服务设计思维下本土家具品牌构建策略研究  

Strategy of Constructing Local Furniture Brand under the Thinking of Service Design

作　　者：钟纯 许安娇[1] Zhong Chun;Xu Anjiao

机构地区：[1]中南林业科技大学,湖南长沙410004

出　　处：《家具与室内装饰》2020年第5期23-25,共3页Furniture & Interior Design

基　　金：2019年湖南省学位研究生教育改革研究项目(2019JGYB148)。

摘　　要：本文从服务设计的角度将本土家具品牌构建分为服务前、服务中和服务后三个阶段,再结合"品牌的冰山"理论,针对这三个阶段探讨构建本土家具品牌的策略。在服务前阶段:精准定位,创造核心价值;在进行实际服务阶段:优化服务接触点,具备共创思维;在服务后的阶段:将无形服务转为有形服务,注重服务的整体性。构建本土家具品牌理应具备服务设计思维,顺应国际潮流,促进国内家具行业的发展,提高消费者对本土家具品牌的信任度和忠诚度,增强国际竞争力。From the perspective of service design, this paper divides the construction process of local furniture brands into three stages: before, during, and after service. Combined with the Brand Iceberg Theory, this paper discusses the strategies of building local furniture brands in view of these three stages. For the pre-service stage, accurate positioning and core value establishment are expected;In the stage of actual service, optimization of service contact and co-creation thinking are necessary. As for the post-service stage, we should turn intangible services into tangible services, and pay attention to the integrity of services. To build a local furniture brand, the thinking of service design is needed, the international trend should be complied with to promote the development of the domestic furniture industry and improve the trust and loyalty of consumers to local furniture brands, and international competitiveness should be enhanced.

关 键 词：服务设计 品牌的冰山 本土品牌 家具品牌 构建策略 

分 类 号：TS664.01[轻工技术与工程]