| 摘要: |
| 目的 为我国本土的家具品牌产品设计及品牌塑造提供有益的借鉴。方法 从标识型产品设计入手，分析了意大利著名家具品牌的标识型产品及其在品牌塑造方面的应用。结果 提炼出意大利家具设计体系中标识型产品策略应用的共性规律。结论 提出品牌—产品价值传输模型及标识型产品设计的通路模型。 |
| 关键词: 品牌 标识型产品 设计策略 品牌故事 |
| DOI：10.19554/j.cnki.1001-3563.2019.02.033 |
| 分类号:TB472 |
| 基金项目:湖南省教育科学“十二五”规划重点资助项目（XJK012AGD008）；基于湖湘文化特征的家具产品识别设计研究（11YBB397） |
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| Iconic Product Design Strategy |
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YUAN Qiu-feng1, CHEN Liang2, HUANG Yan-li2
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1.Shenzhen Xuexue Design Company, Shenzhen 518067, China;2.Central South University of Forestry and Technology, Changsha 410004, China
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| Abstract: |
| The work aims to provide a useful reference for our local furniture brand product design and brand building. Starting from the design of iconic products, the iconic products of famous Italian furniture brands and their application in brand building were analyzed. Common rules of strategic application of iconic products in Italian furniture design system were extracted. Brand-product value transfer model and path model of iconic product design are proposed. |
| Key words: brand iconic product design strategy brand story |
