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2011 年 12 月 9 日  星期五   晴天


Laser material processing and Intelligent Energy Field Manuf 分類: 生活資訊

Laser material processing and Intelligent Energy Field Manufacturing
 

Lasers play an increasingly important role in modern science and engineering. To better uncover lasers' potential, laser energy should be treated as a common energy field used in engineering. This paper will reflect on the process of liquid core fiber laser machining, followed by a brief introduction on the methodology of Intelligent Energy Field Manufacturing. Finally, future trends in laser material processing will be discussed. Lasers are an amazing tool, but marketwise, they have not reached our expectations.

2010 marked the 50th anniversary of the first functioning laser. Laser energy is amazing in many ways. It can be highly collimated; thus, one can send a signal to the moon and still measure the reflected signal. It is monochromatic, which allows it to be used in precision metrology. It can easily be focused down to sub-100 micron spot sizes or operated on the femtosecond (10-15 s) time scale, which enables an individual laser pulse to locally exceed the material damage threshold and be used for material processing. Multiple laser beams can be combined into a single beam so that the resultant beam can be used to study nuclear fusion in the national labs. Beyond these facts, thedrill edm military has recently used lasers to test the missile defense system, and optical fiber-based communication has enabled a flatter world.

There are plenty of achievements one should feel proud of in laser technology. For laser material processing in particular, few other energy forms can compare with laser in its versatility, its flexibility, its quality, or its spatial resolution. Laser is a source for concentrated and coherent photon energy. As long as the laser energy can be absorbed by a target material, this target will be heated or ablated independent of how hard it is or how soft it is. To attain the required spatial resolution, one can use ultraviolet (UV) or infrared (IR) laser beam or femtosecond pulse durations to achieve millimeter to nanometer spot sizes. When processing speed is needed, one can use high power and/or high repetition rate systems. With this versatility, it is not surprising that laser processing has achieved widespread applications in cutting, welding, marking, drilling, and surface texturing. There are also other applications that have shown the laser to be a very competitive tool to accomplish improved speed and quality in three-dimensional (3D) manufacturing, surface treatment, and surface cleaning.

Given its flexibility, laser still has not penetrated into many adjacent arenas. While the world laser market is expected to reach 8 billion in 2012 according to a recent projection from Photonics West 2011, what is limiting the speed of market penetration?

One potential factor affecting the speed may be that the cost of implementing laser technology is high, both financially and in terms of the skills required to develop and insert laser solutions into production. In addition, the broader laser community has often been accused of not aligning either laser technology or laser processing solutions with customer needs.

The laser lab in GE Global Research serves all of the GE businesses, including GE Aviation, GE Energy, GE Oil Gas, and GE Healthcare. Based on experience working with such a diverse customer base, lasers often compete against more mature, often less expensive processes. As a result, laser-based solutions are most successful when they accomplish a goal that cannot be reached another way. In the following, two illustrative examples of how lasers have fared against competing technologies – laser hole drilling of acoustic panels and laser dicing of cadmium zinc telluride (CZT) wafers – will be discussed.

Reflection on laser acoustic hole drilling
In 2005, the laser lab was approached to investigate the feasibility of high speed drilling of composite acoustic panels. These holes are used as damping structures in aircraft engines. In an acoustic panel, there can be as many as 500,000 holes that have to be drilled into the 0.09 inch thick polymer matrix composite (PMC) panels. With a special CNC machine, one can drill ~2 holes per second when multiple drill heads are used. The process that is used induces substantial tool wear and generates back side delamination. Additionally, the drill bits used to produce these holes have to be replaced approximately every 200 holes.

Using lasers, it was possible to demonstrate suitable hole drilling quality at a rate of 2.2 holes per second. So, lasers could drill at comparable speed to the conventional process and demonstrated negligible tool wear and heat affected zones. Unfortunately, the process also induced discoloration on the samples, which the customer disliked. In addition, the substantiation procedure to qualify the laser process for production was lengthy. Also, the customer was concerned about practically implanting the technology.

