台式电脑市场调研

1、1 Research of Lifestyle 生活方式研究 System Design Studio 系统设计工作室 Academy of Arts & Design, Tsinghua Univ. 清华大学美术学院 Beijing, China 北京,中国2004/6Asian Food Culture亚洲食文化2Definition 定义Plan 计划Summary 总结Our Team 团队 Combination 整合Implementation 实施Opportunity 机会3Definition 定义Project Background项目背景Project Definitio

2、n项目界定4Definition 定义Project Background项目背景While the Pan Pacific Region gradually emerges as an economic and political powerhouse in the 21st Century, Asians tend to be apathetic toward their own traditions due to excessive Western influence in the past. 当泛太平洋地区成为21世纪经济和政治发展的动力的时候,亚洲人可能由于过去受西方的过度影响而有些

3、对自己的传统缺乏兴趣。 In fact, these rich and colorful traditions, if understood properly, could give rise to new opportunities in design and business in the new era. 实际上,如果这些传统能够得到正确的理解的话,就有可能对在新时期找到新的设计和商业机会有所促进。 5Definition 定义Project Definition项目界定“Chopsticks” is a cross-cultural research project which aim

4、s at understanding consumers daily habits and behaviors in different cultures in food preparation and consumption at home. The target group of this study will be a number of middle-class families in selected Asian countries and regions (China mainland, Hong Kong, Japan and Korea). “筷子”这个跨文化项目之目的在于理解

5、不同文化环境中消费者在食物准备与消费方面的日常生活习惯与行为。目标人群是在挑选的几个亚洲地区(中国大陆/香港/日本/韩国)的若干户中产阶级家庭。 6Definition 定义Plan 计划Summary 总结Our Team 团队 Combination 整合Implementation实施Opportunity 机会7Researching “People-Tasks-Environments” Relationship.研究“人- 人物 - 环境” 之间的关系Finding problems and inconveniences in daily life.在人们日常吃的方式中找到问题与不

6、便Exploring hidden requirements and design opportunities behind Shopping, Preparing, Eating and Cleaning Affairs.寻求隐藏在购买/备餐/进食/清洁事务中的需求与设计机会Aims目的Plan 计划Methods方法Group 1Group 2Background Data Collection背景信息收集User Investigation用户调查8Plan9Definition 定义Plan 计划Summary 总结Our Team 团队 Combination 整合Implement

7、ation 实施Opportunity 机会10Background Data Group背景信息搜集组User ResearchGroup用户研究组11ImplementationImplementation实施Background Data Group 背景组 Principle 原则1Method & Procedure 方法与程序2Process & Result 过程与结果3Classification & Abstraction 分类与提取412Group1ImplementationImplementation实施Background Data Group 背景组Principl

8、e 原则1Laying foundation for developing the whole project, and making the researcher form a general and objective understanding before the research.为整个项目的展开提供知性基础，使研究者在开始研究之前对研究对象有全面客观的初步认识； ALooking for core concepts and research emphases from the background data. Well abstract some important informa

9、tion from the large numbers of background data, which will be the key points to lead the following deep investigation.在背景资料中寻找研究的契机和重心，从背景资料中提炼的某些信息点可以成为我们深入研究的切入点和关键点； BEnriching and supply the research material. During the research process, the situation lacking some given information always exist

10、, so, the background data will offer a fullscale information data-base to support deep research.丰富和补充调查研究的素材，针对调查研究中可能出现的欠缺或者不易直接得到的结果，可以通过专项和深入的背景资料收集来弥补； CProviding the argument support for research result. Full and accurate literature and Stat. materials will serve the final research argumentatio

11、n.为研究成果提供论据支持，以翔实确凿的文献、统计资料支撑研究中的论点。 DPurpose 目的Comprehensive 全面原则 AObjective 真实原则 BPertinent 针对性原则 CEmphasizing 侧重点原则 DPrinciple 原则13Group1ImplementationImplementation实施Background Data Group 背景组 Principle 原则1Method & Procedure 方法与程序2Process & Result 过程与结果3Classification & Abstraction 分类与提取412Group1

