基于企业品牌战略下的工业设计应用分析

Analysis of Industrial Design Application Based on Enterprise Brand Strategy

改革开放以来,我国经济发展模式完成了从计划经济向市场经济转变,形成了社会产品供大于求的局面,买方市场基本形成。本文首先对品牌的概念、内涵、本质、功能、价值以及管理方式进行解读。强调品牌对企业生存和发展的重要性以及企业树立品牌战略的必要性和主要途径。从工业设计的本质定义入手,探讨品牌战略下的工业设计内容。根据相关理论和实践的发展,进一步提出工业设计对品牌的作用。最终解决了企业品牌与工业设计难以融合的弊病。

Since the reform and opening up,China's economic development model has completed the transformation from planned economy to market economy,forming the situation that the supply of social products exceeds the demand,and the buyer's market has basically formed.Firstly,this paper interprets the concept,connotation,essence,function,value and management of brand.It emphasizes the importance of brand to the survival and development of enterprises,as well as the necessity and main ways for enterprises to establish brand strategy.Starting from the essential definition of industrial design,this paper discusses the content of industrial design under the brand strategy.According to the development of relevant theory and practice,it puts forwards the role of industrial design on brand.Finally,it solves the problem that the enterprise brand and industrial design are difficult to integrate.