家电品牌可持续营销的系统性体验设计研究  

Systematic Experience Design for Sustainable Marketing of Household Appliance Brands

作　　者：张凌浩 赵启逊 杜金洋 ZHANG Linghao;ZHAO Qixun;DU Jinyang(School of Industrial Design,Nanjing University of the Arts,Nanjing,China 210000;School of Design,Jiangnan University,Wuxi,China 210510)

机构地区：[1]南京艺术学院工业设计学院,江苏南京210000 [2]江南大学设计学院,江苏无锡210510

出　　处：《温州大学学报（社会科学版）》2024年第4期42-55,共14页Journal of Wenzhou University：Social Science Edition

基　　金：国家社会科学基金项目(23VRC069)。

摘　　要：在可持续发展的背景下,家电品牌营销需要在推动业务增长的同时考虑如何为社会和生态系统的可持续作出贡献。立足系统创新的全局视角,可以有效整合可持续营销资源,创造全域体验价值链,从而促进家电品牌和消费者共同为社会和环境带来更多效益。根据可持续营销在家电品牌领域所面临问题与挑战的复杂性,提出家电品牌可持续营销的设计范畴,识别家电品牌可持续营销的体验维度,形成系统性体验要素矩阵。通过调研,探究用户对可持续营销中体验要素的偏好,构建家电品牌可持续营销体验设计系统,提出消费者体验的设计策略。In the context of sustainable development,household appliance brand marketing needs to consider how to contribute to the sustainability of society and ecosystems while driving business growth.From a holistic perspective of systematic innovation,it is possible to effectively integrate sustainable marketing resources,creating an all-encompassing experience value chain,thereby promoting greater benefits for society and the environment by both household appliance brands and consumers.Given the complexity of the issues and challenges faced by sustainable marketing in the household appliance brand area,this study proposes the design categories of sustainable marketing for household appliance brands,identifies the experiential strategy dimensions of sustainable marketing,and forms a systematic matrix of experiential elements.Through design research,users' preferences for experiential elements in sustainable marketing are investigated,a sustainable marketing experience design system for household appliance brands is constructed,and design strategies for consumer experiences are proposed.

关 键 词：可持续营销 体验设计 系统创新 设计策略 

分 类 号：J519[艺术—艺术设计]