1、走当代中国工业设计的路,走当代中国 工业设计的路,Contemporary Chinese Way of Industrial Design,professor Liu, guan-zhongAcademy of Arts & Design, Tsinghua UniversityBeijing P. R. China,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,1,2,3,4,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,Since April 200
2、2, we worked together with Hong Kong Polytech. University on the subject “The research and analysis of IDs function after China took part in WTO.” The main purpose of the subject is to carry on a series of extensive inquisition about the ID departments of local enterprises ,design Organizations, des
3、ign employees and companies, colleges of ID and education. From above research, we knew the actualities about Chinese ID and found some problems. To promote the development of the domestic ID, we analyzed what would be the external influences on Chinese ID, how the internal ID will be in line with t
4、he international ID after China entered WTO.,自2002年4月起，我们与香港理工大学合作研究题为“中国加入WTO后工业设计作用的调研分析”的项目，其主要目的是对国内企业设计部门、设计机构与组织、设计从业人员与公司、设计院校与教育情况进行了一系列广泛调查，了解到一些国内工业设计行业的状态，发现了一些问题，并分析了中国加入WTO后，会对工业设计领域的客观影响是什么，国内如何与国际设计接轨，以促进国内设计业的成熟与发展。,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,改革开放对中国社会产
5、生巨大影响消费市场急速转型的态势下，中国企业的开发组织结构未能实现相应转变我国消费市场变化的几个基本特征国内设计现状与存在的问题,走当代中国工业设计的路,1,Great influence on Chinese society given by the Reform and Opens.,B,Social cultural aspect,社会文化方面,A,Economic aspect,经济方面,Contemporary Chinese Way Of Industrial Design,改革开放对中国社会产生巨大影响,走当代中国工业设计的路,After the plan mode at 70s
6、 end was over, Chinese economy had a more than ten years continuous high speed growth. Chinese GDP is more than 1,000 billion dollars in 2000,which was the sixth in the world. There was no doubt that now China had been a remarkable economy force in the world, which helped China to join WTO in Novemb
7、er of 2001. This meant China had gradually merged into the global development. When entering the international market, local enterprises faced limitation, obstacle and opportunity altogether. With the gradual open of the local market, more and more multinational companies enter, which causes more se
8、vere competition. Economists presented a great deal of viewpoints on the economy .The important contents relevant to ID could be generalized as follows:,中国经济在70年代末告别了计划模式后，经过了连续十多年的高速增长（平均每年8%左右）。至2000年，中国GDP超过10，000亿美圆，居世界第六位。无可辩驳，中国已成为世界瞩目的一支经济力量并于2001年11月正式加入WTO，这意味着中国经济已融入到经济全球化的历史大潮中。国内企业在进入国际市
9、场后，限制、障碍与机遇并存。国内市场的逐步完全开放将使更多的跨国公司进入，从而引起竞争加剧。经济学家关于宏观经济的论述很多，对我们设计行业具有较显著影响的内容可概括如下：,Contemporary Chinese Way Of Industrial Design,1,A,Economic aspect,经济方面,改革开放对中国社会产生巨大影响,走当代中国工业设计的路,1,Contemporary Chinese Way Of Industrial Design,Economic aspect,经济方面,A,大的投资吸纳能力 中国廉价的劳动力成本与巨大的消费品市场 驱使着外商来华投资（2002中
10、国是世界第二大投资吸纳国）。世界500强已有300多家在华投资。,Cheap cost of labor force in China and the huge consumable market drove the foreign companies into China to invest.(In 2002 China is the second place to absorb fund in the world.) More than 300 biggest companies of the 500 biggest of the world had invested in China.,
11、改革开放对中国社会产生巨大影响,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,Economic aspect,经济方面,A,1,制造业的发展 如今，中国是世界第四大制造国，华盛顿邮报以日、美两国数家公司为例的报道表明，中国已成为世界工厂，中国在国际大分工中将担任什么样的角色会在未来的二十年逐步确立。“Made In China”的字样可见于国内外诸多产品上。但产品类别主要表现为：技术含量不高无品牌的劳动密集型产品 尽管我们已成为“制造大国”，却离“制造强国”还很远。,Today, China is the fourth ma
12、nufacture country in the world. Washington Post reported that China has become the factory of the world, what role China serve as in the international big division of labor will establish gradually in the next 20 years with many companies in Jap and USA as samples. The letters “Made in China” can be