In short, laser processing was still viewed as a high risk given that there was already a process that could do the job. Also, they did not have people trained to operate high power lasers. Thus, while laser drilling of acoustic holes showed good promise, it was not adopted as a solution yet.

One thing this example teaches about impediments to introducing laser material processing solutions is that the final technology decision is never a simple capital issue or process issue. It is always an engineering system issue involving more than laser process considerations. It is the total solution that competes against or works with other energy forms. As a result, an engineering system won’t be complete unless one considers all of the system elements: energy, materials, information, people, and planning.

Just making better lasers is not sufficient. Neither is proving the feasibility of the laser process. One must instead prove that the engineering system, which includes laser material processing, is more competitive than other engineering systems to win the assignment.

This deficiency in systems thinking is not unique to laser materials processing. In fact, this attitude holds back many new innovative solutions with regard to other processes or solutions. Whenever one focuses solely on the process or technology or equipment in isolation rather than the benefit the user will experience, the full promise of the innovation will not be fulfilled. By contrast, when one views energy fields in tandem, a useful system solution emerges. Laser dicing of CZT wafers illustrates this point.

Liquid fiber based laser dicing of CZT wafers
This is a good example of the teamwork of energy fields to solve a challenging engineering task. Cadmium zinc telluride (CZT) is used as a nuclear detector material. A GE Global Research team was formed to develop a cost-effective CZT dicing process [1]. Single crystal CZT wafers are very expensive to grow. CZT is also prone to defect generation during crystal growth. As shown in FIGURE 1, the wafer has some good areas and some defective areas, as revealed by ultrasonic imaging. The marked squares are free from defects and are potential zones from which to dice the detector material.
 


FIGURE 1. Ultrasonic imaging of a CZT single crystal wafer. Marked zones are potential areas to get qualified detector elements.
 

Why is CZT machining challenging? Due to its brittleness, edge chipping and side cracking must be minimized. Due to its toxicity, all of the machined CZT material must be properly handled throughout the manufacturing process. Also, due to its thickness (3-10 mm) and the goal of minimizing the expense of CZT, the process should be able to dice such depths with a ~0.5 mm kerf. Finally, the process must be able to cut out useful regions of the CZT without damaging adjacent material.

Silicon wafer dicing using diamond wire saws is an established technique, but wire saw cutting may result in excessive waste due to its inability to perform the random cuts required to dice all of the good zones.

FIGURE 2 shows the various processes that were considered to perform CZT dicing. While waterjet machining and laser machining enable access to random portions of the wafer, waterjet machining produced random chipping. Laser machining appeared to be a promising approach; however, it may introduce thermal damage into the crystal when machining 3-10 mm thick CZT.


FIGURE 2. Process down-select in CZT dicing.
 

Direct dicing with ultrashort pulsed laser was initially thought to be the simplest and most promising solution, but for large depth (1 mm), such lasers are slow. Furthermore, the laser generated plasma defeated the promise of short pulses. This also produced taper and sidewall damage, as shown in FIGURE 3. As a result, the depth capability is limited to 6 mm.
 


FIGURE 3. CZT wafer cut by ps laser showed side wall striation, taper, and some chipping.
 

Attempting to dice CZT presented two engineering contradictions: how to ablate material without thermal damage to adjacent material and how to machine thick material without redeposition of the material on the side walls or top of the wafer.

Finding a solution to these engineering contradictions is a topic the author has been studying for many years. It is a general challenge for laser material processing. As shown in FIGURE 4, nanosecond laser machining of aluminum in air showed strong melting and surface re-deposition, while drilling underwater showed clean features and produced smooth side walls. Thus, using water cooling in combination with laser machining can potentially solve the quality issues.
 


FIGURE 4. Difference between open-air machining (left) and underwater machining (right).
 

