基于过程导向的品牌设计evaluation house评价模型构建

Construction of Brand Design Evaluation House Model Based on Process Orientation

在当前市场经济增速相对放缓,市场趋于饱和的背景下,产品服务同质化现象日益显著,使得品牌间的竞争愈发激烈。越来越多的品牌正逐渐加大在品牌设计方面的投入,以期强化差异化的品牌形象,因此品牌设计在当今市场竞争中的作用愈发凸显。但当前品牌设计的发展仍面临缺少完整的评价体系等问题。此外,随着技术的发展,因此品牌设计有了新的发展方向,如何在变局中把握品牌设计评价的一般性思路方法也成为影响品牌设计发展的一个重要问题。通过拆分品牌设计的流程环节,本文结合国内外设计评价研究成果,归纳现行品牌设计评价方法,提出了品牌设计评价的原则,并构建了基于三大设计环节的evaluation house评价模型,为实现对设计环节全过程系统评价,把握一般性品牌设计评价思路方法,助力品牌设计标准化发展提供了新思路。

Against the backdrop of a relatively slowing market economy and market saturation,the phenomenon of product and service homogenization has become increasingly prominent,intensifying competition between brands.As a result,more and more brands are investing heavily in brand design to strengthen their differentiated brand image.Consequently,the role of brand design in today’s market competition has become more pronounced.However,the current development of brand design is still facing the lack of a complete evaluation system and other problems.In addition,with the development of technology,brand design has a new development direction.The purpose is to explore a general thinking method to grasp the evaluation of brand design in the change,and better promote the development of brand design in the new era.By splitting the process of brand design and combining the research results of design evaluation at home and abroad,this paper summarizes the current brand design evaluation methods.As a result,it proposes the principles of brand design evaluation,and constructs an evaluation house evaluation model based on the three design links.The study proposes new approaches for comprehensively evaluating the entire design process,understanding general methods for brand design assessment,and aiding the standardization of brand design development.