设计管理视野下的品牌战略规划研究  

Research on Brand Strategy Planning from the Perspective of Design Management

作　　者：邓念[1] DENG Nian(Wuhan University of Science and Technology,430081 Wuhan Hubei)

机构地区：[1]武汉科技大学,湖北武汉430081

出　　处：《设计艺术研究》2024年第3期77-81,共5页Design Research

摘　　要：随着数字信息化技术的发展,设计管理驱动下的品牌战略规划研究迎来了新问题和新挑战。在这一浪潮的影响下,剖析了设计管理思维在品牌战略规划中的应用方向,有助于提升品牌核心竞争力和创新力、明确品牌价值和形象。据此,进一步基于设计管理视角推演出品牌战略规划路径,着重从构建品牌识别体系、连接利益相关者实现品牌可持续创新、打造多维度的品牌传播模式展开论述;进而通过多方利益相关者共同整合资源、引领品牌创新发展,旨在为今后品牌战略规划研究提供启示与参考。With the development of digital information technology,research on brand strategic planning driven by design management has encountered new problems and challenges.The paper analyzes the application direction of design management thinking in brand strategic planning,which helps to enhance brand core competitiveness and innovation and clarify brand value and image.Based on this,it further deduces the path of brand strategic planning from the perspective of design management,focusing on constructing a brand identification system,connecting stakeholders to achieve sustainable brand innovation,and creating a multi-dimensional brand communication model.Furthermore,by integrating resources with multiple stakeholders and leading brand innovation and development,the study aims to provide inspiration and reference for future brand strategic planning research.

关 键 词：设计管理 品牌 战略规划 产业协同 

分 类 号：J0[艺术—艺术理论]