To machine large depths, a new machining mechanism was needed. One approach that was tested was to inject laser energy into a fiber and feed the fiber into the material like a mechanical drill bit. FIGURE 5 illustrated the basic idea. The process that was developed is referred to as Liquid Core Fiber Laser Material Processing, which was developed at GE Global Research from 2004 to 2010. Water under pressure is fed into a special tube. Because the tube has a lower optical index than water, when the laser is coupled into the tube, total internal reflection occurs. Ultimately, laser intensities of 1 GW/cm2 were passed through this fiber and water when green light (532 nm) was used. Finally, both metals and ceramics were successfully machined.
 


FIGURE 5. a) The principle of liquid core fiber laser machining and the b) fiber in machining of a CZT wafer.
 

FIGURE 5b showed liquid core fiber machining of a CZT wafer. The water jet carried the laser energy that was used to ablate the CZT substrate. It also helped flush and contain the ablated CZT materials. The fiber was inserted up to 3 mm into the wafer. As the fiber was inserted even deeper into the wafer, it produced a sharper angle of the side jet. Actually, the side jet was so strong that tissue paper had to be placed over the cell to prevent splashing. Later, attempts were made to perform totally immersed machining with the liquid core fibers, which worked. This eliminated splashing and contained all of the toxic CZT material, which could then be properly disposed of or recycled.

Beyond the application of CZT machining, when laser energy is condensed into a solid needle that can do clean machining, deep machining, and immersed machining, this enables many additional applications.

Despite the promise that liquid core fiber machining demonstrated, there were still some issues that needed to be addressed; so, a similar, more robust process was eventually adopted as the production process for CZT dicing. As shown in FIGURE 6, random access dicing with high edge quality and little HAZ was achieved.


FIGURE 6. Wafers successfully diced with liquid fiber-assisted laser machining.
 

Reflecting on this experience, laser alone was not directly applicable, but when it was combined with water jet, it solved multiple problems: machining depth, cooling, and flushing. By combining the ability to finely control the energy during laser processing with water jet machining and the ability to insert the fiber into the kerf, as is done in mechanical machining, it was possible to solve the challenging task.

Introduction to Intelligent Energy Field Manufacturing
When solving real-world manufacturing problems, the most suitable solution is rarely an engineering system with a single energy source. Instead, it is the combination of multiple energy forms that generates the most suitable solution.

Unfortunately, the search for hybrid approaches runs counter to how engineers and scientists are trained. Usually, people focus on the application of work to a component or the resultant material's behavior as a result of the manufacturing operation. Furthermore, even manufacturing engineers divide machining processes into two categories: traditional and non-traditional machining. Traditional machining processes are processes with direct mechanical contact, such as turning, drilling, grinding or milling. Non-traditional processes involve the application of electrical, chemical, or optical energy to perform the machining. These processes would include EDM, ECM, laser drilling, and water jet machining. Furthermore, traditional processes are considered mainstream processes due to their technical maturity, while laser and other non-traditional processes are thus considered as niche application processes.

Dividing processes into traditional and non-traditional is a historically biased approach. In reality, separating processes into traditional and non-traditional categories is relative in nature. In reality, it divides engineers into expert groups. This situation actually impedes the full potential of process innovation because it imposes unnecessary barriers that impede the integration of different energy fields.

Following this thought, a branch of new engineering methodology was developed by the author, which is called Intelligent Energy Field Manufacturing (IEFM) [2]. This methodology considers all energy forms to be equivalent in the sense that they are simply tools that an engineer can deploy. In this framework, the engineer uses human intelligence to control the application of these energy fields to convert or combine materials to produce the desired end state or configuration.

In this sense, there is much common ground between all processes – whether non-mechanical or mechanical. The task of the engineer is to optimize the integration of energy fields to solve given tasks, whether they fall into the realm of mechanical engineering or bio-engineering.

Laser is just one energy field that can be used. Other energy fields include mechanical work, electromagnetic radiation, gravity, thermal energy, or plasmas, etc. As a result, one should avoid thinking of laser as a special kind of energy field. Recognizing that each energy form has its relative strengths and weaknesses, all energy forms should be considered as potential solutions when starting to solve a problem. To find the solution, one should seek to find the optimal ways to integrate these energy fields. Similar to the liquid core fiber example presented earlier, multiple forms can be utilized to provide a robust solution. Many innovative processes, such as abrasive water jet machining or rotary ultrasonic machining, were developed using this approach.

