强势品牌下的产品情境研究

发布时间：2018-01-19 05:25

本文关键词： 强势品牌产品情境氛围品牌体验　出处：《武汉理工大学》2008年硕士论文　论文类型：学位论文

【摘要】： 品牌,二十世纪的一个神话,从诞生到现在,已经上升到了一个非常突出的地位,它甚至成为了一种文化,一种思想,一种我们所坚持的“生活方式”,我们把消费视为一种浪漫、快乐或情绪化的行为,而产品则成为向他人传递自己地位和渴望价值的信号,这也就是我们所说的“日常生活的艺术化”。因此,产品美学、情感性、象征性则成为体验的主要内容,我们把这种体验叫作“品牌体验”。体验,必须要有情境存在,而且情境必须要有体验性,这样才具备和消费者、使用者“对话”的能力,也才具有商业价值。于是,笔者认为,产品情境与“品牌体验",“强势品牌”塑造的探讨,将是很有价值的研究方向。本文思路如下: 首先,对品牌的历史、观点与内涵分别进行阐释,通过比较分析强势品牌的特征、核心价值以及核心价值实现的条件。这些内容的铺垫,其目的在于明确品牌成功的关键因素,为产品情境设计能否解决这些关键因素埋下伏笔。其次,对产品情境设计的定义、要素进行了阐释,重点论述了产品情境与品牌的关系,这是本文的核心所在。然后,具体分析产品情境的分类并说明在具体氛围营造中所起到的作用,提出相应的建议。最后,通过具体案例,综合说明产品情境设计与强势品牌塑造的关系。使全文形成一个系统的整体。本文的研究成果在于: 1、目前在理论层面上,美国学者大卫·奥格威从广告传播的角度探讨了品牌形象的含义及其塑造途径,而通过产品情境来塑造强势品牌的理论研究却很少有人论及,本论文正是基于产品情境的研究,深入系统地探讨了其与强势品牌的关系。 2、本论文通过研究企业市场竞争与产品品牌的关系,从艺术设计学的视角分析了产品情境设计,围绕强势品牌塑造提出了一系列切实可行的情境设计方法,如情境产品、情境陈列、情境行为、情境广告设计等。 3、通过分析情境设计与产品设计之间存在的关联关系,从情境实用化方向和产品设计的艺术化方向入手论证了两者之间进行交叉的条件和优势,并以设计实例(谭木匠)来对相关论点进行论证,这两个方向的交融部分成为本文创新研究的重要内容。
[Abstract]:Brand, a myth of 20th century, has risen to a very prominent position from its birth to now. It has even become a kind of culture, a kind of thought, a kind of "way of life" that we insist on. We see consumption as a romantic, happy or emotional act, and a product as a signal to others of their status and desire for value, which is what we call "the artistry of everyday life". Product aesthetics, emotion and symbolism are the main contents of experience, which we call "brand experience". The experience, must have the situation existence, and the situation must have the experience, only then has with the consumer, the user "dialogue" ability, only then also has the commercial value. Therefore, the author thinks. Product situation, brand experience and strong brand shaping will be valuable research directions. The ideas of this paper are as follows: First of all, the history of the brand, point of view and connotation of the interpretation, through comparative analysis of the characteristics of strong brands, core values and the conditions for the realization of core values. The purpose is to identify the key factors of brand success, and to lay the groundwork for whether product situational design can solve these key factors. Secondly, the definition and elements of product situational design are explained, with emphasis on the relationship between product situation and brand, which is the core of this paper. Then, it analyzes the classification of product situation and explains the role in the construction of specific atmosphere, and puts forward the corresponding suggestions. Finally, through the concrete case, the comprehensive explanation product situation design and the strong brand mold relations, causes the full text to form a systematic whole. The research results of this paper are as follows: 1. At present, at the theoretical level, the American scholar David Ogilvy has explored the meaning of brand image and its ways of shaping it from the perspective of advertising communication. However, the theory of creating strong brand through product context is seldom discussed. This paper is based on the research of product situation, and discusses the relationship between strong brand and product context deeply and systematically. 2. By studying the relationship between enterprise market competition and product brand, this paper analyzes product situational design from the angle of art design, and puts forward a series of feasible situational design methods around the molding of strong brand. Such as situational products, situational display, situational behavior, situational advertising design and so on. 3. Through the analysis of the relationship between situational design and product design, the paper demonstrates the conditions and advantages of intersecting the situation design and product design from the perspective of practical situation and the artistic direction of product design. And with a design example (Tan carpenter) to demonstrate the relevant arguments, the blending of the two directions has become an important part of this innovation research.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】