设计与行销之沟通管理初探APreliminaryStudyoftheCommunication.PDFVIP

設計與行銷之溝通管理初探 A Preliminary Study of the Communication Management between Design and Marketing 銘傳大學設計管理研究所 研究生 銘傳大學設計管理研究所 助理教授 Graduate Student Assistant Professor Graduate School of Design Management Graduate School of Design Management Ming Chuan University Ming Chuan University 馮 凱 陳圳卿 Feng Kai Chen Chun-Ching 摘 要 在面臨市場競爭越來越大的壓力下，企業紛紛地加入產品設計與行銷部門，以提升 市場競爭力，當在增加部門時，更重要的就是要解決彼此的溝通問題。所以改善彼此的 溝通模式，將可以降低開發產品時的風險，並將產品開發的更順利。本研究首先透過文 獻的收集與分析，了解產品設計與行銷人員在產品開發時需要溝通討論之內容，並依據 這些資料設計出訪談的內容。訪談後發現： 1.設計案並無一定的開發程序，依照產品的 實際狀況而定。2.設計的主導與決策，則是管理階層在執行。3.溝通方式大多還是以會議 為主。4.設計與行銷確實會發生溝通問題。5.當有溝通問題時管理階層扮演著最重要的角 色。 關鍵詞：產品設計、行銷管理、產品開發、溝通模式 Abstract Under the more and more stress of the market competitiveness, the companies often join the product design and marketing department to improve the market competitiveness. When increase the department, the more important is to solve the communication problem. So improve the mutual way of communication, can be to reduce risk of develop products, and smooth going to develop products. This paper is collection and analysis of documents at first, to understand product design and marketing personnel in develop products, what work need to discuss. Then use this data to design the question of the interview. After the interview, the five conclusions are: 1.The design case does not have standard procedure. 2. Leading and policy of design is manager to do. 3. The way of communication mostly use meeting. 4. Design and marketing really have communication problem. 5. The man