基于视觉感知的产品品牌个性识别研究
发布时间：2019-06-02 01:11
【摘要】： 品牌个性是产品品牌的核心,是检验产品竞争力的重要因素。许多跨国企业,如奔驰汽车、宝马汽车、诺基亚手机等,从视觉识别的角度来应用品牌个性,取得了良好的市场效果。这些企业通过经验性地应用品牌个性,使品牌个性被用户识别、接受和认同。不过,这些工作缺乏系统性和科学性。与此同时,学术界的相关研究尚处于起步阶段。由此可见,从视觉的角度来研究品牌个性,无论对于企业界还是学术界,都具有重要的意义。 本研究将结合设计艺术学、心理学、计算机科学、管理学、传播学等学科的相关知识,从视觉识别的角度初步探讨产品品牌个性识别与获取。其中,品牌个性包括个性特征和产品意象两个方面:个性特征是指某品牌具有区别于其它品牌的产品特征,而产品意象特指某品牌所独有的产品意象。本研究主要从六个部分探讨产品品牌个性的视觉识别。 第一部分为论文的第1章,本章分析了品牌个性和品牌个性识别的意义与内涵,据此提出从视觉识别的角度来研究品牌个性,并将品牌的个性特征及产品意象作为产品识别的研究内容,进一步地,提出本文的研究目标与研究框架。 第二部分为论文第2章。该部分介绍了与产品品牌个性识别相关的已有研究,包括三个方面:其一与产品识别相关,包括文化元素识别、产品识别、人脸识别、感性工学和意象尺度;其二与品牌个性相关,包括企业形象识别和品牌个性;其三分析了产品特征的视觉识别机制,包括产品视觉表象、产品特征注意、产品特征识别和特征识别的规律。 第三部分对应于论文的第3章与第4章,该部分以第一部分和第二部分的相关研究为基础,探讨了产品品牌的个性特征识别。第3章分析了产品特征构成及个性特征识别,据此提出获取个性特征的方法。本章以Juki、Zoje、Singer、Brother和飞跃五种国际知名工业缝纫机为例,应用认知实验获取了识别度高的产品造型特征,据此应用分类树技术获取对应于各品牌及子品牌的个性特征。第4章以第3章的研究为基础,提出以产品特征原型为识别标准,通过构建品牌个性特征的识别模型,来判断产品所属的品牌类型。本章提出了产品特征原型的概念、基本原理及构建方法,并以工业缝纫机为例,应用神经网络等技术构建产品品牌个性的识别模型。进一步地,应用认知实验来验证本识别模型的有效性,结果表明该模型合理、有效。 第四部分对应于论文的第5章与第6章,该部分以第一部分和第二部分的相关研究为基础,主要探讨了品牌个性中产品意象识别。第5章分析了产品意象的思维结构,构建了产品总意象和子意象、以及子意象和产品构成元素的关系。本章以太阳镜为案例,采用多元自适应回归样条技术构建产品总意象与子意象的对应关系,从中选择最优子意象;用回归树技术得到产品子意象与构成元素的匹配关系,从中选择对应于最优子意象的产品构成元素。第6章以产品意象的思维结构为基础,结合产品品牌结构和品牌个性的特点,提出了品牌个性中产品意象的识别结构及其识别方法,以获取各品牌的产品意象。本章先用认知实验获取产品意象的数据,再用分类树技术得到对应于各品牌的产品意象,并用回归树技术得到产品意象与产品特征的匹配关系,进一步地得到具有品牌个性的产品特征组合。 第五部分为论文第7章,该部分以前四部分为基础,以工业缝纫机为案例,实现了基于视觉感知的品牌个性识别原型系统,包括产品个性识别子系统和产品意象识别子系统。该系统证明本文的理论、方法与技术具有有效性和实用性。 第六部分对应于论文第8章,该部分总结了本文的研究工作,讨论了一些未解决的问题,并介绍了进一步的研究工作。
[Abstract]:Brand personality is the core of product brand, and is an important factor to test the product competitiveness. Many multinational enterprises, such as Mercedes-Benz, BMW, Nokia, and the like, apply the brand's personality from the perspective of visual recognition, and have achieved a good market effect. Through the experience of the brand personality, these enterprises make the brand's personality recognized, accepted and accepted by the user. The work, however, is of a lack of systematic and scientific nature. At the same time, the research of academic circles is still in the initial stage. Therefore, it is of great significance to study the brand personality from the visual angle, whether it is for the business community or the academic circle. This study will be based on the related knowledge of design art, psychology, computer science, management, communication and so on. In addition, the brand's personality includes two aspects: personality characteristics and product image: the individual character is the product characteristic that is different from other brands, and the product image refers to the product unique to a brand. The main part of this study is to explore the view of product brand personality from six parts. The first part is the first chapter of the thesis. This chapter analyses the meaning and connotation of brand personality and brand personality identification, and then puts forward the study of brand personality from the angle of visual recognition, and studies the characteristics of the brand and the product image as the product identification. The content, further, put forward the study of this article Objective and research framework. The second part is the second chapter of the thesis. This part introduces the existing research related to the product brand personality identification, including three aspects: one is related to product identification, including cultural element identification, product identification, face recognition, perceptual