【摘要】： 進入二十一世紀以來,日趨激烈的國際化競爭以及技術的快速發(fā)展與普及,使各企業(yè)同類產(chǎn)品之間的差異性逐漸減小,而產(chǎn)品所蘊含的精神理念即品牌理念卻是無法被模擬和復制的。品牌是產(chǎn)品的靈魂,形態(tài)是品牌理念的重要載體。產(chǎn)品形態(tài)構建是產(chǎn)品設計的重要的基礎性組成部分,也是工業(yè)設計學科重點研究的內(nèi)容之一。產(chǎn)品形態(tài)構建已成為企業(yè)在競爭中致勝的關鍵技術,消費者在選購商品的時候對產(chǎn)品的形態(tài)和品牌越來越重視。 企業(yè)根據(jù)市場的需求狀況,結合企業(yè)自身的情況制定并實施品牌戰(zhàn)略來樹立品牌形象、擴大品牌的影響力和持久力。作為品牌形象重要載體,產(chǎn)品形態(tài)必然受到品牌戰(zhàn)略的影響。本文第二章從品牌的內(nèi)涵、分類和作用入手,分析了品牌與產(chǎn)品的關系和企業(yè)的品牌戰(zhàn)略;第三章從形態(tài)的內(nèi)涵、分類等方面入手,分析了產(chǎn)品形態(tài)的要素、語言及表現(xiàn)風格;第四章分析了基于品牌的產(chǎn)品形態(tài)的特征即功能性、繼承性、創(chuàng)新性、形象性、概念性五大特征,論述了基于品牌戰(zhàn)略的產(chǎn)品形態(tài)構建,從產(chǎn)品構建的分析、PI戰(zhàn)略、構建的準則與趨向三方面展開論述;第五章由基于品牌的形態(tài)構建引發(fā)了一些思考,論述了產(chǎn)品形態(tài)構建與企業(yè)和市場、創(chuàng)意產(chǎn)業(yè)、品牌國際化的關系以及相關案例。 設計是為了創(chuàng)造更合理、美好的生活方式。產(chǎn)品形態(tài)構建的目的有二:一是為了滿足消費者的物質需求和精神需求,更好地為大眾服務;二是為了打造產(chǎn)品的品牌使產(chǎn)品成為暢銷品,給企業(yè)帶來更多的效益。
[Abstract]:Since entering the 21 century, the increasingly fierce international competition and the rapid development and popularization of technology have gradually reduced the differences among the similar products of various enterprises. The spirit contained in the product, that is, the brand concept can not be simulated and copied. Brand is the soul of product, form is the important carrier of brand idea. The construction of product form is an important basic part of product design, and also one of the key research contents of industrial design. The construction of product form has become the key technology for enterprises to win in the competition. Consumers pay more and more attention to the product form and brand when they choose and purchase goods. According to the demand of the market, the enterprise formulates and implements the brand strategy according to the situation of the enterprise itself to set up the brand image and expand the influence and persistence of the brand. As an important carrier of brand image, product form is bound to be influenced by brand strategy. The second chapter starts with the connotation, classification and function of brand, analyzes the relationship between brand and product and the brand strategy of enterprises, and analyzes the elements, language and expression style of product form from the aspects of connotation and classification of form, etc. The fourth chapter analyzes the characteristics of product form based on brand, that is, function, inheritance, innovation, visualization and concept, and discusses the construction of product form based on brand strategy, from the analysis of product construction, PI strategy. The principles and trends of construction are discussed in three aspects. The fifth chapter discusses the relationship between product form construction and enterprise and market, creative industry, brand internationalization and related cases. It is designed to create a more rational and beautiful way of life. The purpose of product form construction is two: one is to meet the material and spiritual needs of consumers and to better serve the public; the other is to create the brand of products to make products become best-selling products and bring more benefits to enterprises.
【學位授予單位】：天津工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F274

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本文編號：2411760