【摘要】：在物質(zhì)基礎(chǔ)和精神文明發(fā)展日益迅速的今天,人類的造物活動(dòng)正向著多元化需求的方向發(fā)展,不同的企業(yè)價(jià)值觀生產(chǎn)出不同類型的產(chǎn)品,并影響著社會(huì)經(jīng)濟(jì)和日常生活的方方面面。同時(shí),由于市場(chǎng)經(jīng)濟(jì)的環(huán)境下,商業(yè)競(jìng)爭(zhēng)秩序的不規(guī)范和企業(yè)品牌經(jīng)營(yíng)意識(shí)淡薄,導(dǎo)致片面追求短期經(jīng)濟(jì)效益、不正當(dāng)競(jìng)爭(zhēng)的現(xiàn)象常有出現(xiàn)。對(duì)于產(chǎn)品的設(shè)計(jì)缺乏品牌觀念,從而,使產(chǎn)品從形象到內(nèi)在文化缺乏品牌化產(chǎn)品的競(jìng)爭(zhēng)力。不僅如此,缺乏品牌觀念的企業(yè)往往造成社會(huì)責(zé)任感的缺失,在產(chǎn)品生產(chǎn)過程中對(duì)社會(huì)自然資源和生態(tài)的破壞,更影響到我們下一代人的生存和社會(huì)的發(fā)展。 本課題是在品牌維度下對(duì)產(chǎn)品設(shè)計(jì)執(zhí)行層面的思維與創(chuàng)新的系統(tǒng)性探討。在基于“人-文化-產(chǎn)品-環(huán)境-社會(huì)”系統(tǒng)意義模型內(nèi)部與外部環(huán)境因素的相互的聯(lián)系性、作用性與導(dǎo)向性的作用下,探討了系統(tǒng)意義模型轉(zhuǎn)換的原則。目前,產(chǎn)品向品牌產(chǎn)品轉(zhuǎn)換的設(shè)計(jì),大多停留在品牌視覺識(shí)別和推廣的創(chuàng)新設(shè)計(jì)上,當(dāng)然這是產(chǎn)品品牌化策略的有效手段。本文深化了產(chǎn)品品牌化的設(shè)計(jì)途徑,從品牌與用戶情感價(jià)值的匹配、產(chǎn)品與人文情感的內(nèi)在平衡、品牌聯(lián)想與產(chǎn)品五感體驗(yàn)的記憶聯(lián)結(jié),等幾個(gè)內(nèi)涵層面進(jìn)行設(shè)計(jì)實(shí)踐,為產(chǎn)品品牌化策略提供實(shí)施的可能性途徑和保障力。 本文最終的目的是企業(yè)通過在產(chǎn)品設(shè)計(jì)中導(dǎo)入“品牌化思維與創(chuàng)新”的系統(tǒng)概念,完成產(chǎn)品向品牌產(chǎn)品的轉(zhuǎn)換,并促使品牌產(chǎn)品的不斷演進(jìn)與更新。構(gòu)建“品牌與用戶”之間有效的溝通渠道,用品牌來豐富產(chǎn)品的內(nèi)涵。在滿足市場(chǎng)消費(fèi)的同時(shí),促進(jìn)社會(huì)經(jīng)濟(jì)、生態(tài)環(huán)境、文化傳承的和諧發(fā)展,以實(shí)現(xiàn)企業(yè)的品牌生命力。最后,提出品牌生態(tài)圈、文化可持續(xù)性設(shè)計(jì)的概念愿景,作為本文主題的后續(xù)研究方向和倡議。
[Abstract]:Today, with the rapid development of material foundation and spiritual civilization, human creation activities are developing in the direction of diversified demand. Different enterprise values produce different types of products. And affect all aspects of social economy and daily life. At the same time, under the environment of market economy, the non-standard commercial competition order and the weak consciousness of enterprise brand management lead to the one-sided pursuit of short-term economic benefits, and the phenomenon of unfair competition often appears. Lack of brand concept for product design, so that the product from image to internal culture lack of brand product competitiveness. Moreover, the lack of brand concept often leads to the lack of social responsibility, the destruction of social natural resources and ecology in the process of product production, and the impact on the survival and social development of our next generation. This topic is a systematic discussion on thinking and innovation of product design executive level under brand dimension. Based on the interrelation between internal and external environmental factors in the system meaning model of "human culture, product, environment and society", this paper discusses the principle of the transformation of system meaning model. At present, the design of product to brand product transformation mostly stays in the brand visual recognition and promotion of innovative design, of course, this is an effective means of product branding strategy. This article has deepened the product brand design way, from the brand and the user emotion value match, the product and the humanity emotion internal balance, the brand association and the product five senses experience memory connection, and so on several connotation plane carries on the design practice. For the product branding strategy to provide the implementation of the possibility of the way and support. The ultimate purpose of this paper is to introduce the system concept of "brand thinking and innovation" in product design, to complete the transformation from product to brand product, and to promote the continuous evolution and renewal of brand product. Build effective communication channel between brand and user, enrich the connotation of product with brand. At the same time to satisfy the market consumption, promote the harmonious development of social economy, ecological environment and cultural inheritance, in order to realize the brand vitality of the enterprise. Finally, the concept vision of brand ecological circle and cultural sustainability design is put forward as the following research direction and suggestion of this paper.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：TB472

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