基于卡地亚经典产品设计的奢侈品品牌基因探究

基金项目:

湖北省高等学校人文社会科学重点研究基地——珠宝首饰传承与创新发展研究中心基金项目（CJHIXM201406）

详细信息

Research on Luxury Brand Gene Based on Classic Product Design of Cartier

1. Gemmological Institute, China University of Geosciences, Wuhan 430074, China;
2. Center for Jewelry Heritage and Innovation, China University of Geosciences, Wuhan 430074, China

摘要:
本文选择卡地亚为研究样本，通过对其品牌的建立、发展和现状的研究，探讨其公司发展历程和成为奢侈品品牌的原因。通过对卡地亚有代表性的经典产品的设计过程、设计理念、表现手法、文化内涵、制作工艺和品牌创新的分析，归纳了卡地亚品牌特色、品牌定位的形成过程。在此基础上，总结奢侈品品牌的基因：悠久的品牌历史，高端的品牌定位，独特的设计灵感，精细的手工打造，不断创新的品牌精神。
- 卡地亚 /
- 奢侈品品牌 /
- 品牌基因
Abstract:
In the paper Cartier was chosen as the research sample.Through the research on its brand establishment，development and status quo，the authors discussed the development of Cartier and the reasons that made it become luxury brand.By analyzing its design process，design concept，technique of expression，cultural connotation，manufacture technology and brand innovation of representative classic products，the authors summarized the brand characteristic and brand positioning formation of Cartier.Finally，the luxury brand gene can be concluded in 5aspects such as brand history，high－end brand positioning，unique design inspiration，fine handcraft and continuous innovation spirit.
- Cartier /
- luxury brand /
- brand gene

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