如何赋予设计独特的价值，在激烈的同质化竞争中脱颖而出？如何使客户
的产品以独有的方式满足消费者需求？如何使设计获得优势性市场地位，并为客
户带来更多的价值利益？这些都是本文希望解答的问题。本文所探讨的，是以差
异化思维导向的设计策划方法，并且锁定于“从任务书到确定设计初案”这一设
计策划阶段。
本文的研究以跨学科领域的理论成果为基础，结合个人在视觉、产品、空
间不同设计专业领域的实践与分析。首先，归纳定义了“差异化”的概念。其次，
从设计管理的宏观角度，探讨如何以差异思维进行设计战略思考；从设计策略执
行角度，探讨在设计策划的不同环节如何获得具有市场竞争力的差异化成果。设
计策略的执行主要是从设计出发点、关注点、流程、模型、方法等角度深入探索。
通过上述研究，本论文初步形成了“从任务书到确定设计初案”这一过程
中，以差异化思维为核心的设计策划体系。对具体的商业设计策划与实践具有一
定的支持意义。期望此研究成果，能够成为摆脱设计同质化漩涡的一种办法，也
能够有助于设计成果获得更大的市场价值与赢利潜力。

How to create a unique value that helps design stand out in the fierce
homogeneous competition? How to make client’s product meet the consumer needs in
a unique way ? How to endow the design with market advantages, and bring more
value and benefits to the client? These are the questions to answer in this essay. The
article is to discuss “how to gain competitive advantage by differentiation", in the
field of design planning, as well as to focus on the specific design stage "from the
assignment to confirmation of design layout".
Research methods of this article include interdisciplinary basic theory study,
combined with my practice and analysis in various field like visual, product and space.
And in the article, Firstly, I define what the differentiation is. Secondly, I discuss how
to develop a design strategy of differentiation, in macroscopic perspective of design
management, and how to achieve a design work with competitive edge by
differentiation at different stages of design planning, in the perspective of design
implementation. It also elaborates design implementation methods by design starting
point, focus , procedure, model and methods etc.
Through studies mentioned-above, the article is expected to obtain a primary
method of design planning directed by differentiation, on the specific design stage
"from the assignment to confirmation of design layout". And also has great
significance in business design practice. Hope it will be helpful for design institute or
enterprise, to break away from homogeneous competition, as well as to obtain big
market value and earning potential