物联网产品品牌形成机理及其建设

发布时间：2018-02-10 23:27

本文关键词： 物联网产品品牌品牌建设品牌价值　出处：《包装工程》2017年02期 　论文类型：期刊论文

【摘要】：目的研究物联网产品品牌的形成机理和物联网产品品牌建设的关键方法。方法以传统品牌的形成机理为研究分析的基础,通过分析物联网对传统品牌带来的冲击,结合具体案例的对比,从物联网时代的品牌的根本、品牌的媒介、品牌的存在、品牌的价值4个方面发生的改变分别进行研究。结论在未来物联网技术平台上,品牌评价将会数据化,品牌符号属性会逐渐弱化。物联网化的产品品牌培育的关键在于,品牌根本的强化和对能实现产品、用户和企业三方直接联通的物联网品牌感知平台的设计、建设、使用和推广。
[Abstract]:Objective to study the formation mechanism of Internet of things brand and the key method of brand building. Methods based on the formation mechanism of traditional brand, the impact of Internet of things on traditional brand is analyzed. Based on the comparison of specific cases, this paper studies the changes in four aspects: the root of the brand, the media of the brand, the existence of the brand and the value of the brand in the Internet of things era. Conclusion on the platform of Internet of things technology in the future, Brand evaluation will be digitalized, brand symbol attributes will be gradually weakened. The key to product brand cultivation based on the Internet of things lies in the fundamental strengthening of the brand and the ability to realize the product. The design, construction, use and promotion of the Internet of things brand perception platform directly connected by users and enterprises.
【作者单位】：湖南大学设计艺术学院;
【分类号】：F273.2;F49;TP391.44;TN929.5

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