集体个人主义 中国人运动生活方式研究  

Collective Individualism The Reaserch of Sports Style in China

作　　者：Leeble Ziba 

出　　处：《设计》2010年第8期54-57,共4页Design

摘　　要：由美国ZIBA公司创意策划的李宁品牌设计战略获得今年IDEA奖金奖。新的标识、品牌口号和店面视觉形象设计让李宁品牌的重塑计划创造出中国年轻一代全新的运动形象,宣扬属于中国人的运动生活方式。Li-Ning's top position in the sporting gear market began to shift when a change in Chinese trade policy allowed international brands such as Nike and Adidas into the country.The company's target consumer was also changing.Li-Ning sought Ziba's expertise to help understand its target consumer and redefine its brand promise,and design a retail experience relevant to a new generation in China.This project created a detailed,actionable strategy for rebuilding Li-Ning's consumer experience including its entire product line,visual identity,and retail experience. The strategy resonates with modern Chinese youth,and sets Li-Ning apart as a global but uniquely Chinese brand--a clear break from its previous role as a 'fast follower' of Western trends.Through this strategy,Ziba won a 2010 IDEA gold award.

关 键 词：个人主义 中国品牌 李宁 运动成就 生活方式研究 年轻一代 店面设计 创意策划 设计公司 战略 

分 类 号：G806[文化科学—运动人体科学]