12、ImplementationImplementation实施Background Data Group 背景组Method & Procedure 方法与程序Identifying Subject 确定主题Searching Keyword 搜索关键词 Information 信息Substantial Grouping 实质性分组 Classified information 分类的信息 Abstracted Key Points 提取信息点 Background Data Report背景资料报告书News 当前状况 Documentary 纪录事件 Talk program on TV电

13、视谈话 Entertainment 娱乐节目 Newspaper 报纸 Thesis 期刊Relative books 专著 Commercial商业的Info 信息的 Official 组织的 Personal 个人的 Presswork 印刷品Website 网站 Broadcasting Media广播媒体 Official 官方数据 Commercial商业调研 Stat. 统计 1 culture “食”的文化2 society economy “食”的生产、流通和消费3 human, environment and object. “食”的环境,物和人4 foods behavio

14、r. “食”的行为厨师、食客、烹调、用餐、储存、清洁处理、原材料、食品、废品、炊具、餐具、厨房电器、厨艺、食品工业、厨房、饭厅、菜市场、食品店（超市）、食品消费、食品商业、饮食传统、餐桌礼仪、时尚饮食、饮食健康152Group1ImplementationImplementation实施Background Data Group 背景组16Principle 原则 1Method & Procedure 方法与程序2Classification & Abstraction 分类与提取4Process & Result 过程与结果3Group1ImplementationImplementati

15、on实施Background Data Group 背景组Selection of data sources筛选和确定资料源step 1第一步Data classification资料分类Step 2第二步Data subdivision& key points Abstraction背景再分类和信息点提取Step 3第三步17Group1ImplementationImplementation实施Background Data Group 背景组Process & Result 过程与结果3Process & Result 过程与结果3Authority statistics 官方统计数据

16、Business survey report 商业调研报告 Book 专著Thesis 论文Periodical 期刊Newspaper 报纸Television program 电视节目 Website 网站 The Chinese National Statistical Bureaus statistical report form.中国国家统计局统计公报The Beijing City Statistical Bureaus statistical report form.北京市统计局统计公报31 articles collected from The Chinese National

17、 Statistical Bureaus statistical report form;中国国家统计局统计公报31篇10 articles collected from The Peking City Statistical Bureaus statistical report form.北京市统计局统计公报10篇 Selection of data sources筛选和确定资料源step 1第一步Group1ImplementationImplementation实施Background Data Group 背景组18Process & Result 过程与结果3Free food re

18、port on 3SEE market information research net 3SEE市场信息研究网(饮食类免费报告)( http:/ /) 59 articles free food report on 3SEE market information research net.饮食类商业调研报告59篇 Selection of data sources筛选和确定资料源step 1第一步Group1ImplementationImplementation实施Background Data Group 背景组19Authority statistics 官方统计数据 Business

19、 survey report 商业调研报告 Book 专著Thesis 论文Periodical 期刊Newspaper 报纸Television program 电视节目 Website 网站 Process & Result 过程与结果3Food with Chinese culture 饮食与中国文化 How Chinese to eat中国人怎么吃 The middle-long term strategical development research of food in china 中国中长期食物发展战略研究 Group1ImplementationImplementation实

20、施Background Data Group 背景组Selection of data sources筛选和确定资料源step 1第一步20Authority statistics 官方统计数据 Business survey report 商业调研报告 Book 专著Thesis 论文Periodical 期刊Newspaper 报纸Television program 电视节目 Website 网站 Process & Result 过程与结果3Chinese periodical net 中国期刊网 We download the 180 articles from Chinese pe

21、riodical net. Then, carefully select 10 remaining articles and write summary of them. 中国期刊网下载论文180篇，精选了10余篇做了摘录Selection of data sources筛选和确定资料源step 1第一步Group1ImplementationImplementation实施Background Data Group 背景组21Authority statistics 官方统计数据 Business survey report 商业调研报告 Book 专著Thesis 论文Periodical

