设计置换股权的商业模式创新与实践

The Innovation and Practice of Business Model of Exchanging Design for Stock Rights

中文关键词: 设计置换股权  商业设计模式创新  品牌战略  产品创新  颠覆式创新  设计思维

英文关键词: exchange design for stock rights  business model innovation  brand strategy  product innovation  subversive innovation  design thinking

中文摘要:

      目的 随着区域经济转型升级对品牌战略与产品创新的迫切需要，我国设计产业迎来高速发展的机遇。以设计费为主要盈利模式的现状导致我国设计机构普遍体量不大，规模难以复制。探索如何通过商业模式创新，突破传统经营模式的发展瓶颈，实现本土设计机构的跃迁式发展。方法 提出“设计置换股权”的创新商业模式，从根本上改变商业设计机构与所服务企业间的合作关系。通过对一批“双创”项目的设计入股孵化，逐步优化该模式的方法与流程，成功实施若干案例。结论 为产学研中的商业模式设计研究及实施国家创新驱动发展战略提供了新的设计策略和思路，为我国设计产业的商业模式突围，实现颠覆式的创新提供了实践案例基础。

英文摘要:

      With the urgent demands for brand strategy and product innovation during the period of regional economy transformation and upgrading, China's design industry has greeted an opportunity for rapid development. The current situation in which most of the design companies predominantly exchange services for cash has restrained them from growing large due to fierce price competition. The purpose of this article is to grope for a way of business model innovation to break through the bottleneck of traditional method of corporate operation, and to realize leaping profitability for local design companies. It has raised a business model named "Exchange design for stock rights", which features a fundamental relationships change from provider-needer to cooperating partners, and has successfully incubated a series of "Double creations" companies by gradually refining the methods and processes of such model. It aims to provide new design tactics and thoughts for business model research in university-industry cooperation and the realization of national innovation-driven developing strategy, and to provide practical cases of subversive innovation for the economic breakthrough of China's design industry.