| 摘要: |
| 目的 审美需求成为品牌价值创新的重要空间， 为解决当下国内品牌对品牌美学的重视程度不够，品牌价值创新能力低下等问题。 方法 采用文献回顾、案例比较分析、专家打分、因子分析等方法，总结了品牌美学的定性研究发展脉络，对品牌美学与品牌价值创造的关系进行了梳理。 结果 对品牌美学提出了新的理解，找到了品牌美学价值创造的驱动力与品牌美学影响品牌价值创造的一般规律，构建了品牌美学应用理论模型。 结论 以文化因子和媒介因子作为品牌美学作用的两条途径，能够有效实现品牌美学的构建与价值创造的对接，能够为品牌价值创造提供借鉴依据。 |
| 关键词: 品牌美学 专家打分法 品牌美学价值贡献 品牌美学规律 品牌美学理论模型 |
| DOI： |
| 分类号:J511 |
| 基金项目:上海市教委项目“海派时尚设计及价值创造协同创新中心”（ZX201311000031） ；福建省教育厅社科规划项目（JAS14220） |
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| Mining and Construction of Brand Aesthetics to Achieve Brand Value Innovation |
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ZHENG Jing1,2, GU Wen3, LIU Xiao-gang3
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1. Donghua University, Shanghai 200051,China;2. Xiamen University of Technology, Xiamen 361024, China;3.Donghua University, Shanghai 200051,China
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| Abstract: |
| Aesthetic demand has become an important space for brand value innovation, in order to solve the brand aesthetics which is not been enough attention by domestic brands, and lead to low brand value innovation. By use of literature review, case comparative analysis, expert scoring, factor analysis and other methods, the research and development of the brand aesthetics are summarized, the relationship of brand aesthetics and brand value creation is carried out. A new understanding of brand aesthetics is put forward, the driving force of brand aesthetic value creation is found and the general rule of brand value creation is analyzed, application theory model of brand aesthetics is constructed. Taking cultural factors and media factors as the two ways of brand aesthetic function, the construction of brand aesthetics and value creation can be effectively realized, which can provide reference for brand value creation. |
| Key words: brand aesthetic expert scoring brand aesthetic value contribution the law of brand aesthetics model of brand aesthetics |
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