| 邱松,覃千航.探究品牌主导的文创产品设计方法论[J].包装工程,2019,40(24):11-17. |
| 探究品牌主导的文创产品设计方法论 |
| Exploration of Design Methodology of the Brand-driven Cultural and Creative Products |
| 投稿时间：2019-10-30 修订日期：2019-12-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.24.002 |
| 中文关键词: 品牌 价值传递 文创产品设计 方法论模型 |
| 英文关键词: brand value transfer cultural and creative product design methodological model |
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| 中文摘要: |
| 目的 为文创企业和设计师提供具有实战指导意义的设计方法论模型，并在品牌主导下快速、高效地进行文创产品设计开发。同时，帮助设计研究人员针对既有文化资源的内涵和价值进行研究，凝练出品牌的核心价值，并将其融入到文创产品设计之中。方法 首先，通过文献研究、市场调研和专家访谈等方法，对国内外文创产业现状及问题进行了调查和研究；然后，针对品牌文创产品在文创市场中的价值和意义进行了探讨、论证；最后对品牌主导文化主题向文创产品转化的方法与流程进行了广泛、深入的研究。结果 通过反复的研究和验证，最终完整、系统地建构了品牌主导的文创产品设计方法论模型，以及其使用方式和步骤。结论 被品牌化的文创产品必将引领未来的文创市场，品牌驱动的文创设计也必然会成为未来的发展趋势，而基于品牌主导的文创产品设计方法论模型，则是实现这一目标的重要环节和便捷途径。 |
| 英文摘要: |
| The work aims to provide a practical design methodological model for the cultural and creative enterprises and designers, and to design and develop the cultural and creative products quickly and efficiently under the guidance of brands; meanwhile, to help design researchers to study the connotation and value of the existing cultural resources, condense the core value of the brand, and integrate it into the cultural and creative product design. First of all, through literature research, market survey and expert interview, etc., the current situation and problems of cultural and creative industries at home and abroad were investigated and researched. Then, the value and meaning of the brand-driven cultural and creative products in the market were discussed and demonstrated. Furthermore, a wide, in-depth research was conducted on the method and process of transforming the brand-driven cultural themes into the cultural and creative products. Through the repeated research and verification, a methodological model for the brand-driven cultural and creative product design, together with its using ways and procedures, was finally constructed in a complete and systematic manner. The branded cultural and creative products will surely lead the cultural and creative market in the future, and the brand-driven cultural and creative design will certainly become the development trend in the future, and its methodological model for the brand-driven cultural and creative design is an important link and convenient way to achieve the goal. |
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