创意市集品牌初创要素模型构建与设计应用  

Construction and Application of Creative Market Brand Start-up Element Model

作　　者：王亚丽 朱志娟[1] 刘心雄[1] 丁子洁 高璇 WANG Yali;ZHU Zhijuan;LIU Xinxiong;DING Zijie;GAO Xuan(School of Mechanical Science&Engineer,Huazhong University of Science and Technology,Wuhan 430074,China)

机构地区：[1]华中科技大学机械科学与工程学院,武汉430074

出　　处：《包装工程》2024年第12期220-232,共13页Packaging Engineering

基　　金：华中科技大学教学研究项目(2020054)。

摘　　要：目的后疫情时代背景下,地摊经济的崛起已然带动着中国文化创新产业的急速发展。创意市集近年来焕发出崭新面貌。深入了解和挖掘创意市集品牌初创的关键要素,找寻其内在规律,以尝试为创意市集品牌的创业者提供更为系统而科学的设计思路,从而能够高效地开展工作。方法利用Python爬虫技术进行数据挖掘,结合扎根理论三级编码的研究方法提炼概念与范畴,找寻其内在逻辑与关联,最终构建理论模型。结果提炼出4个核心范畴、13个主范畴、609个副范畴,以及4872个相关概念,构建了一个由市集品牌创立目标、市集品牌受众人群、市集品牌整体内容规划,以及市集品牌运营这4个核心元素为基础的品牌初创模型。结论通过结合社会学与设计学方法,揭示了创意市集在后疫情时代所展现出的强大生命力,对地摊经济和文化创新产业发展有积极的推动作用,同时为新手创业者提供实践指导,强调未来研究应关注其多样性、理论框架建立及跨学科方法应用。In the post-epidemic era,the rise of the street stall economy has driven the rapid development of China's cultural innovation industry,giving the creative market a fresh perspective.The work aims to deeply understand and explore the critical elements for startup of creating creative market brands and to identify their inherent principles to provide systematic and scientific design ideas for creative market brand entrepreneurs,enabling them to work efficiently.Data mining was conducted using Python crawler technology in combination with the three-level coding research method of the grounded theory.This approach refined concepts and categories,uncovered their internal logic and correlations,and ultimately constructed a theoretical model.The study extracted 4 core categories,13 main categories,609 sub-categories,and 4872 related concepts.Based on these,a brand start-up model was constructed,focusing on four core elements:market brand creation goals,market brand audience,overall content planning,and brand operation.By integrating sociological and design methods,this study reveals that creative markets exhibit strong vitality in the post-epidemic era and play a positive role in promoting the development of the street stall economy and cultural innovation industries.The findings provide practical guidance for novice entrepreneurs.Future research should focus on the diversity of creative markets,the establishment of theoretical frameworks,and the application of interdisciplinary methods.

关 键 词：创意市集 品牌初创 扎根理论 要素模型 东湖市集品牌 

分 类 号：TB472[一般工业技术—工业设计]