learning and image rule The second is related to the brand's personality, including the identification of the enterprise image and the brand personality, and the visual recognition mechanism of the product features, including the visual representation of the product, the product characteristics and the product. The law of identification and characteristic recognition. The third part corresponds to Chapter 3 and Chapter 4 of the paper, which is based on the relevant research of the first part and the second part. This paper discusses the identification of the personality characteristics of the product brand. Chapter 3 analyzes the characteristics of the product and the characteristics of the personality. This chapter takes Juki, Zoje, Singer, Brother and five international well-known industrial sewing machines as an example. The article, based on the research of Chapter 3, puts forward the identification standard with the prototype of the product as the recognition standard and the identification of the characteristics of the brand. The model is used to judge the brand type to which the product belongs. This chapter puts forward the concept, the basic principle and the construction method of the product feature prototype, and takes the industrial sewing machine as an example to apply the neural network and so on. The identification model of the brand personality of the product is constructed, and further, the cognitive experiment is applied to verify the existence of the identification model. The results show that the model is reasonable and effective. The fourth part corresponds to Chapter 5 and Chapter 6 of the paper, and the part is based on the first part and the second part. On the base, the product image recognition in the brand's personality is mainly discussed. Chapter 5 analyzes the thinking structure of the product image, and constructs the total image of the product. The relationship between the sub-image and the sub-image and the product's constituent elements is presented in this chapter. The corresponding relation between the total image and the sub-image is constructed by using the multi-element self-adaptive regression spline technique, and the optimal sub-image is selected from the sub-image. The regression tree is used. the technology obtains the matching relation between the product sub-image and the constituent element, The article is based on the thinking structure of the product image, and combines the characteristics of the product brand structure and the brand personality, and puts forward the recognition of the product image in the brand's personality. in this chapter, the data of the product image is acquired by the cognitive experiment, and the product image corresponding to each brand is obtained by using the classification tree technology, and the matching relation between the product image and the product characteristic is obtained by the regression tree technology, The fifth part is the seventh chapter of the thesis, based on the four parts of this part, based on the industrial sewing machine, the prototype of the brand personality recognition based on the visual perception is realized. The system comprises a product personality identification subsystem and a product image recognition subsystem, wherein the system This paper has proved that the theory, method and technology of this paper are effective and practical. The sixth part is corresponding to Chapter 8 of the paper, which summarizes the research in this paper.