In IEFM, the concept of a general energy field was proposed, along with general logic functional materials and general intelligence. Furthermore, a new criterion of engineering optimization (CEO) was introduced.

All of this raises the question about the fundamental purpose of engineering. While different people may give different answers, this author suggests that engineers and engineering should help to sustain the healthy development of all cycles on earth and to extend understanding of the universe. Thus a new CEO should reflect the importance of sustainability. Unfortunately, engineering neglected sustainability for quite a long time. In recent years, some consideration of sustainability was introduced into engineering optimization. In IEFM, the emphasis is on the following:

New CEO = Current CEO x Sustainability

By this definition, a negative sustainability engineering activity will generate negative impact; the more efficient it is, the more negative impact it generate.

There is not enough space to explain the many other aspects of Intelligent EFM in detail in this report. Interested readers are encouraged to read reference [2]. Multiple international symposiums have been held by ASME to propagate this methodology. Some universities will also start college courses based on this methodology in 2011. Over time, it is expected that the classification of machining into traditional and non-traditional approaches will pass, to be replaced by the era of IEFM.

Laser processing technology is still just one of the members of a larger list of energy fields. Even so, the many unique properties that lasers possess should position it to play a much bigger role in future manufacturing.

The era of high speed and cost effective laser material processing
Ten years ago, when one talked about laser micromachining, one tacitly assumed that laser machining, though capable of achieving high precision, was a slow process. At that time, only lower power laser systems were available. Today, many things have changed. There are multiple laser systems with 100 W power that are suitable for precision laser micromachining. As these high powers are combined with high speed motion systems and high repetition rate lasers, laser micromachining has gradually entered the era of high speed machining.

For example, there are commercially available picosecond (ps) laser systems producing 100 W of output power. Also, one can find 800 W nanosecond (ns) lasers. Even fs laser systems reached output powers greater than 1000 W. When scanners are used, travel speeds 10 m/s can easily be achieved. Currently, higher speed scanners are being developed to match the high frequency of short pulsed lasers.

When laser power goes beyond 50 W and still maintains high beam quality, the laser material removal rate or surface treatment speed can go beyond many other energy forms and still keep its high resolution and flexibility. When laser power reaches several hundred watts or even one kW, lasers start to compete against other high speed processes, including mainstream mechanical processes. In die-making, for example, high power ns or ps lasers can be used as a more cost effective tool than conventional milling systems.

For CW lasers, fiber lasers can offer single mode KW system, or10kW multimode systems. Such systems can be used in high speed cutting, welding, or surface treatment.

Would kW laser systems eventually take over the market of traditional mechanical machining systems? For some materials, perhaps yes. What about laser machining of ceramics? What about combining laser machining with mechanical fine finishing?

With the increase in power and speed, the role of lasers will change from a niche application process to a major process in the future. To accelerate the coming of this era, users need to position lasers correctly to address the significant needs of the world, such as sustainability. In this regard, the methodology of Intelligent Energy Field Manufacturing applies well.

Finally, the laser business should learn from other well established industries, such as the automotive and computer industries. By paying attention to trends regarding the Diffusion of Innovation [3], the pace at which it gains acceptance will increase. Many laser vendors admit the current laser price is not its true manufacturing price; the price could be 20% less if mass production were used. Laser has to go through what the automobile and computer industries had to go through: standardize to lower cost, make it robust and easy to operate, and make it affordable to a large pool of customers. Only when these things are achieved can laser reveal its full potential.

Concluding remarks
Laser is an amazing tool, but its full potential is far from being realized. To further explore the benefits of laser technology, one should consider laser energy along with other energy fields and follow the methodology of Intelligent Energy Field Manufacturing. With the continued development of laser capability and the application of the technology to address societal needs such as sustainability, laser material processing will enter the era of high speed and low cost material processing. Eventually, it will become an important processing tool rather than a niche processing tool.



