蜂花老牌国货品牌设计创新研究  

Research on the Design Innovation of the Old Domestic Brand of Bee&Flower

作　　者：张朝楠 Chaonan Zhang(Faculty of Humanities and Social Sciences,Nanjing Forestry University,Jiangsu Nanjing)

机构地区：[1]南京林业大学人文社会科学学院,江苏南京

出　　处：《Design（汉斯）》2024年第3期166-171,共6页设计（汉斯）

摘　　要：国货旧时指我国本土出产或制造的物品,老牌国货一直是物美价廉的象征,但是随着全球化的到来,外国品牌逐渐占领中国市场,国货的生存空间一直被挤压。近年来,我国综合国力的逐渐增强,国家对于国货的重视逐渐增加,并在新媒体的加持下,越来越多被淹没的国货品牌重新被受众看到,引来了新的转机。蜂花作为第一个提出“洗护分开”理念的老牌国货,经历了辉煌、衰落以及创新复兴的历史,它的成长创新之路具有非常强的引领作用。本文将从叙事性设计以及视觉传达设计两个角度来重点分析蜂花品牌的设计创新,为更多的国货品牌设计创新之路提供借鉴。In the old days,domestic products referred to the items produced or manufactured in China,and the old domestic products have always been a symbol of high quality and low price,but with the advent of globalization,foreign brands have gradually occupied the Chinese market,and the living space of domestic products has been squeezed.In recent years,with the gradual enhancement of China’s comprehensive national strength,the country’s attention to domestic products has gradu-ally increased,and with the blessing of new media,more and more submerged domestic brands have been seen by the audience again,attracting a new turnaround.As the first old domestic product to put forward the concept of“washing and care separation”,Bee&Flower has expe-rienced a history of glory,decline and revival,and its growth and innovation have a very strong leading role.This paper will focus on the analysis of the design innovation of the Bee&Flower brand from the perspectives of narrative design and visual communication design,so as to pro-vide reference for more domestic brands to design innovation.

关 键 词：蜂花 国货 叙事性设计 视觉传达设计 

分 类 号：F42[经济管理—产业经济]