【学位授予单位】：浙江大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2490716
[Abstract]:Brand personality is the core of product brand, and is an important factor to test the product competitiveness. Many multinational enterprises, such as Mercedes-Benz, BMW, Nokia, and the like, apply the brand's personality from the perspective of visual recognition, and have achieved a good market effect. Through the experience of the brand personality, these enterprises make the brand's personality recognized, accepted and accepted by the user. The work, however, is of a lack of systematic and scientific nature. At the same time, the research of academic circles is still in the initial stage. Therefore, it is of great significance to study the brand personality from the visual angle, whether it is for the business community or the academic circle. This study will be based on the related knowledge of design art, psychology, computer science, management, communication and so on. In addition, the brand's personality includes two aspects: personality characteristics and product image: the individual character is the product characteristic that is different from other brands, and the product image refers to the product unique to a brand. The main part of this study is to explore the view of product brand personality from six parts. The first part is the first chapter of the thesis. This chapter analyses the meaning and connotation of brand personality and brand personality identification, and then puts forward the study of brand personality from the angle of visual recognition, and studies the characteristics of the brand and the product image as the product identification. The content, further, put forward the study of this article Objective and research framework. The second part is the second chapter of the thesis. This part introduces the existing research related to the product brand personality identification, including three aspects: one is related to product identification, including cultural element identification, product identification, face recognition, perceptual learning and image rule The second is related to the brand's personality, including the identification of the enterprise image and the brand personality, and the visual recognition mechanism of the product features, including the visual representation of the product, the product characteristics and the product. The law of identification and characteristic recognition. The third part corresponds to Chapter 3 and Chapter 4 of the paper, which is based on the relevant research of the first part and the second part. This paper discusses the identification of the personality characteristics of the product brand. Chapter 3 analyzes the characteristics of the product and the characteristics of the personality. This chapter takes Juki, Zoje, Singer, Brother and five international well-known industrial sewing machines as an example. The article, based on the research of Chapter 3, puts forward the identification standard with the prototype of the product as the recognition standard and the identification of the characteristics of the brand. The model is used to judge the brand type to which the product belongs. This chapter puts forward the concept, the basic principle and the construction method of the product feature prototype, and takes the industrial sewing machine as an example to apply the neural network and so on. The identification model of the brand personality of the product is constructed, and further, the cognitive experiment is applied to verify the existence of the identification model. The results show that the model is reasonable and effective. The fourth part corresponds to Chapter 5 and Chapter 6 of the paper, and the part is based on the first part and the second part. On the base, the product image recognition in the brand's personality is mainly discussed. Chapter 5 analyzes the thinking structure of the product image, and constructs the total image of the product. The relationship between the sub-image and the sub-image and the product's constituent elements is presented in this chapter. The corresponding relation between the total image and the sub-image is constructed by using the multi-element self-adaptive regression spline technique, and the optimal sub-image is selected from the sub-image. The regression tree is used. the technology obtains the matching relation between the product sub-image and the constituent element, The article is based on the thinking structure of the product image, and combines the characteristics of the product brand structure and the brand personality, and puts forward the recognition of the product image in the brand's personality. in this chapter, the data of the product image is acquired by the cognitive experiment, and the product image corresponding to each brand is obtained by using the classification tree technology, and the matching relation between the product image and the product characteristic is obtained by the regression tree technology, The fifth part is the seventh chapter of the thesis, based on the four parts of this part, based on the industrial sewing machine, the prototype of the brand personality recognition based on the visual perception is realized. The system comprises a product personality identification subsystem and a product image recognition subsystem, wherein the system This paper has proved that the theory, method and technology of this paper are effective and practical. The sixth part is corresponding to Chapter 8 of the paper, which summarizes the research in this paper.
【学位授予单位】：浙江大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F273.2
【引证文献】
相关博士学位论文 前1条
1 张祥合;复杂场景中目标识别与分类的仿生原理和方法[D];吉林大学;2012年
相关硕士学位论文 前6条
1 赵丹;品牌个性对品牌体验和品牌关系的中介作用研究[D];吉林大学;2011年
2 杨琦;基于形态分析理论的汽车防太阳光热辐射产品的设计研究[D];华东理工大学;2012年
3 贾凡;企业管理软件基于移动设备终端的用户体验设计[D];华东理工大学;2012年
4 陈文勤;基于感性工学理论的服装风格量化与建模研究[D];东华大学;2012年
5 王娜;牛仔裤品牌平面广告的视觉要素关注点研究[D];东华大学;2012年
6 王中;基于产品族群特性的商用车产品识别设计[D];湖南大学;2012年
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