溶脂快速減肥瘦身的注意事項介紹 分類: 生活資訊

溶脂快速減肥瘦身的注意事項介紹
  愛美人士瘦身方法們都知道,減肥瘦身的方法有很多,那到底哪種治療方法最適合自己呢?溶脂快速減肥瘦身已經在影響著患者們的正常生活,下面,就讓專家們來爲大家介紹下溶脂快速減肥瘦身。

  1、對于常見的吸脂年齡爲18歲∼55歲的患者,一般是采用溶脂快速減肥瘦身的方法可以有效的達到很好的治療效果等等。

  2、如果一旦患有高血壓快速瘦身,冠心病、糖尿病、凝血功能障礙,或者是局部皮膚感染等等症狀的患者應該不宜做單純的溶脂快速減肥,這也是溶脂快速減肥瘦身的注意事項必須要遵循的方面。

  3、溶脂快速減肥瘦身如系內瘦身餐分泌疾患塑身引起的周身彌漫性肥胖,則不宜做單純的溶脂快速減肥,而應通過內科作系統的檢查及治療。

  4、溶脂快速減肥瘦身的注意事項還有哪些?溶脂快速減肥術後護理如何瘦身很重要,要遵從醫囑做好術後護理工作並及時複診。

以上內容就是專家爲大家所介紹的溶脂快速減肥瘦身,大家要注意一下,希望能對您有所幫助,如您對溶脂快速減肥瘦身還有其他疑問,請咨詢在線專家,專家將爲您作出詳細解答。



馬自達推全球首款電容器式能量回收系統 分類: 生活資訊

馬自達推全球首款電容器式能量回收系統
 馬自達汽車株式會社(以下簡稱“馬自達”)開發出世界首款面向乘用車、在充放電時采用“電容器”的制動能量回收系統。馬自達將其正式命名爲“i-ELOOP”,並計劃從2012年開始應用于部分上市車型。

  馬自達“i-ELOOP”的獨特之處在于使用了“電容”這一電子原件,它具有能夠快速充放大量電力、即使長期反複使用也不易老化的特點。通過該項制動能量回收系統,可以將車輛減速時所産生的動能轉化爲電力,以供空調、音響以及其他車載電器設備的使用,在頻繁進行加速、制動的實際行駛中可以降低油耗約達10%。

  制動能量回收,是運用電動馬達、交流發電機,將汽車減速時産生的動能作爲電能進行回收並循環使用,是運用在搭載大型電動馬達以及專用蓄電池的混合動力車型上的先進節能環保技術。

  馬自達從汽車運行中的加減速裝置構造著手,開發出可在單次制動過程中高效回收大量電能的先進系統。與混合動力車型不同的是,馬自達這一系統在即使未配備大型電動馬達及專用蓄電池的普通燃料車型上也可以實現高效的制動能量回收。


馬自達的制動能量回收系統“i-ELOOP”

  爲了在單次制動周期中實現良好的電能回收效果,馬自達采用了全新的12-25V可變電壓交流發電機、低阻雙電層電容器、DC/DC轉換器。從行駛過程中駕駛者松開油門踏板車輛減速的瞬間開始,動能已開始被迅速回收,並利用交流發電機發電,提供最大爲25V的電壓,爲雙電層電容器進行充電並同時存儲。這種新開發的汽車專用大容量電容器可在短短數秒內即完成充電。之後通過DC/DC轉換器將電容所蓄積的電力減壓至12V,除直接分配供空調和音響等電子裝置使用外,還可根據需要對蓄電池充電。

  由于每次車輛制動時都將重複這一過程,這大大節省了傳統發動機爲發電所消耗的燃料。因此,在日常行駛時頻繁發生加減速的場合,可達到降低油耗約10%的理想效果。

  “i-ELOOP”是“Intelligent Energy Loop”的簡稱,表達了馬自達以高智能先進手段有效循環利用能源的環保決心。

  此外,制動能量回收系統還可與馬自達獨立開發的智樓梯升降椅能怠速停止技術“i-stop”結合使用,並相得益彰。在車輛需要怠速狀態停車的情況下,延長發動機停止運轉的時間。除此之外,還通過中止加速時交流發電機的發電從而減少發動機負荷,同時提升起步時的整體加速性能。

