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首页> 外文期刊>Journal of product innovation management >The Total Product Design Concept and an Application to the Auto Market
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The Total Product Design Concept and an Application to the Auto Market

机译：总体产品设计理念及其在汽车市场中的应用

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摘要

As traditional sources of competitive advantage shrink, firms seek new ones. One such source of competitive advantage is product design because of its effects on customer experience. To understand the role and impact of product design on customer experience, we propose an integrated, customer-based framework for product design that we call the total product design concept (TPDC). We define a product's TPDC as consisting of three elements, namely functionality, aesthetics, and meaning, each of which arises from more elemental product characteristics. We elaborate on the structure of a product's TPDC, its three elements, and the links between those elements and customers' experience with a product. We provide an illustrative application of the TPDC using data from the U.S. auto market. The findings from that application support the proposed three-dimensional view of the TPDC, and demonstrate heterogeneity both in the TPDC's structure and its effects on customer satisfaction. For all three segments, functionality enhances customer satisfaction. For the largest segment of customers, functionality is the most important factor, followed by aesthetics. For the other two segments, customer satisfaction is most influenced by the meaning element of TPDC. We discuss the implications of these findings for the auto industry in particular, and the potential use of the TPDC more generally.
机译：随着传统竞争优势来源的减少，公司正在寻找新的竞争优势。这样的竞争优势来源之一就是产品设计，因为它会影响客户体验。为了了解产品设计对客户体验的作用和影响，我们提出了一个基于客户的集成产品设计框架，我们称之为总体产品设计概念（TPDC）。我们将产品的TPDC定义为由三个要素组成，即功能性，美观性和意义，每个要素都来自于更多的基本商品特征。我们详细介绍了产品的TPDC的结构，其三个要素以及这些要素与客户对产品的体验之间的联系。我们使用来自美国汽车市场的数据提供TPDC的说明性应用。该应用程序的发现支持了TPDC的三维视图，并显示了TPDC的结构及其对客户满意度的影响。对于所有三个细分市场，功能都可以提高客户满意度。对于最大的客户群，功能是最重要的因素，其次是美观。对于其他两个细分市场，客户满意度受TPDC含义元素的影响最大。我们特别讨论这些发现对汽车行业的意义，以及更广泛的TPDC的潜在用途。

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