KR20140115525A - Design brand value evaluating and verificating system and method - Google Patents

Design brand value evaluating and verificating system and method Download PDF

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KR20140115525A
KR20140115525A KR1020130030083A KR20130030083A KR20140115525A KR 20140115525 A KR20140115525 A KR 20140115525A KR 1020130030083 A KR1020130030083 A KR 1020130030083A KR 20130030083 A KR20130030083 A KR 20130030083A KR 20140115525 A KR20140115525 A KR 20140115525A
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brand
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손동범
서용구
이동한
류연지
이석로
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한국디자인진흥원
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Abstract

The present invention relates to a system for dsiegn brand valuation and verification and, more specifically, to a system and a method for design brand valuation and verification, which can increase the value of a design by being provided in a design consulting providing system that provides a design consulting service for managing design project and knowledge resources throughout the entire cycle of design development. According to an embodiment of the present invention, a plurality of questions for determining a design brand value are provided during a design consulting project to digitize and type data related to a design brand and provide a client (company) with the digitized and typed data, thereby quantitatively measuring a brand marketing level of the company and further providing practical strategies and solutions.

Description

DESIGN BRAND VALUE EVALUATION AND VERIFICATION SYSTEM AND METHOD [0001]

The present invention relates to a design brand evaluation and inspection system, and in particular, provides a design consulting service for managing design projects and knowledge resources throughout the entire design development cycle. Design brand valuation, inspection system and method.

Design is a dictionary term that generally encompasses planning, designing, designing, and designing, and is generally designed to have a certain purpose when it is designed to fit the purpose and most aesthetic form Point to work.

From the second half of the 1990s, corporate design use has advanced from low to high. Accordingly, design is a function that takes into consideration only the shape and aesthetic aspects of the product, such as the appearance of the product, due to the necessity of product development final stage or marketing, to the whole process from the initial stage of product development to after-sales management (A / S) And the design of products is now becoming a key factor that determines the competitiveness of the company.

However, unlike the change in perception of design, the design capability of companies is not sufficient in the whole industry. Many small and medium sized companies are solving through designing outsourcing .

In order to overcome the above-mentioned limitations, design consulting between the design project client (customer) and the design project performer (enterprise) is provided online in a toolkit manual for each process, so that an enterprise-wide design consulting service can be implemented to implement an efficient design project A design consulting provision system was proposed.

In implementing the design consulting system, the present invention not only performs a design project but also provides a numerical value and a system for evaluating and inspecting the overall competence of the relevant design (customer) The purpose of the present invention is to provide a design brand valuation and inspection system and method for enhancing the competitiveness of brand marketing as an engine and enhancing competitiveness.

In order to achieve the above object, a design brand evaluation and inspection system according to a preferred embodiment of the present invention includes a design consulting process module for performing a consulting process on a design project; A DBRQ processing unit for providing a first electronic questionnaire to a user terminal to perform valuation of a design of a related company when performing the consulting process; And a DBTI processor for providing a second electronic questionnaire to the user terminal to inspect the type of the design of the enterprise.

According to another aspect of the present invention, there is provided a method of evaluating and testing a design brand value, comprising: performing a consulting process on a design project; Providing a first electronic questionnaire to perform valuation of the associated enterprise's design; Providing a second electronic questionnaire to inspect the type of design of the enterprise; And providing the user terminal with a value evaluation and type checking result.

According to the embodiment of the present invention, a plurality of questions that can judge a design brand value at the time of executing a design consulting project are provided, and the data related to the design brand is numerically expressed and typed and provided to a customer (enterprise) And it is possible to provide action strategies and solutions.

