服务设计思维与工具在企业形象识别中的重要性研究
摘 要：随着我国产业结构升级和发展，服务型经济的兴起，企业逐渐由交付单一产品向提供整套服务转变。服务设计是具有时间性、无形性的一系列交互体验。对于用户而言，完整的服务体验是通过流程中的多个触点共同搭建而成。所以，不同于工业时代的标准化生产语境下的设计思维与方法，伴随着电子信息技术所成长的服务型企业，需要新的设计理念与设计方法，才能更好的适应企业结构转型语境下的新需求。与此同时，企业面临着产品和服务同质化等挑战。重新塑造优质企业形象、提升用户粘度，是企业重要发展方向。时代的变化给企业形象的塑造带来新的挑战与机遇。本文基于企业形象识别理论体系CIS，详细论述服务设计思维方法与传统设计方法的区别，以及服务设计思维与工具在企业形象塑造过程中的重要性。
关键词：服务设计；企业形象识别；流程体验
中图分类号：TB472 文献标识码：A
文章编码：1672-7053(2018)02-0012-02
Abstract：With the development of China's industrial structure and rise of service economy, enterprises gradually shift from delivering a single product to providing a complete service. Service design is a series of interactive experiences characterized by timeliness and intangibleness. For users，a complete service experience is built through multiple touch points in the process. Therefore, different from the design thinking and method in industrial age, the service-oriented enterprises, which need new design methods to better adapt to the new needs of enterprises in the context of structural transformation. At the same time, enterprises are faced with the challenges of product homogeneity. Reshape the high-quality corporate image, enhance user viscosity, is an important direction for enterprises. This article is based on the corporate identity system, discussed the difference between service design method and traditional design method, and the importance of service design tools in shaping corporate identity.
Key Words：service design; corporate identity recognition; user experience