22、 期刊Newspaper 报纸Television program 电视节目 Website 网站 Process & Result 过程与结果3Food style (life type)食尚（生活类）Global food (Business type)国际食品（商业类）The Chinese food industry ( Technique type) 中国食品工业（技术类）Totally take 276 photos. 共计276张照片Selection of data sources筛选和确定资料源step 1第一步Group1ImplementationImplementati

23、on实施Background Data Group 背景组22Authority statistics 官方统计数据 Business survey report 商业调研报告 Book 专著Thesis 论文Periodical 期刊Newspaper 报纸Television program 电视节目 Website 网站 Process & Result 过程与结果3The Times of Round-the-world (Social science type)环球时报（社科类） JingHua Times ( Beijing life type) 京华时报（北京生活类，报纸）Tot

24、ally record the 222 articles from two types of newspaper.两种报纸共记录文章222篇 Selection of data sources筛选和确定资料源step 1第一步Group1ImplementationImplementation实施Background Data Group 背景组23Authority statistics 官方统计数据 Business survey report 商业调研报告 Book 专著Thesis 论文Periodical 期刊Newspaper 报纸Television program 电视节目 W

25、ebsite 网站 Process & Result 过程与结果3Everyday Food 天天饮食Spark technology 星火科技 The healthy life 健康生活Totally purchase and engrave 28 pieces of VCD.共购买、刻录VCD光盘28张Selection of data sources筛选和确定资料源step 1第一步Group1ImplementationImplementation实施Background Data Group 背景组24Authority statistics 官方统计数据 Business surv

26、ey report 商业调研报告 Book 专著Thesis 论文Periodical 期刊Newspaper 报纸Television program 电视节目 Website 网站 Process & Result 过程与结果3Chinese appetizing food net中华美食网 ( http:/ /)Food channel on sina website新浪网饮食频道 ( http:/ /)Chinese food technology net中国食品科技网 ( http:/ www.tech- )Chinese food industry net中国食品工业网 ( htt

27、p:/ / default.asp)The food package item on Chinese packing market net 包装市场网食品包装栏目 ( http:/ / technic/ food/)Totally download the 334 articles from 5 websites.五个网站共下载文章334篇 Selection of data sources筛选和确定资料源step 1第一步Group1ImplementationImplementation实施Background Data Group 背景组25Authority statistics 官方

28、统计数据 Business survey report 商业调研报告 Book 专著Thesis 论文Periodical 期刊Newspaper 报纸Television program 电视节目 Website 网站 Selection of data sources筛选和确定资料源step 1第一步Data classification资料分类Step 2第二步Group1ImplementationImplementation实施Background Data Group 背景组26Data subdivision& key points Abstraction背景再分类和信息点提取S

29、tep 3第三步Process & Result 过程与结果3Process & Result 过程与结果3Food Culture食的文化AProduction, Circulation & Consumption生产、流通与消费BHuman, Environment & Object人、环境与物C Behavior行为DThe datas subdivide and abstract key information.(detailed research sees chapter 4: Classification & AbstractionOr Attachment 1)信息分类与关键点提

30、取详见第四章或附件1Data classification资料分类 Step 2第二步Group1ImplementationImplementation实施Background Data Group 背景组27Selection of data sources筛选和确定资料源step 1第一步Data classification资料分类Step 2第二步Group1ImplementationImplementation实施Background Data Group 背景组28Process & Result 过程与结果3Data subdivision& key points Abstr

31、action背景再分类和信息点提取Step 3第三步Process & Result 过程与结果3Data subdivision& key points Abstraction背景再分类和信息点提取Step 3第三步Food Culture食的文化ASociety and economy of “ food ”食的社会经济BHuman, Environment & Object人、环境与物C Behavior行为DThe datas subdivide and abstract key information.(detailed research sees Attachment 1)信息分类

