本土汽车品牌展示设计心理评价研究

发布时间：2018-01-18 08:54

本文关键词：本土汽车品牌展示设计心理评价研究　出处：《江南大学》2008年硕士论文　论文类型：学位论文

【摘要】： 本文立足于经济体系由服务经济向体验经济过渡的这一宏观经济背景,选取近年来快速崛起的本土汽车品牌为研究对象,研究其在品牌展示设计环节的效果和趋向;将深度访谈法、问卷调查法、关联分析法和比较分析法相结合,以品牌认知及其相关理论研究为基础,进行本土汽车品牌展示设计的心理评价研究。首先研究汽车品牌展示设计的实践发展历程,总结各阶段所涉及到的理论并作国内外的对比研究,进而细致分析实际案例并对案例作比较研究;从中获取对本土汽车品牌展示设计的启示;然后据此做本土实践的发展研究,分析本土的品牌展示设计现状、查找优势和劣势,探索未来发展的趋向。在这一系列研究的基础上,展开论文的实证研究。首先甄别选择访谈对象,拟定访谈脚本对选择的对象进行深度访谈,定性了解消费者对汽车品牌展示设计的认知情况;以此为依据设计调查问卷并反复修改,最终问卷通过网络问卷调查平台发放并回收,所得数据进行定量研究;从十个方面进行消费者认知状况分析,从各项考察因素与相关特征因素的关联分析中,获得消费者的认知情况和态度指数。最后,对全部研究内容进行了总结并提出系统、全面的研究结论,指出不同类型消费者的整体认知差异,最终提出提升本土汽车品牌展示设计效果的方法。论文研究涉及体验经济、体验设计、展示设计、设计效果心理评价以及品牌学方面的诸多理论,将多学科进行交叉融合,在研究的内容、方法、结论上均有所突破。目前论文相关方面的研究成果较为丰富,但与论文直接相关的研究成果尚不多见,因此论文具有一定的创新性。论文研究的方法、过程和结果可以拓展到更多方面,比如其他产业、其他类型的体验设计,其他类型的品牌以及针对不同类型消费者进行的体验设计研究等等,形成丰富多样的后续研究。
[Abstract]:Based on the macroeconomic background of the transition from service economy to experiential economy, this paper selects the local automobile brand which has been rising rapidly in recent years as the research object. Research its effect and trend in the design link of brand display; The combination of in-depth interview, questionnaire survey, correlation analysis and comparative analysis is based on brand cognition and related theoretical research. The psychological evaluation of the local automobile brand display design is studied. Firstly, the development process of the automobile brand display design is studied, and the theories involved in each stage are summarized and compared at home and abroad. Then it analyzes the actual cases and makes a comparative study of the cases. From which to get the inspiration to the local automobile brand display design; Based on this, the author studies the development of local practice, analyzes the present situation of local brand display design, finds out the advantages and disadvantages, and explores the trend of future development. On the basis of this series of studies, the empirical research of the thesis is carried out. Firstly, we select the interview subjects and draw up the interview script to conduct in-depth interviews. To qualitatively understand consumers' cognition of automobile brand display design; Based on this, the questionnaire is designed and revised repeatedly, and the final questionnaire is distributed and recovered through the network questionnaire platform, and the obtained data are quantitatively studied. From ten aspects of consumer cognitive analysis, from the investigation of factors and related characteristics of the correlation analysis, to obtain consumer cognition and attitude index. Finally. This paper summarizes all the research contents and puts forward the systematic and comprehensive research conclusions, points out the overall cognitive differences of different types of consumers, and finally puts forward the methods to improve the design effect of the local automobile brand display. The thesis involves experience economy, experience design, display design, psychological evaluation of design effect and many theories of brand science. There are some breakthroughs in the conclusion. At present, the related research results are relatively rich, but the research results directly related to the papers are still rare, so the paper has a certain degree of innovation and research methods. Processes and results can be extended to many other areas, such as other industries, other types of experience design, other types of brands and experience design research for different types of consumers, and so on. To form a rich and diverse follow-up study.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.471

【引证文献】