1 is a diagram illustrating the overall structure of a design consulting system including a design brand value evaluation and inspection system according to an embodiment of the present invention.
2 is a diagram showing an internal structure of a design consulting system 100 according to an embodiment of the present invention.
FIG. 3 is a diagram showing an overall flow of a method of evaluating and testing a design brand value according to an embodiment of the present invention.
FIGS. 4 to 9 are views showing the items provided in the DBRQ measurement according to the embodiment of the present invention.
10 and 11 are views showing the items provided in the DBTI examination of the present invention.
12 to 17 are views showing examples of web pages provided by the design brand value evaluation and inspection system of the present invention.

Hereinafter, a design brand value evaluation and inspection system and an inspection method according to a preferred embodiment of the present invention will be described. The design brand value evaluation and inspection system disclosed in the following description is programmed in a module form and stored in a storage medium, and the process can be provided by a call of the system.

In particular, the design brand evaluation and inspection system of the present invention is preferably implemented in a form included in an online design consulting system, but is not limited thereto.

1 is a diagram illustrating the overall structure of a design consulting system including a design brand value evaluation and inspection system according to an embodiment of the present invention.

Referring to FIG. 1, the present invention relates to a system and method for receiving a general service for a specific design project from a plurality of project requester user terminals 10 through an information communication network, The present invention provides a service of a variety of toolkit types so as to perform work for a design project awarded from a design consulting system, (100).

Although not shown, the above-described design consulting system 100 includes a content portal server (not shown) for providing enterprise-wide services throughout the design consulting in the form of a web page, and a workspace for design projects And a project task management server (not shown) for providing a project space, and may be implemented in a form linked with a design brand value evaluation and inspection system.

Here, the user terminals 10 and 20 can browse, manage and design work on design related knowledge information constructed on the system, provide design brand value evaluation and inspection services through selection items of a text format A computer, a workstation, etc., in which a web browser capable of executing a web page can be implemented.

Accordingly, the user terminals 10 and 20 are provided with a computing device, a storage device, an input device, and an output device, and are connected to the design consulting system 100 through an information communication network, Evaluation and inspection are carried out online.

Hereinafter, a design brand value evaluation and inspection system included in the design consulting system according to an embodiment of the present invention will be described with reference to the drawings. 2 is a diagram showing an internal structure of a design consulting system 100 according to an embodiment of the present invention.

Referring to FIG. 2, the design consulting system 100 of the present invention includes a design consulting process processing unit 150 for performing an overall process of design consulting, A DBRQ processing unit 220 and a DBTI processing unit 300 for performing functions.

The design consulting process processor 150 serves to provide design consulting services between customers (companies).

In detail, the design consulting process processor 150 serves to provide a web page that can receive overall design consulting services to the design project requester and the design project performer terminal, which are service use entities. The DBRQ processor 220 and the DBTI processor 300, which perform the design brand value evaluation function of the present invention, are provided by the DBTI processor 300 and the DBTI processor 300, respectively, The service will provide you with measurement results for the design.

For this, although not shown, the design consulting process processing unit 150 includes a user module, a member management module, a service introduction module, a design consulting module, a project management module, an administrator page module, .

In particular, the DBRQ processing unit 220 and the DBTI processing unit 300 of the present invention may be included in the design consulting module described above or may be implemented in a manner interlocked with the DBRQ processing unit 220 and the DBTI processing unit 300. [

The DBRQ processing unit 220 serves to evaluate the design value of the company. DBRQ TM (Design Brand Reutation Quotient) aims to quantify the level of design-brand marketing competency-reputation management ability, which is a key growth engine of the company, and to present the action strategy and solution plan of the company. The qualitative / quantitative survey results of the design brand are conducted through the electronic questionnaire including the total 51 questions, and the validity and the validity are checked.

The DBRQ processing unit 200 includes an evaluation UI providing module 210 for generating and managing evaluation items, an evaluation calculation module 210 for calculating result data according to a measurement formula using the evaluation values selected for each item of the electronic questionnaire by the user 220, an evaluation result processing module 230 for providing the result to the user in the form of a numerical value, a table and an image corresponding to the result data calculated from the evaluation calculation module 220, and a predetermined evaluation item and result data And an evaluation DB 240 for evaluating the performance of the system.

