老字号工业品的怀旧困局及其产品创新策略

Nostalgia Dilemma and It′ s Innovation Strategy of Time-Honored Brand Industrial Products

中文关键词: 老字号  怀旧营销  产品形象系统  消费者教育

英文关键词: time-honored brand  nostalgia marketing  products identity system  customer education英文关键词

中文摘要:

      目的 研究适合老字号工业品企业采取的设计创新策略。 方法 根据老字号发展中出现的行业分化趋势， 对其中相对弱势的工业品行业所采取的怀旧营销策略作了利弊分析， 结合怀旧心理相关理论与市场客观数据， 可知怀旧营销具有突发性效果， 但却并不具备可持续性。 结论 从工业设计和消费者行为学的角度，提出释放怀旧包袱、建立产品形象系统、增加消费者教育投入等设计创新策略。

英文摘要:

      Objective To investigate the design innovative strategy which is suitable for time-honored brand corporate. Methods According to the industry differentiation trend during the development of time-honored brand， it has taken the analysis of pros and cons for nostalgia marketing in daily industrial products which is relatively weak. Combined with nostalgia psychological theory and objective data of the market， it can be seen the nostalgia marketing has burst effect， but not have sustainability. Conclusion From the perspective of industrial design and consumer behavior， it proposed design innovate strategy for lay down the nostalgia concept， to establish the products identity system， increase investment in consumer education.