【摘要】：隨著經(jīng)濟(jì)全球化的到來,企業(yè)之間的競爭日趨激烈。生產(chǎn)設(shè)備的相似,材料工藝的雷同,設(shè)計手法的相互借鑒,縮小了各品牌產(chǎn)品之間的差異性,產(chǎn)品進(jìn)入“同質(zhì)化”時代,因此,各企業(yè)急需建立優(yōu)良的品牌形象。怎樣通過有效的手段使產(chǎn)品傳承品牌的風(fēng)格,已經(jīng)成為企業(yè)或設(shè)計師迫切需要解決的問題。 本文以發(fā)現(xiàn)問題、分析問題、解決問題的思路展開研究,通過大量的研究發(fā)現(xiàn),“同質(zhì)化”背后存在的真正原因是品牌意識的薄弱,通過分析產(chǎn)品設(shè)計與品牌戰(zhàn)略之間的關(guān)系,提出產(chǎn)品設(shè)計要以品牌戰(zhàn)略為導(dǎo)向。通過建立品牌定位、品牌戰(zhàn)略選擇、形狀變化規(guī)則三者之間的關(guān)聯(lián)性,以及分析形態(tài)推演的影響因素,構(gòu)建了以品牌戰(zhàn)略為導(dǎo)向的產(chǎn)品形態(tài)推演模型。模型以品牌戰(zhàn)略理論為切入點,以形狀文法的原理為理論依據(jù),應(yīng)用問卷調(diào)查法、形態(tài)分析法(DFA)、語義差分法提取產(chǎn)品的初始形狀,以品牌戰(zhàn)略為依據(jù)確定形狀變化規(guī)則,利用計算機(jī)輔助設(shè)計方法完成對形狀的推演。同時將影響產(chǎn)品形態(tài)推演的因素概括為內(nèi)在因素和外在因素,其中較為全面的包含了產(chǎn)品形態(tài),企業(yè)文化,流行趨勢,品牌訴求等因素對形態(tài)推演法的影響。最后據(jù)以上理論成果為基礎(chǔ),以奧太焊機(jī)為例,證明了此方法的有效性和可行性。 模型建立在數(shù)據(jù)分析和調(diào)查研究的基礎(chǔ)上,能夠?qū)a(chǎn)品設(shè)計中的不確定性因素降低,并能站立在品牌長遠(yuǎn)發(fā)展的戰(zhàn)略角度上,希望為企業(yè)產(chǎn)品設(shè)計提供有效的參考。 這一研究彌補了產(chǎn)品識別理論體系中缺少數(shù)據(jù)的不足,補充了形狀文法中缺失的關(guān)于品牌戰(zhàn)略理論的知識,對企業(yè)產(chǎn)品設(shè)計具有一定的指導(dǎo)意義。
[Abstract]:With the arrival of economic globalization, competition between enterprises is becoming increasingly fierce. The similarity of production equipment, the similarity of materials and technology, and the mutual reference of design techniques have reduced the differences among the brands and entered the era of "homogenization". Therefore, the enterprises urgently need to establish a good brand image. How to pass on brand style through effective means has become an urgent problem to be solved by enterprises or designers. In this paper, we study the problem, analyze and solve the problem. Through a lot of research, we find that the real reason behind "homogenization" is the weakness of brand consciousness, and the relationship between product design and brand strategy is analyzed. Product design should be guided by brand strategy. By establishing the relationship among brand positioning, brand strategy selection and shape change rules, and analyzing the influencing factors of shape deduction, a product shape deduction model guided by brand strategy is constructed. The model takes the brand strategy theory as the breakthrough point, the shape grammar principle as the theoretical basis, applies the questionnaire method, the morphological analysis method (DFA), semantic difference method to extract the product initial shape, determines the shape change rule based on the brand strategy. The method of computer aided design is used to deduce the shape. At the same time, the factors affecting product form are summarized as internal factors and external factors, including product form, corporate culture, popular trend, brand demand and other factors. Finally, based on the above theoretical results, the effectiveness and feasibility of this method are proved by taking the Aotai welding machine as an example. On the basis of data analysis and investigation, the model can reduce the uncertainty in product design and stand in the strategic angle of brand long-term development, hoping to provide an effective reference for enterprise product design. This study makes up for the lack of data in the system of product recognition theory and the lack of knowledge about brand strategy theory in shape grammar. It has certain guiding significance for enterprise product design.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：TB472

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