基于品牌基因的比亚迪“汉”新能源汽车造型设计

发布时间：2018-06-05 19:52

本文选题：新能源汽车 + 品牌基因　；参考：《昆明理工大学》2017年硕士论文

【摘要】：近年来,环境污染和石油资源的日益枯竭使人们对新能源汽车的关注增加。各大汽车企业也都纷纷投入到新能源汽车的研发与推广当中。比亚迪作为我国新能源汽车行业的领军企业,其在新能源汽车领域的研发对我国新能源汽车产业有着重要的推进意义。当今社会,经济水平快速发展、市场竞争逐渐加剧,要求产品不仅质量优良,还要具有独特的品牌形象。在外观造型设计极为重要的汽车行业,就比亚迪而言,品牌的造型基因还不够完善,通过对比亚迪品牌基因的研究将有助于比亚迪更好地去探索与维系品牌的地位和延续品牌基因。本文以比亚迪新能源汽车“汉”的设计为研究对象,从汽车品牌、品牌DNA、产品造型特征等相关理论出发,引入汽车造型设计中的“品牌造型DNA”概念。设计前期通过提取产品特征线与可视化表达,研究了奔驰与奥迪两大品牌的品牌DNA,并且对汽车品牌造型DNA的提取与表达方法进行了阐述。接着,通过总结归纳得出的相关设计方法,对比亚迪全系汽车产品的前脸、尾部、整体轮廓线、腰线等重点部位进行了产品特征线的提取。根据产品出厂时间轴、王朝系列产品、新能源汽车的对比分析,总结归纳了比亚迪汽车的造型特征,进一步研究了比亚迪的品牌基因。同时,还针对新能源汽车产业行业环境、比亚迪现有新能源技术收集了大量的文献资料与官方数据。通过目标用户研究与需求分析进行了产品定位、用户角色模型的建立。通过发散性思维与收敛性思维的设计方法进行了头脑风暴与基于比亚迪品牌DNA的设计延伸。最终提出了基于比亚迪品牌DNA的新能源汽车“汉”的外观设计方案。对于比亚迪而言,汽车的外观造型无疑是传承品牌形象最重要的载体。面对越发激烈的行业竞争与越来越受大众关注的新能源汽车领域。比亚迪肩负着人们对于我国自主企业未来发展更大的期望。
[Abstract]:In recent years, environmental pollution and oil resource depletion make people pay more attention to new energy vehicles. Major automobile enterprises have also invested in the R & D and promotion of new energy vehicles. BYD is the leading enterprise in the new energy automobile industry in China. Its research and development in the field of new energy automobile has important significance to promote the new energy automobile industry in our country. Nowadays, with the rapid development of economic level and the aggravation of market competition, the products need not only good quality, but also unique brand image. In the automotive industry, where appearance design is extremely important, as far as BYD is concerned, the brand's modeling genes are not perfect enough. The research of BYD brand gene will help BYD to better explore and maintain the brand status and continue the brand gene. In this paper, the "Han" design of BYD's new energy vehicle is taken as the research object, and the concept of "brand modeling DNA" is introduced from the relevant theories of automobile brand, brand DNA, product modeling characteristics and so on. In the early stage of design, the brand DNAs of Mercedes-Benz and Audi brands were studied by extracting product feature line and visual expression, and the methods of extracting and expressing DNA of automobile brand modeling were expounded. Then, through summing up the related design methods, the product feature line is extracted from the front face, tail, whole contour line, waist line and other key parts of BYD automotive products. According to the comparative analysis of the production time axis, dynastic series products and new energy vehicles, the modeling features of BYD cars are summarized, and the brand genes of BYD are further studied. At the same time, the new energy industry environment, BYD existing new energy technology collected a lot of documents and official data. The product location and user role model are established through target user research and requirement analysis. Through the design method of divergent thinking and convergent thinking, the brainstorming and the design extension based on BYD brand DNA are carried out. Finally, a new energy vehicle, Han, is proposed based on BYD brand DNA. For BYD, car appearance is undoubtedly the transmission of brand image the most important carrier. In the face of more and more fierce industry competition and more attention by the public in the field of new energy vehicles. BYD is shouldering people's expectations for the future development of independent enterprises in China.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：U469.7

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