鲁作品牌视阈下的山东家具文化附加值提升研究  

Study of the Promotion of Shandong Furniture Culture Added Value Based on Shandong-Style Brand Inheritance

作　　者：宋瑞波[1] 郑蕾[2] SONG Ruibo;ZHENG Lei(Shandong Youth University of Political Science,Jinan 250103,China;Shandong Women＇s University,Ji＇nan 250104,China)

机构地区：[1]山东青年政治学院,济南250103 [2]山东女子学院,济南250104

出　　处：《家具》2018年第5期13-17,57,共6页Furniture

基　　金：山东省高等学校人文社科研究项目(J15WF39);山东省青少年研究规划项目(SDYSB150309);山东省高等教育人才研究项目(RK17-21)

摘　　要：通过分析传统鲁作家具的特征,总结出鲁作家具的选材、制作工艺、装饰和造型语言,以及鲁作品牌天人合一、中庸之道的儒学文化内涵和地域文化内涵,提出了建设鲁作品牌文化内涵和鲁作品牌文化外延提高产品附加值的方法,指出:1)通过加强鲁作家具品牌的内涵建设,能够建立影响整个家具市场的鲁作家具品牌整体形象;2)通过强化传统民间手工技艺的传承与创新,能够创造更多、更优秀的具有浓郁鲁作品牌特征的家具产品;3)通过建设鲁作品牌的外延,建立鲁作品牌建设与推广的系统架构,并开展数字化的品牌管理与用户建设,能够创新家具产品的用户体验,不断满足新时期的消费需求,有效提升家具文化的附加值。This paper analyzed the characteristics of the traditional Shandong-style furniture. The material selection of the furniture, the production process, the decoration and the modeling language, as well as the Confucian cultural connotation and the place of the golden mean were summarizes. The connotation of regional culture and the method of building the cultural connotation of Shandong-style as the brand and the extension of the brand culture extension to the product added value were put forward. It is pointed out that： Firstly, through the strengthening the connotation construction of the furniture brand of Shandongstyle, the whole image of the furniture brand which affects the whole furniture market can be established;Secondly, the inheritance and innovation of the traditional folk handicraft can create more and better furniture products with strong brand characteristics. Thirdly, through the extension of the construction of Shandong-style as a brand,the establishment of the system framework of Shandong-style brand building and promotion, the digital brand management and user construction can innovate the user experience of the furniture products and meet the consumption demand in the new period, which will promote the additional value of the furniture culture effectively.

关 键 词：鲁作 家具 品牌 附加值 提升 

分 类 号：TS664[轻工技术与工程]