品牌战略影响下的产品形象塑造研究
发布时间：2018-11-26 20:41
【摘要】： 进入21世纪以来，日益激烈的国际化竞争环境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，而产品品牌所蕴含的精神理念和所代表的价值观念却是无法被模仿和替代的，这正是消费者选择产品的重要方面。因此，企业之间产品的竞争实质上变成了品牌与品牌之间的竞争，企业通过打造品牌最终完成产品的市场化。这一过程实际上就是要使产品的整体形象体现出企业品牌精神，塑造出具有差异性的、统一的产品形象，以使自己的产品能够从众多同类产品当中脱颖而出，赢得消费者的青睐。 品牌的主要表现形式是产品与广告，企业根据自身的情况采取不同的战略方式来树立品牌形象、扩大品牌的市场影响力与持久力。因此，作为品牌形象重要内容之一的产品形象设计必然会受到品牌战略的影响。本文从品牌战略的基本模式入手，分析了在企业管理层面和单个品牌层面的品牌战略影响下的产品形象设计。企业管理层面的品牌战略分为单一品牌战略和多品牌战略；单个品牌层面的品牌战略较多，其中与产品形象相关的有品牌定位战略、延伸战略、国际化战略等。产品形象设计的程序与方法主要分析了以下几点：第一，创造性地将产品形象的理念层面分为核心理念和扩展理念，并提出相应的总设计原则和分设计原则，以适应不同产品与品牌之间的关系以及产品在整个产品群中所处的位置，即：是核心产品、附属产品还是延伸产品等。其次，产品形象设计不是单个产品的设计，需要塑造出鲜明而统一的个性，因此有必要设定品牌产品的整体风格，并用语言描述出来。第三，在设计原则指导下，通过设计具有识别性的形态特征、色彩特征、材质特征、交互性特征等将差异性的风格通过产品形象表现出来，，并用消费者满意度理论对之进行评价。另外，本文还就产品形象的延续问题进行了分析，包括从品牌形象与消费者认知角度分析产品形象延续的必要性，从社会因素、技术因素、流行因素等角度分析产品形象更新的必然性，以及在产品形象延续的过程中需要注意的几个问题等。最后，以中国市场上的家电品牌为例分析了我国产品形象的发展现状，指出存在的问题以及发展方向，并以设计实例进一步说明。
[Abstract]:Since entering the 21st century, the increasingly fierce international competitive environment and the rapid development and popularization of technology have gradually reduced the differences among similar products in various enterprises. However, the spiritual concept and the values represented by the product brand cannot be imitated and replaced, which is the important aspect of consumers' choice of products. Therefore, the competition between enterprises becomes the competition between brand and brand in essence. This process is actually to make the overall image of the product reflect the spirit of the enterprise brand, create a different, unified product image, so that their products can stand out from many similar products. Win the favor of consumers. The main manifestation of brand is product and advertisement. According to their own situation, enterprises adopt different strategic ways to set up brand image and expand brand's market influence and durability. Therefore, as an important part of brand image, product image design is bound to be influenced by brand strategy. Starting with the basic mode of brand strategy, this paper analyzes the product image design under the influence of enterprise management and single brand strategy. The brand strategy of enterprise management is divided into single brand strategy and multi-brand strategy, and there are many brand strategies in single brand level, among which brand positioning strategy, extension strategy, internationalization strategy and so on are related to product image. The procedures and methods of product image design are analyzed as follows: firstly, the concept level of product image is creatively divided into core idea and extended idea, and the corresponding general design principle and sub-design principle are put forward. In order to adapt to the relationship between different products and brands and the position of products in the whole product group, that is, core product, subsidiary product or extension product, etc. Secondly, product image design is not a single product design, it needs to create a distinct and unified personality, so it is necessary to set the brand product overall style, and describe it in language. Third, under the guidance of the design principles, through the design with identifiable morphological features, color features, material characteristics, interactive features and so on, the different styles can be expressed through the product image. And consumer satisfaction theory to evaluate it. In addition, this paper also analyzes the continuation of product image, including the necessity of product image continuity from the perspective of brand image and consumer cognition, social factors, technical factors, This paper analyzes the inevitability of product image renewal and some problems needing attention in the process of product image renewal. Finally, taking the household appliance brands in China market as an example, this paper analyzes the current situation of product image development in China, points out the existing problems and the development direction, and further illustrates with a design example.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：TB472
本文编号：2359572
[Abstract]:Since entering the 21st century, the increasingly fierce international competitive environment and the rapid development and popularization of technology have gradually reduced the differences among similar products in various enterprises. However, the spiritual concept and the values represented by the product brand cannot be imitated and replaced, which is the important aspect of consumers' choice of products. Therefore, the competition between enterprises becomes the competition between brand and brand in essence. This process is actually to make the overall image of the product reflect the spirit of the enterprise brand, create a different, unified product image, so that their products can stand out from many similar products. Win the favor of consumers. The main manifestation of brand is product and advertisement. According to their own situation, enterprises adopt different strategic ways to set up brand image and expand brand's market influence and durability. Therefore, as an important part of brand image, product image design is bound to be influenced by brand strategy. Starting with the basic mode of brand strategy, this paper analyzes the product image design under the influence of enterprise management and single brand strategy. The brand strategy of enterprise management is divided into single brand strategy and multi-brand strategy, and there are many brand strategies in single brand level, among which brand positioning strategy, extension strategy, internationalization strategy and so on are related to product image. The procedures and methods of product image design are analyzed as follows: firstly, the concept level of product image is creatively divided into core idea and extended idea, and the corresponding general design principle and sub-design principle are put forward. In order to adapt to the relationship between different products and brands and the position of products in the whole product group, that is, core product, subsidiary product or extension product, etc. Secondly, product image design is not a single product design, it needs to create a distinct and unified personality, so it is necessary to set the brand product overall style, and describe it in language. Third, under the guidance of the design principles, through the design with identifiable morphological features, color features, material characteristics, interactive features and so on, the different styles can be expressed through the product image. And consumer satisfaction theory to evaluate it. In addition, this paper also analyzes the continuation of product image, including the necessity of product image continuity from the perspective of brand image and consumer cognition, social factors, technical factors, This paper analyzes the inevitability of product image renewal and some problems needing attention in the process of product image renewal. Finally, taking the household appliance brands in China market as an example, this paper analyzes the current situation of product image development in China, points out the existing problems and the development direction, and further illustrates with a design example.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：TB472
【引证文献】
相关期刊论文 前1条
1 徐战彬;;基于品牌战略的机床造型家族化设计[J];现代商贸工业;2012年04期
相关硕士学位论文 前6条
1 黄佳美;基于品牌延伸的产品形象识别研究[D];东华大学;2009年
2 王欣欣;产品形象识别与企业品牌建设[D];吉林大学;2011年
3 孙从丽;基于品牌战略的产品设计评估体系研究[D];山东大学;2008年
4 徐鹏;中国住宅整体厨房系统设计研究[D];山东大学;2008年
5 杨静静;装备制造业协同供应商产品形象设计研究[D];广东工业大学;2012年
6 文锋;企业品牌战略中产品设计的重要性研究[D];北方工业大学;2012年
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