以设计资产为导向的服装品牌战略研究

发布时间：2018-06-27 12:02

本文选题：设计资产 + 企业战略　；参考：《北京服装学院》2012年硕士论文

【摘要】：根据工业设计师Victor Papanek的定义，设计（design）是为构建有意义的秩序而付出的有意识的直觉上的努力。在进入工业时代以后，设计作为一种造物行为，其价值体现于在实用性与艺术性之间创造一种合理的平衡关系，将设计师和企业的理念以商品、商标、广告、店铺等实物的形式传递给消费者，从而为企业创造良好的品牌效应，带来可观的经济收益。设计在商业中扮演的角色是提供反映消费者需要、同时展现企业价值的产品与服务。事实上，无论国际还是国内，一浪高过一浪的设计大潮已经席卷各行各业，设计无疑已经成为众多企业冲破发展瓶颈的聚焦点，而历来与设计密切相关的服装行业，也从单纯依靠产量和廉价劳动力的低端竞争中走出来，迈入靠设计创品牌、靠设计增效益的全新时代。面对越来越激烈的市场竞争和越来越明显的品牌化趋势，企业必须抓住时代契机，将设计作为战略规划的重点，依靠设计来提升品牌形象、开拓品牌市场。基于这种背景，笔者大胆提出了“设计资产”这一全新概念，从设计对企业及品牌的意义与价值角度对其进行定义：设计资产是一个以设计为核心的概念，它是由设计行为创造的、可被设计行为所重复利用的一系列有形的品牌视觉元素和无形的品牌综合形象的集合，可概括为有形设计资产和无形设计资产两部分，它能增加企业所销售产品或服务的价值，提升企业形象和品牌竞争力，持续为企业创造利润。本文以设计资产的建设、维护与提升为核心进行品牌战略的研究，结合大量案例分析，在综合比较和有重点的深入剖析之后，得出了具有普遍意义的结论——围绕设计资产展开品牌战略已经成为服装企业增加品牌附加价值、提升品牌形象、持续获得经济效益的核心手段之一；科学合理地从驱动因素上建设和维护设计资产、从组成要素上拓展设计资产，有助于服装企业更加高效地推行品牌战略。设计资产的建设和维护战略要从驱动因素入手，设计人才是创造设计资产的核心动力和主体，对企业而言，打造标准化、科学化的高效设计团队是当务之急；设计信息则是设计人才创造设计资产的“原料”，是设计工作的对象，，及时获取设计信息、保持信息的持续更新对于设计团队来说至关重要。设计资产的拓展战略要从组成要素入手，主要有视觉拓展战略、内涵拓展战略以及品牌综合拓展战略三种。视觉拓展战略以品牌的有形设计资产为核心，以差异化的设计突出品牌的特色和定位，帮助品牌建立起鲜明的、具有极高辨识度的典型形象，强化品牌的整体风格；内涵拓展战略主要围绕品牌的无形设计资产展开，以品牌的设计定位为导向，以丰富的文化内涵表达品牌所倡导的设计理念和生活方式；设计资产的品牌综合拓展战略则有延伸设计和跨界设计两种，其中跨界设计的形式多种多样，延伸设计又可分为产品线延伸和品类延伸两种。无论是围绕设计资产的建设与维护战略还是拓展战略，企业都要明确设计资产之于品牌的战略核心地位。在物质文明高度发达、人们审美水准越来越高的当代，服装品牌的发展已经不能单纯的依靠产量和质量了，只有在设计资产上精益求精、特色鲜明、“形神兼备”的品牌才能抓住消费者的目光，赢得市场先机，而这也正是目前国内服装品牌发展和建设的一个趋势所在。
[Abstract]:According to the definition of the industrial designer Victor Papanek, the design (Design) is a conscious and intuitive effort to build a meaningful order. After entering the industrial age, the design acts as a kind of creation, and its value is reflected in the creation of a reasonable balance between practicality and artistry, the designer and the enterprise. The idea is passed to consumers in the form of commodities, trademarks, advertisements, shops, and so on, so as to create good brand effect for enterprises and bring considerable economic benefits.
The role of design in business is to provide products and services that reflect the needs of the consumer while showing the value of the enterprise. In fact, both international and domestic, a wave of design tide has swept all walks of life, and the design has undoubtedly become the focus of many enterprises breaking the bottleneck of the development, and has always been closely related to the design. The garment industry has also stepped out of the low end competition that relies solely on output and cheap labor, and has entered a brand new era of design and brand creation, and design and efficiency.
In the face of more and more fierce market competition and more and more obvious brand trend, enterprises must seize the opportunity of the times, take the design as the focus of strategic planning, rely on design to promote brand image and develop brand market. Based on this background, the author boldly proposed a new concept of "design assets", from design to enterprises and brands. The definition of meaning and value: the design asset is a concept with design as the core. It is a series of visible brand visual elements and intangible brand comprehensive images created by the design behavior, which can be reused by the design behavior. It can be summed up as two parts of tangible design assets and intangible design assets. It can increase the value of products or services sold by enterprises, enhance their image and brand competitiveness, and continue to create profits for enterprises.
This paper studies the brand strategy based on the construction of the design of assets, maintenance and promotion, combining with a large number of case analysis. After the comprehensive comparison and in-depth analysis, it draws a universal conclusion that the brand strategy of the design assets has become the added value of the brand and the brand shape. Image, one of the key means to continue to gain economic benefits, the scientific and rational construction and maintenance of the design assets from the driving factors and the expansion of the design assets from the components will help the garment enterprises to carry out the brand strategy more efficiently.
The construction and maintenance strategy of the design assets should start with the driving factors. The design talent is the core power and the main body for the creation of the design assets. For the enterprise, it is urgent to create the standardized and scientific and efficient design team. The design information is the "raw material" to design the design assets and the object of the design work. It is very important for the design team to take design information and keep the information updated continuously.
The development strategy of designing assets should start with its components, including visual development strategy, connotation expansion strategy and brand comprehensive development strategy. The visual development strategy takes the tangible design assets of the brand as the core, and highlights the brand characteristics and positioning by differential design, helping the brand to establish distinct and extremely high identification. The typical image of the brand is to strengthen the overall style of the brand, and the connotation expansion strategy mainly revolves around the intangible design assets of the brand, takes the brand design orientation as the guidance, expresses the design concept and life style advocated by the brand with rich cultural connotation, and the design of the comprehensive brand expansion strategy for the design of assets has an extended design and a cross boundary design two. Among them, there are various forms of cross boundary design, and extension design can be divided into two types: product line extension and category extension.
Regardless of the construction and maintenance strategy of the design assets and the development strategy, the enterprise should clearly design the strategic core position of the asset to the brand. In the highly developed material civilization and the higher aesthetic standards of the people, the development of the clothing brand can not simply depend on the output and quality, only lean on the design assets. It is the trend of the development and construction of the domestic clothing brand that the brand of "the combination of shape and spirit" can catch the eye of the consumer and win the market opportunity.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F426.82;F273.2

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