경영환경 변화에 따른 소규모 도자공예산업의 디자인경영전략 방안

Abstract

The purpose of this study was to examine design management strategies for the ceramic craft industry manufacturing ceramic livingware in an effort to improve the future-oriented management and sustainable competitive edge of this industry. The design management of the ceramic craft industry has an effect on not only the competitiveness of products but the overall image of companies, and that could even be effective at the creation of new culture. The following design management strategies were suggested to accelerate the future-oriented and innovative growth of the small-scale ceramic craft industry. First, it is a positioning strategy. The ceramic craft industry needs to strive for sales marketing so that consumers' approach can be made smoothly, by first grasping consumers' needs for expanding sphere in the consumption market and then by planning and producing product of satisfying the needs as product of including corporate product image. Second, it is the differentiation-concentrated strategy. The ceramic craft industry needs to intensively target the niche market of pottery market and to attempt a differentiated strategy available for securing the definite competitive advantage in its market. Third, it is a strategy for acquiring brand value. For the ceramic craft product to implement strong brand asset, first of all, there is a need of allowing it to be recognized as preferable image by consumers with the differentiated design product and of making it advanced so that customers, who recognized once, can have advantageous, strong and unique image on its brand. Fourth, it is implementation of network in cooperative production. To successfully perform business, there is a need of being implemented the integrative production network in consideration even of production equipments in a company, which has cooperative relationship, as well as own company's production equipments.