山东民间虎玩具品牌资产培育的共创设计研究

Research on Co-creation Design of Shandong Folk Tiger Toy Brand Equity Cultivation

文章从品牌资产的利益相关者角度,就山东民间虎玩具品牌资产的认知层、联想层、忠诚层的演变及现状进行剖析,提出山东民间虎玩具品牌资产培育的共创设计机制,即共识设计诉求、共用设计语言、共通设计表达、共生设计认同四阶段,为传统文化资源的发展与转化提出新的思考。

From the perspective of stakeholders of brand assets,this paper analyzes the evolution and current situation of the cognitive layer,association layer and loyalty layer of Shandong folk tiger toy brand assets.Further put forward the co creation design mechanism for the cultivation of Shandong folk tiger toy brand assets,that is,the path and method of consensus design appeal,common design language,common design expression and symbiotic design identity,so as to put forward new thoughts for the development and transformation of traditional cultural resources.