设计驱动型北欧家居品牌创新机理的实证研究

EMPIRICAL RESEARCH ON INNOVATION MECHANISM OF THE NORDIC HOUSEHOLD BRANDS

本研究基于设计驱动模型理论对北欧家居企业的品牌创新机理进行了研究。首先梳理了设计驱动的理论模型和流程,然后提取7家北欧家居品牌作为研究样本,通过绘制每个品牌的情绪模板来提取企业品牌特征关键词语言,再通过绘制品牌地图、关键词语言研究反推社会文化模式中的趋势信号,最后再宏观分析北欧家居品牌的设计驱动格局和机理。

Innovation mechanism of Nordic household brands has been studied based on the design driven model theory in this work. Seven Nordic household brands have been chosen as the research samples. Firstly, keywords of brand features have been extracted through mapping the mood template of each brand. Further, with these keywords and the plotted brand maps, the trend signals in social culture model have been deduced. Finally, macro analysis method has been applied to investigate the design drive pattern and mechanism of Nordic household brands.