标识型产品设计策略的研究
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摘要
目的为我国本土的家具品牌产品设计及品牌塑造提供有益的借鉴。方法从标识型产品设计入手,分析了意大利著名家具品牌的标识型产品及其在品牌塑造方面的应用。结果提炼出意大利家具设计体系中标识型产品策略应用的共性规律。结论提出品牌—产品价值传输模型及标识型产品设计的通路模型。
The work aims to provide a useful reference for our local furniture brand product design and brand building. Starting from the design of iconic products, the iconic products of famous Italian furniture brands and their application in brand building were analyzed. Common rules of strategic application of iconic products in Italian furniture design system were extracted. Brand-product value transfer model and path model of iconic product design are proposed.
The work aims to provide a useful reference for our local furniture brand product design and brand building. Starting from the design of iconic products, the iconic products of famous Italian furniture brands and their application in brand building were analyzed. Common rules of strategic application of iconic products in Italian furniture design system were extracted. Brand-product value transfer model and path model of iconic product design are proposed.
引文
[1]蔡端懿.传承与创新:意大利百年时尚品牌形象图腾的设计营建--以古驰为例[J].装饰,2017(9):25-31.CAI Duan-yi.Inheritance and Innovation:Design and Construction of Italian Century Fashion Brand Image Totem:Take Gucci as an Example[J].Zhuangshi,2017(9):25-31.
[2]菲利普·科特勒,弗沃德.B2B品牌管理[M].上海:上海人民出版社,2008.PHILIP K,WALDEMAR.B2B Brand Management[M].Shanghai:Shanghai People's Publishing House,2008.
[3]税彪.符号消费与品牌营销[J].中国商界(下半月),2008(2):22-23.SHUI Biao.Symbol Consumption and Brand Marketing[J].Chinese Business World(the Second Half of the Month),2008(2):22-23.
[4]周恩高,周建.品牌的符号化设计[J].艺术与设计(理论),2010,2(5):226-228.ZHOU En-gao,ZHOU Jian.Symbolic Design of Brand[J].Art and Design(Theory),2010,2(5):226-228.
[5]倪瀚,宋良荣,李文嘉.论艺术符号化的现代厨房产品形态语义[J].包装工程,2007,28(5):94-97.NI Han,SONG Liang-rong,LI Wen-jia.On the Morphologic Semantics of Modern Kitchen Products with Artistic Symbolization[J].Packaging Engineering,2007,28(5):94-97.
[6]丹纳.艺术哲学[M].南京:江苏文艺出版社,2012.DANA.Philosophy of Art[M].Nanjing:Jiangsu Literature and Art Publishing House,2012.
[7]SARA G F.The House of Gucci[M].New York:HarperCollins Publishers,2001.
[8]黄艳丽.以全球眼光看家居文化艺术--解读联邦家私集团总设计师王润林先生[J].家具与室内装饰,2006(10):16-17.HUANG Yan-li.A Global View of Home Culture and Art:Interpretation of Mr.Wang Runlin,the Chief Designer of the Federal Furniture Group[J].Furniture and interior decoration,2006(10):16-17.
[9]李雨红,于伸.中外家具发展史[M].哈尔滨:东北林业大学出版社,2000.LI Yu-hong,YU Shen.History of Chinese and Foreign Furniture[M].Harbin:Northeast Forestry University Press,2000.
[10]陈旭.《意大利设计史》[M],北京:北京理工大学出版社,2015第66页.CHEN Xu.History of Italy Design[M].Beijing:Beijing Institute of Technology Press,2015
[2]菲利普·科特勒,弗沃德.B2B品牌管理[M].上海:上海人民出版社,2008.PHILIP K,WALDEMAR.B2B Brand Management[M].Shanghai:Shanghai People's Publishing House,2008.
[3]税彪.符号消费与品牌营销[J].中国商界(下半月),2008(2):22-23.SHUI Biao.Symbol Consumption and Brand Marketing[J].Chinese Business World(the Second Half of the Month),2008(2):22-23.
[4]周恩高,周建.品牌的符号化设计[J].艺术与设计(理论),2010,2(5):226-228.ZHOU En-gao,ZHOU Jian.Symbolic Design of Brand[J].Art and Design(Theory),2010,2(5):226-228.
[5]倪瀚,宋良荣,李文嘉.论艺术符号化的现代厨房产品形态语义[J].包装工程,2007,28(5):94-97.NI Han,SONG Liang-rong,LI Wen-jia.On the Morphologic Semantics of Modern Kitchen Products with Artistic Symbolization[J].Packaging Engineering,2007,28(5):94-97.
[6]丹纳.艺术哲学[M].南京:江苏文艺出版社,2012.DANA.Philosophy of Art[M].Nanjing:Jiangsu Literature and Art Publishing House,2012.
[7]SARA G F.The House of Gucci[M].New York:HarperCollins Publishers,2001.
[8]黄艳丽.以全球眼光看家居文化艺术--解读联邦家私集团总设计师王润林先生[J].家具与室内装饰,2006(10):16-17.HUANG Yan-li.A Global View of Home Culture and Art:Interpretation of Mr.Wang Runlin,the Chief Designer of the Federal Furniture Group[J].Furniture and interior decoration,2006(10):16-17.
[9]李雨红,于伸.中外家具发展史[M].哈尔滨:东北林业大学出版社,2000.LI Yu-hong,YU Shen.History of Chinese and Foreign Furniture[M].Harbin:Northeast Forestry University Press,2000.
[10]陈旭.《意大利设计史》[M],北京:北京理工大学出版社,2015第66页.CHEN Xu.History of Italy Design[M].Beijing:Beijing Institute of Technology Press,2015