Application Research Of Service Design On The Enhancement Of Brand Value Of Manufacturing Enterprises-Taking The Design And Application Of ASSA ABLOY Guoqiang Hardware Service As An Example

As the rapid development of China’s economy,there has been huge improvement in people’s life.Both views and structure of consumption are upgrading gradually.The problem still exists that currently domestic manufacturing enterprises improve productivity to acquire their best profits.They also face the challenges of overproduction,product homogenization and fierce competition because of shortening its individual labor time and lacking creativity.As a result,enterprises should use top-down approach to take data,strategy,leadership,culture and creativity as a closed circle from the point of overall strategy.It is also needed to improve creativity in organization and put the improvement of products and service quality at the core.Facing variety of markets and evolution of consumers’ needs,service design applied in manufacturing enterprises plays an essential role in maintaining core competition of enterprises and organization as a key element in improvement of enterprises’ process.This paper focuses on application of service design and its thoughts in which public praise will be considered to improve users’ experience and service process be reproduced into traditional manufacturing doors and windows hardware industry in order to achieve successful business.Study objective is to build complete design systems and models of service design applied in manufacturing enterprises,on the basis of which it will study specific application of service design in the brand development of manufacturing doors and windows hardware enterprises so as to give a theoretical guidance for the practice of improve their brand value.Fist of all,based on service design and brand construction theories and other related studies,this study which is combined with current consumption market,essential contents and developmental ways of brands of manufacturing enterprises tries to explore and summarize the importance of application of service design on brand development of manufacturing enterprises.Secondly,the study supported by service design and other related theories and combined with improving methods of brand value of manufacturing enterprises gives constructions of structural models of related design systems.Its design principle is taking users as center.It will summarize analytical programme of business,brand,management and users,testify the possibility of theory and be put into practice in service design.Furthermore,the study will concentrate on elements of service design and specific application of brand improvement of manufacturing enterprises.Taking doors and windows hardware enterprises under the category of manufacturing enterprises as an study case,this paper will be constructed by research on users and analysis on consumers’ demands and be based on Five Elements innovation theory.It will produce a user figure model and a creative theory of service design on doors and windows hardware industry in the end through specifying stakeholders,collecting demands information by questionnaire survey studying on users’ figures.Related service design cases in the same industry will be analyzed and studied as well.Finally,connected with service design and doors and windows hardware industry,the study will take the example of brand value improvement of ASSAABLOY,in which service design is applied in whole process from products,brands to passages and business model will be conducted to maximize service benefits and realize business vision eventually.