奥运会特许经营商品设计开发的管理体系及其启示

The Management System of Design and Development of Olympic Franchise Commodities and Its Enlightenment

过往文献着重从符号语义的角度考察奥运会特许经营商品自身的设计策略,而忽视了其所根植的设计开发管理体系。而成熟的设计开发管理体系恰恰是奥运特许经营商品不断推陈出新、创造出丰富的社会与经济价值的机制根源。研究发现,主办城市奥组委及其下属的市场开发部与特许经营企业两个管理主体密切合作,在奥运品牌资产保护与增值的核心原则基础上开展价值共创,构建出双主体协同、多环节监管、纵向与横向管理相融合的立体化的设计开发管理体系。这种与特许经营模式紧密契合的设计开发管理体系对当前国内博物馆等文化旅游机构创新文创商品开发机制和提升设计开发水平具有诸多启示。

The previous literature focused on examining the design strategy of the Olympic franchise merchandise itself from the perspective of symbolic semantics,while ignoring the design and development management system rooted in it.The mature design,development and management system is precisely the source of the mechanism for the continuous innovation of the Olympic franchise commodities and the creation of rich social and economic value.The study found that the host city Olympic Organizing Committee(and its subordinate market development department)and the two management entities of franchise enterprises have cooperated closely,carry out value cocreation on the basis of the core principles of Olympic brand asset protection and appreciation,build a three-dimensional design and development management system that integrates dual-subject collaboration,multi-link supervision,and vertical and horizontal management.This design and development management system that closely fits with the franchise model has many inspirations for the current domestic museums and other cultural tourism institutions to innovate the development mechanism of cultural and creative products and improve the level of design and development.