本文選題：產(chǎn)品生命周期 + 色彩�。� 參考：《重慶大學(xué)》2007年碩士論文

【摘要】： 與國外知名品牌的生命周期相比,我國許多產(chǎn)品生命周期相對較短,有的甚至在市場啟動初期就遭到突然的市場失敗或市場死亡�，F(xiàn)階段,“如何延長產(chǎn)品生命周期,增加企業(yè)收益”是當(dāng)下共同關(guān)注的問題。 在產(chǎn)品日趨同質(zhì)化的今天,設(shè)計越來越為人所矚目,成為國民經(jīng)濟(jì)新的推動力。色彩作為產(chǎn)品的最直接感受,與消費者有著密切的聯(lián)系。色彩消費作為一種新的消費意識,被歐美及世界其它許多國家的企業(yè)廣泛運用到企業(yè)的營銷活動當(dāng)中,成為競爭優(yōu)勢的一種策略。在產(chǎn)品的整個生命周期中要滿足消費者的感性需求,其中色彩是感性需求最具代表性的一面,在產(chǎn)品設(shè)計過程中,僅考慮造型、功能是不夠的,色彩設(shè)計必不可少。 本文將“產(chǎn)品生命周期概念”引入色彩設(shè)計,探討色彩與產(chǎn)品生命周期之間的聯(lián)系。運用營銷學(xué)、色彩學(xué)、哲學(xué)、流行色等理論和方法,歸納總結(jié)基于產(chǎn)品生命周期的色彩營銷與產(chǎn)品色彩設(shè)計方法。 論文共由六章組成,按組織結(jié)構(gòu)可分為以下幾方面: 第一章為緒論部分,闡明研究課題的總體情況、論文主要研究方法,研究的背景和意義。 第二、三章是對色彩、色彩文化與產(chǎn)品生命周期理論的綜合梳理,介紹了色彩在設(shè)計時注意的問題和產(chǎn)品生命周期的營銷策略。 第四、五章是本文的主體部分。第四章結(jié)合產(chǎn)品生命周期的營銷策略,闡述基于產(chǎn)品生命周期的色彩營銷計劃,以及要注意的問題,通過實例肯定了色彩營銷對于增加收益同時延長產(chǎn)品生命周期的作用;第五章提出了基于產(chǎn)品生命周期不同階段的產(chǎn)品調(diào)研、設(shè)計方案。對產(chǎn)品的色彩設(shè)計提出了一些建議:首先定位產(chǎn)品性質(zhì),市場色彩調(diào)研,然后根據(jù)材料、定位、工藝、人機(jī)、色彩文化等知識,再融合產(chǎn)品生命周期概念,實現(xiàn)最佳色彩設(shè)計。 第六章為結(jié)語部分,總結(jié)本文的研究成果,通過研究不足對色彩和產(chǎn)品生命周期的相互促進(jìn)進(jìn)行展望。
[Abstract]:Compared with the life cycle of well-known foreign brands, the life cycle of many products in China is relatively short, and some even suffer sudden market failure or market death at the beginning of the market. At the present stage, "how to prolong the life cycle of the product and increase the income of the enterprise" is a common concern at present.
Today, the product is becoming more and more homogeneous, the design is becoming more and more attractive and a new driving force of the national economy. Color is the most direct feeling of the product and has a close connection with the consumer. As a new consumption consciousness, color consumption is widely used by the enterprises in Europe and the United States and many other countries in the world to the marketing activities of the enterprises. In the whole life cycle of the product, we should meet the consumer's emotional needs. Color is the most representative side of the perceptual demand. In the process of product design, the function is not enough, and the color design is essential.
In this paper, the concept of product life cycle is introduced to color design, and the relationship between color and product life cycle is discussed. Using the theories and methods of marketing, color science, philosophy, fashion color and so on, the method of color marketing and product color design based on product life cycle is summed up.
The thesis consists of six chapters. According to the organizational structure, it can be divided into the following aspects:
The first chapter is the introduction, which clarifies the overall situation of the research, the main research methods, the background and significance of the research.
The second, third chapter is the comprehensive combing of color, color culture and product life cycle theory, and introduces the problems of attention in the design of color and the marketing strategy of product life cycle.
The fourth, fifth chapter is the main part of this article. The fourth chapter combines the marketing strategy of product life cycle, expounds the color marketing plan based on the product life cycle, and the problems to be paid attention to. Through an example, it affirms the effect of color marketing on increasing the profit and prolonging the life cycle of the product. The fifth chapter puts forward the product life cycle based on the product life cycle. At different stages of product research and design, some suggestions are put forward for the color design of the product: first, the product nature, the market color survey, and then the knowledge of material, positioning, craft, man-machine, color culture and so on, and then the concept of product life cycle is reintegrated, and the best color design is realized.
The sixth chapter is the conclusion, summarizing the research results of this paper, and looking forward to the mutual promotion of color and product life cycle through the lack of research.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：J06

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 何秋霞;服裝產(chǎn)品生命周期模型的實證研究[D];浙江理工大學(xué);2010年

2 許靜;論日用瓷的色彩設(shè)計[D];景德鎮(zhèn)陶瓷學(xué)院;2009年

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本文編號：2104846