13、 seen on many products both in China and abroad. But the product category mainly present as :Low technique Intensive labor-product with no brand Though weve been a big manufacturing country, we still have such a long way to walk to be a strong manufacturing country.,改革开放对中国社会产生巨大影响,走当代中国工业设计的路,Conte
14、mporary Chinese Way Of Industrial Design,Economic aspect,经济方面,A,1,巨大消费市场的形成 短短几年时间，中国的大城市就进入了消费社会。生产很快过剩，即使是官方话语也从提倡节俭转向鼓励消费。 各大厂商从价格战到概念炒作， 全部营销手段都是建立在刺激消费的目的上。 大众传媒也在制造着消费繁荣的幻象， 从鼓励私人购车到假日经济的消费狂欢。,改革开放对中国社会产生巨大影响,In a short time, big cities in China entered the consumable society. The production i
15、s overmuch, even official had changed their attitude from thrifty to consumption. Big enterprises pay attention from price competition to making concept. All marketing ways are established to stimulate consumption. Mass media also make the prosperous consumption mirage. The consumption revels encour
16、age people to buy private car to make holiday economy.,走当代中国工业设计的路,1,Great influence on Chinese society given by the Reform and Opens.,B,Social cultural aspect,社会文化方面,A,Economic aspect,经济方面,Contemporary Chinese Way Of Industrial Design,改革开放对中国社会产生巨大影响,走当代中国工业设计的路,正如马克思理论的“经济基础”与“上层建筑”的关系理论， 经济体制的改变也
17、带来了社会结构的“变迁”与文化观念的“漂移”。从法律、道德规范到意识形态，从具体的生活方式到抽象的文化传统，从百姓的世俗生活到官方与媒体的话语建构等等，无疑中国在各领域都正处于一个急剧变化的年代。 经济法则、契约关系、货币资本渗透到所有角落，带来观念与认知上的困惑，“效率”还是“公平”？的争论在学者之间展开。经济的高歌猛进必然会带来观念、利益分配和社会、体制、经济、文化上的不适应症候，其结果也将在随后的几年中显现出来。设计领域只是一个小的侧面，但也可以折射出其间的一些内容。,Contemporary Chinese Way Of Industrial Design,1,B,Social cul
18、tural aspect,社会文化方面,The relationship between “Economic Foundation” and “Superstructure” in Marxism，the change of the economic system also brings forward the “change” in the society system and the “excursion” of the cultural idea. We can see the phenomena from law, the morals rules to ideology, from
19、concrete lifestyle to abstract cultural tradition, from peoples common customs to lingual structure of official and media and so on There is no doubt that China is just was at the age that everything changes rapidly. Economic law, contract relation and the currency capital seep into all corners, whi
20、ch brings the cognitional and ideological confusion whether we should get “Justice” or “Efficiency”? This results in the warming discuss among scholars. The fast development on economy brings sticking point about ideology, the benefit-allot, society, system, economy and culture, and the aftereffect
21、will come out in the future. Design is just a small side, but it can reflect some contents.,改革开放对中国社会产生巨大影响,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,改革开放对中国社会产生巨大影响消费市场急速转型的态势下，中国企业的开发组织结构未能实现相应转变我国消费市场变化的几个基本特征国内设计现状与存在的问题,C,A,B,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial De
22、sign,1,2,On the condition that consumption market change rapidly, the researching and developing department of Chinese enterprises didnt catch up with the step.,与国外许多企业不同的是，中国的多数企业是作为纯粹的生产型组织开始的。在计划经济时代，“工厂”只需完成生产定额，无须操心产品的开发与销售，一切都由政府包办。为数不多的一些新产品开发基本上是作为“科技攻关”与“填补空白”的项目由政府扶植操办的，其象征意义通常大于产品的市场价值。,D
23、ifferent from foeign external enterprises, majority of Chinese enterprises started as a pure manufacturing organization. During Plan Mode Age, “factories” only need to meet the appointed sum, and neednt care developing new products and sale. The government is responsible for the entire thing. Few de
24、velopments of new products basically are the subjects as “tackle key problem ” and “Filling up the blank” under the control of government. Its symbol value is usually larger than that of market.,A,消费市场急速转型的态势下， 中国企业的开发组织结构未 能实现相应转变,A.开放初期，国内市场上巨大的产品门类空缺是中国企业早期成长的外部市场环境。,走当代中国工业设计的路,改革开放以来，工厂在几乎一夜之间变
25、为企业，由纯粹的生产性部门转型为具有经营自主权的经济实体的过程中，国内市场与国外市场在产品门类、技术水平、加工质量和产品式样方面的巨大差距使得我国企业认为无须在低水平的起点上自主创新产品，仅仅靠填补市场空白“引进”，就足以使企业快速成长。能够造出和国外接近或一样的产品提供给国内市场，是这一阶段国内企业最重要的使命。我们现在能够数得出来的国内大企业，几乎全部是依靠引进来填补巨大的国内产品门类空缺而发展到今天的规模，有意义的自主设计创新在这些企业的成长过程中基本没有发挥作用。,Since the Reform Open, factories changed into enterprises alm
