品牌战略下的产品形象系统构建研究

发布时间：2018-01-26 11:53

本文关键词： 品牌战略产品形象视觉识别识别单元　出处：《浙江工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：产品同质化现象的普遍使得消费者越来越看重产品的品牌精神和价值观念,企业品牌直接影响产品的市场份额。因此,作为品牌最重要的物质载体,研究产品形象构建如何配合品牌战略的实施具有实践意义。本研究运用视觉识别实验的方法以某电气企业为实践案例,研究单一品牌战略下产品形象的塑造方式,从理念层面、行为层面、视觉层面进行产品形象设计。其中视觉识别实验招募240名电气行业从业人员,对37组某一识别单元变化过的变压器产品模型进行识别。利用SPSS13.0对实验结果进行显著性分析,可以发现：正面形状、侧面形状、底座顶面形状、线圈放置方式是变压器产品具有较高识别度的产品造型特征。并结合产品风格与实验结果,对企业进行产品形象设计。总结以上研究发现：(1)品牌战略的制定与选择会直接影响产品形象设计。(2)通过语言描述确定产品核心理念有助于塑造鲜明的产品个性。(3)视觉识别实验有助于快速发掘产品识别度较高的产品特征,并通过分析与讨论进行产品应用,指导企业设计实践。
[Abstract]:The common phenomenon of product homogenization makes consumers pay more and more attention to the brand spirit and value of the product, and the enterprise brand directly affects the market share of the product. Therefore, as the most important material carrier of the brand. It is of practical significance to study how to construct product image and how to cooperate with the implementation of brand strategy. This study uses the method of visual recognition experiment to a practical case of an electrical enterprise to study the single brand strategy under the product image shaping way from the concept level behavior level. Visual level for product image design. Among them, the visual recognition experiment recruited 240 employees in the electrical industry. In this paper, 37 groups of transformer product models with a certain unit are identified. The results of experiment are analyzed by SPSS13.0, and the positive shape and the side shape can be found. The shape of pedestal top surface and the way of coil placement are the characteristics of transformer products with high recognition degree. Combined with the product style and experimental results, the product image of the enterprise is designed. Summing up the above research, we find that the formulation and choice of brand strategy will directly affect product image design. Visual recognition experiment is helpful to quickly discover the product features with high recognition degree. And through the analysis and discussion of product application, guide the enterprise design practice.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB472

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