| 摘要: |
| 目的 探寻体验经济语境下， 品牌通过综合性体验策略， 从产品设计策略、 服务设计策略以及用户体验系统构建3个方面入手来塑造品牌价值共同体。方法 采取个案研究法， 以新中式家具品牌梵几为研究范例， 综合运用重点访谈、 人物专访、 小组访谈、 邮件调查、 观察、 店铺走访等方法对选定调查对象进行了解， 并对调查收集到的资料进行分析、 综合、 比较、 归纳。结论 梵几通过感官、 情感、 思考、 行动与关联这5个方面实施体验设计， 将有形的家具产品转化为无形的体验与消费情感。这种以家具为载体创造的积极的、 优质的体验为梵几塑造了一个价值的共同体， 塑造与提升了梵几的品牌价值。 |
| 关键词: 品牌价值 体验设计 家具 新中式 |
| DOI： |
| 分类号:J524 |
| 基金项目:湖南省教育厅资助科研项目 （13A129） |
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| Brand Value Building Based on the Economy Linguistic Context |
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LUO Fang, DAI Xiang-dong, HUANG Yan-li
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Central South University of Forestry and Technology， Changsha 410004， China
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| Abstract: |
| It aims to explore the building process of brand value based on the experience economy linguistic context， from aspects of product design strategy，service design strategy and user experience system.Taking the case study method and choosing the new Chinese furniture brand Fnji as an example， through the integrated use of focus group， personal interviews，group interviews，mail surveys，observation，store visits and other methods，the selected subjects are systematically understood. Collected data are analyzed， compared， inducted， to form the final conclusion. From five aspects as sense，feel，think，act and relation of Fnji， the experience design is implemented，and the tangible furniture products are changed to an intangible experience and emotion.This positive experience， which carried by Fnji furniture， shapes a value community for Fnji brand，and finally promotes the ascension of brand value. |
| Key words: brand value experience design furniture new Chinese style |
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