本文選題：品牌定位　切入點(diǎn)：產(chǎn)品識別設(shè)計(jì)　出處：《哈爾濱工程大學(xué)》2014年碩士論文

【摘要】：建設(shè)自主品牌成為許多中國制造型企業(yè)在新時期的選擇。如何打造具有價值的品牌,如何將品牌價值通過產(chǎn)品設(shè)計(jì)傳遞給客戶,成為當(dāng)今中國大部分企業(yè)面臨的重要問題。為了解決上述問題,本文運(yùn)用文獻(xiàn)研究法對國內(nèi)外關(guān)于品牌定位和產(chǎn)品識別的理論與實(shí)踐進(jìn)行歸納和總結(jié),通過將市場營銷領(lǐng)域的品牌定位分析的內(nèi)容及方法引入到設(shè)計(jì)領(lǐng)域的產(chǎn)品識別中,形成指導(dǎo)企業(yè)進(jìn)行產(chǎn)品識別設(shè)計(jì)的全新設(shè)計(jì)過程模型,并將這一設(shè)計(jì)過程模型應(yīng)用在風(fēng)神汽車的產(chǎn)品識別設(shè)計(jì)中,希望為有品牌建設(shè)需求的中國相關(guān)企業(yè)進(jìn)行有效地產(chǎn)品識別設(shè)計(jì)提供參考。本文首先深入研究了品牌定位的概念與演進(jìn)、作用、對象、策略以及工具方法,總結(jié)形成由目標(biāo)客戶、企業(yè)自身和競爭對手三方面構(gòu)成的“品牌定位分析的研究結(jié)構(gòu)”。接著本文從表現(xiàn)方式上將產(chǎn)品識別分為外觀識別、界面識別、體驗(yàn)識別以及文化識別四個維度,并分別對四個維度的識別內(nèi)容進(jìn)行個案舉例說明,總結(jié)形成“產(chǎn)品識別設(shè)計(jì)的研究結(jié)構(gòu)”。然后深入探討了品牌定位分析與產(chǎn)品識別設(shè)計(jì)的關(guān)系,通過引入品牌價值和品牌形象的概念,構(gòu)建形成“基于品牌定位分析的產(chǎn)品識別設(shè)計(jì)過程模型”,即設(shè)計(jì)組織首先經(jīng)過品牌定位分析形成對品牌價值的洞察,然后將無形的品牌價值轉(zhuǎn)化為有形的品牌形象,最終參考已有品牌形象用產(chǎn)品識別設(shè)計(jì)來進(jìn)行具體表達(dá)。按照提出的“過程模型”,本文最后對中國自主汽車品牌——東風(fēng)風(fēng)神的產(chǎn)品識別進(jìn)行設(shè)計(jì)。通過調(diào)查問卷和焦點(diǎn)小組等調(diào)查法對東風(fēng)品牌的相關(guān)信息進(jìn)行收集,并從目標(biāo)客戶、企業(yè)自身和競爭對手三方面對風(fēng)神進(jìn)行品牌定位分析;然后找出并明確風(fēng)神的品牌價值和品牌形象;最后對東風(fēng)汽車外觀識別中的形態(tài)識別和色彩識別進(jìn)行了全新的方案設(shè)計(jì),對外觀識別中的材質(zhì)識別、界面識別、體驗(yàn)識別和文化識別等其他維度的識別給出了設(shè)計(jì)建議。
[Abstract]:Building independent brands has become the choice of many Chinese manufacturing enterprises in the new period. How to build valuable brands, how to transfer brand value to customers through product design, In order to solve the above problems, this paper summarizes and summarizes the theory and practice of brand positioning and product identification at home and abroad by using the method of literature research. By introducing the content and method of brand positioning analysis in the field of marketing into product identification in the field of design, a new design process model is formed to guide enterprises to carry out product identification and design. The design process model is applied to the product identification design of Fengshen Automobile. In this paper, the concept and evolution, function, object, strategy and tool method of brand positioning are studied. This paper summarizes and forms the research structure of "brand positioning analysis" which consists of three aspects: target customer, enterprise itself and competitors. Secondly, this paper classifies product recognition into appearance recognition, interface recognition, and so on. There are four dimensions of experience recognition and culture recognition, and the identification contents of the four dimensions are illustrated by a case study. Then, the relationship between brand positioning analysis and product identification design is discussed, and the concepts of brand value and brand image are introduced. To form a "product identification design process model based on brand positioning analysis", that is, through brand positioning analysis, design organizations first form insight into brand value, and then transform intangible brand value into tangible brand image. Finally, referring to the existing brand image, the product identification design is used to express it. According to the "process model" put forward, this paper finally designs the product identification of the Chinese independent automobile brand-Dongfeng Fengshen. Through the questionnaire, the paper designs the product identification of the Chinese independent automobile brand-Dongfeng Fengshen. And focus groups and other survey methods to collect relevant information on Dongfeng brand, And from the target customers, enterprises themselves and competitors to the brand positioning analysis of Fengshen, and then find out and clear the brand value and brand image of Fengshen; In the end, the paper designs a new scheme for shape recognition and color recognition in Dongfeng automobile appearance recognition, and gives some design suggestions on other dimensions such as material recognition, interface recognition, experience recognition and culture recognition in appearance recognition.
【學(xué)位授予單位】：哈爾濱工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：TB472

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