创意经济环境下的创意产品设计与品牌营销研究

Innovative Product Design and Brand Marketing Research and Creative Economic Environment

我国产业结构调整和经济转型,客观上催生创意经济的发展。而创意产品设计塑造了创意产品的灵魂,与消费者精神情感价值共鸣,创意产品设计作为创意经济的动力和源泉,是创意产业发展的核心与关键。从创意产品设计特征、创意设计思维理念入手,分析设计的内容和方法,以及由创意产品设计决定的材料选取和配置、技术手段及设备运用,将经济理论与产品设计理念相结合,并通过创意产品的品牌营销实现创意设计的独特价值。

China＇ s industrial structure adjustment and economic restructuring, the objective of the development of the birth of the creative economy. The innovative product design ideas to shape the soul of the product, and consumers value emotional resonance spiritual, creative product design as the driving force and source of creative economy, is the core and key development of creative industries. From the creative product design features, innovative design concepts to start thinking, content and methods of analysis and design, as well as material from the creative product design deci- sions selection and configuration, technical means and equipment use, economic theory and the combination of product design, and by creative products to achieve the unique value of brand marketing and creative design.