基于品牌戰(zhàn)略的產(chǎn)品設(shè)計評估體系研究
發(fā)布時間：2018-11-21 15:58
【摘要】： 進入二十一世紀之后,中國作為當前全球工業(yè)的制造工廠,始終面臨國際環(huán)境和國內(nèi)市場的雙重挑戰(zhàn),呼喚產(chǎn)業(yè)價值鏈的轉(zhuǎn)化與升級。與此同時,一些采用OEM模式代工生產(chǎn)為基礎(chǔ)的中國企業(yè),開始以自主品牌的OBM模式,試圖在市場的競爭中占得一席之地。技術(shù)的發(fā)展使產(chǎn)品愈加趨于同質(zhì)化競爭的態(tài)勢,產(chǎn)品設(shè)計和品牌價值成為市場競爭的優(yōu)勝因素。品牌的價值和文化特質(zhì)是以最終的產(chǎn)品為依托的,有效的品牌形象能使產(chǎn)品在競爭中脫穎而出,因此品牌戰(zhàn)略必須貫穿于產(chǎn)品設(shè)計過程始終。而在產(chǎn)品設(shè)計中,如何完善產(chǎn)品設(shè)計評估體系、評估產(chǎn)品設(shè)計是否符合品牌戰(zhàn)略、怎樣保證品牌戰(zhàn)略的實施是本課題研究的重點。 本文首先以設(shè)計評估相關(guān)要素的分析入手,闡述當前產(chǎn)品設(shè)計評估體系的主要內(nèi)容。而后以品牌戰(zhàn)略與設(shè)計評估的互動性關(guān)系的分析為基礎(chǔ),拓展本文的主要研究方向一基于品牌戰(zhàn)略的產(chǎn)品設(shè)計評估體系:以體現(xiàn)企業(yè)品牌戰(zhàn)略的產(chǎn)品設(shè)計評估標準、及保證品牌戰(zhàn)略在產(chǎn)品設(shè)計過程中得以實施的評估矩陣。 從單一產(chǎn)品層次認知品牌因素、分析競爭者與用戶需求、結(jié)合企業(yè)自身實力、進行品牌價值差異化與品牌風格一致性的分析,構(gòu)建品牌持續(xù)發(fā)展的模型。以此為基礎(chǔ)拓展有效差異性的產(chǎn)品設(shè)計評估標準,并在品牌價值差異性定位范圍內(nèi),進行品牌差異性突破形式的探討,進一步拓展維護品牌風格一致性的產(chǎn)品設(shè)計評估標準與實現(xiàn)方式。提供給企業(yè)基于品牌戰(zhàn)略的產(chǎn)品設(shè)計評估標準的確定方法以及其實現(xiàn)方式,使企業(yè)根據(jù)自身的品牌特色建立適應(yīng)的產(chǎn)品設(shè)計評估標準,以體現(xiàn)并促進品牌戰(zhàn)略發(fā)展。進而從管理層面出發(fā),明確品牌戰(zhàn)略在貫穿產(chǎn)品設(shè)計過程中,企業(yè)各個組織層級包括企業(yè)層級、設(shè)計部門層級、設(shè)計師層級以及相關(guān)部門層級等在產(chǎn)品設(shè)計評估過程中自身的地位,以及在規(guī)劃、組織、執(zhí)行、監(jiān)督等各個評估階段的主要責任,與相應(yīng)產(chǎn)品設(shè)計評估范圍,提供給企業(yè)基于品牌戰(zhàn)略的產(chǎn)品設(shè)計評估矩陣,通過縱橫交叉,層層把關(guān)有效地保證了品牌戰(zhàn)略于產(chǎn)品設(shè)計過程中的實施。
[Abstract]:After entering the 21 century, as the manufacturing factory of the global industry, China is always facing the double challenges of the international environment and the domestic market, which calls for the transformation and upgrading of the industrial value chain. At the same time, some Chinese enterprises based on the OEM mode of contract manufacturing began to use the OBM model of their own brand, trying to take a place in the market competition. With the development of technology, the products tend to be more homogeneous and competitive, and product design and brand value become the dominant factors in market competition. The value and cultural characteristics of the brand are based on the final product, and the effective brand image can make the product stand out in the competition, so the brand strategy must run through the process of product design all the time. In product design, how to improve the evaluation system of product design, evaluate whether the product design conforms to the brand strategy, how to ensure the implementation of brand strategy is the focus of this research. This paper begins with the analysis of relevant elements of design evaluation, and expounds the main contents of current product design evaluation system. Then, based on the analysis of the interactive relationship between brand strategy and design evaluation, this paper expands the main research direction of this paper: product design evaluation system based on brand strategy: product design evaluation standard to reflect enterprise brand strategy. And the evaluation matrix to ensure the implementation of brand strategy in the process of product design. From the single product level cognition brand factor, analyzes the competitor and the user demand, unifies the enterprise own strength, carries on the brand value difference and the brand style consistency analysis, constructs the brand sustainable development model. On the basis of this, the evaluation standard of effective difference product design is expanded, and the breakthrough form of brand difference is discussed in the range of brand value difference orientation. Further expand the product design evaluation standards and implementation methods to maintain brand style consistency. This paper provides an evaluation standard of product design based on brand strategy for enterprises to determine the standard and the way to realize it, so that the enterprise can establish a suitable evaluation standard of product design according to its own brand characteristics, in order to reflect and promote the development of brand strategy. Then from the management level, it is clear that the brand strategy throughout the product design process, each organizational level of the enterprise including the enterprise level, design department level, Designer level and relevant department level in the product design evaluation process, as well as in the planning, organization, implementation, supervision and other evaluation stages of the main responsibilities, and the corresponding product design evaluation scope, The evaluation matrix of product design based on brand strategy is provided to the enterprise, and the implementation of brand strategy in the process of product design is effectively ensured through the crossing of vertical and horizontal.