馬自達同時也正致力于開發能夠大幅提升內燃機效率的“創馳藍天(SKYACTIV Technology)”技術,通過與減少行駛空耗且提高汽車燃油效率的“i-stop”智能怠速停止技術,以及“i-ELOOP”制動能量回收系統等電氣設備的完美融合,馬自達有信心將爲全球用戶奉上具備高度環保安全性能,同時又充滿馬自達減速馬達獨特“Zoom-Zoom”駕乘樂趣的車型。



品牌連鎖企業借移動APP服務升級 分類: 生活資訊

品牌連鎖企業借移動APP服務升級
  以酒店、餐飲業爲主的品牌app連鎖企業正面臨著史無前例的競爭android app壓力。

  如果說20世紀是品牌連鎖企業黃金期的話,進入21世界的頭一個十年,品牌連鎖企業遭遇到了嚴峻的挑戰,挑戰來自于消費者自主消費意識的覺醒。在21世紀進入第二個十年時,已經有越來越多的國際連鎖品牌意識到了傳統營銷方式無法爲自身帶來源源不斷的客流了,一場營銷方式的改革在該領域悄悄開始。

  與此同時,一場生活方式的改革也在如火如荼地進行著,那就是智能手機對生活方式的顛覆性革命,通過手機中的APP應用進行支付、購物、查看周圍的餐館和酒店成爲人們新的習慣。調查顯示,智能手機正在快速改變著我國城市人群的生活方式。人們隨時隨地都在使用智能手機,其中家中(66%)、旅apple store途中(59%)、乘坐交通工具中(52%)、餐廳(38%)及商場(30%)是使用最頻繁的地方,中國城市智能手機用戶在手機�埵w裝的APP平均數量爲15個,付費的應用程序平均數量爲6個。每三人中有兩人計劃使用更多的應用程序,該比例(66%)爲全球第二高。

  品牌連鎖企業已經意識到了APP商業應用帶來的商機和危機——商機體現于在移動互聯網大趨勢下,企業可以通過推出APP應用與潛在目標消費者靠的更近;危機則來自于其開發APP需要投入的人力、技術和維護成本,而這些因素正是品牌連鎖企業面臨的最大障礙。因此,如何快速建立自身企業的APP平台來應對傳統營銷方式的挑戰是擺在這些企業面前的首要問題。

  面對APP開發的人力、技術和維護成本的投入難題,第三方專業APP開發服務商開始成爲品牌連鎖企業關注的焦點。以國內領先的企業移動應用服務商新網互聯有限最新推出的“雨滴”移動應用爲例,其采取了當前最潮流的SaaS雲服務模式、自主知識産權的APP生成打包技術,大大節省了開發成本。據新網互聯負責人介紹,雨滴連鎖版是專門爲連鎖類企業量身定制的企業移動應用解決方案,提供位置查詢服務、分店信息展示、重點推薦展示等針對品牌連鎖企業市場需求的相應功能。消費者通過進入企業“雨滴”客戶端可快速查詢周邊或任意指定地點附近的連鎖分店,查詢結果可以地圖模式和列表模式顯示出來。品牌連鎖企業通過雨滴連鎖版可以爲消費者提供産品介紹、分店概覽、用戶評價、總店或分店的優惠活動等信息以及收藏分店、微博分享、問答、消息等功能不僅讓品牌連鎖企業服務更加貼心,同時也使企業品牌形象及服務質量得到又一波提升和塑造。

  相比傳統的“主動去尋找客戶”營銷方式,移動應用通過用戶自主尋找、企業信息發布雙重渠道。對于連鎖企業來講,尋求加盟合作也是其經營方式的重要環節,雨滴可以將企業促銷信息、進駐加盟的連鎖位置等信息輕松的推送到客戶終端,而這些客戶都是非常精准的准用戶群。業內人士分析認爲,通過APP將企業自身加盟信息發布給手機用戶,利用APP來增加加盟商、加盟商再通過APP進行促銷可使連鎖企業創新營銷方式得到有效的循環。

