The Design Idea Research Of Old Brand’s Product Renew Based On The Theory Of Service Design

Today, as the rapid development of modern commodity economy and information industry, the promotion of the brand forcehas become the necessary means of a company to improve it’s international competitiveness. Every successful brand experience a process of emergence, development and expansion, if the industry have a poor management, it will go death eventually. Chinese old brands or China time-honored brandsarenot only the essence of Chinese traditional culture, but also the precious wealth of business culture in our country. Some of them even have longer history than western brands. As the changing of times, the economy would be developed constantly and the new technology appear constantly, thensome discomforts have generate between the old brands and consumers demand inevitably. The old brand gradually alienated consumers with times going. We must do something to improve the relationship between brands and consumerstimely, and updatethe outdated elements of the old brand to adapt to consumers’ demand, if not, consumers will turn to other new brand.Service design is a systematic way of design thinking. Service design aims at creating and improving service experience for consumers. The key ofservice design is the user-first, involving all contact points with people. It has an important meaning to apply service design concept in the study of old brand’s updating research, taking more effective measures to revitalize the old brand vitality and achieve long-term sustainable development.With consumer as the common medium, this paper analyzes the connection between the theory of service design and brand based on the touch-point concept, then it is concluded that service design is very import for brand based on the concept of brand touch-point, and also conclude the relationship between product-service systematic model and old brand’s product. And then, this research put forward design methods of the application of service design in old brand. Finally, integrating theory with practice, this papertake the SonLurefrigerator brand as the special case to do some design practice based on the above method.