基于服务设计的生活方式品牌提升策略研究

Promotion Strategy of Lifestyle Brand Based on Service Design

目的基于可持续生活方式的研究背景,以服务设计为生活方式品牌寻找提升策略。方法运用认知心理学和精神交互思维的研究框架对服务设计应用成因进行分析,通过对生活方式品牌中的服务设计应用现状进行研究,厘清服务设计流程中品牌与消费者产生交互的各个接触点,解决生活方式品牌中服务设计存在的痛点与盲点,从而实现提升品牌价值的研究路径。结论基于服务设计的生活方式品牌价值提升的模型框架提出以产品个性化定制策略满足消费需求,以情景化场景提升服务体验,以满足潜在需求挖掘潜在用户的策略建议。生活方式品牌价值的提升依赖于服务设计,从心理学研究视角出发分析消费者的行为反应,并合理利用服务设计的相关策略是提升生活方式品牌价值的理想路径。

Based on the research background of sustainable lifestyles,the article seeks solutions for the enhancement of lifestyle brand value with service design.Use the research framework of cognitive psychology and spiritual interactive thinking to analyze the causes of service design application,and solve the pain points and blind spots in service design of lifestyle brands through the research on the status quo of service design applications in lifestyle brands,so as to achieve improvement the research path of brand value.The model framework for enhancing the brand value of lifestyles based on service design proposes personalized customization of products to meet consumer needs;contextualized scenarios to enhance service experience;and strategy suggestions to meet potential needs and tap potential users.It is concluded that the promotion of lifestyle brand value depends on service design,and the rational use of related strategies of service design is the ideal way to enhance the value of lifestyle brand.