手機(jī)產(chǎn)品品牌特征的延續(xù)性研究
發(fā)布時間：2018-11-20 16:55
【摘要】： 現(xiàn)代企業(yè)通過品牌的建設(shè)來加快產(chǎn)品市場化的進(jìn)程,而企業(yè)產(chǎn)品的市場化從根本上謀求的也是品牌內(nèi)涵持續(xù)性的表達(dá)。品牌形象的塑造在這時面臨的問題是如何在目前企業(yè)所掌握的技術(shù)、工藝等生產(chǎn)平臺上確立明確的產(chǎn)品形象特征和如何對這些特征進(jìn)行適當(dāng)?shù)难永m(xù)使用以提高產(chǎn)品形象的持續(xù)識別。只有將這種識別性在后續(xù)設(shè)計(jì)中表現(xiàn)出來,同時以市場的靈活性為導(dǎo)向加以創(chuàng)新,才能在延續(xù)品牌形象的同時使企業(yè)獲得長足發(fā)展。 品牌產(chǎn)品特征的延續(xù)是確保品牌產(chǎn)品具有獨(dú)特識別的必要條件,通過在設(shè)計(jì)中延續(xù)使用具有識別性的品牌特征元素如:形態(tài)、色彩、材質(zhì)等塑造出具有獨(dú)特、統(tǒng)一的產(chǎn)品形象,以使品牌產(chǎn)品能夠從眾多同類產(chǎn)品中脫穎而出,贏得消費(fèi)者的青睞。 本文以競爭激烈的中國手機(jī)市場為背景,從塑造品牌形象和滿足消費(fèi)者購買心理的角度分析了品牌產(chǎn)品特征延續(xù)的必要性。并選取中國市場關(guān)注度最高的諾基亞品牌和索尼愛立信品牌為研究對象,通過對其部分系列手機(jī)產(chǎn)品造型元素的整理,提取出這兩個品牌造型的特征元素;并以時間為軸線,運(yùn)用DFA(Design Format Analysis)分析方法研究品牌識別特征在眾多產(chǎn)品中出現(xiàn)的幾率,從中分析出前款產(chǎn)品與后款產(chǎn)品之間的造型特征延續(xù)度,用以得出品牌產(chǎn)品特征延續(xù)度的適宜范圍。 論文第一章對本文的內(nèi)容和方向作了整體性的闡述,包括課題的研究背景、研究的目的與意義、研究的方法和思路框架等內(nèi)容。 論文第二章和第三章以品牌作為出發(fā)點(diǎn),一方面從品牌的歷史出發(fā)說明了品牌在現(xiàn)今企業(yè)競爭中的地位,并分別闡述了品牌特征識別和產(chǎn)品形象識別的內(nèi)容和其在品牌發(fā)展中的重要性。另一方面進(jìn)一步的將品牌特征的延續(xù)作為研究對象,就品牌特征延續(xù)理論的來源和影響因素作了進(jìn)一步的考究。 論文第四章和第五章從產(chǎn)品的角度出發(fā),首先對于中國手機(jī)市場的概況進(jìn)行深入了解,然后提取典型品牌的典型系列作為研究對象。最后運(yùn)用DFA分析方法將所選品牌的造型特征元素進(jìn)行分析整理得出品牌產(chǎn)品特征延續(xù)度的適宜范圍。
[Abstract]:Modern enterprises speed up the process of product marketization through brand construction, and the marketization of enterprise products is fundamentally seeking the expression of brand connotation sustainability. The problem of brand image shaping at this time is how to master the technology at present. In order to improve the continuous recognition of product image, clear product image features are established on the production platform such as technology, and how to carry out appropriate continuous use of these features. Only when this recognition is displayed in the subsequent design, and the market flexibility is taken as the guide to innovation, can the brand image be extended and the enterprise develop rapidly. The continuation of brand product features is a necessary condition to ensure the unique recognition of brand products. By continuing to use identifiable brand characteristics such as shape, color, material and so on, a unique and unified product image can be created. In order to make brand products from many similar products stand out and win the favor of consumers. Based on the fierce competition of Chinese mobile phone market, this paper analyzes the necessity of brand product feature continuation from the angle of shaping brand image and satisfying consumers' purchase psychology. The Nokia brand and Sony Ericsson brand, which are the most concerned in Chinese market, are selected as the research objects. The characteristic elements of these two brands are extracted by sorting out the modeling elements of some of their series mobile phone products. Taking time as the axis and using the DFA (Design Format Analysis) analysis method to study the probability of brand identification feature appearing in many products, the continuity of modeling features between the previous product and the later product is analyzed. It is used to get the suitable range of the brand product characteristic continuance. In the first chapter, the content and direction of this paper are expounded, including the research background, the purpose and significance of the research, the research method and the frame of thought, and so on. The second and third chapters take the brand as the starting point. On the one hand, it explains the status of brand in the enterprise competition from the history of brand. The content and importance of brand feature recognition and product image recognition in brand development are expounded respectively. On the other hand, the continuation of brand characteristics is taken as the research object, and the origin and influence factors of brand feature continuation theory are further studied. In the fourth and fifth chapters, from the point of view of product, the general situation of Chinese mobile phone market is deeply understood, and then the typical series of typical brands are extracted as the research object. Finally, DFA analysis method is used to analyze the selected brand modeling feature elements to obtain the appropriate range of brand product feature continuation.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：J524.1
