精品品牌包袋产品创新驱动力研究

Innovation Driving Force of Luxury Brand's Bag Products

全球化和新的通信技术使得年轻消费者的生活方式和文化环境发生了巨大的变化,受此影响的时尚产业也正在经历着无法忽视的变化。时尚环境的变化需要品牌通过创新来积极回应。从有关创新理论的文献中归纳出3种创新模式。利用质性研究的方法,从精品品牌案例与创新模式理论的持续对话中,分析出包袋产品创新模式的选择依据。据此提出了精品品牌包袋产品创新的内外部驱动力,为精品品牌制定创新策略提供新的思路。

Globalization and new communication technologies have caused tremendous changes in the young generation's lifestyle and cultural environment in recent years.Affected by this,the fashion industry is undergoing huge changes as well.Changes in the fashion environment require brands to respond positively through innovation􀆰This paper summarized three innovation models from the literature on innovation theory.From the dialogue between luxury brand cases and theories,the selection basis of bag product innovation models was analyzed by using qualitative research methods.Then the internal and external driving forces of luxury brand's bag product innovation were proposed accordingly.