方文灏 设计管理 硕预

Business in our life is constantly changing. Some factors can be controlled that we can use them as methods to lead the consumer, while some of the factors that cannot be controlled may change the markets. Therefore, it is very important that we should analyze the information and adjust the methods in time. The huge information which the internet gives us, brings us more chance, more convenient data collection and analysis.

In my first project, I did a research about the ‘Starbucks cat claw cup’ event. In the ‘Starbucks cat claw cup’ event, the media hype and the virtual-high price are the factors that can be controlled. So, I tried to find the reason why so many consumers want to buy that cup; why the price can be increased tenfold and what is the reason behind this consuming behavior in my project.

In my second project, I explored the issue about the environment problem of food package. The pace of city life is becoming more and more rapid. With the development in the take-out food industry, ‘eco-friendly products’ has become a heated theme again. Two years ago, two biggest take-out food companies in China launched an environmental project, but they did not spark any big changes. So, I tried to find out what is the main reason that caused the obstruction of the promotion of the eco-friendly packaging. Is it material, technology or awareness?

My third project was inspired by the epidemic which was happened in the early 2020. During this severe plague, a lot of foodservice industry has taken a hit. Many companies began to develop new products to survive. Except for human beings, pets have been suffering in this epidemic too, especially the outdoor pets. And there is always some discussion about pets’ security. I think pet business is a trend. So, what kind of pet is suitable to our life? What should we notice when we keep pets and how can we spread the knowledge to the owners? Based on these questions, I have my own subject <Research on App for Cat Novice>.

The design of products is aiming to give better solutions to the problems that already happened in our life. However, how to apply the solution to our real life is still a problem.

商业在我们的生活中瞬息万变。一些是可以被控制的因素，我们能够作为力量引导消费者去关注。而一些不可被控制的因素，极大概率会改变现有格局，分析其性质做出及时调整是设计管理的重要理念。互联网带来的信息爆炸时代给我们带来了更多的机会，更加便捷的数据收集和分析，以及更加准确的定位。

在我的第一个项目中，我研究了星巴克的猫爪杯营销事件。在星巴克“猫爪杯事件”中，媒体的炒作和价格的虚高是一些可以控制的因素。因此，我试图在我的调研中探寻为什么那么多消费者们会追捧一个杯子？为什么会有人花费十倍价格去收购？人群的消费理由又是什么？

在我的第二个项目中我调研的是外卖包装的环保问题。城市生活的节奏越来越快，伴随着外卖行业的需求量激增，环保这个亘古难题一次又一次成为主流话题。早在两年前，中国两大外卖公司就推出过环保项目，但是并没有激起巨大变革。所以我试图在我的项目中去探讨究竟是什么因素阻碍了环保包装推广？是材料？是技术？还是人群意识？

我的第三个项目灵感来自于2020年初爆发的新冠肺炎。在天灾之下，大部分餐饮服务业受到了致命打击，很多企业开始寻求新的发展，被迫研究新的产品。而在这次疫情中，除了人之外，宠物受到的冲击也很大，特别在于户外宠物。加之社会对于宠物的议论，流浪猫和狗的增多，宠物狗安全问题。我认为养宠物是未来的趋势，那么什么样的宠物适合我们的生活，饲主在饲养宠物的时候应该注意什么？如何将这些知识散播到人群中？根据这些问题，我做了我的项目《新手养猫者软件》。

产品的设计是为了针对现实存在的问题去提供更好的解决方法。但如何更好地运用到实际生活中去，仍旧是一个问题。