【摘要】： 進(jìn)入21世紀(jì)以來，日益激烈的國際化競爭環(huán)境以及技術(shù)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)品品牌所蘊(yùn)含的精神理念和所代表的價值觀念卻是無法被模仿和替代的，這正是消費(fèi)者選擇產(chǎn)品的重要方面。因此，企業(yè)之間產(chǎn)品的競爭實(shí)質(zhì)上變成了品牌與品牌之間的競爭，企業(yè)通過打造品牌最終完成產(chǎn)品的市場化。這一過程實(shí)際上就是要使產(chǎn)品的整體形象體現(xiàn)出企業(yè)品牌精神，塑造出具有差異性的、統(tǒng)一的產(chǎn)品形象，以使自己的產(chǎn)品能夠從眾多同類產(chǎn)品當(dāng)中脫穎而出，贏得消費(fèi)者的青睞。 品牌的主要表現(xiàn)形式是產(chǎn)品與廣告，企業(yè)根據(jù)自身的情況采取不同的戰(zhàn)略方式來樹立品牌形象、擴(kuò)大品牌的市場影響力與持久力。因此，作為品牌形象重要內(nèi)容之一的產(chǎn)品形象設(shè)計(jì)必然會受到品牌戰(zhàn)略的影響。本文從品牌戰(zhàn)略的基本模式入手，分析了在企業(yè)管理層面和單個品牌層面的品牌戰(zhàn)略影響下的產(chǎn)品形象設(shè)計(jì)。企業(yè)管理層面的品牌戰(zhàn)略分為單一品牌戰(zhàn)略和多品牌戰(zhàn)略；單個品牌層面的品牌戰(zhàn)略較多，其中與產(chǎn)品形象相關(guān)的有品牌定位戰(zhàn)略、延伸戰(zhàn)略、國際化戰(zhàn)略等。產(chǎn)品形象設(shè)計(jì)的程序與方法主要分析了以下幾點(diǎn)：第一，創(chuàng)造性地將產(chǎn)品形象的理念層面分為核心理念和擴(kuò)展理念，并提出相應(yīng)的總設(shè)計(jì)原則和分設(shè)計(jì)原則，以適應(yīng)不同產(chǎn)品與品牌之間的關(guān)系以及產(chǎn)品在整個產(chǎn)品群中所處的位置，即：是核心產(chǎn)品、附屬產(chǎn)品還是延伸產(chǎn)品等。其次，產(chǎn)品形象設(shè)計(jì)不是單個產(chǎn)品的設(shè)計(jì)，需要塑造出鮮明而統(tǒng)一的個性，因此有必要設(shè)定品牌產(chǎn)品的整體風(fēng)格，并用語言描述出來。第三，在設(shè)計(jì)原則指導(dǎo)下，通過設(shè)計(jì)具有識別性的形態(tài)特征、色彩特征、材質(zhì)特征、交互性特征等將差異性的風(fēng)格通過產(chǎn)品形象表現(xiàn)出來，，并用消費(fèi)者滿意度理論對之進(jìn)行評價。另外，本文還就產(chǎn)品形象的延續(xù)問題進(jìn)行了分析，包括從品牌形象與消費(fèi)者認(rèn)知角度分析產(chǎn)品形象延續(xù)的必要性，從社會因素、技術(shù)因素、流行因素等角度分析產(chǎn)品形象更新的必然性，以及在產(chǎn)品形象延續(xù)的過程中需要注意的幾個問題等。最后，以中國市場上的家電品牌為例分析了我國產(chǎn)品形象的發(fā)展現(xiàn)狀，指出存在的問題以及發(fā)展方向，并以設(shè)計(jì)實(shí)例進(jìn)一步說明。
[Abstract]:Since entering the 21st century, the increasingly fierce international competitive environment and the rapid development and popularization of technology have gradually reduced the differences among similar products in various enterprises. However, the spiritual concept and the values represented by the product brand cannot be imitated and replaced, which is the important aspect of consumers' choice of products. Therefore, the competition between enterprises becomes the competition between brand and brand in essence. This process is actually to make the overall image of the product reflect the spirit of the enterprise brand, create a different, unified product image, so that their products can stand out from many similar products. Win the favor of consumers. The main manifestation of brand is product and advertisement. According to their own situation, enterprises adopt different strategic ways to set up brand image and expand brand's market influence and durability. Therefore, as an important part of brand image, product image design is bound to be influenced by brand strategy. Starting with the basic mode of brand strategy, this paper analyzes the product image design under the influence of enterprise management and single brand strategy. The brand strategy of enterprise management is divided into single brand strategy and multi-brand strategy, and there are many brand strategies in single brand level, among which brand positioning strategy, extension strategy, internationalization strategy and so on are related to product image. The procedures and methods of product image design are analyzed as follows: firstly, the concept level of product image is creatively divided into core idea and extended idea, and the corresponding general design principle and sub-design principle are put forward. In order to adapt to the relationship between different products and brands and the position of products in the whole product group, that is, core product, subsidiary product or extension product, etc. Secondly, product image design is not a single product design, it needs to create a distinct and unified personality, so it is necessary to set the brand product overall style, and describe it in language. Third, under the guidance of the design principles, through the design with identifiable morphological features, color features, material characteristics, interactive features and so on, the different styles can be expressed through the product image. And consumer satisfaction theory to evaluate it. In addition, this paper also analyzes the continuation of product image, including the necessity of product image continuity from the perspective of brand image and consumer cognition, social factors, technical factors, This paper analyzes the inevitability of product image renewal and some problems needing attention in the process of product image renewal. Finally, taking the household appliance brands in China market as an example, this paper analyzes the current situation of product image development in China, points out the existing problems and the development direction, and further illustrates with a design example.
【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】：2007
【分類號】：TB472

【引證文獻(xiàn)】

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