本文關(guān)鍵詞： 強(qiáng)勢(shì)品牌 產(chǎn)品情境 氛圍 品牌體驗(yàn)　出處：《武漢理工大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 品牌,二十世紀(jì)的一個(gè)神話,從誕生到現(xiàn)在,已經(jīng)上升到了一個(gè)非常突出的地位,它甚至成為了一種文化,一種思想,一種我們所堅(jiān)持的“生活方式”,我們把消費(fèi)視為一種浪漫、快樂或情緒化的行為,而產(chǎn)品則成為向他人傳遞自己地位和渴望價(jià)值的信號(hào),這也就是我們所說的“日常生活的藝術(shù)化”。因此,產(chǎn)品美學(xué)、情感性、象征性則成為體驗(yàn)的主要內(nèi)容,我們把這種體驗(yàn)叫作“品牌體驗(yàn)”。 體驗(yàn),必須要有情境存在,而且情境必須要有體驗(yàn)性,這樣才具備和消費(fèi)者、使用者“對(duì)話”的能力,也才具有商業(yè)價(jià)值。于是,筆者認(rèn)為,產(chǎn)品情境與“品牌體驗(yàn)",“強(qiáng)勢(shì)品牌”塑造的探討,將是很有價(jià)值的研究方向。 本文思路如下: 首先,對(duì)品牌的歷史、觀點(diǎn)與內(nèi)涵分別進(jìn)行闡釋,通過比較分析強(qiáng)勢(shì)品牌的特征、核心價(jià)值以及核心價(jià)值實(shí)現(xiàn)的條件。這些內(nèi)容的鋪墊,其目的在于明確品牌成功的關(guān)鍵因素,為產(chǎn)品情境設(shè)計(jì)能否解決這些關(guān)鍵因素埋下伏筆。 其次,對(duì)產(chǎn)品情境設(shè)計(jì)的定義、要素進(jìn)行了闡釋,重點(diǎn)論述了產(chǎn)品情境與品牌的關(guān)系,這是本文的核心所在。 然后,具體分析產(chǎn)品情境的分類并說明在具體氛圍營(yíng)造中所起到的作用,提出相應(yīng)的建議。 最后,通過具體案例,綜合說明產(chǎn)品情境設(shè)計(jì)與強(qiáng)勢(shì)品牌塑造的關(guān)系。使全文形成一個(gè)系統(tǒng)的整體。 本文的研究成果在于: 1、目前在理論層面上,美國(guó)學(xué)者大衛(wèi)·奧格威從廣告?zhèn)鞑サ慕嵌忍接懥似放菩蜗蟮暮x及其塑造途徑,而通過產(chǎn)品情境來塑造強(qiáng)勢(shì)品牌的理論研究卻很少有人論及,本論文正是基于產(chǎn)品情境的研究,深入系統(tǒng)地探討了其與強(qiáng)勢(shì)品牌的關(guān)系。 2、本論文通過研究企業(yè)市場(chǎng)競(jìng)爭(zhēng)與產(chǎn)品品牌的關(guān)系,從藝術(shù)設(shè)計(jì)學(xué)的視角分析了產(chǎn)品情境設(shè)計(jì),圍繞強(qiáng)勢(shì)品牌塑造提出了一系列切實(shí)可行的情境設(shè)計(jì)方法,如情境產(chǎn)品、情境陳列、情境行為、情境廣告設(shè)計(jì)等。 3、通過分析情境設(shè)計(jì)與產(chǎn)品設(shè)計(jì)之間存在的關(guān)聯(lián)關(guān)系,從情境實(shí)用化方向和產(chǎn)品設(shè)計(jì)的藝術(shù)化方向入手論證了兩者之間進(jìn)行交叉的條件和優(yōu)勢(shì),并以設(shè)計(jì)實(shí)例(譚木匠)來對(duì)相關(guān)論點(diǎn)進(jìn)行論證,這兩個(gè)方向的交融部分成為本文創(chuàng)新研究的重要內(nèi)容。
[Abstract]:Brand, a myth of 20th century, has risen to a very prominent position from its birth to now. It has even become a kind of culture, a kind of thought, a kind of "way of life" that we insist on. We see consumption as a romantic, happy or emotional act, and a product as a signal to others of their status and desire for value, which is what we call "the artistry of everyday life". Product aesthetics, emotion and symbolism are the main contents of experience, which we call "brand experience". The experience, must have the situation existence, and the situation must have the experience, only then has with the consumer, the user "dialogue" ability, only then also has the commercial value. Therefore, the author thinks. Product situation, brand experience and strong brand shaping will be valuable research directions. The ideas of this paper are as follows: First of all, the history of the brand, point of view and connotation of the interpretation, through comparative analysis of the characteristics of strong brands, core values and the conditions for the realization of core values. The purpose is to identify the key factors of brand success, and to lay the groundwork for whether product situational design can solve these key factors. Secondly, the definition and elements of product situational design are explained, with emphasis on the relationship between product situation and brand, which is the core of this paper. Then, it analyzes the classification of product situation and explains the role in the construction of specific atmosphere, and puts forward the corresponding suggestions. Finally, through the concrete case, the comprehensive explanation product situation design and the strong brand mold relations, causes the full text to form a systematic whole. The research results of this paper are as follows: 1. At present, at the theoretical level, the American scholar David Ogilvy has explored the meaning of brand image and its ways of shaping it from the perspective of advertising communication. However, the theory of creating strong brand through product context is seldom discussed. This paper is based on the research of product situation, and discusses the relationship between strong brand and product context deeply and systematically. 2. By studying the relationship between enterprise market competition and product brand, this paper analyzes product situational design from the angle of art design, and puts forward a series of feasible situational design methods around the molding of strong brand. Such as situational products, situational display, situational behavior, situational advertising design and so on. 3. Through the analysis of the relationship between situational design and product design, the paper demonstrates the conditions and advantages of intersecting the situation design and product design from the perspective of practical situation and the artistic direction of product design. And with a design example (Tan carpenter) to demonstrate the relevant arguments, the blending of the two directions has become an important part of this innovation research.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 鄒廣娛;產(chǎn)品設(shè)計(jì)在品牌傳播中的消費(fèi)價(jià)值研究[D];華南理工大學(xué);2010年

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本文編號(hào)：1442832