电商平台品牌年轻化的设计策略研究

Research on Design Strategies for Brand Rejuvenation on E-Commerce Platforms

摘要: 聚焦于电商生态下的品牌生存环境，针对消费代际更迭和数字生态演进带来的挑战，品牌年轻化已从一种营销选项，升级为企业在电商平台上谋求存续与增长的核心战略议题。本文提出电商平台的品牌年轻化本质是一个以用户为导向、以数据为驱动、以设计为整合手段的动态闭环系统，系统性探讨实现品牌年轻化的设计策略体系和实施路径，推进品牌年轻化转型，以期赢得Z世代消费者的青睐与支持，为实现品牌资产的年轻化焕新与可持续增值提供助力。

Abstract: Focusing on the survival environment of brands within the e-commerce ecosystem and addressing the challenges brought by generational shifts in consumption and the evolution of the digital ecosystem, brand rejuvenation has evolved from merely a marketing option to a core strategic issue for companies seeking survival and growth on e-commerce platforms. This article proposes that the essence of brand rejuvenation on e-commerce platforms is a dynamic closed-loop system that is user-oriented, data-driven, and employs design as an integrative tool. It systematically explores the design strategy system and implementation path for achieving brand rejuvenation, promoting the transformation of brands to appear younger, with the aim of gaining the favor and support of Generation Z consumers, thereby contributing to the renewal and sustainable value growth of brand assets.