现代生活状态下消费者对产品的品牌认知度研究

发布时间：2018-02-12 11:16

本文关键词： 生活状态品牌认知消费者　出处：《北京理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：本文在对生活形态概念和品牌认知理论的研究基础上,通过研究分析国内外优秀品牌是如何针对目标消费群体的生活形态制定相应的设计策略来提高品牌认知度的,归纳总结出能够提高消费者品牌认知度的设计策略和方法,并将其应用到在提高品牌认知度方面遇到困难的企业上去。本文首先从概念、内容、现状、趋势等方面来阐述和分析生活形态的概念以及品牌认知的理论,作为本文的理论基础。接下来从品牌理念、目标群体及生活状态出发,来研究国内外优秀品牌是采取怎样的设计策略去满足目标群体生活形态下的需求,然后通过提高不同方面的品牌认知度来提高品牌整体认知度的,从而归纳总结出一套能够针对目标群体生活形态和需求的提高消费者品牌认知度的设计策略与方法。基于现有在提高品牌认知度方面遇到困难的品牌,分析其品牌理念、目标群体及生活状态、设计策略等方面,针对性的提出设计策略建议。这将会对品牌提升认知度提供理论和实践上的指导与参考。最后,针对已经分析出的具体问题,本文将从总结出的能够针对目标群体生活形态提高品牌认知度的设计策略中,将适合某品牌的设计策略应用到该品牌的产品上去,以此来提高该品牌的认知度。
[Abstract]:Based on the research of the concept of life form and the theory of brand cognition, this paper analyzes how the domestic and foreign excellent brands formulate the corresponding design strategies for the life form of the target consumer groups to improve the brand recognition. This paper summarizes the design strategies and methods that can improve consumer brand awareness, and applies them to enterprises that encounter difficulties in improving brand awareness. The concept of life form and the theory of brand cognition are expounded and analyzed from the following aspects: the concept of brand, the target group and the state of life. To study the domestic and foreign excellent brand is to take what design strategy to meet the needs of the target group under the life form, and then improve brand awareness in different aspects to improve the overall brand awareness. Therefore, a set of design strategies and methods to improve consumer brand awareness aiming at the life form and demand of the target group are summarized. Based on the existing brand which is difficult to improve brand awareness, the brand concept is analyzed. In the aspects of target group, life state, design strategy and so on, it will provide theoretical and practical guidance and reference for brand awareness promotion. Finally, in view of the specific problems that have been analyzed, This paper will sum up the design strategy which can improve the brand recognition aiming at the target group's life form, and apply the design strategy suitable for the brand to the product of the brand, so as to improve the brand's cognition.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F273.2;F426.86

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