The research on the value experience in the brand culture of SuShan and the design of product system service

Abstract

Chinese fan transformed from a practical object to art piece after integrated with traditional calligraphy and painting. Later with calligraphy and painting as a vehicle, it penetrated into all aspects of the traditional Confucianism-oriented Chinese culture, to establish the distinctive fan culture. Suzhou fan is an important branch of Chinese fan culture with various kinds, whose techniques pursue being premium, refined and elegant. It is enriched with the essence of the culture of South Yangtze River, with long history. With the development throughout history, Suzhou fans have experienced dramatic changes in areas including management model, skills, material and functions and values - practical value is being marginalized; only the cultural experience within Suzhou fans is being sought and explored. The fast development of traditional brands requires scientific and effective means of service design to guide design to win customers, strengthening the competition of enterprises. This article will discuss the value experience of Suzhou fan brand culture from all kinds of aspects including positioning and categorization, revolution of craftsmanship, models and styles, brand experience model, promotion and sales; under the changes of materials, events, emotion and law, to create a systematic service design of the product for customers. This article will take systematic service design research methodology, analyze from social, cultural, economic and sustainable development aspects and treat service as a platform, Suzhou fans as a tool, starting from stories, by using customer participation creatively, to come up with the ways and contents provided by service. In this way, consumers can integrate themselves into the history and culture of Suzhou fan, from the perspective of value experience and economic development to further seek the cultural theme inside consumers' mind, creating the brand image emphasizing on experience. Based on the status quo, we will state clearly the problems of the inheritance and development of Suzhou fans. We carried on questionnaires and data investigation; in which the questionnaire items include: popularity, memory, likability, reputation, brand connection, overall brand equity; to offer suggestions on sustainable development and brand value improvement from sensorial experience, emotional experience, thinking experience and behavioral experience, etc,. This subject is aimed at not only playing the role of the uniqueness of Suzhou fan, but also under this premise to integrate Suzhou fan with innovative craftsmanship and new technologies, to develop and design Suzhou fan for different market segments; to design the service system proposal that can be used, satisfied, highly effective and can satisfy special social psychology; to improve the sense of values of Suzhou fan brands, promote the regional economic image, develop industrial advantages, brand advantages, market advantages and regional advantages, realizing the effective integration of industrial cluster and regional brands. © 2014 Springer International Publishing.