26、ost only in one night. During the process transforming from the pure manufacturing depart. to the economic entity owning self-determination, the big margin on product category, the great gap of technique level, manufacturing quality and product style between the local market and abroad make our ente
27、rprises think that there is no need to innovate new product at a low level. Enterprises can grow rapidly only depending on “Bringing in” to fill up the domestic market. Manufacturing the same products or the similar products to those of overseas to support local market is the most important mission
28、at this stage. The well-know domestic big enterprises develop from small scale to big scale nearly all depending on bringing in foreign products to fill up the big blank of domestic production categories. The independent meaningful designs and innovations almost had nothing to do with the growth pro
29、cess of these enterprises.,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,1,2,On the condition that consumption market change rapidly, the researching and developing department of Chinese enterprises didnt catch up with the step.,B.迄今为止几乎所有产品原始创意和技术起点均来自于境外从80年代初期到90年代中期是填补中国市场空缺的十几年，也是我国
30、现有的大型企业原始积累和快速成长的黄金时代。从电风扇、收录机、吸尘器、洗衣机、电冰箱、电视机，到VCD、DVD、空调机、电脑、手机，一个个市场空白被巨大的生产能力迅速填补。我们在不断地引进、购买、模仿、抄袭国外的不断更新的技术和产品概念的同时，扩大着企业的规模和经济实力，但同时却忽视： 培育企业持续成长最重要的能力与机制，即学会用自己的眼睛观察市场需求，用自己的头脑进产品创新。,More than ten years from the beginning of 80s to the middle of 90s is the period that fills up the lack of Ch
31、inese market, and is the golden age of the original accumulation and fast growth of local large enterprises. From electric fan, radio/tape recorder, vacuum, washer, refrigerator, television to VCD, DVD, air condition machine, computer, cellular phone, a series of market blanks were filled up quickly
32、 by the huge production ability. At the same time we brought in, bought, copied and plagiarized the continuously renewing technique and product concept constantly, while we extended the scale and the economic power of the enterprises. We neglect，the most important ability and mechanisms, which make
33、enterprises grow constantly,learning to observe the need of market and innovate with our brain .,消费市场急速转型的态势下， 中国企业的开发组织结构未 能实现相应转变,B,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,1,2,On the condition that consumption market change rapidly, the researching and developing department of Ch
34、inese enterprises didnt catch up with the step.,尽管拥有世界最大的消费市场之一，但是超乎寻常的生产能力还是很快地将这一市场填满。从90年代后期开始，中国的消费品生产企业经历了世界上最激烈的国内市场争夺战。经过在产品质量、营销渠道、售后服务、广告、价格等方面一轮轮地优胜劣汰，幸存的企业在质量、成本、技术含量等方面已经越来越趋于同质化，逐步失去了作为竞争手段的意义。从90年代后期开始，价格战和广告战成为仅存的手段被交替使用。,Though China owns one of the biggest consumption markets in the
35、 world, but extraordinary manufacturing ability still fill with this market so soon. Since the late of 90s, Chinese manufacturing enterprises experienced the most vigorous contest war on market share among one another in the world. Eliminated with product quantity, marketing outlet, after-sales serv
36、ice, advertisement and price, the quantity, cost, technique contentetc of luckily survival enterprises ran to a same level and lose the meaning of the competitive way. From the late of 90s, price and advertisement became surviving ways to use alternately.,消费市场急速转型的态势下， 中国企业的开发组织结构未 能实现相应转变,C.除品牌价值之外
37、的其它所有竞争手段已经潜力挖尽,C,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,改革开放对中国社会产生巨大影响消费市场急速转型的态势下，中国企业的开发组织结构未能实现相应转变我国消费市场变化的几个基本特征国内设计现状与存在的问题,走当代中国工业设计的路,3,Several basic characteristics that Chinese consumption market changed,Contemporary Chinese Way Of Industrial Design,我国消费市场变化的几个基本特征,走当代
