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A Service Design Research on New Information Technology of Fruit Brand Experience and Innovation

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Part of the Lecture Notes in Computer Science book series (LNISA,volume 8528)


This article focus on studying brand experience under the background of IOT through data selecting and analysis , try to make a service design plan according to the design-driven branding innovation. We take a local fruit brand as study object named “Taozhiyuan” , not only focus on logo or package but try to establish a co-design platform which all the stakeholders and take part in . This platform is based on the system supported by the Wuxi PeachWell IOT Technology Co. Ltd .

We exploit our own toolkit for brand experience under the help of anti-counterfeit and packaging technology of sponsor. Then we try to establish the cultural identity and value features of “Taozhiyuan” based to brand identity and package design, according to this we will develop the innovative approach and new method under the idea of design-driven brand innovation.

According to the Schmitts theory of five-element-pattern brand experience,we carry out design- -intervention and make service design plan about branding innovation system including: information technology platform own by ourselves, platform for user data collection, analysis system for user data , operating a platform for user service system, according to this , we want to approach branding innovation and improvement in the end.


  • New information technology
  • Fruit brand
  • Brand Experience
  • Brand innovation
  • Product service design


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© 2014 Springer International Publishing Switzerland

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Yin, L., Li, B.B., Shengli, L. (2014). A Service Design Research on New Information Technology of Fruit Brand Experience and Innovation. In: Rau, P.L.P. (eds) Cross-Cultural Design. CCD 2014. Lecture Notes in Computer Science, vol 8528. Springer, Cham.

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-07307-1

  • Online ISBN: 978-3-319-07308-8

  • eBook Packages: Computer ScienceComputer Science (R0)