创新扩散理论视域下的家用美容仪品牌设计研究  

Research on Brand Design of Home Beauty Appliances under the Perspective of Diffusion of Innovation Theory

作　　者：吴卓昕 何雪玲 WU Zhuoxin;HE Xueling(South China Normal University,Guangzhou 510635,China)

机构地区：[1]华南师范大学,广东广州510635

出　　处：《鞋类工艺与设计》2024年第16期189-191,共3页SHOES TECHNOLOGY AND DESIGN

摘　　要：随着当前居民消费能力的显著提升,美容仪器的使用需求呈现出稳步增长的趋势,进而有力地推动了美容仪市场的蓬勃发展。家用美容仪以其小巧便携、操作简便的特性,赢得了广大消费者的青睐。众多中小型企业在这一背景下,纷纷致力于通过创新产品的研发,展现其独特的差异化竞争优势,以期吸引消费者的目光,构建良性的销售循环机制,从而实现企业的规模扩张与实力增强。本文从创新扩散理论在新兴的美容仪产品品牌推广营销中的实践应用入手,尝试为经营创新型产品的中小型企业找到一条可行的营销思路,使得论文本身具有理论和实践的双重价值。As residents'consumption power significantly improves,beauty instrument demand steadily grows,which in turn has strongly promoted the prosperous development of the beauty instrument market.Home beauty instrument with its small and portable,easy to operate characteristics,won the favor of the majority of consumers.Many small and medium-sized enterprises in this context,have been committed to the development of innovative products,to show its unique differentiated competitive advantages,in order to attract the attention of consumers,to build a benign sales cycle mechanism,so as to achieve the expansion of the scale of the enterprise and the strength of the enhancement.This paper applies innovation diffusion theory to emerging beauty instrument branding&marketing,exploring viable marketing for SMEs,offering theoretical&practical value.

关 键 词：家用美容仪 创新扩散理论 市场营销 产品设计 

分 类 号：J524.3[艺术—艺术设计]