新消费时代下老牌国货品牌升级的设计策略研究  

RESEARCH ON THE DESIGN STRATEGY OF UPGRADING OLD DOMESTIC BRANDS IN THE NEW CONSUMPTION ERA

作　　者：付卓灵 李佳一 徐江华 FU ZHUOLING;LI JIAYI;XU JIANGHUA

机构地区：[1]上海工程技术大学艺术设计学院

出　　处：《设计》2024年第4期144-147,共4页Design

摘　　要：针对引起广泛关注的老牌国货面临新消费时代的变化做出品牌升级的现象,挖掘设计对于消费者品牌印象重构和国货品牌升级的重要促进作用。以老牌国货品牌升级成功的案例和新消费时代的消费者需求为研究对象,分析品牌升级的设计策略的特征和效果。在老牌国货的品牌升级过程中,设计对消费者心理和消费文化的改变起到了非常关键的积极作用,同时老牌国货的品牌升级还具有文化传承的重要价值。通过总结归纳品牌升级设计策略和消费者的特征,为同类老牌国货提供品牌升级的设计策略参考,促进更多的民族品牌崛起。In view of the phenomenon of brand upgrading of old domestic products facing the changes in the new consumption era,which has attracted widespread attention,the important role of design in reconstructing consumer brand impressions and upgrading domestic brands is explored.Taking the successful cases of upgrading old domestic brands and consumer demand in the new consumption era as the research object,the characteristics and effects of the design strategy of brand upgrading were analyzed.In the process of brand upgrading of old domestic products,design has played a very key positive role in the change of consumer psychology and consumer culture,and the brand upgrade of old domestic products also has important value of cultural inheritance.By summarizing and summarizing the brand upgrade design strategy and consumer characteristics,it provides a reference for the brand upgrade design strategy for similar established domestic products,and promotes the rise of more national brands.

关 键 词：新消费时代 老牌国货 品牌升级 设计策略 文化传承 

分 类 号：TP391.9[自动化与计算机技术—计算机应用技术]