孫良娟（齊魯工業(yè)大學，山東 濟南 250000）

Abstract：The development of design service industry is of great strategic significance for promoting the comprehensive competitiveness of our industries, promoting the upgrading of urban industries and the transformation of economic development mode. In recent years, our country's design service industry has made rapid development, and some key areas such as industrial design, architectural design, dress design and plane design have been formed, but it still needs to be promoted.Measures such as strengthening macro guidance and policy support,promoting industry university research cooperation, and promoting the internationalization of industries. Continuous optimization of the industrial development environment. Further promote the healthy and rapid development of the design service industry.

Key words: design service industry, competitiveness, industry university research cooperation, internationalization

First, the concept of service design

The concept of service design in western countries has begun the study of service management since 1960s. There are many definitions of service. The definition of the American Marketing Association in 1960 is the behavior, benefit or satisfaction that can be sold independently or sold together with the goods. Philip Kotler said that services, on the one hand, can provide, on the other hand, virtually any activity or interest that is essentially invisible, and does not lead to any ownership.Its production may be related to a tangible commodity, or it may be irrelevant. in a word, service is a series of activities, thus forming a process that consumers can enjoy or enjoy in these activities.

Two．Present situation of service design and development at home and abroad

1. Present situation of domestic service design research

In China, the service design has just started. As far as the domestic service model is concerned, it can be divided into 3 basic research categories: 1. Research on basic theory of service design; 2. research on the art of service design; 3. research on the development of service economy. The design class is the starting point, most of the literature is still concentrated between the1and2aspects. The design of the Internet,the product modeling and the rational distribution of public resources are the key and difficult points of the research of the designers. 2. research progress of foreign service design.

The service design in foreign countries originated in 80s and 90s twentieth Century, and was promoted with the full design of the Bill Hollins couple. Europe is the first country to carry out research in the field of service design. Before and after 2000, Live Work, Direction Consultant launched a paid service design consultation. In the United States, IDEO and IBM group have also been involved in research,exploring the possibility of service design in many areas such as design content, health care and so on. In Asia, Korea and Japan are the first countries and regions to contact this advanced viewpoint and apply it.

Three．The content and trend of future service design

Service design is an important direction for future design, but because it is a cross discipline, it lacks the support of system theory and method, and it has a lot of uncertainty and complexity.

1. establish a perfect service system

The service system in service design refers to the organization and system composition of the whole service design process taking the customer as the object. On the one hand, the establishment of an excellent and advanced service design system will help design the company to create a design platform and establish a relationship with the customer to facilitate the direct understanding of the problems reflected by the customer, the faster and better finding of the key points, the design of more effective solutions, and more reasonable and effective arrangements for the design of the service. On the other hand, on the other hand, it is easier for customers to accept a company with a perfect service design system. The establishment of an advanced and systematic service system will help to win a good reputation for the product,establish a good product image, and cultivate customer loyalty.

2. Set up a set of perfect prototype of service design

The so-called service design prototype is to simulate and test the whole process of service design. Service prototypes can reflect the feelings of customers in the process of experience most intuitively and truthful. Therefore, developing a complete set of service design prototypes helps to stimulate design inspiration at the beginning of the design, evaluates future design decisions, and assesses the experience of all users from different perspectives of space, equipment, technology,and service roles. In the interim of service design, we can also provide some positive suggestions for future design direction.

Four．Summary

At the moment of twenty-first Century, the trend of product homogenization is becoming more and more serious, and the single functionalism itself is difficult to have a high attraction. At this time, the appearance of service design has a social sense of necessity. To extend the variety of goods based on the concept of service, it can not only bring new sense of use for users, but also bring new use value to the product itself，and bring new ideas to the future development of design in many levels, such as direct and indirect, from continuity and environmental protection.