策略为先

设计为后

理论简述

SKETCH

什么是策略为先，设计为后

What is strategy first and design second

制定恰当的商业策略，是企业在自己所处行业中获得可持续的竞争优势的重要战略，而明确策略并以策略为先进行空间设计，是品牌打赢每一阶段市场和品牌战役的有效方法。

Formulating an appropriate business strategy is an important strategy for an enterprise to obtain a sustainable competitive advantage in its own industry, and a clear strategy and strategy-first space design is an effective way for a brand to win every stage of the market and brand battles. 

为什么要制定空间商业策略

Why space business strategy

商业策略好比品牌发展的整体战，而每一阶段的品牌成长皆可看作一场战役，每一个空间的呈现则都是一场战争。只有在整体战略正确的前提下，每一场战役才会有更细化、更明确的作战方针，而这套策略和方针帮助品牌在每一场战争中明晰目标，即在每一次空间设计中依照商业策略拥有明确的设计准则，这样才能打赢每一场战争，取得市场竞争中每一阶段的战役胜利，最终帮助品牌获得持久生命力，在激烈的市场竞争中屹立不倒。

Business strategy is like the overall battle of brand development, and each stage of brand growth can be seen as a battle, and the presentation of every space is a war. Only on the premise that the overall strategy is correct, each battle will have a more detailed and clear operational policy, and this set of strategies and guidelines will help the brand to clarify the goal in every war, that is, in every space design With clear design guidelines in accordance with business strategies, in this way can we win every war and win every stage of market competition, and ultimately help the brand gain lasting vitality and stand firm in the fierce market competition.

空间设计中的品牌商业策略

Brand business strategy in space design

品牌商业策略是企业在竞争的环境中，考量本身的优劣，据以形成优势和创造生存与发展空间所采取的反应，制定恰当的品牌商业策略是一个公司在自己所处行业中获得可持续竞争优势的最佳方法。只有在策略上胜出的品牌最终在销售层级才有持续增量的可能，在市场层级才有品牌资产累计的可能，在企业层级才有资本形成的可能。

Brand business strategy is a company in a competitive environment, considering its own strengths and weaknesses, based on the formation of advantages and creating space for survival and development of the response, formulating an appropriate brand business strategy is a company in its own industry to achieve sustainable The best way to gain a competitive advantage. Only the strategically winning brand will eventually have the possibility of continuous increase at the sales level, the accumulation of brand equity at the market level, and the possibility of capital formation at the enterprise level.

理论价值

THEORETICAL VALUE

1

品牌价值

Brand Value

生命力的创新与延续

Innovation and continuation of vitality

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遵循品牌商业策略而衍生的空间设计能够站在更高的高度实现品牌价值，将品牌差异行体现得淋漓尽致，也进一步拓展市场差异性，为多样化市场环境奠定牢固基础。

The space design derived from following the brand's business strategy can realize brand value at a higher level, fully reflect brand differentiation, further expand market differentiation, and lay a solid foundation for a diversified market environment.

2

商业价值

Four or Two

四两拨千斤

Innovation and continuation of vitality

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广义的设计被称为是社会群体或个人的创作行为，在一定的文化背景、经济发展水平、科学技术和文化艺术发展的环境下，提出策略为先，设计为后理论体系是基于新型消费市场不断更迭，餐饮消费者及其消费模式和需求不断变化的前提，从品牌商业策略角度出发所制定的一套设计理论。

In a broad sense, design is referred to as the creative behavior of social groups or individuals. Under a certain cultural background, economic development level, science and technology, and cultural and artistic development environment, the strategy is first, and the design is the theoretical system based on the new consumer market. Constantly changing, the premise of constantly changing catering consumers and their consumption patterns and needs is a set of design theories formulated from the perspective of brand business strategy.

3

社会价值

Social Value

餐饮文化的巨大社会推动力

The huge social driving force of catering culture

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符合品牌商业策略发展的空间设计能够直接为品牌积累、巩固客群，对内也能够提升员工对品牌文化的认知和自豪感，激励内部发展，从而提升品牌商业价值。

The space design in line with the development of the brand's business strategy can directly accumulate and consolidate the customer base for the brand. It can also enhance employees' awareness and pride of the brand culture internally, encourage internal development, and enhance the commercial value of the brand.