基于品牌的产品形态构建的研究
发布时间：2019-01-19 21:14
【摘要】： 进入二十一世纪以来,日趋激烈的国际化竞争以及技术的快速发展与普及,使各企业同类产品之间的差异性逐渐减小,而产品所蕴含的精神理念即品牌理念却是无法被模拟和复制的。品牌是产品的灵魂,形态是品牌理念的重要载体。产品形态构建是产品设计的重要的基础性组成部分,也是工业设计学科重点研究的内容之一。产品形态构建已成为企业在竞争中致胜的关键技术,消费者在选购商品的时候对产品的形态和品牌越来越重视。 企业根据市场的需求状况,结合企业自身的情况制定并实施品牌战略来树立品牌形象、扩大品牌的影响力和持久力。作为品牌形象重要载体,产品形态必然受到品牌战略的影响。本文第二章从品牌的内涵、分类和作用入手,分析了品牌与产品的关系和企业的品牌战略;第三章从形态的内涵、分类等方面入手,分析了产品形态的要素、语言及表现风格;第四章分析了基于品牌的产品形态的特征即功能性、继承性、创新性、形象性、概念性五大特征,论述了基于品牌战略的产品形态构建,从产品构建的分析、PI战略、构建的准则与趋向三方面展开论述;第五章由基于品牌的形态构建引发了一些思考,论述了产品形态构建与企业和市场、创意产业、品牌国际化的关系以及相关案例。 设计是为了创造更合理、美好的生活方式。产品形态构建的目的有二:一是为了满足消费者的物质需求和精神需求,更好地为大众服务;二是为了打造产品的品牌使产品成为畅销品,给企业带来更多的效益。
[Abstract]:Since entering the 21 century, the increasingly fierce international competition and the rapid development and popularization of technology have gradually reduced the differences among the similar products of various enterprises. The spirit contained in the product, that is, the brand concept can not be simulated and copied. Brand is the soul of product, form is the important carrier of brand idea. The construction of product form is an important basic part of product design, and also one of the key research contents of industrial design. The construction of product form has become the key technology for enterprises to win in the competition. Consumers pay more and more attention to the product form and brand when they choose and purchase goods. According to the demand of the market, the enterprise formulates and implements the brand strategy according to the situation of the enterprise itself to set up the brand image and expand the influence and persistence of the brand. As an important carrier of brand image, product form is bound to be influenced by brand strategy. The second chapter starts with the connotation, classification and function of brand, analyzes the relationship between brand and product and the brand strategy of enterprises, and analyzes the elements, language and expression style of product form from the aspects of connotation and classification of form, etc. The fourth chapter analyzes the characteristics of product form based on brand, that is, function, inheritance, innovation, visualization and concept, and discusses the construction of product form based on brand strategy, from the analysis of product construction, PI strategy. The principles and trends of construction are discussed in three aspects. The fifth chapter discusses the relationship between product form construction and enterprise and market, creative industry, brand internationalization and related cases. It is designed to create a more rational and beautiful way of life. The purpose of product form construction is two: one is to meet the material and spiritual needs of consumers and to better serve the public; the other is to create the brand of products to make products become best-selling products and bring more benefits to enterprises.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274
本文编号：2411760
[Abstract]:Since entering the 21 century, the increasingly fierce international competition and the rapid development and popularization of technology have gradually reduced the differences among the similar products of various enterprises. The spirit contained in the product, that is, the brand concept can not be simulated and copied. Brand is the soul of product, form is the important carrier of brand idea. The construction of product form is an important basic part of product design, and also one of the key research contents of industrial design. The construction of product form has become the key technology for enterprises to win in the competition. Consumers pay more and more attention to the product form and brand when they choose and purchase goods. According to the demand of the market, the enterprise formulates and implements the brand strategy according to the situation of the enterprise itself to set up the brand image and expand the influence and persistence of the brand. As an important carrier of brand image, product form is bound to be influenced by brand strategy. The second chapter starts with the connotation, classification and function of brand, analyzes the relationship between brand and product and the brand strategy of enterprises, and analyzes the elements, language and expression style of product form from the aspects of connotation and classification of form, etc. The fourth chapter analyzes the characteristics of product form based on brand, that is, function, inheritance, innovation, visualization and concept, and discusses the construction of product form based on brand strategy, from the analysis of product construction, PI strategy. The principles and trends of construction are discussed in three aspects. The fifth chapter discusses the relationship between product form construction and enterprise and market, creative industry, brand internationalization and related cases. It is designed to create a more rational and beautiful way of life. The purpose of product form construction is two: one is to meet the material and spiritual needs of consumers and to better serve the public; the other is to create the brand of products to make products become best-selling products and bring more benefits to enterprises.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274
【参考文献】
相关期刊论文 前1条
1 傅志红,彭玉成;产品的绿色设计方法[J];机械设计与研究;2000年02期
，本文编号：2411760
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2411760.html