  相對品牌連鎖企業來說,APP是一個嶄新的營銷世界,但並不意味著進入APP就可以高枕無憂,企業進入APP後,如何推廣APP是擺在企業面前新的問題,記者在采訪中了解到,新網互聯是國內APP推廣的倡導者和先行者,不僅擁有國內首家企業應用商城,同時還app是什麼跟谷歌電子市場及whatsapp國內多家知名電子市場達成聯合推廣協議,協助企業在移動應用商城進行推廣。企業APP推廣可以劃分爲線上推廣和線下推廣兩種方式,線上推廣主要以搶占應用市場中的位置及排名爲主,線下推廣則以12114信息名址方便快捷的精准推廣方式爲主,由于12114信息名址本身就被譽爲手機上的品牌商標,其簡短、易記的特點更加能夠便于在傳統的廣告推廣方式中給以手機用戶清晰明了指示。

偉大的商業總是伴隨著生活方式的改變而産生的,當人類開始選擇汽車出行時誕生了汽車行業,當人類以電腦代替人腦計算時,PC和軟件行業誕生了,伴隨著APP應用越來越深入的植入生活方式,我們有理由相信,這場生活方式的變革下蘊藏著無限的商機,“雨滴”也將成爲這場變革中企業不可或缺的助推器,當然這商機並不僅僅是來自品牌連鎖企業。



2011 年 11 月 25 日  星期五   晴天


微創新 四兩撥千斤的營銷“神技” 分類: 美食

微創新 四兩撥千斤的營銷“神技”
一雙幾十公分的高跟鞋,如何巧施妙手,水果禮盒成爲新一代時尚寵兒?一塊普通的毛巾,如何經過翻新花樣,加上水果小裝飾,巧手卷成一團成爲“蛋糕”?毫無疑問,高跟鞋、毛巾經過這麽倒鳳梨酥騰,身價自然水漲提拉米蘇船高,一個禮盒裝就可以賣到百元甚至千元以上,市場反響還十分熱烈,這就是微創新的價值所在。

在如今的禮品市場�堙A像這樣的創新小禮品多得不勝枚舉,禮品內容涵蓋工藝品、時尚鞋類、箱包皮具、珠寶、水晶琉璃、小家電、數碼産品、廚房用具、家居家紡、軟裝飾、玩具、鍾表、辦公喜米禮盒文具、戶外運動器材、有機食品和保健品等數十大門類。從市場經驗看,此類以創意和外觀設計創新取勝的産品,也確實在中高端生活用品市場取得了不俗業績。

“並非只有驚天動地的改變,才能讓産品煥然一新。一個司空見慣的産品也許只需微小的創新就能使人印象深刻,獲得市場的認可。”全國工商聯禮品業商會的專家表示,在禮品的微創新方面,日韓和歐美同行有很多可值得我們借鑒的地方。比如來自日本、韓國的哆啦A夢、特力屋、三洋、777等品牌,對鍋碗瓢盆、小家電、指甲刀等日常用品進行簡單改良,或者對外觀設計進行包裝再設計,這些小舉動卻足以令消費者第一眼感到驚豔,産生購買沖動。

過去企業的生産經營主要還停留在初級制作和銷售階段,而現在越來越多的企業開始關注産品的創意設計和文化附加值,這是新型禮品廠商的重要轉變方向。從另一方面來說,微創新其實就是“勿以善小而不爲”,企業想到了但不去做,可能就喪失了提升産品附加值的機會,長期累積則可能損失更多。

在美國和日本,文化創意已形成了一條完整的、商業化的産業鏈,滲透到了各個經濟領域,極大地推動了米禮盒市場繁榮。在國內,除了抓住現代的流行時尚,五千年的曆史文化完全可以成爲中國本土創意設計者取之不盡、用之不竭的靈感源泉,創意禮品企業應該好好努力運用。