网络品牌感性体验设计研究

发布时间：2018-03-11 06:28

本文选题：网络品牌　切入点：感性体验　出处：《上海交通大学》2009年硕士论文　论文类型：学位论文

【摘要】： 随着网络经济时代的来临、品牌的营销模式的改变、感性设计的新兴,感性体验作为网络品牌的战略手段,具有实现差异化战略、塑造品牌形象、营造品牌文化、创造品牌体验的价值。本文首先以心理学、设计学和品牌学理论为基础,从感性层面研究网络品牌。然后将网络品牌感性体验的战略实施分为三个步骤:从感性诉求进行定位,通过感性体验进行设计,通过评估开展品牌战略。接着根据网络媒介的特性,提出将网络品牌的感性体验划分为感官体验、虚拟体验、情感体验、行为体验和关联体验这五类,并分析不同的感性体验与设计要素之间的联系。最后,通过全面分析网络品牌感性体验的多个典型案例,为网络品牌的理论和实践的沟通架构桥梁,为“感性体验设计”理论的发展提供素材和动力,为网络品牌感性体验战略的实施提供参考。
[Abstract]:With the advent of the era of network economy, the change of brand marketing mode and the emerging of perceptual design, perceptual experience, as a strategic means of network brand, has the characteristics of realizing differentiation strategy, shaping brand image and building brand culture. Create the value of brand experience. Based on the theories of psychology, design and branding, this paper studies the network brand from the perceptual level, and then divides the strategic implementation of the perceptual experience of the network brand into three steps: positioning from the emotional appeal. According to the characteristics of network media, the perceptual experience of network brand is divided into five categories: sensory experience, virtual experience, emotional experience, behavioral experience and associated experience. Finally, through the comprehensive analysis of a number of typical cases of network brand perceptual experience, for the theory and practice of network brand communication bridge, It provides material and power for the development of the theory of "perceptual experience design", and provides reference for the implementation of network brand perceptual experience strategy.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.36;J50

【引证文献】