老字号的感质特征与产品设计策略研究

Research on Qualia Characteristics and Product Design Strategy of Time-honored Brands

老字号蕴含着丰富的历史智慧和独特的民族情感。在众多新兴品牌快速崛起的今天,具有深厚文化积淀的老字号也面临着激烈的现代市场竞争。文章将感质理论引入老字号产品的创新设计中,有助于传统品牌联结现代用户情感,打造出触动消费者内心的产品。通过梳理感质理论的内涵,提出老字号器物、程序与方法、社会关系三个层面的感质特征,并分别从这三个层面提出老字号产品的感质设计路径,以消费者内心感受为突破点,强化老字号产品的市场竞争力。

Time-honored Brands contain rich historical wisdom and unique national emotion.With the rapid rise of many emerging brands today,old establishments with profound cultural accumulation are also facing fierce modern market competition.Introducing the theory of quality into the innovative design of old state products can help traditional brands connect with modern users’ emotions and create products that touch the hearts of consumers.By combing the connotation of the theory of quality,proposing three levels of sense of quality characteristics,that one is products,design programs and methods and social relations.then,proposing the design path of Time-honored Brands Qualia products from these three levels respectively,so as to strengthen the market competitiveness of these products with consumers’ inner feelings as the breakthrough point.