【作者】 吴碧波；

【导师】 吴海燕； 宋建明； 郑巨欣； 王雪青；

【作者基本信息】 中国美术学院 ， 艺术设计学， 2011， 博士

【摘要】 本文旨在通过对品牌价值与设计策略关系的分析与研究,综合国内外品牌管理理论,建构出品牌价值提升要素的理论模型。从中探究各价值要素相互关系及其运作机理,揭示设计策略对品牌价值提升内在积极作用的规律。意在通过比较品牌在不同的类型、发展阶段、时代下品牌价值提升的侧重点,及相关的设计策略的关键点,审视当前品牌价值提升的设计策略的意义与作用。在此基础上,以杭州女装品牌为例,对论及的理论加以应用实践与印证。研究通过分析、梳理、研究杭州女装品牌发展历程和当前制约因素,分析杭州女装品牌价值提升的动因,借鉴国外成熟品牌价值系统,以品牌战略设计管理理论为指导,以品牌价值的价值模型为框架研究杭州女装品牌的品牌价值体系。进而提出如何用设计的手段应对杭州女装品牌价值提升诉求的策略:(一)文化层面设计策略,包括品牌文化理念的形成、品牌文化语境的营造、品牌故事的阐述、以艺术名义的设计策略、品牌的艺术品味打造、从消费产品到消费艺术、以人为本的人文精神设计观的设计策略等等方面的设计策略;(二)产品设计层面设计策略,包括设计信息管理、设计定位方面的设计策略、生活方式引导人群定位、价值认同引导消费者定位、情感化色彩定位、产品上市波段定位、体验设计与生活设计的策略、个性化细节设计的策略等等方面的设计策略;(三)形象层面设计策略,包括打造品牌形象差异化的策略、建立品牌公益形象的策略、以营造情景化互动式终端形象的设计策略等相关方面的设计策略;(四)设计程序管理层面的策略,创建适合杭州女装品牌价值提升的设计策略的工作程序。本文力图为杭州女装品牌的价值提升提供理论依据与创新工具,同时在研究品牌价值提升方法论的基础上,思考设计应对的社会责任——创建对人类生活形态有贡献的产品。品牌的升级是当前杭州女装品牌的产业诉求与趋势,品牌升级,需要通过合适的设计策略将产品的功能性价值与非功能性的价值有机的结合在一起进行战略性的研究,找到得当运行方式才能够得以实现。本文把设计策略作为品牌价值提升语境下的研究对象,作为一种创新的策略手段来应对杭州女装品牌价值在文化、产品、形象、设计程序方面提出的难题,并且建立一套文化、产品、形象、设计程序管理综合的设计策略体系。从而揭示消费者消费的不单单是一件物质商品,还享受了设计价值带来的品牌文化意蕴及品牌从低端粗放的物理性发展走向了高端精细的文化性发展的规律。本研究试图为杭州女装品牌发展方向提供一个思路,同时也为中国女装品牌价值提升提供策略参考。更多还原

【Abstract】 This thesis aims to analyze the brand value and brand value factors, referring to brand value theories at home and abroad, and establishes suitable brand value models for female outfit. From the perspectives of design, the author summed up the value elements of the corresponding design and analyzed role of design played in the brand value promoting. By comparing brand value promoting focuses of different types, stages and ages, and design strategies key points of different types, stage, and ages, the author tries to define the dimensions of brand value promoting design strategies. Then the author takes Hangzhou’s female outfit as a case study. Through analysis of female outfit brand development in Hangzhou and the current constraints, study of motivation of female outfit brand value promoting and then drawing the experience of the mature brand value system from abroad, under the guidance of brand design strategy management theories, taking the framework of brand value as brand value system to study female outfit brand in Hangzhou, the author finally proposed strategies for female outfit’s brand value promoting: 1) culture aspects of design strategies, including culture ideas’evolution, brand culture construction, cultural narrative forms, design on behalf of art, design on behalf of art– building artistic taste of a brand, changing from consuming a product to consuming art, people-oriented design concept, design for women, design for emotion and design for ways of living; 2) product aspects of design strategies, including design information management, features of high-end design, experience design and life design, design for positioning, sub-strategy to guide people of different ways of life, Population stratification - Cluster Location Awareness, emotional positioning strategies; 3) image aspects of design strategies, including brand personality establishing - design differentiation, situational interactive terminal image, building public ecological brand -orientation - green design strategies. Promote the formation of female outfit brand value for Hangzhou, the design strategy of the brand value and the procedure of implementation strategy. In the future, these strategies can become value innovative tools for female outfit in Hangzhou and regarded as references in this field. Moreover, called to the goodwill-design products contributed to human life, thus appealing social responsibility.Upgrading of the current brand is the trends in Hangzhou female outfit industry. This thesis sees design as an innovative strategy. Through research on the brand value design strategy of culture, products, image of female outfit in Hangzhou, establishing a culture-products-image strategy, a Trinity system, to enhance the brand value of Hangzhou female outfit. Hence, the consumer not only consumes a physical commodity, but also enjoys the brand culture and the design. This makes the brands develop from the whole low-end of physical nature to the intensive high-end product. Hope this thesis will be the guidance and reference of female outfit brand development in Hangzhou.更多还原