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가상가치평가법(CVM)을 이용한 디자인가치평가에 관한 연구 : 브랜드디자인을 중심으로
번강강 전북대학교 일반대학원 2012 국내박사
Recently, with the increase of enterprise competition, design also needs new evaluation method in response to changes in the marketing environment. The innovative and creative characteristic of design plays an important role in the products differentiation process, but it is still hard work to grasp consumers' demands which are so personal and uncertain. Therefore, on the basic of brand design, this study newly evaluated the design value by using Contingent Valuation Method (CVM). Till now, research on consumers mainly focus on products' price and functions, however, with the enhancement of influence of brand and the intangible part such as service, a new evaluation method which is more comprehensive is urgently needed. To create brand value, a huge market cost is needed s well as advertising expense. In the design field, most of the existing researches pay more attention to design preference and consumers’ emotional appeals rather than consumers' demand and design's direct value. So, in this study, CVM was leaded in, which could evaluate the product design value and consumers’ need directly. By comparing the main present research methods used in design field and introducing the CVM, the difference between design value standard and competing products could be judged and predicted. Particularly for brand design, the application of preset price and percentage conversion methods is able to help the standard of consumers' value judgment formed in new products development. Further more, the CVM evaluation method could possibly be used not only in brand designI, but also in other variety of design fields. 1) The CVM evaluation model is able to help the standard of consumers' value judgment formed in new products development. 2) The CVM could be applied not only in brand design, but also product design, environment design field and so on. The process of CVM research with payment card form is as follows: select sample,, input collected data, analysis the data to get the preset price, analysis the result to see whether the preset price is suitable. The CVM used in this research could be applied as a more scientific and rational research method in design evaluation field. For the design contingent valuation, more areas should be integrated. In other words, design evaluation should be regarded as a sustainable study.
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