Design Management And Brand Communication In A Fragmented Context

Airbnb is an information,design,and service-orientation brand,which in it's decentralized management and the operation of cross-cultural management,the application of sharing economy business model and integration of social resources shows the characteristics of "fragmentation".Airbnb fragmentation design mainly reflects in information design,visual design,marketing design,etc.In the context of fragmentation,fragmentation design and design management of fragmentation model,providing a practical reference for the Internet entrepreneurs.This article will study in the interdisciplinary perspective,from the perspective of communication and design management,the "fragmentation" of design management put forward new demands around the "sharing" and "coordination" as the core direction of ecological and sustainable design management,summarizes the "fragmentation" of the design management mode.Therefore,this article will introduces the research background,combing the domestic and foreign research status for Airbnb.Through the interdisciplinary research of "fragmentation",and Airbnb fragmentation background and performance,in the living style of the "fragmentation","fragmentation" market and business model,"fragmentation" of consumer culture,put forward the corresponding "fragmented management demands".Airbnb "fragmentation" embodies the design represented by sharing economy,collaborative consumption of business model and consumer culture,eventually forming the fragmentation of "design management model",through "fragmentation" design method and management way,pay attention to individual existence and turn in consumer behavior,and using cross-border resources "integration" and "innovation",implement brand spreading and management.