design, and disclosing "customer value decides customer satisfaction", emphasizing the essential position of customer value in the theories system of modern marketing.Secondly on macro level, guided by broad sense product design, the thesis analyzed the integration of modern industrial design and modern marketing and the intrinsic factors of the integration, and pointed out the process and notion of applying customer value theory to directing product design.At last on micro level, the pivot of the thesis turned back to product concept design in which it was divided into value design stage and concept design stage: discussing in detail the analyzing flow and means by customer value factors on the former stage to find out value opportunities, so as to guide concept design and ensure "customer value centricity" in the whole flow; bringing forward element means of integrating diversified team, to reduce cost in product design and the risk of decision-making at most at possible.