本文編號：2345458
[Abstract]:Modern enterprises speed up the process of product marketization through brand construction, and the marketization of enterprise products is fundamentally seeking the expression of brand connotation sustainability. The problem of brand image shaping at this time is how to master the technology at present. In order to improve the continuous recognition of product image, clear product image features are established on the production platform such as technology, and how to carry out appropriate continuous use of these features. Only when this recognition is displayed in the subsequent design, and the market flexibility is taken as the guide to innovation, can the brand image be extended and the enterprise develop rapidly. The continuation of brand product features is a necessary condition to ensure the unique recognition of brand products. By continuing to use identifiable brand characteristics such as shape, color, material and so on, a unique and unified product image can be created. In order to make brand products from many similar products stand out and win the favor of consumers. Based on the fierce competition of Chinese mobile phone market, this paper analyzes the necessity of brand product feature continuation from the angle of shaping brand image and satisfying consumers' purchase psychology. The Nokia brand and Sony Ericsson brand, which are the most concerned in Chinese market, are selected as the research objects. The characteristic elements of these two brands are extracted by sorting out the modeling elements of some of their series mobile phone products. Taking time as the axis and using the DFA (Design Format Analysis) analysis method to study the probability of brand identification feature appearing in many products, the continuity of modeling features between the previous product and the later product is analyzed. It is used to get the suitable range of the brand product characteristic continuance. In the first chapter, the content and direction of this paper are expounded, including the research background, the purpose and significance of the research, the research method and the frame of thought, and so on. The second and third chapters take the brand as the starting point. On the one hand, it explains the status of brand in the enterprise competition from the history of brand. The content and importance of brand feature recognition and product image recognition in brand development are expounded respectively. On the other hand, the continuation of brand characteristics is taken as the research object, and the origin and influence factors of brand feature continuation theory are further studied. In the fourth and fifth chapters, from the point of view of product, the general situation of Chinese mobile phone market is deeply understood, and then the typical series of typical brands are extracted as the research object. Finally, DFA analysis method is used to analyze the selected brand modeling feature elements to obtain the appropriate range of brand product feature continuation.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：J524.1
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前3條
1 董莉莉;基于PI分析的JEEP品牌造型基因研究與設(shè)計(jì)探索[D];沈陽航空航天大學(xué);2012年
2 侯亞婧;工業(yè)設(shè)計(jì)對企業(yè)產(chǎn)品創(chuàng)新的影響[D];南京理工大學(xué);2012年
3 邵煒丹;產(chǎn)品視覺形象共鳴符號設(shè)計(jì)[D];江南大學(xué);2012年
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