经典国货品牌复兴中的系统创新设计策略研究
发布时间：2018-08-25 13:50
【摘要】：从19世纪中到20世纪末，国货产品从萌芽到衰落经历了各种社会动荡与变革。20世纪30年代到60年代，社会爱国思潮的涌动以及轻工业水平的大力发展掀起了一股“国货热”的浪潮。但随着改革开放各种外来优质品牌的引入，加之国货品牌在经济体制和运行机制与市场发生脱节，一些经典国货商品及经营方式失去了原有的特色，相继淡出人们的视线或者退居于低端市场以及劳保用品的行列。 从2007年开始，国货产品基于当下“复古潮”的时代契机开始复苏，先是作为“廉价与老土”的中国白球鞋——飞跃鞋以“武术”为品牌理念在国外涅i弥厣缓竺癘spop”的“解放鞋”喊出“一点点骄傲”的口号被美国人成功推广创新，接着国人效仿这种以文化背景创新的品牌包装模式也相继推出了“永久C自行车”、“双妹护肤品”、“上海牌手表”并获得一定成功。这种基于文化影响力的品牌定位策略使这些属性模糊个性平庸的国货品牌一时间在众多产品中脱颖而出并奠定其特有的强势文化地位。 国货的回潮究竟是基于一种群体文化的自发性意识还是一场有组织策划的商业运作表演；国货的价值究竟是源于怀旧的文化记忆还是熟稔的经典传统工艺；国货的复兴路线究竟是基于商业管理模式还是文化传播途径？这些都是国货强势回潮背后最值得我们深思和探索的问题。探究使经典国货可以重回大众消费市场的途径与策略，有助于帮助更多的经典产品实现复兴与延续，如何将设计与服务体验融入其中，如何结合大众传播媒介，则是此项研究的突破与创新，这将填补学术上对经典品牌如何复兴这一现象的研究空白，具有一定的探索价值。 本课题主要关注于近几年来热门的“国货复兴”现象背后的商业设计模式以及设计管理策略中的规律，通过大量国内外相关案例的对比与总结，针对“蝴蝶牌缝纫机”案例深入研究，并归纳其在经典品牌中的价值体系评估、受众心理研究、产品创新设计、文化引导策略、品牌提升设计策略以及大众传媒方面体现的整合设计理念及消费心理学研究，进而推理出经典国货复兴在设计管理以及整合设计方面做出的突破与方法。在现代社会“文化消费经济”的背景下将其与产品的人机功能、材料技术、视觉元素、服务体系、传播模式等系统设计理论相结合，为某一经典国货品牌的复兴路径以及可持续设计提供实践性的方法及策略。
[Abstract]:From the middle of the 19th century to the end of the 20th century, domestic products experienced various social upheavals and changes from the beginning to the end of the 20th century. The surge of social patriotic thoughts and the development of light industry raise a wave of "domestic goods craze". However, with the introduction of various foreign high-quality brands in the reform and opening up, and the disconnection between the domestic brands and the market in the economic system and operation mechanism, some classic domestic goods and business methods have lost their original characteristics. One after another fade out of line of sight or retreat in the low end of the market and labor protection supplies ranks. Since 2007, domestic products based on the current "retro tide" of the era began to recover, first as a "cheap and old" Chinese white sneakers-leap shoes to "martial arts" as the brand concept in the foreign Nei operculum? Sangzhu? The slogan of "a little pride" by spop's "Liberation shoes" was successfully promoted and innovated by Americans, and the Chinese followed this brand packaging model with cultural background and introduced "permanent C bike" and "double sister skin care products" one after another. "Shanghai brand watch" and obtain certain success. This brand positioning strategy based on cultural influence makes these domestic brands with fuzzy attributes and mediocre personality stand out in a number of products and establish their unique strong cultural status. Whether the return of domestic goods is based on a sense of spontaneity of group culture or an organized business operation performance, whether the value of domestic goods is derived from nostalgic cultural memory or familiar with the classical traditional craft; Is the revival route of domestic goods based on the business management mode or the way of cultural communication? These are the most worthy of our deep thinking and exploration behind the strong return of domestic goods. This paper explores the ways and strategies that enable the classic products to return to the mass consumer market, which will help more classical products to realize the revival and continuation, how to integrate the design and service experience, and how to combine the mass media. It is the breakthrough and innovation of this research, which will fill the gap of academic research on how to revive the classical brand, which has certain exploration value. This topic mainly focuses on the commercial design pattern and the law of design management strategy behind the popular phenomenon of "revival of domestic goods" in recent years, through the comparison and summary of a large number of domestic and foreign related cases. Based on the case study of Butterfly Sewing Machine, this paper summarizes its value system evaluation, audience psychology research, product innovation design, cultural guidance strategy, etc. Brand promotion design strategy and mass media embodied in the integrated design concept and consumer psychology research, and then inferred the classic domestic product revival in the design management and integrated design made breakthroughs and methods. Under the background of "cultural consumption economy" in modern society, it is combined with the design theory of man-machine function, material technology, visual element, service system, communication mode and so on. To provide practical methods and strategies for the revival of a classic domestic brand and sustainable design.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB472
本文编号：2203064
[Abstract]:From the middle of the 19th century to the end of the 20th century, domestic products experienced various social upheavals and changes from the beginning to the end of the 20th century. The surge of social patriotic thoughts and the development of light industry raise a wave of "domestic goods craze". However, with the introduction of various foreign high-quality brands in the reform and opening up, and the disconnection between the domestic brands and the market in the economic system and operation mechanism, some classic domestic goods and business methods have lost their original characteristics. One after another fade out of line of sight or retreat in the low end of the market and labor protection supplies ranks. Since 2007, domestic products based on the current "retro tide" of the era began to recover, first as a "cheap and old" Chinese white sneakers-leap shoes to "martial arts" as the brand concept in the foreign Nei operculum? Sangzhu? The slogan of "a little pride" by spop's "Liberation shoes" was successfully promoted and innovated by Americans, and the Chinese followed this brand packaging model with cultural background and introduced "permanent C bike" and "double sister skin care products" one after another. "Shanghai brand watch" and obtain certain success. This brand positioning strategy based on cultural influence makes these domestic brands with fuzzy attributes and mediocre personality stand out in a number of products and establish their unique strong cultural status. Whether the return of domestic goods is based on a sense of spontaneity of group culture or an organized business operation performance, whether the value of domestic goods is derived from nostalgic cultural memory or familiar with the classical traditional craft; Is the revival route of domestic goods based on the business management mode or the way of cultural communication? These are the most worthy of our deep thinking and exploration behind the strong return of domestic goods. This paper explores the ways and strategies that enable the classic products to return to the mass consumer market, which will help more classical products to realize the revival and continuation, how to integrate the design and service experience, and how to combine the mass media. It is the breakthrough and innovation of this research, which will fill the gap of academic research on how to revive the classical brand, which has certain exploration value. This topic mainly focuses on the commercial design pattern and the law of design management strategy behind the popular phenomenon of "revival of domestic goods" in recent years, through the comparison and summary of a large number of domestic and foreign related cases. Based on the case study of Butterfly Sewing Machine, this paper summarizes its value system evaluation, audience psychology research, product innovation design, cultural guidance strategy, etc. Brand promotion design strategy and mass media embodied in the integrated design concept and consumer psychology research, and then inferred the classic domestic product revival in the design management and integrated design made breakthroughs and methods. Under the background of "cultural consumption economy" in modern society, it is combined with the design theory of man-machine function, material technology, visual element, service system, communication mode and so on. To provide practical methods and strategies for the revival of a classic domestic brand and sustainable design.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB472
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