The innovation brought by service design is of great significance to the development of business. This paper proposes a business plan of craft beer in Milan, Italy, by using service design thinking and methodology, and proposes a design plan for how craft beer stares up develop when facing the Chinese market. As cases, the design of craft beer for the Italian and Chinese market further proves the feasibility, adaptability, and sustainability of service design in business development. Starting from the social, cultural, user, value, cooperation, capital and other factors, combining and utilizing a series of theories and methodologies of service design and business, such as mind map, user journey, user portrait, business canvas, etc. The research methods of desktop survey, questionnaire survey, observation, and prototype are used to support the development of the project. The design has different levels of meaning in the complex dynamic environment. The design proposal of the craft beer start-up follows the following design principles: 1. Design creativity and thinking is a powerful driving force for innovation and entrepreneurship. 2. Design can be problem-oriented or meaning-oriented. 3. Designers and designers are socially responsible. A team designs the Ibrida craft beer for the Italian market in the in the final synthesis design studio. For the sake of world sustainability, Ibrida is a craft beer that collects surplus high quality bread brews and uses local ingredients to develop new flavors aimed at solving the problem of food waste in Milan and empowering local communities. In the second part of the article, I think about how is the new craft beer born in the Chinese market. Based on the research of the beer culture and market in China, I put forward the craft beer design for the Chinese market, aiming at developing the local specialty craft beer which is as a medium inheriting Chinese traditional culture, it also embodies the characteristics of Chinese brewing and handcraft brewing in the market.
L’innovazione apportata dal service design è di grande importanza per lo sviluppo del business. Questo articolo propone un piano aziendale di birra artigianale a Milano, utilizzando il pensiero e la metodologia del servizio, e propone un piano di progettazione per lo sviluppo della birra artigianale quando si affaccia sul mercato cinese. Come nei casi presentati, la progettazione di birra artigianale per il mercato italiano e cinese dimostra ulteriormente la fattibilità, l’adattabilità e la sostenibilità del design dei servizi nello sviluppo del business. A partire dall’aspetto sociale e culturale, da utente, valore, cooperazione, capitale e altri fattori, combinando e utilizzando una serie di teorie e metodologie di progettazione e business del servizio, come la mappa mentale, il percorso dell’utente, il profilo dell’utente, il business model canvas, ecc.(mind map, user journey, user portrait, business canvas, etc.) Metodi di ricerca per sondaggi desktop, questionari, osservazioni e prototipi vengono utilizzati per supportare lo sviluppo del progetto. Il design ha diversi livelli di significato nel complesso ambiente dinamico. La proposta progettuale della start-up della birra artigianale segue i seguenti principi di progettazione: 1. Progettare la creatività e il pensiero è un potente motore per l’innovazione e l’imprenditorialità. 2. Il design può essere orientato ai problemi o orientato al significato. 3. Designer e designer sono socialmente responsabili. La birra artigianale Ibrida per il mercato italiano è stata progettata da un team nello studio di design di sintesi finale. Ai fini della sostenibilità mondiale, Ibrida è una birra artigianale che raccoglie in eccesso le miscele di pane di alta qualità e utilizza ingredienti locali per sviluppare nuovi sapori volti a risolvere il problema dello spreco alimentare a Milano e potenziare le comunità locali. Nella seconda parte dell’articolo, penso a come nasce la nuova birra artigianale nel mercato cinese. Sulla base della ricerca della cultura e del mercato della birra in Cina, propongo il design della birra artigianale per il mercato cinese, con lo scopo di sviluppare la birra artigianale locale che è un medium che eredita la cultura tradizionale cinese, incorpora anche le caratteristiche del della birra e della produzione artigianale cinese nel mercato.
The exploration of craft beer start-up based on service design. Taking Italy and China market as target
GUAN, RUMO
2018/2019
Abstract
The innovation brought by service design is of great significance to the development of business. This paper proposes a business plan of craft beer in Milan, Italy, by using service design thinking and methodology, and proposes a design plan for how craft beer stares up develop when facing the Chinese market. As cases, the design of craft beer for the Italian and Chinese market further proves the feasibility, adaptability, and sustainability of service design in business development. Starting from the social, cultural, user, value, cooperation, capital and other factors, combining and utilizing a series of theories and methodologies of service design and business, such as mind map, user journey, user portrait, business canvas, etc. The research methods of desktop survey, questionnaire survey, observation, and prototype are used to support the development of the project. The design has different levels of meaning in the complex dynamic environment. The design proposal of the craft beer start-up follows the following design principles: 1. Design creativity and thinking is a powerful driving force for innovation and entrepreneurship. 2. Design can be problem-oriented or meaning-oriented. 3. Designers and designers are socially responsible. A team designs the Ibrida craft beer for the Italian market in the in the final synthesis design studio. For the sake of world sustainability, Ibrida is a craft beer that collects surplus high quality bread brews and uses local ingredients to develop new flavors aimed at solving the problem of food waste in Milan and empowering local communities. In the second part of the article, I think about how is the new craft beer born in the Chinese market. Based on the research of the beer culture and market in China, I put forward the craft beer design for the Chinese market, aiming at developing the local specialty craft beer which is as a medium inheriting Chinese traditional culture, it also embodies the characteristics of Chinese brewing and handcraft brewing in the market.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/149246