摘要
随着中国“Z世代”凭借其巨大的消费规模和强劲的购买力成为国际品牌的重要目标客群,其独特的审美偏好与文化观念正驱动品牌战略转型。然而,当前国际品牌的本土化设计普遍存在同质化严重、文化认知偏差等问题,难以契合“Z世代”的审美需求。针对中国“Z世代”的消费特征,提出了有效的本土化设计创新策略,以帮助国际品牌提升市场竞争力。分析了“Z世代”注重符号价值、文化自信及个性化体验的消费行为,提出了从选材与手法两个维度进行设计创新,并结合典型案例论证创新路径。旨在向国际品牌在中国市场的本土化实践提供理论参考与实践指导。
As China's Generation Z has become an important target group of international brands with its huge consumption scale and strong purchasing power,its unique aesthetic preferences and cultural concepts are driving the strategic transformation of brands.However,the current localized design of international brands generally has problems such as serious homogenization and cultural cognitive bias,which is difficult to meet the aesthetic needs of the Generation Z.In view of the consumption characteristics of China's Generation Z,this paper proposes effective localized design innovation strategies to help international brands enhance their market competitiveness,analyzes the consumption behaviors of Generation Z focusing on symbolic value,cultural confidence and personalized experience,puts forward the design innovation from two dimensions of material selection and technique,and demonstrates the innovation paths with typical cases.It aims to provide theoretical reference and practical guidance for the localization practice of international brands in the Chinese market.
作者
赵筱青
方敏
ZHAO Xiaoqing;FANG Min(School of Art,Soochow University,Suzhou 215123,Jiangsu,China)
出处
《上海包装》
2025年第11期161-163,共3页
Shanghai Packaging
关键词
本土化设计
Z世代
品牌设计
传统文化
localized design
Generation Z
brand design
traditional culture
