循环经济视阈下的品牌重构与可持续创新策略

Brand Reconstruction and Sustainable Innovation Design Strategyunder the Perspective of Circular Economy

目的探讨循环经济视角下的品牌重构路径与可持续性创新设计策略,为企业的可持续发展提供参考与建议。方法主要采用模型构建的方法进行研究。首先,以循环经济和循环设计理论研究为基础,以循环设计思维理论模型为依据,进而构建品牌重塑与可持续性创新路径;其次,提出以资源效益最大化的品牌价值体系创新及回归造物本质的品牌视觉体系创新两大创新体系,并结合案例分析可持续品牌创新策略的可行性;最后从品牌的角度,建立品牌设计创新体系,为企业建构有价值的商业模型。结论以资源效益最大化的品牌价值体系创新促进了不同产业的合作与循环利用,在降低资源损耗的同时,为企业带来良好的商业利益,建立品牌可持续的核心价值,让企业实施品牌的可持续发展战略,将环境和社会挑战转化为商机,使社会和企业都能够受益。

The work aims to explore the path of brand reconstruction and sustainable innovation design strategy under the perspective of circular economy,and to provide references and suggestions for the sustainable development of enterprises.The research method of model construction was mainly adopted for research.Firstly,a path of rebranding and sustainable innovation was constructed based on the theoretical model of circular design thinking;Secondly,two major innovation systems were proposed,namely,the innovation of the brand value system to maximize the benefit of resources and the innovation of the brand visual system to return to the essence of the creation of the object.The feasibility of the sustainable brand innovation strategy was analyzed in combination with cases.Finally,from the perspective of branding,the brand design innovation system was established,and a valuable business model was constructed for the enterprise.The brand value system innovation of maximizing resource efficiency promotes the cooperation and recycling of different industries,reduces the loss of resources and at the same time brings good business benefits to the enterprise,and establishes the sustainable core values of the brand,so that companies can implement sustainable brand development strategies and turn environmental and social challenges into business opportunities that benefit both society and the company.