自主品牌产品设计创新创业实践路径研究

Research on the Practice Path of Independent Brand Product Design Innovation and Entrepreneurship

在创新创业热潮背景下,通过总结现有工业设计领域创新创业商业模式的基础上,以自主品牌产品开发模式为视角,选取商业实践中的代表性案例,分别从用户需求挖掘、产品品类选择、技术与专利壁垒构建、渠道资源深度融合这4个方面,对自主品牌产品开发过程中的相关要点进行总结,配合典型案例进行创新创业发展路径归纳。得出设计公司孵化下的自主品牌产品开发与创新、规模平台护航下的自主品牌产品开发、新审美趋势下的传统品类与品牌体验再造、自主专利与技术壁垒下的产品开发这4条路径,为当下工业设计领域自主品牌产品开发的主要成功路径。

The paper studies the existing business model of innovation and entrepreneurship in industrial design field and selecting representative cases in business practice to reveal the development path from the perspective of independent brand product development model. It summarizes the key points in the process of developing self-brand products from four aspects including user demand mining, product category selection, construction of technology and patent barriers and deep integration of channel resources. At the same time, it sums up the development path of innovation and entrepreneurship with typical cases. We conclude four main successful paths for independent brand products consist of development and innovation by design companies, independent brand product development under the escort of scale platform, traditional categories and brand experience reengineering under the new aesthetic trend as well as product development under independent patents and technical barriers.