Cultural connotation of product design in the era

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Cultural connotation of product design in the era of knowledge competition

with the advent of the era of knowledge economy, the interactive relationship between culture and enterprise, culture and economy is becoming closer and closer, and the power of culture is becoming more and more prominent. For the manufacturing industry, this cultural color is first reflected in the products of the enterprise. That is to say, the products produced by enterprises are not only of certain use value, not only to meet people's certain material life needs, but also to consider people's spiritual life needs more and more, and do everything possible to provide real products for people. But what enterprises should pay attention to are: 1. The growth rate of automobile production and sales volume with the largest weight in the total industrial volume is rising; 2. The machinery industry focuses on connecting enterprises to enjoy the cumulative order amount in many aspects, such as warming, emotional, psychological, etc. more and more attention is paid to the development of cultural added value of products, efforts are made to integrate the use value, cultural value and aesthetic value, highlight the humanization content in products, and meet people's growing physiological and psychological needs

right, we need to explore

first, products, product culture, corporate culture

what is a product? In a narrow sense, it is only the physical objects produced by the factory, such as food, clothing, etc. In a broad sense, the concept of product includes tangible and intangible. Everything provided to the market, which consumers think can be measured by value, or which can meet certain needs and desires of consumers after use, can be called products, such as services and consulting

the so-called product culture is the sum of various cultural elements that reflect the material and spiritual pursuit of the enterprise with the products produced by the enterprise as the carrier. It is the unity of product value, use value and cultural added value. With the advent of the era of knowledge economy, the interaction between culture and enterprise, culture and economy is becoming closer and closer, and the power of culture is becoming more and more prominent. This cultural color is first reflected in the products of enterprises. That is to say, the products produced by enterprises not only have some use value, not only to meet people's material life needs, but also increasingly consider people's spiritual life needs, do everything possible to provide people with practical, emotional, psychological and other aspects of enjoyment, pay more and more attention to the development of cultural added value of products, and strive to integrate use value, cultural value and aesthetic value, Highlight the humanization content in products. In other words, enterprise products are not only the product of technology and tools, but also the crystallization of employees' lofty ideals and self-conscious dedication; It not only condenses the general abstract human labor, but also condenses the infinite creativity of employees. It is the embodiment of the specific values, thinking patterns, and psychological, knowledge, and ability of enterprise employee groups. In the final analysis, products are deeply branded with corporate culture, and the two are compatible

a certain product culture is closely related to its social and cultural background, as well as the corporate culture that produces or provides it. Product culture is the product of the interaction of social culture and corporate culture. Under the relatively stable social and cultural background, product culture more reflects the content of corporate culture. Product culture has a direct effect on the vast number of consumers in society, and consumers are more likely to reflect corporate culture from the consumption of products or services. The recognition of its enterprise and corporate culture is achieved by accepting its products and the product culture contained in its services

product culture is closely related to corporate culture. Products or services are the results of enterprise production. Any kind of products and services are produced and formed in the enterprise, which is not only restricted by a certain corporate culture, but also condenses the enterprise that produces it. It needs to refuel to eliminate the cultural factors of the gas industry. Therefore, product culture is not only an important part of corporate culture, but also an embodiment of corporate culture

in other words, the spirit, style and value standard of the enterprise will be reflected in the specific products and services provided by the enterprise. This is the reason why we emphasize the construction of corporate culture and product culture at the same time

second, the competition between enterprises in the future will be more cultural competition

ten years ago, roast goose was the first to open a Chinese fast-food chain service in Fangzhuang, Beijing. It not only has traditional Chinese delicacies, but also can adapt to the fast-paced life of modern people. This kind of marketing concept was advanced at that time. At the same time, a McDonald's was also born in Fangzhuang, which, like the roast goose, attracted visitors from all over the world, with endless cheers. Since then, there have been nearly 100 roast goose branches, coexisting and prospering with McDonald's

today, 10 years later, if you want to have a good meal at the roast goose, you find that "there is no yellow crane tower here", and the roast goose has already closed down. But McDonald's is as prosperous as it was ten years ago, with constant flow of people. A good person asked the manager of McDonald's Fangzhuang store why, and he replied, "McDonald's sells corporate culture."

the development trend of integrating economy and culture in the world today is very obvious. The operation and management activities of enterprises are often closely combined with the corporate culture and cannot be separated. In the fierce market competition, the content and added value of culture are getting higher and higher. We are in the era of knowledge economy and pay more attention to cultural leadership and knowledge innovation

after China's entry into the WTO, more and more foreign enterprises will enter this huge market in China, holding high the banner of "cultural competition" and encircling land and money. Cultural competition will become the main theme of the "business war" between domestic enterprises and foreign-funded enterprises in the future. The competition of enterprises will enter the era of business culture competition faster. The competition between countries has a more obvious color of cultural competition, and more stories similar to roast goose and McDonald's are about to be staged. In fact, such a battle has begun since foreign famous brands such as McDonald's, Adidas and Nike entered China. At the time of landing, foreign enterprises will take their own cultural concepts and management methods to attack the Chinese market. In the increasingly fierce market competition in the future, it is by no means the way to swallow. We need to explore our own culture, develop the value of our own culture, and creatively integrate it into the product design of the enterprise, which requires us to redouble our efforts and exploration

modern enterprises need modern corporate culture. The research on the connotation of enterprise culture and the continuous improvement of the additional force of culture are important contents of the core competitiveness of enterprises. After China's entry into WTO, how will Chinese enterprises deal with the seemingly invisible but tangible competition of this culture? Domestic manufacturing enterprises also indulge in "low price and good quality is an eternal rule", and do not realize the value of "product culture". How will entrepreneurs update their product management concepts and product culture from the level of corporate culture? At the level of products or services, it is worth thinking about: cultural marketing at this level is to launch products or services that can improve the quality of human life, promote the development of human material civilization and spiritual civilization, and guide a new and healthy consumption concept and consumption mode

(to be continued)

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