38、中国工业设计的路,Contemporary Chinese Way Of Industrial Design,1,3,Several basic characteristics that Chinese consumption market changed,除了一小部分由于地域文化和生活习惯的不同而产生的差异外，在国外商品市场上有的几乎所有产品门类，在国内市场同样可以找到。中国人已经拥有了从电风扇、收录机、吸尘器、洗衣机、电冰箱、电视机，到VCD、DVD、空调机、电脑、手机、掌上电脑、摩托车、汽车、住宅等所有的产品门类。这一事实意味着中国企业在15年以前赖以快速成长的市场环境已经基本不复存在。
39、 中国企业的成长碰到了真正的玻璃天花板。,Except a few differences because of the differences of region culture and living habit, nearly all product categories in foreign market can be found in the local market. Chinese has had from electric fan, radio/tape recorder, vacuum, washer, refrigerator, television to VCD, DVD,
40、 air condition machine, computer, cellular phone, palm, motorcycle, automobile, residenceetc. This fact means that the market environment is insistent which Chinese enterprise relied on growing fast 15 years ago. The growth of Chinese enterprises encountered the real glass ceiling,我国消费市场变化的几个基本特征,A,
41、A.现有产品门类的结构性市场空缺已经不复存在,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,1,3,Several basic characteristics that Chinese consumption market changed,20多年的发展加大了城乡地区之间、沿海与内陆地区之间、受过教育与未受过教育之间、不同行业之间、不同年龄层次之间在经济能力、价值取向、生活方式、兴趣爱好之间的差距。中国的社会阶层结构形态已经初步成型。这意味着单一产品的大规模市场需求越来越小，个性化群族的出现使得市场多样化程度增加， 多元化目
42、标市场细分势在必行。,More than 20 years development enlarged the disparity of income, valuable ideology, lifestyle and hobby between urban and suburban, along-sea and inland regions, educated and uneducated, this and that trade, old and young. The structure of Chinese social class has been shaped initially. T
43、his means the large market need on sole product become less and less, and the emergence of the individuation group enriches the diversification of market.We must diversify target market .,B,我国消费市场变化的几个基本特征,B.社会阶层结构的显现使得市场多样化程度加深,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,1,3,Several b
44、asic characteristics that Chinese consumption market changed,生活方式变化速度加快，新技术产生与应用速度加快使得产品甚至产业生命周期大大缩短。一个昨天看起来还是有利可图的产业转瞬间就进入成熟期甚至衰退期，这种情况将会越来越频繁地出现。 市场环境变得越来越险恶。,我国消费市场变化的几个基本特征,C.市场态势变化速度加快,C,With the speedy variation of life style, speedy application and generation of new technology shorten product
45、 and industry life cycle. The industry that seem still profitable enter the mature period, even the decline period in a flash. This kind of situation will appear more frequently. The market environment become more and more dangerous.,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,改革开放对中国社
46、会产生巨大影响消费市场急速转型的态势下，中国企业的开发组织结构未能实现相应转变我国消费市场变化的几个基本特征国内设计现状与存在的问题,走当代中国工业设计的路,4,The present condition and existent problems of the domestic design,Contemporary Chinese Way Of Industrial Design,The main locus of our investigation work is the Beijing and Qingdao. Due to the limit of region, our inves
47、tigation is a narrow view, which is one-sided and regional. According to the information t gotten by the investigation of the two cities, the local present condition of industrial is peered from the design market, employee, organization, publication and design education.,我们的调研工作主要集中在北京与青岛两地。由于地域限制，我
48、们的调研只能是管窥式的（narrow view），其片面性与局部性是显然的(shallow understanding)。下面就依据两地调研得来的信息，从设计市场、从业人员、出版物与设计教育四个侧面“管窥”国内的工业设计现状。,国内设计现状与存在的问题,走当代中国工业设计的路,Contemporary Chinese Way Of Industrial Design,1,4,The present condition and existent problems of the domestic design,同日益增长的广大消费品市场一样，这两年国内对于“设计服务”的市场需求也逐年递增，且增幅巨
49、大。以联想、海尔、华为为例。,As same as the large increase of the consumer market, recently the demand for design service has kept rising speedily . Such as Lenovo, Haier, and Hawei.,联想 1996年整个联想集团用于与工业设计相关的开发费用每年不超过50万元。那时他们只有一名“纸箱包装”设计人员管理每年两次的新产品“外观”设计。2002年：成立三年多的联想集团工业设计中心有设计师约30名，部门分为家用电脑、商用电脑、手持产品、界面设计、结构设计等多个部门。每年用于工业设计相关的费用多达几千万，先后与多家国际知名设计事物所如Fitch, IDEO等合作。,
