论产品设计中的品牌化思维与创新

发布时间：2018-07-23 10:06

【摘要】：在物质基础和精神文明发展日益迅速的今天,人类的造物活动正向着多元化需求的方向发展,不同的企业价值观生产出不同类型的产品,并影响着社会经济和日常生活的方方面面。同时,由于市场经济的环境下,商业竞争秩序的不规范和企业品牌经营意识淡薄,导致片面追求短期经济效益、不正当竞争的现象常有出现。对于产品的设计缺乏品牌观念,从而,使产品从形象到内在文化缺乏品牌化产品的竞争力。不仅如此,缺乏品牌观念的企业往往造成社会责任感的缺失,在产品生产过程中对社会自然资源和生态的破坏,更影响到我们下一代人的生存和社会的发展。本课题是在品牌维度下对产品设计执行层面的思维与创新的系统性探讨。在基于“人-文化-产品-环境-社会”系统意义模型内部与外部环境因素的相互的联系性、作用性与导向性的作用下,探讨了系统意义模型转换的原则。目前,产品向品牌产品转换的设计,大多停留在品牌视觉识别和推广的创新设计上,当然这是产品品牌化策略的有效手段。本文深化了产品品牌化的设计途径,从品牌与用户情感价值的匹配、产品与人文情感的内在平衡、品牌联想与产品五感体验的记忆联结,等几个内涵层面进行设计实践,为产品品牌化策略提供实施的可能性途径和保障力。本文最终的目的是企业通过在产品设计中导入“品牌化思维与创新”的系统概念,完成产品向品牌产品的转换,并促使品牌产品的不断演进与更新。构建“品牌与用户”之间有效的沟通渠道,用品牌来丰富产品的内涵。在满足市场消费的同时,促进社会经济、生态环境、文化传承的和谐发展,以实现企业的品牌生命力。最后,提出品牌生态圈、文化可持续性设计的概念愿景,作为本文主题的后续研究方向和倡议。
[Abstract]:Today, with the rapid development of material foundation and spiritual civilization, human creation activities are developing in the direction of diversified demand. Different enterprise values produce different types of products. And affect all aspects of social economy and daily life. At the same time, under the environment of market economy, the non-standard commercial competition order and the weak consciousness of enterprise brand management lead to the one-sided pursuit of short-term economic benefits, and the phenomenon of unfair competition often appears. Lack of brand concept for product design, so that the product from image to internal culture lack of brand product competitiveness. Moreover, the lack of brand concept often leads to the lack of social responsibility, the destruction of social natural resources and ecology in the process of product production, and the impact on the survival and social development of our next generation. This topic is a systematic discussion on thinking and innovation of product design executive level under brand dimension. Based on the interrelation between internal and external environmental factors in the system meaning model of "human culture, product, environment and society", this paper discusses the principle of the transformation of system meaning model. At present, the design of product to brand product transformation mostly stays in the brand visual recognition and promotion of innovative design, of course, this is an effective means of product branding strategy. This article has deepened the product brand design way, from the brand and the user emotion value match, the product and the humanity emotion internal balance, the brand association and the product five senses experience memory connection, and so on several connotation plane carries on the design practice. For the product branding strategy to provide the implementation of the possibility of the way and support. The ultimate purpose of this paper is to introduce the system concept of "brand thinking and innovation" in product design, to complete the transformation from product to brand product, and to promote the continuous evolution and renewal of brand product. Build effective communication channel between brand and user, enrich the connotation of product with brand. At the same time to satisfy the market consumption, promote the harmonious development of social economy, ecological environment and cultural inheritance, in order to realize the brand vitality of the enterprise. Finally, the concept vision of brand ecological circle and cultural sustainability design is put forward as the following research direction and suggestion of this paper.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB472

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