【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】：2008
【分類號】：F273.2
本文編號：2347441
[Abstract]:After entering the 21 century, as the manufacturing factory of the global industry, China is always facing the double challenges of the international environment and the domestic market, which calls for the transformation and upgrading of the industrial value chain. At the same time, some Chinese enterprises based on the OEM mode of contract manufacturing began to use the OBM model of their own brand, trying to take a place in the market competition. With the development of technology, the products tend to be more homogeneous and competitive, and product design and brand value become the dominant factors in market competition. The value and cultural characteristics of the brand are based on the final product, and the effective brand image can make the product stand out in the competition, so the brand strategy must run through the process of product design all the time. In product design, how to improve the evaluation system of product design, evaluate whether the product design conforms to the brand strategy, how to ensure the implementation of brand strategy is the focus of this research. This paper begins with the analysis of relevant elements of design evaluation, and expounds the main contents of current product design evaluation system. Then, based on the analysis of the interactive relationship between brand strategy and design evaluation, this paper expands the main research direction of this paper: product design evaluation system based on brand strategy: product design evaluation standard to reflect enterprise brand strategy. And the evaluation matrix to ensure the implementation of brand strategy in the process of product design. From the single product level cognition brand factor, analyzes the competitor and the user demand, unifies the enterprise own strength, carries on the brand value difference and the brand style consistency analysis, constructs the brand sustainable development model. On the basis of this, the evaluation standard of effective difference product design is expanded, and the breakthrough form of brand difference is discussed in the range of brand value difference orientation. Further expand the product design evaluation standards and implementation methods to maintain brand style consistency. This paper provides an evaluation standard of product design based on brand strategy for enterprises to determine the standard and the way to realize it, so that the enterprise can establish a suitable evaluation standard of product design according to its own brand characteristics, in order to reflect and promote the development of brand strategy. Then from the management level, it is clear that the brand strategy throughout the product design process, each organizational level of the enterprise including the enterprise level, design department level, Designer level and relevant department level in the product design evaluation process, as well as in the planning, organization, implementation, supervision and other evaluation stages of the main responsibilities, and the corresponding product design evaluation scope, The evaluation matrix of product design based on brand strategy is provided to the enterprise, and the implementation of brand strategy in the process of product design is effectively ensured through the crossing of vertical and horizontal.
【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】：2008
【分類號】：F273.2
【參考文獻】
相關(guān)碩士學(xué)位論文 前2條
1 張明;企業(yè)競爭中的差異化戰(zhàn)略研究[D];武漢理工大學(xué);2003年
2 孫冬梅;品牌戰(zhàn)略影響下的產(chǎn)品形象塑造研究[D];山東大學(xué);2007年
，本文編號：2347441
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