黎锦服饰品设计策略优化与品牌转型研究  

Optimization of Design Strategies and Brand Transformation for Li Brocade Apparel and Accessories

作　　者：邢琳 XING Lin(Hainan Normal University,Haikou 570100,China)

机构地区：[1]海南师范大学,海南海口570100

出　　处：《西部皮革》2025年第7期98-100,119,共4页West Leather

摘　　要：文章探讨黎锦服饰品设计策略的转型路径及其对品牌可持续发展的推动作用。通过文献分析法梳理设计创新理论在文化品牌转型中的适用性框架,结合市场调研和案例研究等方法,系统梳理黎锦服饰品在当代市场中的发展困境,包括设计创新不足、文化内涵弱化、市场同质化严重及目标群体定位模糊等问题。基于此,研究提出以设计创新为核心的战略升级路径,通过将创新设计作为品牌战略决策、构建品牌差异化定位、重构产品价值内核、强化品牌理念宣传等策略,推动黎锦服饰品品牌的现代转型,实现可持续发展。研究结果表明,设计创新不仅是黎锦服饰品实现现代转型的关键驱动力,更是其文化传承与市场竞争力提升的核心策略。This study explores the transformation pathways of design strategies for Li brocade clothing and their role in driving brand sustainability.By applying literature analysis to outline the applicability of design innovation theory in cultural brand transformation,combined with methods such as market research and case studies,the research systematically examines the developmental challenges faced by Li brocade products in contemporary markets,including insufficient design innovation,weakening cultural connotations,severe market homogenization,and ambiguous target audience positioning.Building on this analysis,the study proposes a strategic upgrade path centered on design innovation.This includes integrating innovative design into brand decision-making,establishing differentiated brand positioning,reconstructing product value cores,and strengthening brand concept promotion to facilitate the modernization and sustainable development of Li brocade brands.The findings demonstrate that design innovation not only serves as a critical driver for the modern transformation of Li brocade products but also emerges as a core strategy for enhancing cultural inheritance and market competitiveness.

关 键 词：设计驱动创新 黎锦服饰品 文化传承 

分 类 号：TS941[轻工技术与工程—服装设计与工程]