Research On The Design Of Innovative Products In The New Consumer Era Based On Brand IP

In the new consumption era,how to adapt to the trend of creative brands and make changes has become a topic of the new era.Through analysis of the status quo in the new consumption era,combined with the development status of brand IP,explore the possibility of brand IP development of cultural and creative brands in the new consumption era And the brand IP approach.During the practice and research of cultural and creative product projects,it was discovered that the design of existing cultural and creative products has serious homogeneity and single product language.From the background of the new consumption era and the IP era,people’s new consumption methods have contributed to the development of cultural and creative brands.Start with the new requirements,discuss the advantages of cultural and creative brands in the development of IP in the new consumption era,and propose the path and strategy for the development of cultural and creative brands in IP.The article first sorts out the requirements of the new consumption era for cultural and creative brand positioning consumer groups and three-dimensional development of consumption models through the collection of theoretical data,and then through the survey and summary of consumer groups,analysis of existing successful brands,and field research to explore The problems of brand creation in the new consumption era and the three trends of IP-based development,namely,combining new social media methods to accurately attract people;multiple interactions to increase user participation;highlighting brand symbols and strengthening brand values.Summarize the three strategic directions of clarifying consumer groups based on their own cultural genes;combining unique cultural innovation design to enhance product quality;increasing consumer interaction and enhancing brand user stickiness,providing theoretical guidance for design practice.Combining strategic theory and practical experience in the design practice process,taking self-built brand projects as an example,conducting targeted research on relevant populations and products,and carrying out more concretely based on the previous research conclusions.In the process of brand IP upgrading,a design perspective is used to create a brand plan closely related to consumers,brand concept,product design,and marketing strategy.The brand concept is transmitted through the design of brand symbols,and then a brand IP with vitality is constructed.In the process of practice,the IP strategy of cultural and creative brands in the new consumption era was further verified,and the design strategy was improved.The IP-based cultural and creative brand is a comprehensive brand upgrade process under the new requirements of new consumer groups,new consumption models,and new consumption concepts.In this process,the IP-based cultural and creative brand should be enriched with product design content.And multi-channel experience methods further improve the integrity and unity of the brand,and help cultural and creative brands to integrate into the new consumer lifestyle.