以品牌战略为导向的产品形态推演法研究

发布时间：2018-08-22 17:57

【摘要】：随着经济全球化的到来,企业之间的竞争日趋激烈。生产设备的相似,材料工艺的雷同,设计手法的相互借鉴,缩小了各品牌产品之间的差异性,产品进入“同质化”时代,因此,各企业急需建立优良的品牌形象。怎样通过有效的手段使产品传承品牌的风格,已经成为企业或设计师迫切需要解决的问题。本文以发现问题、分析问题、解决问题的思路展开研究,通过大量的研究发现,“同质化”背后存在的真正原因是品牌意识的薄弱,通过分析产品设计与品牌战略之间的关系,提出产品设计要以品牌战略为导向。通过建立品牌定位、品牌战略选择、形状变化规则三者之间的关联性,以及分析形态推演的影响因素,构建了以品牌战略为导向的产品形态推演模型。模型以品牌战略理论为切入点,以形状文法的原理为理论依据,应用问卷调查法、形态分析法(DFA)、语义差分法提取产品的初始形状,以品牌战略为依据确定形状变化规则,利用计算机辅助设计方法完成对形状的推演。同时将影响产品形态推演的因素概括为内在因素和外在因素,其中较为全面的包含了产品形态,企业文化,流行趋势,品牌诉求等因素对形态推演法的影响。最后据以上理论成果为基础,以奥太焊机为例,证明了此方法的有效性和可行性。模型建立在数据分析和调查研究的基础上,能够将产品设计中的不确定性因素降低,并能站立在品牌长远发展的战略角度上,希望为企业产品设计提供有效的参考。这一研究弥补了产品识别理论体系中缺少数据的不足,补充了形状文法中缺失的关于品牌战略理论的知识,对企业产品设计具有一定的指导意义。
[Abstract]:With the arrival of economic globalization, competition between enterprises is becoming increasingly fierce. The similarity of production equipment, the similarity of materials and technology, and the mutual reference of design techniques have reduced the differences among the brands and entered the era of "homogenization". Therefore, the enterprises urgently need to establish a good brand image. How to pass on brand style through effective means has become an urgent problem to be solved by enterprises or designers. In this paper, we study the problem, analyze and solve the problem. Through a lot of research, we find that the real reason behind "homogenization" is the weakness of brand consciousness, and the relationship between product design and brand strategy is analyzed. Product design should be guided by brand strategy. By establishing the relationship among brand positioning, brand strategy selection and shape change rules, and analyzing the influencing factors of shape deduction, a product shape deduction model guided by brand strategy is constructed. The model takes the brand strategy theory as the breakthrough point, the shape grammar principle as the theoretical basis, applies the questionnaire method, the morphological analysis method (DFA), semantic difference method to extract the product initial shape, determines the shape change rule based on the brand strategy. The method of computer aided design is used to deduce the shape. At the same time, the factors affecting product form are summarized as internal factors and external factors, including product form, corporate culture, popular trend, brand demand and other factors. Finally, based on the above theoretical results, the effectiveness and feasibility of this method are proved by taking the Aotai welding machine as an example. On the basis of data analysis and investigation, the model can reduce the uncertainty in product design and stand in the strategic angle of brand long-term development, hoping to provide an effective reference for enterprise product design. This study makes up for the lack of data in the system of product recognition theory and the lack of knowledge about brand strategy theory in shape grammar. It has certain guiding significance for enterprise product design.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB472

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