The evaluation UI providing module 210 includes the data of the online test page provided to the user for the preset corporate design value evaluation, which is defined as 51 questions and 5 points are assigned to each question. The evaluation UI providing module 232 serves to provide an interface for a user to select a response to each item through the terminal on the web.

The items provided by the evaluation UI providing module 210 are classified into three categories of design competency evaluation, brand strength evaluation, and corporate reputation evaluation of a company. Three items related to the budget, three items about the infrastructure, and three items about the performance.

The brand evaluation includes three items related to identity, three items related to different, three items related to emotion bonding, and three items related to aura.

The corporate reputation rating includes three items related to authenticity (or respect), three items related to corporate citizens, three items related to R & D, three items related to communication, and two items related to history and recognition.

The evaluation and calculation module 220 synthesizes the responses selected by the user and assigns them to a predefined evaluation criterion expression to evaluate the competence of an individual or a company, the brand name, and the corporate reputation in relation to the design.

In detail, the result data of DBRQ is defined as the sum of design capability (DP), brand power (BP) and reputation.

Figure pat00001

Here, the design capability DP is calculated according to the following equation (2)

Figure pat00002

Figure pat00003

Figure pat00004

Figure pat00005

Figure pat00006

.

Further, the brand power (BP) is calculated by the following equation (3)

Figure pat00007

Figure pat00008

Figure pat00009

Figure pat00010

Figure pat00011

.

Further, the reputation can be expressed by the following equation (4)

Figure pat00012

Figure pat00013

Figure pat00014

Figure pat00015

Figure pat00016

.

The evaluation calculation module calculates the DBRQ result data of the company based on the above-described equation.

The evaluation result processing module 230 provides the result data to the user so as to be easily identified in the form of a graph including numerical values, tables and images, and stores the resultant data in the evaluation DB 240.

The DBTI processing unit 230 serves to check the design type and the brand type. DBTI TM (Design Brand Type Indicator) is somewhat similar to MBTI, which analyzes personality in 16 different types. It divides design-brand philosophy into four types and provides practical solutions for diagnosis by types and competitiveness of companies .

In particular, the above types 1 to 3 can be used to derive a strategy for change to type 4, which has strengths in all respects.

The DBTI processing unit 300 includes a test UI providing module 310 for generating and managing test items similar to the DBRQ processing unit 200 described above and a test UI providing module 310 for using the evaluation values selected for each item by the user, A test result processing module 330 for providing the result to the user in the form of numerical values, tables and images corresponding to the result data calculated from the evaluation calculation module 320, And an inspection DB 340 for storing evaluation items and result data.

The inspection UI providing module 310 includes data of an electronic questionnaire for classifying according to a preset company type, and it is defined as 10 optional items consisting of one pair of two comment statements. The inspection UI providing module 310 provides an electronic questionnaire and an interface for responding to the questionnaire so that a user can select a response to each item through the terminal on the web.

The items provided by the inspection UI providing module 310 are divided into two categories of design type indicator and brand type indicator of the corresponding company.

The inspection operation module 320 inspects the design and brand type of the company according to the response selected by the user.

Specifically, the resultant data of the DBTI has one of four types: DTBT, DTBX, DXBT, and DXBX.

Here, each type is determined by the following equation (5).

Figure pat00017

Figure pat00018

Figure pat00019

Figure pat00020

In Equation (5), DtypeT is the number of T selected from 10 pairs of the items included in the design type indicator, and DtypeX is the number of X selected from the 10 pairs of the items.

Also, BtypeT is the number of T selected from among 10 items included in the brand type indicator, and BtypeX is the number of X selected from the above 10 item pairs.

The inspection calculation module 320 calculates the type result data of the company based on the above-described equation.

