基于品牌个性的三一重工汽车起重机造型设计研究

发布时间：2018-06-15 20:49

本文选题：品牌个性 + 汽车起重机造型设计　；参考：《湖南大学》2012年硕士论文

【摘要】：本文研究课题来源于作者参与的由三一重工股份有限公司委托湖南大学设计艺术学院对该公司旗下的汽车起重机产品进行外观及内饰造型设计的研发项目。随着重工企业在产品研发、制造技术等方面的迅速发展，企业之间的竞争已由原来的质量、技术的竞争逐渐转变为品牌的竞争，品牌将是企业未来提升附加价值的一大利器。产品是品牌的载体，消费者对品牌的认识总是从具体的产品开始。因而，在质量、技术日益趋同的情况下，如何把重工企业的多种产品以品牌形象为基础，通过有效的设计手段来实现这些产品形象表达与品牌内涵表达的一致性，成为企业品牌建设和产品造型设计的关键。该项目旨在通过对三一重工股份有限公司的研究、对市场用户和内部员工的调研和分析进行三一重工的品牌个性定位，构建三一重工汽车起重机产品形象个性特征，实现在汽车起重机造型设计中企业品牌个性的表达。本课题的研究运用了文献研究、问卷调查及实地考察、数据分析和设计项目分析等多种研究方法，并结合了设计心理学等产品设计的相关理论。论文首先阐述了企业产品品牌个性的构建与识别，并对三一重工的品牌个性进行剖析，然后研究了工程机械产品造型设计的特点和影响因素，并对国内外汽车起重机的造型设计现状及发展趋势进行分析。最后，将品牌形象大师艾克（Aaker）提出的“品牌个性特征”导入汽车起重机产品意象定位阶段，构建基于品牌个性的汽车起重机造型设计模型，采取定性和定量分析的方法对三一重工企业内部员工、产品用户进行调研，构建三一品牌的个性特征，将品牌个性特征词作为汽车起重机造型设计的意象词汇指导视觉层面的表达来完成项目设计。
[Abstract]:The research topic of this paper comes from the R & D project of the appearance and interior design of the crane products of Hunan University commissioned by Sany heavy Industry Co., Ltd. With the rapid development of product research and development and manufacturing technology, competition among enterprises has changed from the original quality and technology to brand competition. Brand will be a great weapon to enhance the added value of enterprises in the future. The product is the brand carrier, the consumer's understanding of the brand always starts from the concrete product. Therefore, with the increasing convergence of quality and technology, how to realize the consistency between the product image expression and the brand connotation expression through effective design means based on the brand image of various products of heavy industry enterprises. It has become the key of brand building and product modeling design. The purpose of the project is to carry out the brand personality positioning of Sany heavy Industry through the research and analysis of market users and internal employees, and to construct the product image personality characteristics of Sany heavy Industry truck Crane. Realize the expression of enterprise brand personality in automobile crane modeling design. The research of this subject uses many research methods, such as literature research, questionnaire survey, field investigation, data analysis and design project analysis, and combines the relevant theories of product design such as design psychology. Firstly, the paper expounds the construction and identification of enterprise product brand personality, analyzes the brand personality of Sany heavy Industry, and then studies the characteristics and influencing factors of construction machinery product modeling design. The present situation and development trend of automobile crane design at home and abroad are analyzed. Finally, the "brand personality characteristics" proposed by the brand image master Aaker is introduced into the stage of image positioning of truck crane products, and the model of automobile crane modeling design based on brand personality is constructed. Adopting qualitative and quantitative methods to investigate the internal employees and product users of Sany heavy Industries, and to construct the personality characteristics of the Sany brand. Brand personality words are used as image words to guide the expression of visual level to complete the project design.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：TH213.6;U469.64

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