设计策略对品牌价值提升的驱动性研究

Key Role of Design Strategy in the Brand Value Enhancement

目的通过考察品牌价值的构成及影响因素,分析设计策略对品牌价值不同层面的影响。方法采取文献研究法与调查法,从网络资料、文献资料、数据资料、政策资料和历史资料5个方面,进行资料的收集、整理与分析。结论设计策略之于品牌价值提升的作用表现为3个方面:通过设计策略创造差异化的品牌核心价值,通过设计策略驱动品牌社会责任价值的提升,以及影响消费者对品牌的感知价值及态度的提升。

It aims to explore the key role of design strategy in the brand value enhancement by investigating the dimensions of brand value and influence factors. The methods used in this study is known as literature research and investigation method. Information are collected and analyzed from five aspects：network information,documents,data information,policy data and historical data. In summing up it may be stated that brand value can be enhanced by design strategy through the following three aspects： create differentiated brand core value;drive the improvement of the social responsibility;influence consumer perception of brand value.