The inspection result processing module 330 provides the result data to the user so that the data can be easily identified in the form of a graph including numerical values, tables and images, and stores the resultant data in the inspection DB 340. [

According to this structure, the design brand value evaluation and inspection system of the present invention provides a first half value evaluation and a type judgment result on the design of a customer (enterprise).

Hereinafter, a design brand value evaluation and inspection method according to an embodiment of the present invention will be described with reference to the drawings.

FIG. 3 is a diagram showing an overall flow of a method of evaluating and testing a design brand value according to an embodiment of the present invention.

Referring to FIG. 3, a design consulting service method according to the present invention provides a design consulting service when a customer (enterprise) who wishes to receive a design consulting service accesses a system through a terminal (S310) The DBRQ evaluation of the related company is performed (S320).

In step S320, 51 measurement items for measuring the DBRQ are provided in the web page in the form of an on-line questionnaire, and repeated until all the responses to the 51 questions are completed by the user.

If all the responses to the 51 questions are made (S330), then the optional 10 questions consisting of two pairs of explanatory texts for measuring the DBTI are provided to the user, and the user inputs a response to the question S340).

Step S340 is repeatedly performed until a response is prepared for all the test items in the same manner as in step S320. When all the questions are selected (S350), a result screen corresponding to the result data of DBRQ and DBTI is displayed (S360).

Next, the result data may be reflected on the ongoing design consulting project (S360).

Hereinafter, an example of measurement items included in the electronic questionnaire provided by the DBRQ processing unit according to the embodiment of the present invention will be described with reference to the drawings.

FIGS. 4 to 9 are views showing the items included in the electronic questionnaire provided when measuring the DBRQ according to the embodiment of the present invention.

Referring to FIGS. 4 to 9, the items included in the evaluation of the design competency are shown in FIG. 4, which is an example of a question about design innovation role, the latest fashion and issue recognition, and understanding of economy and industry. The design innovation mindset can be understood through the level of participation of the design manager, the level of activity for grasping the trend of the company, and the degree of design strategy and marketing strategy.

FIG. 5 is an example of a design budget, which is an example of a budget scale, a budget increase plan, and a budget department. The design budget of the company is compared with the average of the peer industry, and the proportion of the total budget and the proportion of the CEO (president) participation can be used to determine the degree of the design budget of the company.

Figure 6 is an item about the infrastructure, which includes questions about the degree of communication, new product development, and organizational awareness. Infrastructure issues can be identified through knowledge sharing among team members, degree of involvement in new product development, and identification of the top person in charge of design work.

FIG. 7 is a question about performance, which includes questions about sales contribution, comparison with the best company, and contribution. Performance can be understood through the company's sales performance, corporate design performance in the same industry, and contribution of achievement of management goals.

Referring to FIG. 8, the items included in the brand power evaluation are examples of the items of identity, differentiation, emotion, and aura. Identity can be understood through the degree of visual image representation that expresses the concept, the core value of the enterprise, and the corporate brand value evaluation in the field.

FIG. 9 shows an example of questions about authenticity, corporate citizenship, R & D, communication, and history as items included in the reputation index evaluation. The reputation index can be comprehended by comparing with competitive brands, associating with colors, and evaluating symbols or logos.

The above DBRQ items can be represented by a total of 1000 points. The design competency evaluation result is 250 points for 12 items, the brand power evaluation is 250 points for 16 items, and the reputation index evaluation is 9 items And can be provided to the user in terms of 500 points.

Hereinafter, an example of measurement items provided by the DBTI processor according to the embodiment of the present invention will be described with reference to the drawings.

10 and 11 are views showing the items included in the electronic questionnaire provided at the time of the DBTI examination of the present invention. 10 is an evaluation item related to the design type index of the DBTI of the present invention, wherein 10 items are provided in pairs of two, and the user can select one of T and X to determine the design type of the company . 11 is an inspection item related to the brand type indicator of the DBTI of the present invention. If the user selects one of T and X, Type.

