基于品牌定位分析的产品识别设计研究

发布时间：2018-03-28 03:10

本文选题：品牌定位　切入点：产品识别设计　出处：《哈尔滨工程大学》2014年硕士论文

【摘要】：建设自主品牌成为许多中国制造型企业在新时期的选择。如何打造具有价值的品牌,如何将品牌价值通过产品设计传递给客户,成为当今中国大部分企业面临的重要问题。为了解决上述问题,本文运用文献研究法对国内外关于品牌定位和产品识别的理论与实践进行归纳和总结,通过将市场营销领域的品牌定位分析的内容及方法引入到设计领域的产品识别中,形成指导企业进行产品识别设计的全新设计过程模型,并将这一设计过程模型应用在风神汽车的产品识别设计中,希望为有品牌建设需求的中国相关企业进行有效地产品识别设计提供参考。本文首先深入研究了品牌定位的概念与演进、作用、对象、策略以及工具方法,总结形成由目标客户、企业自身和竞争对手三方面构成的“品牌定位分析的研究结构”。接着本文从表现方式上将产品识别分为外观识别、界面识别、体验识别以及文化识别四个维度,并分别对四个维度的识别内容进行个案举例说明,总结形成“产品识别设计的研究结构”。然后深入探讨了品牌定位分析与产品识别设计的关系,通过引入品牌价值和品牌形象的概念,构建形成“基于品牌定位分析的产品识别设计过程模型”,即设计组织首先经过品牌定位分析形成对品牌价值的洞察,然后将无形的品牌价值转化为有形的品牌形象,最终参考已有品牌形象用产品识别设计来进行具体表达。按照提出的“过程模型”,本文最后对中国自主汽车品牌——东风风神的产品识别进行设计。通过调查问卷和焦点小组等调查法对东风品牌的相关信息进行收集,并从目标客户、企业自身和竞争对手三方面对风神进行品牌定位分析;然后找出并明确风神的品牌价值和品牌形象;最后对东风汽车外观识别中的形态识别和色彩识别进行了全新的方案设计,对外观识别中的材质识别、界面识别、体验识别和文化识别等其他维度的识别给出了设计建议。
[Abstract]:Building independent brands has become the choice of many Chinese manufacturing enterprises in the new period. How to build valuable brands, how to transfer brand value to customers through product design, In order to solve the above problems, this paper summarizes and summarizes the theory and practice of brand positioning and product identification at home and abroad by using the method of literature research. By introducing the content and method of brand positioning analysis in the field of marketing into product identification in the field of design, a new design process model is formed to guide enterprises to carry out product identification and design. The design process model is applied to the product identification design of Fengshen Automobile. In this paper, the concept and evolution, function, object, strategy and tool method of brand positioning are studied. This paper summarizes and forms the research structure of "brand positioning analysis" which consists of three aspects: target customer, enterprise itself and competitors. Secondly, this paper classifies product recognition into appearance recognition, interface recognition, and so on. There are four dimensions of experience recognition and culture recognition, and the identification contents of the four dimensions are illustrated by a case study. Then, the relationship between brand positioning analysis and product identification design is discussed, and the concepts of brand value and brand image are introduced. To form a "product identification design process model based on brand positioning analysis", that is, through brand positioning analysis, design organizations first form insight into brand value, and then transform intangible brand value into tangible brand image. Finally, referring to the existing brand image, the product identification design is used to express it. According to the "process model" put forward, this paper finally designs the product identification of the Chinese independent automobile brand-Dongfeng Fengshen. Through the questionnaire, the paper designs the product identification of the Chinese independent automobile brand-Dongfeng Fengshen. And focus groups and other survey methods to collect relevant information on Dongfeng brand, And from the target customers, enterprises themselves and competitors to the brand positioning analysis of Fengshen, and then find out and clear the brand value and brand image of Fengshen; In the end, the paper designs a new scheme for shape recognition and color recognition in Dongfeng automobile appearance recognition, and gives some design suggestions on other dimensions such as material recognition, interface recognition, experience recognition and culture recognition in appearance recognition.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB472

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