服务设计助力品牌升级策略研究——以天津土特产品牌为例

STUDY ON STRATEGY OF SERVICE DESIGN ASSIST BRAND UPGRADING——TAKING TIANJIN LOCAL SPECIALTY BRAND AS AN EXAMPLE

在国家大力发展乡村振兴战略的视域下,通过对天津"土特产"的现状分析和品牌升级策略提出,有助于更好地提升销售服务,满足消费者购物体验。以服务设计为理论研究的依据,致力于在原有销售方式的框架基础上以突出特征法、IP植入法、用户体验法、私人定制法等方法制订一系列与时俱进的销售策略。对天津"土特产"走出销售窘境提供一定的理论依据与实践方案。为"土特产"的走出去策略提供新思路,促进天津土特产品牌的升级发展。

In the view of the national strategy of vigorously developing rural revitalization,through the analysis of the current situation of Tianjin’s "local specialty" and brand upgrading strategy,it is helpful to improve sales services and satisfy consumers’ shopping experience.Taking service design as the theoretical research basis,we devote ourselves to developing a series of sales strategies advancing with The Times on the basis of the framework of original sales methods,such as salient feature method,IP implantation method,user experience method and personal customization method.Provide some theoretical basis and practical scheme for Tianjin "local specialty" to get out of the sales dilemma.It provides a new way of thinking for the strategy of "local specialty" going out,and promotes the upgrading and development of Tianjin local specialty brands.