According to the results of the above-mentioned calculation, the DBTI of the company can be judged to be four types of technology-based type, brand focus type, design focus type and reputation type.

Hereinafter, an example of a web page provided by a design brand value evaluation and inspection system according to an embodiment of the present invention will be described with reference to the drawings.

12 to 17 are views showing examples of web pages provided by the design brand value evaluation and inspection system of the present invention.

12, an initial screen provided by the DBRQ processing unit among the web pages provided by the design brand value evaluation and inspection system of the present invention includes DBRQs for collectively measuring the design / brand / (UI) for the item, and the central main frame 501 includes a screen including rough introduction information on the DBRQ. In addition, a lower frame 505 having a selection icon for viewing the progress of the measurement and the past measured result data is arranged at the lower portion of the screen.

When a new evaluation start icon is selected by the user, as shown in FIG. 13, a first frame 511 indicating a DBRQ measurement progress step currently in progress, a check box for selecting a DBRQ item and a response thereto is included A second frame 515 is provided.

Next, as shown in FIG. 14, when the responses to the three evaluation items are completed, the DBRQ score of the company is displayed in the form of a graph in the form of a letter There is provided a web page having a first frame 521 and a second frame 525 providing a general description of each type and score in text form.

Also, once the DBRQ measurement is complete, the DBTI measurement step may be performed and the order may be reversed.

Referring to FIG. 15, among the web pages provided by the design brand value evaluation and inspection system of the present invention, the initial screen provided by the DBTI processing unit is a DBTI item for inspecting the point of view regarding the design and the brand of the company from the user A user interface (UI) is provided. The central main frame 531 includes a screen including rough introduction information on the DBTI. In addition, a lower frame 535 having a selection icon for inspecting the lower portion of the screen is disposed.

Thereafter, when the user selects the test start icon, as shown in FIG. 16, a web page including a first frame 541 including a check box for selecting a question of the ongoing DBTI and a response thereto is provided do. The web page also includes an icon 545 requesting the next screen to continue the examination.

17, when the response to all the inspection items is completed, the first frame, which indicates any one of the four types according to the DBTI result data of the company, There is provided a web page having a first frame 551 and a second frame 555 providing a general description of each type in text form.

The above-mentioned design brand evaluation and inspection system and method of the present invention can be stored in a computer-readable recording medium such as a CD-ROM, a RAM, a ROM, a floppy disk, a hard disk, a magneto-optical disk, .

Although the preferred embodiments of the present invention have been disclosed for illustrative purposes, those skilled in the art will appreciate that various modifications, additions and substitutions are possible, without departing from the scope and spirit of the invention as disclosed in the accompanying claims. That is, it is obvious that various modifications and variations can be made without departing from the scope of the technical idea of the present invention by anyone having ordinary skill in the art.

100: Design consulting system 150: Design consulting process processing part
200: DBRQ processing unit 300: DBTI processing unit
210: Evaluation UI providing module 220: Evaluation evaluation module
230: Evaluation result processing module 240: Evaluation DB
310: Inspection UI providing module 320: Inspection operation module
330 inspection result processing module 340 inspection DB

Claims (20)

