体验设计驱动下的服务品牌创新范式研究

孙嘉伟; 郑刚强; 蔡千禧; 杨芳怡

doi:10.19554/j.cnki.1001-3563.2025.16.021

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (16) : 253-265. DOI: 10.19554/j.cnki.1001-3563.2025.16.021

工业设计

体验设计驱动下的服务品牌创新范式研究

孙嘉伟, 郑刚强^*, 蔡千禧, 杨芳怡

作者信息 +

Innovation Paradigm of Service Brands Driven by Experience Design

SUN Jiawei, ZHENG Gangqiang^*, CAI Qianxi, YANG Fangyi

Author information +

文章历史 +

摘要

目的探究体验设计驱动下的服务品牌创新范式,推动“设计驱动式创新”理论在服务体验领域的应用与发展。方法借助设计驱动式创新理论探析体验设计驱动架构,通过案例分析,归纳服务品牌的体验创新要素导向。基于创新思维、创新模式和创新评价3个层面分析体验设计驱动服务品牌创新范式。结果构建出“用户”“组织”“服务”“情境”核心要素支撑下的体验设计驱动架构,总结出服务品牌在产学界的发展困境,梳理现代服务品牌类型及其体验驱动要素,提出用户数据导向的设计差异化创新、组织关系导向的设计协同式创新、服务触点导向的设计整合式创新和情境价值导向的设计开放式创新4种创新范式。结论体验设计驱动服务品牌创新发展是当今时代所需,系统性建构其创新范式,有助于拓展服务品牌价值,实现企业的可持续创新。

Abstract

The work aims to explore the paradigm of service brand innovation driven by experiential design, and promote the application and development of the "design-driven innovation" theory in the field of service experience. The theory of design-driven innovation was used to explore the experience design-driven architecture. Through case analysis, the experience innovation element orientation of service brands was summarized, and the experience design-driven service brand innovation paradigm was analyzed from three levels: innovative thinking, innovative mode, and innovative evaluation. An experience design driven architecture supported by the core elements of "user, organization, service, and context" was constructed. The development challenges of service brands in the industry and academia were summarized, and the types of modern service brands and their experiential driving factors were clarified. Four innovation paradigms: user data-driven design differentiation innovation, organizational relationship oriented design collaborative innovation, service touchpoint oriented design integration innovation, and situational value oriented design open innovation were proposed. Experience design drives the innovative development of service brands, which is necessary in today's era. Systematically constructing its innovative paradigm can help expand the value of service brands and achieve sustainable innovation for enterprises.

导出引用

孙嘉伟, 郑刚强, 蔡千禧, 杨芳怡. 体验设计驱动下的服务品牌创新范式研究[J]. 包装工程（设计栏目）. 2025, 46(16): 253-265 https://doi.org/10.19554/j.cnki.1001-3563.2025.16.021

SUN Jiawei, ZHENG Gangqiang, CAI Qianxi, YANG Fangyi. Innovation Paradigm of Service Brands Driven by Experience Design[J]. Packaging Engineering. 2025, 46(16): 253-265 https://doi.org/10.19554/j.cnki.1001-3563.2025.16.021

中图分类号： TB482

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