32、与关键点提取详见附件1Group1ImplementationImplementation实施Background Data Group 背景组29Process & Result 过程与结果3 中国“食”文化研究的现状 The status of Chinese “ food culture research饮食传统的继承和发扬与理论、文化与学术的研究的滞后；重古轻今；重饮品轻食品；重描述轻理论探讨：中国食文化研究的不平衡性 Preferring tradition to nowadays ,preferring beverage to food , preferring descripti

33、on to discussion on theories, imbalance of the Chinese food culture research. 饮食传统与习惯 “ Food customs and habits我国传统饮食习俗内涵深厚 Having profound culture meaning 饮食传统观念 “ Food traditional opinion墨子饮食观：增气充虚，强体适腹 The food idea of MoZi孔子饮食观：食精、脍细、割正、席正 Confucius food idea 讲究烹饪艺术的饮食观：色、香、滋、味、形、器、养Food idea re

34、garding cooking中华饮食文化的基本内涵：精、美、情、礼 Basic spirit of food culture五谷与蔬菜并重的饮食观 Balance on grain & vegetable 春养颜，夏去暑，秋滋养，冬进补：时令与饮食时尚 Season and food styleFood Culture 食文化Step 3第三步AData subdivision & Key points abstraction背景再分类和信息点提取中国食文化受古代社会政治影响 Deeply influenced by the ancient polity中西节日习俗与饮食差异明显 The d

35、ifference is obviously between east and westGroup1ImplementationImplementation实施Background Data Group 背景组30Process & Result 过程与结果3 “食”的现代观念 Modern opinion of “food” 服装、卡通、艺术：饮食也有时尚，而且会被影响 Clothing, cartoon, art色、香、味、型：美食不止于吃饱，是艺术、享受 Color, savory, flavor, form求精、求活、求鲜、求保健、求营养、求方便；多样化、口味化、方便化、多功能化、高转

36、化率猎奇、仿古：拓展新的食品源 Seek novelty,archaize运动与饮食：希望二者相得益彰 Food and sport饮食与旅游：风味小吃是旅游的必然选择 Food with travel新观念：食物伦理 Food ethics科技与科技食品：高安全还是高危险，人的两难情绪 Technology & technology food “食”的交流与影响 “Food” communication and influence 快餐：逆势强进 Fast food: A fast development against strong resistance咖啡：品味的选择 Coffee: T

37、he tastes choice人体宴：外来文化的试探 Human body feast: Exotic cultural to sound out韩流：美食与文化的交流 Korea style: Cate and cultures communication多元性食文化的共生观 Symbiosis (intergrowth)Idea of diversity food cultureFood Culture 食文化Step 3第三步AData subdivision & Key points abstraction背景再分类和信息点提取 Group1ImplementationImpleme

38、ntation实施Background Data Group 背景组31Process & Result 过程与结果3 食的生产 Production of “food” “食”的流通 Circulation of “ food” “食”的消费 Consumption of “food”Society and economy of “ food ” 食的社会经济Step 3第三步BData subdivision & Key points abstraction背景再分类和信息点提取 我国食品生产持续稳定发展，品种不断丰富，结构逐步优化Food production develops stea

39、dily, both abundan species and rational construction 食品生产的诸多问题，主要是假冒、伪劣产品，有待政策和管理的完善Problems such as counterfeit , bad production . Revising the policy and management. 食品生产在追求质量的同时，开始关注产品的附加值High quality and the plus-value of food production.食品市场活跃，竞争激烈，三资企业占据领先优势Problems such as counterfeit , bad p

40、roduction . Revising the policy and management.诚信牌、时尚牌、价格牌、特色牌等：企业为占市场，施展浑身解数Trustworthiness、vogue、price、health、characteristic、concept selling for market.法律、行政、舆论：各种手段来保证食品安全 Law, administration, public opinion: many kinds of methods keep the food safe.北京市“食”消费活跃、稳步增长，同时消费结构和食品结构都在调整Prosperous food

41、consumption , increasing consumption , adjustment on construction.消费行为受到品牌和广告宣传的极大影响 Ads. and brand have a large influence on human consumption behavior.Group1ImplementationImplementation实施Background Data Group 背景组32Process & Result 过程与结果3 “食”的内容 “Food” contents 炊具 Cooking toolHuman, environment and

