以“家族化”产品设计为特征的品牌战略实践研究
摘 要： 文章首先明确“家族化”特征的相关概念及其意义，探讨产品如何通过“家族化”设计从同质化市场中脱颖而出，形成差异化的品牌形象，提高品牌竞争力。其次，此次研究运用文献研究、案例研究、定量研究等方法对“家族化”产品的特征展开定性分析，尝试分析“家族化”产品设计的趋势，并总结出构建“家族化”产品的品牌战略，为“家族化”产品设计的品牌战略提供研究方法。最后通过实践，在“家族化”产品的品牌策略指导下提高了企业的品牌形象，论证“家族化”产品的品牌策略可行性结论。
关键词：工业设计；“家族化”特征；产品设计；品牌战略
中图分类号：TB472 文献标识码：A 文章编号：1672-7053(2024)06-0155-05
Abstract：The article first defines the concept of "family" and its significance, and discusses how products can stand out from the homogenized market through "family" design, form a differentiated brand image, and improve brand competitiveness. Secondly, this study uses literature research, case study, comparative case study and other methods to make a qualitative analysis of the characteristics of "family-oriented" products, attempts to analyze the trend of "family-oriented" product design, and summarizes the brand strategy of building "family-oriented" products. It provides research methods for brand strategy of "family" product design. Finally, through practice, the brand image of the enterprise is improved under the guidance of the brand strategy of "family" products, and the feasibility of the brand strategy of "family" products is demonstrated.
Key Words：Industrial Design; Familial Features; Product Design; Brand Strategy
