自媒体时代下品牌联名设计策略的仪式观

The Ritual Dimension of the Co-brand Design Strategy In the Era of"We Media"

自媒体营销因其具低门槛、多渠道、多手段等传播优势,为品牌传播及消费方式带来了深刻变革,品牌间具有仪式感的联名设计活动及推广形式日趋增多。文章聚焦自媒体时代的消费转变,结合传播仪式观、消费仪式观相关理论,基于仪式观的“象征符号—仪式脚本—仪式演绎”构建原理,系统阐述了品牌联名的三层设计策略——以意象同构强化消费象征符号,以文化热点定制消费话题脚本,以意义联结完整消费情境演绎,并提出品牌联名设计策略中需关注时机适宜、体验适合、媒介适度。

Because of its communication advantages such as low threshold,multi-channel,multi-means and etc.the"We media"marketing has brought profound changes for brand communication and consumption mode,then the brand consumption tends to a ceremonial behavior.The number of the co-brand design activities and promotion forms with a sense of ritual among brands is increasing day by day.However,the relevant research focuses on sociology,communication,economic management and other fields,research from design related perspective has not yet been taken seriously and carefully developed.This paper focuses on the consumption transformation from the"We media"age,combining the related theories of the ritual dimension of the brand communication and the consumption,and based on the ritual construction principle of"symbols-ritual scripts-ritual interpretations",the design thinking can be categorized along three key dimensions:using the image isomorphism to strengthen consumption symbols,Customizing consumer topic scripts with cultural hotspots,completing consumer context with meaning connection.and to propose that the co-branding design needs to focus on appropriate timing,appropriate experience,and appropriate media.