42、 object of “food” 人、环境与物Step 3第三步CData subdivision & Key points abstraction背景再分类和信息点提取 食物的功效 “Food” effect “厨房革命”新式厨房家电的大量涌现和不断更新Compact from modern style kitchen appliance.情趣：艺术家电的出现Sentiment: the emergency of art appliance.炊具的安全受到重视Cooking tools safety get more attention.素食正在流行 Vegetarian food is

43、very popular. 速食备受欢迎 Fast food is welcome. 一些长期重视的问题， 至今仍然是问题：早餐 Breakfast is still a problem. 食疗：自古已有，历久不衰 Food cure: From the ancient China , developed well .美容：全身上下，驻容养颜 Hairdressing： Keeping decrepitude from your body.保健：健康饮食，健康生活 Health care: Health eating, healthy life. 性：食助性也 Sex: Food helps

44、the sex. Group1ImplementationImplementation实施Background Data Group 背景组33Process & Result 过程与结果3 餐具 Cutlery “食”的人 Human “食”的环境 “Eating” environmentHuman, environment and object of “food” 人、环境与物Step 3第三步CData subdivision & Key points abstraction背景再分类和信息点提取节日的餐具：“精致道具” The festival cutlery : exquisite

45、ornament餐具的卫生与环保：重视餐具的清洁，一次性餐具问题多The hygiene and environmental protection of cutlery: the problem of one-off cutlery is large.现代化厨房新概念：整体厨房、高科技厨房、环保厨房New conception of modernization kitchen: whole, high-tech, environmental protection.厨房的布置和装饰：温馨、清洁、富有情趣Kitchens arrangement and adornment: Warm, fragr

46、ant, clean, interesting.厨房卫生和安全：冰箱、水槽、案板、刀架、盘托等；火灾、爆炸Kitchens hygiene and safety: Refrigerator, sink, case plank, drawer door, faucet and so on.儿童：从饮食重视儿童的形体发育、智力发育、人格发育 Children都市人：高消费、快节奏，亚健康、重保养 City people女性：天生需要注意饮食 Female新新人类：几乎不做饭的人 New generationGroup1ImplementationImplementation实施Background

47、 Data Group 背景组34Process & Result 过程与结果3 烹饪相关行为 Related behavior concerning cooking会做饭的年轻人不多，需求助菜谱 Minor young man can cook ,menu is important.自己动手和时间之间存在矛盾Contradiction between cooking by oneself and time. 购买相关行为 Related behavior concerning shopping 用餐相关行为 Related behavior concerning dining纠正习以为常的毛

48、病 Rectify the trouble that accustom to家庭饮食交流：新鲜经验、易学易做 Fresh experience, learn easily and do easily Behaviors with “ food” 食的行为Step 3第三步DData subdivision & Key points abstraction背景再分类和信息点提取注重与辨别的矛盾：注重食品质量、新鲜度和价格，如何辨别是一个难题People emphasize foods quantity, freshness and the price, and recognition is a

49、problem.购买以菜场、超市为主，网络购物处于尝试阶段Shopping is mainly in food market ,super market , internet is still on a attempting stage .礼送名牌，自用实惠Send the famous brand food as the gift, help oneself to the real benefit .食品的搭配、变化和选择困难 Match of food, changes , choose the difficulty.Group1ImplementationImplementation实施

50、Background Data Group 背景组35Implementation 实施36Background Data Group背景信息搜集组User ResearchGroup用户研究组Principle 原则1Sampling 取样2Analysis 分析4Output 输出5Group1ImplementationImplementation 实施User Research Group 用户研究组37Method & Process 方法与过程3Principle 原则1The principle of investigation of visiting family is :入户

51、调研的原则Objective客观Specific 具体Interacting互动in detail 细节 38Group1ImplementationImplementation 实施User Research Group 用户研究组39Principle 原则1Sampling 取样2Analysis 分析4Output 输出5Method & Process 方法与过程3Group1ImplementationImplementation 实施User Research Group 用户研究组Definition of middle class family中产阶级定位1 Sampling

