| 马梦迪,钱晓波.电商背景下设计驱动型初创品牌设计策略研究[J].包装工程,2023,44(16):287-293. |
| 电商背景下设计驱动型初创品牌设计策略研究 |
| Design Strategies of Start-up Brands Driven by Design in the Context of E-commerce |
| 投稿时间：2023-03-10 |
| DOI：10.19554/j.cnki.1001-3563.2023.16.030 |
| 中文关键词: 电商 设计驱动型品牌 初创品牌 设计策略 |
| 英文关键词: e-commerce design-driven brand start-up brand design strategy |
| 基金项目: |
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| 中文摘要: |
| 目的 探索电商背景下设计驱动型初创品牌的构建思路与设计策略。方法 从当前初创品牌面临的困境入手，结合电商时代给品牌发展带来的机遇，挖掘品牌设计的机会点。借助对典型计驱动型品牌发展模式的探析以及对多个成功案例特征的比较研究，总结出设计驱动型品牌的特征。并在此基础上得出电商背景下初创品牌的发展和设计策略。结果 从品牌定位、产品布局、品牌综合体验3方面，提出针对电商时代的设计驱动型初创品牌设计策略。结论 将用户中心原则拓展到系统创新的视角，把设计思维导入初创品牌的构建中。在定位策略上，以生活方式切入，强化品牌价值与意义;在产品维度上，挖掘隐性需求，布局系统化产品生态;在品牌体验上，发挥电商传播及渠道优势，注重情感链接。 |
| 英文摘要: |
| The work aims to explore the ideas and design strategies of establishing design-driven start-up brands in the context of e-commerce. Starting from the current difficulties faced by start-up brands, the opportunities of brand design were explored in combination with the opportunities brought to brand development in the e-commerce era. By analyzing the development mode of typical design-driven brands and comparing the characteristics of several successful cases, the characteristics of design-driven brands were summarized. On this basis, the design and development strategies of start-up brands in the context of e-commerce were obtained. Design strategies for design-driven start-up brands in the e-commerce era were proposed from brand positioning, product portfolio and comprehensive experience of brands. The user centered principle should be expanded to the perspective of system innovation. The design thinking should be introduced into brand construction. In terms of positioning strategy, the brand value and significance should be strengthened in life. In terms of product dimension, the hidden demand should be mined for systematic layout of product ecology. In terms of brand experience, the advantages of e-commerce communication and channels should be given way to play, and attention should be paid to emotional links. |
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