品牌识别视域下服装品牌基因模型的构建研究  

Research on construction of clothing brand gene model from the perspective of brand identification

作　　者：郑晶 李浩[2] 李建亮[3] ZHENG Jing;LI Hao;LI Jianliang(School of Design&Art,Xiamen University of Technology,Xiamen 361024,China;College of Fashion and Design,Donghua University,Shanghai 200051,China;Silk and Fashion Culture Research Center,Zhejiang Sci-Tech University,Hangzhou 310018,China)

机构地区：[1]厦门理工学院设计艺术学院,福建厦门361024 [2]东华大学服装与设计艺术学院,上海200051 [3]浙江理工大学丝绸与时尚文化研究中心,杭州310018

出　　处：《丝绸》2020年第9期63-70,共8页Journal of Silk

基　　金：教育部人文社科基金项目(18YJA760036);上海市艺术科学规划项目(ZD2018G02)。

摘　　要：为了解决品牌产品创新进而强化或改善品牌识别,比较了企业基因和产品基因的前期研究成果,文献分析为准确定义品牌基因提供了理论依据。品牌风格与品牌文化的双链结构保证了品牌核心识别与拓展识别的需要,核心识别的品牌产品是品牌基因的物质载体,其构成要素成为品牌基因碱基构成的关键来源,定性与定量分析找出的服装设计关键元素契合了品牌基因模型构建的需要。结果表明:以品牌风格和品牌文化为双链,廓形、款式、材质、细节为碱基的品牌基因模型有利于服装品牌建立稳定的识别特征体系,并带来基于品牌基因模型的产品创新方法。In order to solve brand product innovation and improve brand identity,the latest research results of enterprise gene and product gene were analyzed,and the literature analysis provided a theoretical basis for accurately defining the brand gene.A double-chain structure of brand style and brand culture guarantees the core and expansion identification of brand.The brand product of core identification is the material carrier of brand gene,and the constituent elements are the key source of brand gene base composition.Key elements of clothing design found out by qualitative and quantitative analysis fit the needs of brand gene model building.The results show that the brand gene model with the double chain of brand style and brand culture and with silhouette,styles,materials and details as base groups is beneficial for the brand to establish a stable identification feature system and brings brand innovation method based on brand gene model.

关 键 词：品牌识别 品牌基因 品牌基因模型 服装品牌 服装设计 关键元素 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程] F273.2[经济管理—企业管理]