52、 criteria取样标准2 Samples取样3 Sampling 取样240Group1ImplementationImplementation 实施User Research Group 用户研究组Definition of Middle Class Family中产阶级定位( Attachment 2:definition of MCF )（见附件2：中产阶级） 1 Class: Social Stratification阶级: 社会分层 Middle: Classification Criteria中产: 划分标准A social group in the middle rank d

53、ivided by some stratification mode under some social condition.在一定社会条件下，根据一定划分模式界定的处于中间状态的社会人群Middle Class中产阶级3 Criteria of Middle Class中产阶级的3种划分标准3 Dimensions of Research研究的3个向度Sampling取样标准241Group1ImplementationImplementation 实施User Research Group 用户研究组Sampling 取样2Definition of middle class family

54、中产阶级定位1 Sampling criteria取样标准2 Samples取样3 42Group1ImplementationImplementation 实施User Research Group 用户研究组Sampling取样标准2P1专业技术人员P2管理人员和办事人员P3商业、服务业人员A126-35A236-45 A346-55 ANNUAL INCOME OF MCF IN BEIJING: USD 12,000-30,000北京中产阶级家庭年收入： 12,000-30,000美元 MONTHLY FAMILY INCOME(RMB)家庭月收入（人民币）M160006001M280

55、008001M31200012001M41500015001M5AHP TREE OF MCF IN BEIJING 北京中产阶级家庭AHP树AHP: ANALYTIC HIERACHICAL PROCESS层次分析过程I1金融保险业I2房地产业I3交通运输、仓储及邮电通信业I4电力、燃气及水的生产和供应业I5教育、文化艺术及广播电影电视业I6科学研究综合技术服务业43Group1ImplementationImplementation 实施User Research Group 用户研究组Sampling criteria取样标准 2 Definition of middle class f

56、amily中产阶级定位1 Sampling criteria取样标准2 Samples取样3 44Sampling 取样2Group1ImplementationImplementation 实施User Research Group 用户研究组Samples 取样3 35794681021P - 1A 1INDUSTRY行业POSITON职位AGE年龄Family家庭43M23M23M43M24M45M43M13M2M53M2M2M2A 2A 3P - 2P - 31 - 11 - 21 - 31 - 41 - 51 - 6家庭成员家庭月收入 IPMMEMBER 45Sampling取样标准

57、2Group1ImplementationImplementation 实施User Research Group 用户研究组46Principle 原则1Sampling 取样2Analysis 分析4Output 输出5Method & Process 方法与过程3Group1ImplementationImplementation 实施User Research Group 用户研究组Questionnaire问卷调查1 Photo diaries用户日记2 Interview and observation访谈与观察3 Summary of methods方法总结4 Method &

58、Process 方法与过程347Group1ImplementationImplementation 实施User Research Group 用户研究组Questionnaire 问卷调查 ( Attachment 4 )附件41 Aiming at 10 sample families, the questionnaire investigates:针对十个样本家庭，问卷调查的内容是Method & Process方法与过程3The basic information of family家庭基本信息调查The basic information of people个人基本信息调查The

59、information related to “food”与“食”相关的信息调查48Group1ImplementationImplementation 实施User Research Group 用户研究组Photo diaries 用户日记 ( Attachment 5 )附件52 用户图片日记主要是让被选取的家庭成员用所发给的相机记录日常生活和与饮食相关的活动内容，为时一周。拍摄内容主要包括： Photo diaries mainly reflects one-week daily life of ten the families relating to food:Shopping en

60、vironment, purchased food购物环境、购买的食品The cooking environment and objects厨房环境及工具The eating environment and process家人进餐的环境和过程The content of breakfast, lunch and dinner早、中、晚餐的内容The storage of food and utensils食物、工具的存储方式The process of preparing and cooking食物准备与烹饪过程49Method & Process方法与过程3Group1Implementat