【摘要】：從19世紀(jì)中到20世紀(jì)末，國(guó)貨產(chǎn)品從萌芽到衰落經(jīng)歷了各種社會(huì)動(dòng)蕩與變革。20世紀(jì)30年代到60年代，社會(huì)愛(ài)國(guó)思潮的涌動(dòng)以及輕工業(yè)水平的大力發(fā)展掀起了一股“國(guó)貨熱”的浪潮。但隨著改革開(kāi)放各種外來(lái)優(yōu)質(zhì)品牌的引入，加之國(guó)貨品牌在經(jīng)濟(jì)體制和運(yùn)行機(jī)制與市場(chǎng)發(fā)生脫節(jié)，一些經(jīng)典國(guó)貨商品及經(jīng)營(yíng)方式失去了原有的特色，相繼淡出人們的視線或者退居于低端市場(chǎng)以及勞保用品的行列。 從2007年開(kāi)始，國(guó)貨產(chǎn)品基于當(dāng)下“復(fù)古潮”的時(shí)代契機(jī)開(kāi)始復(fù)蘇，先是作為“廉價(jià)與老土”的中國(guó)白球鞋——飛躍鞋以“武術(shù)”為品牌理念在國(guó)外涅i彌厴�，，染忬名为“Ospop”的“解放鞋”喊出“一點(diǎn)點(diǎn)驕傲”的口號(hào)被美國(guó)人成功推廣創(chuàng)新，接著國(guó)人效仿這種以文化背景創(chuàng)新的品牌包裝模式也相繼推出了“永久C自行車(chē)”、“雙妹護(hù)膚品”、“上海牌手表”并獲得一定成功。這種基于文化影響力的品牌定位策略使這些屬性模糊個(gè)性平庸的國(guó)貨品牌一時(shí)間在眾多產(chǎn)品中脫穎而出并奠定其特有的強(qiáng)勢(shì)文化地位。 國(guó)貨的回潮究竟是基于一種群體文化的自發(fā)性意識(shí)還是一場(chǎng)有組織策劃的商業(yè)運(yùn)作表演；國(guó)貨的價(jià)值究竟是源于懷舊的文化記憶還是熟稔的經(jīng)典傳統(tǒng)工藝；國(guó)貨的復(fù)興路線究竟是基于商業(yè)管理模式還是文化傳播途徑？這些都是國(guó)貨強(qiáng)勢(shì)回潮背后最值得我們深思和探索的問(wèn)題。探究使經(jīng)典國(guó)貨可以重回大眾消費(fèi)市場(chǎng)的途徑與策略，有助于幫助更多的經(jīng)典產(chǎn)品實(shí)現(xiàn)復(fù)興與延續(xù)，如何將設(shè)計(jì)與服務(wù)體驗(yàn)融入其中，如何結(jié)合大眾傳播媒介，則是此項(xiàng)研究的突破與創(chuàng)新，這將填補(bǔ)學(xué)術(shù)上對(duì)經(jīng)典品牌如何復(fù)興這一現(xiàn)象的研究空白，具有一定的探索價(jià)值。 本課題主要關(guān)注于近幾年來(lái)熱門(mén)的“國(guó)貨復(fù)興”現(xiàn)象背后的商業(yè)設(shè)計(jì)模式以及設(shè)計(jì)管理策略中的規(guī)律，通過(guò)大量國(guó)內(nèi)外相關(guān)案例的對(duì)比與總結(jié)，針對(duì)“蝴蝶牌縫紉機(jī)”案例深入研究，并歸納其在經(jīng)典品牌中的價(jià)值體系評(píng)估、受眾心理研究、產(chǎn)品創(chuàng)新設(shè)計(jì)、文化引導(dǎo)策略、品牌提升設(shè)計(jì)策略以及大眾傳媒方面體現(xiàn)的整合設(shè)計(jì)理念及消費(fèi)心理學(xué)研究，進(jìn)而推理出經(jīng)典國(guó)貨復(fù)興在設(shè)計(jì)管理以及整合設(shè)計(jì)方面做出的突破與方法。在現(xiàn)代社會(huì)“文化消費(fèi)經(jīng)濟(jì)”的背景下將其與產(chǎn)品的人機(jī)功能、材料技術(shù)、視覺(jué)元素、服務(wù)體系、傳播模式等系統(tǒng)設(shè)計(jì)理論相結(jié)合，為某一經(jīng)典國(guó)貨品牌的復(fù)興路徑以及可持續(xù)設(shè)計(jì)提供實(shí)踐性的方法及策略。
[Abstract]:From the middle of the 19th century to the end of the 20th century, domestic products experienced various social upheavals and changes from the beginning to the end of the 20th century. The surge of social patriotic thoughts and the development of light industry raise a wave of "domestic goods craze". However, with the introduction of various foreign high-quality brands in the reform and opening up, and the disconnection between the domestic brands and the market in the economic system and operation mechanism, some classic domestic goods and business methods have lost their original characteristics. One after another fade out of line of sight or retreat in the low end of the market and labor protection supplies ranks. Since 2007, domestic products based on the current "retro tide" of the era began to recover, first as a "cheap and old" Chinese white sneakers-leap shoes to "martial arts" as the brand concept in the foreign Nei operculum? Sangzhu? The slogan of "a little pride" by spop's "Liberation shoes" was successfully promoted and innovated by Americans, and the Chinese followed this brand packaging model with cultural background and introduced "permanent C bike" and "double sister skin care products" one after another. "Shanghai brand watch" and obtain certain success. This brand positioning strategy based on cultural influence makes these domestic brands with fuzzy attributes and mediocre personality stand out in a number of products and establish their unique strong cultural status. Whether the return of domestic goods is based on a sense of spontaneity of group culture or an organized business operation performance, whether the value of domestic goods is derived from nostalgic cultural memory or familiar with the classical traditional craft; Is the revival route of domestic goods based on the business management mode or the way of cultural communication? These are the most worthy of our deep thinking and exploration behind the strong return of domestic goods. This paper explores the ways and strategies that enable the classic products to return to the mass consumer market, which will help more classical products to realize the revival and continuation, how to integrate the design and service experience, and how to combine the mass media. It is the breakthrough and innovation of this research, which will fill the gap of academic research on how to revive the classical brand, which has certain exploration value. This topic mainly focuses on the commercial design pattern and the law of design management strategy behind the popular phenomenon of "revival of domestic goods" in recent years, through the comparison and summary of a large number of domestic and foreign related cases. Based on the case study of Butterfly Sewing Machine, this paper summarizes its value system evaluation, audience psychology research, product innovation design, cultural guidance strategy, etc. Brand promotion design strategy and mass media embodied in the integrated design concept and consumer psychology research, and then inferred the classic domestic product revival in the design management and integrated design made breakthroughs and methods. Under the background of "cultural consumption economy" in modern society, it is combined with the design theory of man-machine function, material technology, visual element, service system, communication mode and so on. To provide practical methods and strategies for the revival of a classic domestic brand and sustainable design.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：TB472

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