设计2024，Vol.37Issue(4)：144-147,4.
新消费时代下老牌国货品牌升级的设计策略研究
RESEARCH ON THE DESIGN STRATEGY OF UPGRADING OLD DOMESTIC BRANDS IN THE NEW CONSUMPTION ERA
摘要
Abstract
In view of the phenomenon of brand upgrading of old domestic products facing the changes in the new consumption era,which has attracted widespread attention,the important role of design in reconstructing consumer brand impressions and upgrading domestic brands is explored.Taking the successful cases of upgrading old domestic brands and consumer demand in the new consumption era as the research object,the characteristics and effects of the design strategy of brand upgrading were analyzed.In the process of brand upgrading of old domestic products,design has played a very key positive role in the change of consumer psychology and consumer culture,and the brand upgrade of old domestic products also has important value of cultural inheritance.By summarizing and summarizing the brand upgrade design strategy and consumer characteristics,it provides a reference for the brand upgrade design strategy for similar established domestic products,and promotes the rise of more national brands.关键词
新消费时代/老牌国货/品牌升级/设计策略/文化传承Key words
The new era of consumption/Veteran domestic products/Brand upgrades/Design strategy/Cultural heritage分类
信息技术与安全科学引用本文复制引用
付卓灵,李佳一,徐江华..新消费时代下老牌国货品牌升级的设计策略研究[J].设计,2024,37(4):144-147,4.
