互联网重构集体记忆下老字号复兴设计研究

DESIGN RESEARCH ON THE OLD BRAND REVIVAL OF COLLECTIVE MEMORY UNDER INTERNET RECONSTRUCTION

目的以互联网重构集体记忆背景为依据并结合老字号品牌自身价值维探讨老品牌复兴的设计策略,为其他老字号复兴提供路径。方法互联网作为现代人集体记忆的发生场所,分析其传播的特征要素。结论归纳出老字号品牌在新时代下复兴的系统设计策略,即产品深度广度上的再设计、文化内核框架下的品牌形象重塑、创新服务体验、营销通路上的有价值的"故事性"表达。

Aim To explore the design strategy of the rejuvenation of the old brandbased on the background of Internet memory collective reorganization combined withthe value dimension of the old brand,and to provide a path for the revival of the oldbrand. Methods The Internet,as a place where modern collective memories occur,analyzes the characteristic elements of its transmission. Conclusion The systematicdesign strategy of rejuvenating the old brand in the new era is summarized. It not onlyredesigns in-depth product range,brand image remodeling under the framework ofcultural core,innovative service experience,valuable ＂story＂ expression in marketingchannel .