Analysis of the Role of Design Management in Corporate Brand Development Take RED as an Example

KeChun Mao; QiuPing Lin; ChenLu Sun; WeiHai Zhang

doi:10.2991/978-2-494069-31-2_288

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Analysis of the Role of Design Management in Corporate Brand Development Take RED as an Example

Authors

KeChun Mao¹^{, 2}, QiuPing Lin¹^{, 2}, ChenLu Sun¹, WeiHai Zhang¹^{, 2}^{, *}

¹School of Design, South China University of Technology, Guangzhou, 510006, People’s Republic of China

²Institute of Micro Science and Art, Guangzhou International Campus, South China University of Technology, Guangzhou, 511442, People’s Republic of China

^*Corresponding author. Email: weihai-2004@163.com

Corresponding Author

WeiHai Zhang

Available Online 29 December 2022.

DOI: 10.2991/978-2-494069-31-2_288 How to use a DOI?
Keywords: design management; design innovation management; design culture management; e-commerce platforms; social platforms
Abstract: Nowadays, as the concept of design management continues to evolve, the research on design management has constantly been conducting. The use of design management methods has become a way to improve the competitiveness of corporate brands. Taking the RED platform, a two-in-one platform for social networking and e-commerce, as an example, this paper analyzes its brand establishment, brand color, brand development dynamics, and user stickiness of RED from the perspective of design culture management and design innovation management, respectively.
Copyright: © 2022 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 29 December 2022
ISBN: 978-2-494069-31-2
ISSN: 2352-5398
DOI: 10.2991/978-2-494069-31-2_288 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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ris enw bib

TY  - CONF
AU  - KeChun Mao
AU  - QiuPing Lin
AU  - ChenLu Sun
AU  - WeiHai Zhang
PY  - 2022
DA  - 2022/12/29
TI  - Analysis of the Role of Design Management in Corporate Brand Development Take RED as an Example
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 2456
EP  - 2463
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_288
DO  - 10.2991/978-2-494069-31-2_288
ID  - Mao2022
ER  -

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