手机产品品牌特征的延续性研究
发布时间：2018-11-20 16:55
【摘要】： 现代企业通过品牌的建设来加快产品市场化的进程,而企业产品的市场化从根本上谋求的也是品牌内涵持续性的表达。品牌形象的塑造在这时面临的问题是如何在目前企业所掌握的技术、工艺等生产平台上确立明确的产品形象特征和如何对这些特征进行适当的延续使用以提高产品形象的持续识别。只有将这种识别性在后续设计中表现出来,同时以市场的灵活性为导向加以创新,才能在延续品牌形象的同时使企业获得长足发展。 品牌产品特征的延续是确保品牌产品具有独特识别的必要条件,通过在设计中延续使用具有识别性的品牌特征元素如:形态、色彩、材质等塑造出具有独特、统一的产品形象,以使品牌产品能够从众多同类产品中脱颖而出,赢得消费者的青睐。 本文以竞争激烈的中国手机市场为背景,从塑造品牌形象和满足消费者购买心理的角度分析了品牌产品特征延续的必要性。并选取中国市场关注度最高的诺基亚品牌和索尼爱立信品牌为研究对象,通过对其部分系列手机产品造型元素的整理,提取出这两个品牌造型的特征元素;并以时间为轴线,运用DFA(Design Format Analysis)分析方法研究品牌识别特征在众多产品中出现的几率,从中分析出前款产品与后款产品之间的造型特征延续度,用以得出品牌产品特征延续度的适宜范围。 论文第一章对本文的内容和方向作了整体性的阐述,包括课题的研究背景、研究的目的与意义、研究的方法和思路框架等内容。 论文第二章和第三章以品牌作为出发点,一方面从品牌的历史出发说明了品牌在现今企业竞争中的地位,并分别阐述了品牌特征识别和产品形象识别的内容和其在品牌发展中的重要性。另一方面进一步的将品牌特征的延续作为研究对象,就品牌特征延续理论的来源和影响因素作了进一步的考究。 论文第四章和第五章从产品的角度出发,首先对于中国手机市场的概况进行深入了解,然后提取典型品牌的典型系列作为研究对象。最后运用DFA分析方法将所选品牌的造型特征元素进行分析整理得出品牌产品特征延续度的适宜范围。
[Abstract]:Modern enterprises speed up the process of product marketization through brand construction, and the marketization of enterprise products is fundamentally seeking the expression of brand connotation sustainability. The problem of brand image shaping at this time is how to master the technology at present. In order to improve the continuous recognition of product image, clear product image features are established on the production platform such as technology, and how to carry out appropriate continuous use of these features. Only when this recognition is displayed in the subsequent design, and the market flexibility is taken as the guide to innovation, can the brand image be extended and the enterprise develop rapidly. The continuation of brand product features is a necessary condition to ensure the unique recognition of brand products. By continuing to use identifiable brand characteristics such as shape, color, material and so on, a unique and unified product image can be created. In order to make brand products from many similar products stand out and win the favor of consumers. Based on the fierce competition of Chinese mobile phone market, this paper analyzes the necessity of brand product feature continuation from the angle of shaping brand image and satisfying consumers' purchase psychology. The Nokia brand and Sony Ericsson brand, which are the most concerned in Chinese market, are selected as the research objects. The characteristic elements of these two brands are extracted by sorting out the modeling elements of some of their series mobile phone products. Taking time as the axis and using the DFA (Design Format Analysis) analysis method to study the probability of brand identification feature appearing in many products, the continuity of modeling features between the previous product and the later product is analyzed. It is used to get the suitable range of the brand product characteristic continuance. In the first chapter, the content and direction of this paper are expounded, including the research background, the purpose and significance of the research, the research method and the frame of thought, and so on. The second and third chapters take the brand as the starting point. On the one hand, it explains the status of brand in the enterprise competition from the history of brand. The content and importance of brand feature recognition and product image recognition in brand development are expounded respectively. On the other hand, the continuation of brand characteristics is taken as the research object, and the origin and influence factors of brand feature continuation theory are further studied. In the fourth and fifth chapters, from the point of view of product, the general situation of Chinese mobile phone market is deeply understood, and then the typical series of typical brands are extracted as the research object. Finally, DFA analysis method is used to analyze the selected brand modeling feature elements to obtain the appropriate range of brand product feature continuation.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.1
本文编号：2345458
[Abstract]:Modern enterprises speed up the process of product marketization through brand construction, and the marketization of enterprise products is fundamentally seeking the expression of brand connotation sustainability. The problem of brand image shaping at this time is how to master the technology at present. In order to improve the continuous recognition of product image, clear product image features are established on the production platform such as technology, and how to carry out appropriate continuous use of these features. Only when this recognition is displayed in the subsequent design, and the market flexibility is taken as the guide to innovation, can the brand image be extended and the enterprise develop rapidly. The continuation of brand product features is a necessary condition to ensure the unique recognition of brand products. By continuing to use identifiable brand characteristics such as shape, color, material and so on, a unique and unified product image can be created. In order to make brand products from many similar products stand out and win the favor of consumers. Based on the fierce competition of Chinese mobile phone market, this paper analyzes the necessity of brand product feature continuation from the angle of shaping brand image and satisfying consumers' purchase psychology. The Nokia brand and Sony Ericsson brand, which are the most concerned in Chinese market, are selected as the research objects. The characteristic elements of these two brands are extracted by sorting out the modeling elements of some of their series mobile phone products. Taking time as the axis and using the DFA (Design Format Analysis) analysis method to study the probability of brand identification feature appearing in many products, the continuity of modeling features between the previous product and the later product is analyzed. It is used to get the suitable range of the brand product characteristic continuance. In the first chapter, the content and direction of this paper are expounded, including the research background, the purpose and significance of the research, the research method and the frame of thought, and so on. The second and third chapters take the brand as the starting point. On the one hand, it explains the status of brand in the enterprise competition from the history of brand. The content and importance of brand feature recognition and product image recognition in brand development are expounded respectively. On the other hand, the continuation of brand characteristics is taken as the research object, and the origin and influence factors of brand feature continuation theory are further studied. In the fourth and fifth chapters, from the point of view of product, the general situation of Chinese mobile phone market is deeply understood, and then the typical series of typical brands are extracted as the research object. Finally, DFA analysis method is used to analyze the selected brand modeling feature elements to obtain the appropriate range of brand product feature continuation.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.1
【引证文献】
相关硕士学位论文 前3条
1 董莉莉;基于PI分析的JEEP品牌造型基因研究与设计探索[D];沈阳航空航天大学;2012年
2 侯亚婧;工业设计对企业产品创新的影响[D];南京理工大学;2012年
3 邵炜丹;产品视觉形象共鸣符号设计[D];江南大学;2012年
，本文编号：2345458
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