CAJ | 학술논문

随着国内家用纺织品消费的快速增长，中国家纺行业逐步走向品牌化的趋势，越来越多的家纺品牌立足于市场，但是家纺的设计风格差异性小，家纺行业的品牌文化概念模糊，使产品同质化的现象日益严重。本文将家用纺织品中的设计风格与品牌文化这两个方面作为切入点，分析现代家纺的设计风格种类，提出塑造家纺品牌文化的合理倡议，提升家纺品牌文化的识别度，对增强家纺品牌核心竞争力提供有价值的参考。
수착국내가용방직품소비적쾌속증장，중국가방행업축보주향품패화적추세，월래월다적가방품패립족우시장，단시가방적설계풍격차이성소，가방행업적품패문화개념모호，사산품동질화적현상일익엄중。본문장가용방직품중적설계풍격여품패문화저량개방면작위절입점，분석현대가방적설계풍격충류，제출소조가방품패문화적합리창의，제승가방품패문화적식별도，대증강가방품패핵심경쟁력제공유개치적삼고。
With the rapid growth of domestic home textile consumption, Chinese home textile industry gradually goes towards the trend of the branding. A growing number of less distinguishing home textile brands have been established in the market and the concept of home textiles’ brand culture is indistinct, which makes the product homogeneity more and more serious. Taking the design style and brand culture of home textile as a breakthrough point, this paper analyzes the varieties of modern home textile, propose the rational advocates to cultivate brand culture and improve identity of brand culture, which provides valuable reference for the core competitiveness of home textile brands.