基于品牌战略的产品设计评估体系研究
发布时间：2018-11-21 15:58
【摘要】： 进入二十一世纪之后,中国作为当前全球工业的制造工厂,始终面临国际环境和国内市场的双重挑战,呼唤产业价值链的转化与升级。与此同时,一些采用OEM模式代工生产为基础的中国企业,开始以自主品牌的OBM模式,试图在市场的竞争中占得一席之地。技术的发展使产品愈加趋于同质化竞争的态势,产品设计和品牌价值成为市场竞争的优胜因素。品牌的价值和文化特质是以最终的产品为依托的,有效的品牌形象能使产品在竞争中脱颖而出,因此品牌战略必须贯穿于产品设计过程始终。而在产品设计中,如何完善产品设计评估体系、评估产品设计是否符合品牌战略、怎样保证品牌战略的实施是本课题研究的重点。 本文首先以设计评估相关要素的分析入手,阐述当前产品设计评估体系的主要内容。而后以品牌战略与设计评估的互动性关系的分析为基础,拓展本文的主要研究方向一基于品牌战略的产品设计评估体系:以体现企业品牌战略的产品设计评估标准、及保证品牌战略在产品设计过程中得以实施的评估矩阵。 从单一产品层次认知品牌因素、分析竞争者与用户需求、结合企业自身实力、进行品牌价值差异化与品牌风格一致性的分析,构建品牌持续发展的模型。以此为基础拓展有效差异性的产品设计评估标准,并在品牌价值差异性定位范围内,进行品牌差异性突破形式的探讨,进一步拓展维护品牌风格一致性的产品设计评估标准与实现方式。提供给企业基于品牌战略的产品设计评估标准的确定方法以及其实现方式,使企业根据自身的品牌特色建立适应的产品设计评估标准,以体现并促进品牌战略发展。进而从管理层面出发,明确品牌战略在贯穿产品设计过程中,企业各个组织层级包括企业层级、设计部门层级、设计师层级以及相关部门层级等在产品设计评估过程中自身的地位,以及在规划、组织、执行、监督等各个评估阶段的主要责任,与相应产品设计评估范围,提供给企业基于品牌战略的产品设计评估矩阵,通过纵横交叉,层层把关有效地保证了品牌战略于产品设计过程中的实施。
[Abstract]:After entering the 21 century, as the manufacturing factory of the global industry, China is always facing the double challenges of the international environment and the domestic market, which calls for the transformation and upgrading of the industrial value chain. At the same time, some Chinese enterprises based on the OEM mode of contract manufacturing began to use the OBM model of their own brand, trying to take a place in the market competition. With the development of technology, the products tend to be more homogeneous and competitive, and product design and brand value become the dominant factors in market competition. The value and cultural characteristics of the brand are based on the final product, and the effective brand image can make the product stand out in the competition, so the brand strategy must run through the process of product design all the time. In product design, how to improve the evaluation system of product design, evaluate whether the product design conforms to the brand strategy, how to ensure the implementation of brand strategy is the focus of this research. This paper begins with the analysis of relevant elements of design evaluation, and expounds the main contents of current product design evaluation system. Then, based on the analysis of the interactive relationship between brand strategy and design evaluation, this paper expands the main research direction of this paper: product design evaluation system based on brand strategy: product design evaluation standard to reflect enterprise brand strategy. And the evaluation matrix to ensure the implementation of brand strategy in the process of product design. From the single product level cognition brand factor, analyzes the competitor and the user demand, unifies the enterprise own strength, carries on the brand value difference and the brand style consistency analysis, constructs the brand sustainable development model. On the basis of this, the evaluation standard of effective difference product design is expanded, and the breakthrough form of brand difference is discussed in the range of brand value difference orientation. Further expand the product design evaluation standards and implementation methods to maintain brand style consistency. This paper provides an evaluation standard of product design based on brand strategy for enterprises to determine the standard and the way to realize it, so that the enterprise can establish a suitable evaluation standard of product design according to its own brand characteristics, in order to reflect and promote the development of brand strategy. Then from the management level, it is clear that the brand strategy throughout the product design process, each organizational level of the enterprise including the enterprise level, design department level, Designer level and relevant department level in the product design evaluation process, as well as in the planning, organization, implementation, supervision and other evaluation stages of the main responsibilities, and the corresponding product design evaluation scope, The evaluation matrix of product design based on brand strategy is provided to the enterprise, and the implementation of brand strategy in the process of product design is effectively ensured through the crossing of vertical and horizontal.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2347441
[Abstract]:After entering the 21 century, as the manufacturing factory of the global industry, China is always facing the double challenges of the international environment and the domestic market, which calls for the transformation and upgrading of the industrial value chain. At the same time, some Chinese enterprises based on the OEM mode of contract manufacturing began to use the OBM model of their own brand, trying to take a place in the market competition. With the development of technology, the products tend to be more homogeneous and competitive, and product design and brand value become the dominant factors in market competition. The value and cultural characteristics of the brand are based on the final product, and the effective brand image can make the product stand out in the competition, so the brand strategy must run through the process of product design all the time. In product design, how to improve the evaluation system of product design, evaluate whether the product design conforms to the brand strategy, how to ensure the implementation of brand strategy is the focus of this research. This paper begins with the analysis of relevant elements of design evaluation, and expounds the main contents of current product design evaluation system. Then, based on the analysis of the interactive relationship between brand strategy and design evaluation, this paper expands the main research direction of this paper: product design evaluation system based on brand strategy: product design evaluation standard to reflect enterprise brand strategy. And the evaluation matrix to ensure the implementation of brand strategy in the process of product design. From the single product level cognition brand factor, analyzes the competitor and the user demand, unifies the enterprise own strength, carries on the brand value difference and the brand style consistency analysis, constructs the brand sustainable development model. On the basis of this, the evaluation standard of effective difference product design is expanded, and the breakthrough form of brand difference is discussed in the range of brand value difference orientation. Further expand the product design evaluation standards and implementation methods to maintain brand style consistency. This paper provides an evaluation standard of product design based on brand strategy for enterprises to determine the standard and the way to realize it, so that the enterprise can establish a suitable evaluation standard of product design according to its own brand characteristics, in order to reflect and promote the development of brand strategy. Then from the management level, it is clear that the brand strategy throughout the product design process, each organizational level of the enterprise including the enterprise level, design department level, Designer level and relevant department level in the product design evaluation process, as well as in the planning, organization, implementation, supervision and other evaluation stages of the main responsibilities, and the corresponding product design evaluation scope, The evaluation matrix of product design based on brand strategy is provided to the enterprise, and the implementation of brand strategy in the process of product design is effectively ensured through the crossing of vertical and horizontal.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
【参考文献】
相关硕士学位论文 前2条
1 张明;企业竞争中的差异化战略研究[D];武汉理工大学;2003年
2 孙冬梅;品牌战略影响下的产品形象塑造研究[D];山东大学;2007年
，本文编号：2347441
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2347441.html
