基于数字化的品牌生态系统迭代设计策略探究  

Based on the Digital Background of Brand Ecosystem Design Strategy Exploration

作　　者：冯靖博 刘卓[1] Feng Jingbo;Liu Zhuo(TUT School of Art&Design,Tianjin 300384,China)

机构地区：[1]天津理工大学艺术学院,天津300384

出　　处：《艺术与设计（理论版）》2023年第4期94-96,共3页Art and Design

摘　　要：文章探究当前高速发展的数字化背景下,将品牌生态系统应用于产品设计的策略及其价值体现,以及如何运用设计来主导完成产品品牌生态系统的运行,从而使企业可以通过这种品牌生态系统模式来达到更长远的目标以及创造出新的价值。并通过分析生态系统的三个阶段,即定义策略、设计品牌生态系统和构建品牌生态系统,进一步阐明设计作为一种主导思维在每个阶段所产生的优势,让企业在品牌生态系统开发初始就嵌入良好的设计思维、方法、模式,产生相关联的服务,让用户可以在一次综合体验中满足跨部门的需求,从而更深层次地满足用户的需求,降低市场竞争压力以及创造出更大的价值。This paper explores the strategic application and value embodiment of brand ecosystem for product design under the current digital background of rapid development,as well as how to use design to lead the completion of the operation of product brand ecosystem,so that enterprises can achieve long-term goals and create new values through this brand ecosystem mode.By analyzing the three stages of the ecosystem,namely defining strategy,designing brand ecosystem and building brand ecosystem,the advantages of design as a dominant thinking in each stage are further clarified,so that enterprises can embed good design thinking,methods and modes at the beginning of the development of brand ecosystem to produce related services.Allows users to meet their needs across class lines in one comprehensive experience.In this way,it can meet the needs of users at a deeper level,reduce the threat brought by the market and create greater value.

关 键 词：数字化 品牌生态系统 设计路径 

分 类 号：F722.1[经济管理—产业经济] G20[文化科学—传播学]