A design consulting process module that performs a consulting process for a design project;
A DBRQ processing unit for providing a first electronic questionnaire to a user terminal to perform valuation of a design of a related company when performing the consulting process; And
A DBTI processor for providing a second electronic questionnaire to the user terminal to check the type of design of the company
The design includes brand valuation and inspection system. The method according to claim 1,
The first electronic questionnaire includes:
And a plurality of items for evaluating the design capability, brand power, and reputation of the company. 3. The method of claim 2,
The plurality of questions may include:
12 questions about the design competency, 12 questions about the brand power, and 14 questions for the reputation evaluation. The method of claim 3,
Wherein the result data on the valuation is numerical data that is a sum of responses to the design capability, brand power, and reputation. The method according to claim 1,
The second electronic questionnaire,
And a plurality of items for evaluating a design type for the company. 6. The method of claim 5,
The plurality of questions may include:
Ten questions consisting of two pairs of explanatory texts for type checking on design; And
Ten questions for two types of brand-type tests for design
And a design brand evaluation and inspection system. The method according to claim 6,
Wherein the result data for the value evaluation is provided with four types of judgments by judging the weight of the response to the design type inspection and the brand type inspection. 8. The method of claim 7,
The four types are:
(DTBT), brand focus type (DTBX), design focus type (DXBT) and reputation enterprise type (DXBX). The method according to claim 1,
The DBRQ processing unit,
An evaluation UI providing module for providing the first electronic questionnaire to the user terminal in the form of a web page;
An evaluation calculation module that calculates an evaluation result according to a response to the first electronic questionnaire;
An evaluation result processing module for reflecting the evaluation result as numerical data in the web page; And
The first electronic questionnaire and an evaluation DB
And a design brand evaluation and inspection system. The method according to claim 1,
The DBTI processing unit,
An inspection UI providing module for providing the second electronic questionnaire to the user terminal in the form of a web page;
An inspection operation module for calculating an inspection result according to a response to the second electronic questionnaire;
A test result processing module for reflecting the test result as type-specific data in the web page; And
The second electronic questionnaire and an evaluation DB
And a design brand evaluation and inspection system. Performing a consulting process on a design project;
Providing a first electronic questionnaire to perform valuation of the associated enterprise's design;
Providing a second electronic questionnaire to inspect the type of design of the enterprise; And
Providing the result of the valuation and type checking to the user terminal
Design brand valuation and inspection methods including. 12. The method of claim 11,
The first electronic questionnaire includes:
And a plurality of items for evaluating the design capability, brand power, and reputation of the company. 13. The method of claim 12,
The plurality of questions may include:
12 questions about the design competency, 12 questions about the brand power, and 14 questions for the reputation evaluation. 14. The method of claim 13,
Wherein the result data on the valuation is numerical data that is a sum of responses to the design capability, brand power, and reputation. 12. The method of claim 11,
The second electronic questionnaire,
And a plurality of items for evaluating a design type for the company. 16. The method of claim 15,
The plurality of questions may include:
Ten questions consisting of two pairs of explanatory texts for type checking on design; And
Ten questions for two types of brand-type tests for design
And a method of evaluating and testing a design brand value. 17. The method of claim 16,
Wherein the result data for the value evaluation is provided with four types of judgments by judging the weight of the response to the design type inspection and the brand type inspection. 18. The method of claim 17,
The four types are:
(DTBT), brand focus type (DTBX), design focus type (DXBT), and reputation enterprise type (DXBX). 12. The method of claim 11,
The step of providing the first electronic questionnaire to perform valuation of a design of an associated company,
Providing the first electronic questionnaires to a user terminal in the form of a web page;
Calculating an evaluation result according to a response to the first electronic questionnaire;
Reflecting the evaluation result as numerical data in the web page; And
Storing the first electronic questionnaire and the result of the evaluation, and providing the result to the user terminal
And a method of evaluating and testing a design brand value. 12. The method of claim 11,
The step of providing a second electronic questionnaire to check the type of the design of the company,
Providing the second electronic questionnaire to a user terminal in the form of a web page;
Calculating a test result according to a response to the second electronic questionnaire;
Reflecting the inspection result as type-specific data in the web page; And
Storing and providing the second electronic questionnaire and the test results to the user terminal
And a method of evaluating and testing a design brand value.
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KR102458694B1 (en) 2022-03-03 2022-10-25 주식회사 상승곡선 Method, device and system for estimating cost of design work based on artificial intelligence and providing mediation platform service for design work

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CN112749416A (en) * 2021-01-27 2021-05-04 武汉太初道大数据科技有限公司 Health industry brand evaluation method based on brand value chain data model
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