色彩与产品生命周期

发布时间：2018-07-07 11:37

本文选题：产品生命周期 + 色彩　；参考：《重庆大学》2007年硕士论文

【摘要】： 与国外知名品牌的生命周期相比,我国许多产品生命周期相对较短,有的甚至在市场启动初期就遭到突然的市场失败或市场死亡。现阶段,“如何延长产品生命周期,增加企业收益”是当下共同关注的问题。在产品日趋同质化的今天,设计越来越为人所瞩目,成为国民经济新的推动力。色彩作为产品的最直接感受,与消费者有着密切的联系。色彩消费作为一种新的消费意识,被欧美及世界其它许多国家的企业广泛运用到企业的营销活动当中,成为竞争优势的一种策略。在产品的整个生命周期中要满足消费者的感性需求,其中色彩是感性需求最具代表性的一面,在产品设计过程中,仅考虑造型、功能是不够的,色彩设计必不可少。本文将“产品生命周期概念”引入色彩设计,探讨色彩与产品生命周期之间的联系。运用营销学、色彩学、哲学、流行色等理论和方法,归纳总结基于产品生命周期的色彩营销与产品色彩设计方法。论文共由六章组成,按组织结构可分为以下几方面: 第一章为绪论部分,阐明研究课题的总体情况、论文主要研究方法,研究的背景和意义。第二、三章是对色彩、色彩文化与产品生命周期理论的综合梳理,介绍了色彩在设计时注意的问题和产品生命周期的营销策略。第四、五章是本文的主体部分。第四章结合产品生命周期的营销策略,阐述基于产品生命周期的色彩营销计划,以及要注意的问题,通过实例肯定了色彩营销对于增加收益同时延长产品生命周期的作用;第五章提出了基于产品生命周期不同阶段的产品调研、设计方案。对产品的色彩设计提出了一些建议:首先定位产品性质,市场色彩调研,然后根据材料、定位、工艺、人机、色彩文化等知识,再融合产品生命周期概念,实现最佳色彩设计。第六章为结语部分,总结本文的研究成果,通过研究不足对色彩和产品生命周期的相互促进进行展望。
[Abstract]:Compared with the life cycle of well-known foreign brands, the life cycle of many products in China is relatively short, and some even suffer sudden market failure or market death at the beginning of the market. At the present stage, "how to prolong the life cycle of the product and increase the income of the enterprise" is a common concern at present.
Today, the product is becoming more and more homogeneous, the design is becoming more and more attractive and a new driving force of the national economy. Color is the most direct feeling of the product and has a close connection with the consumer. As a new consumption consciousness, color consumption is widely used by the enterprises in Europe and the United States and many other countries in the world to the marketing activities of the enterprises. In the whole life cycle of the product, we should meet the consumer's emotional needs. Color is the most representative side of the perceptual demand. In the process of product design, the function is not enough, and the color design is essential.
In this paper, the concept of product life cycle is introduced to color design, and the relationship between color and product life cycle is discussed. Using the theories and methods of marketing, color science, philosophy, fashion color and so on, the method of color marketing and product color design based on product life cycle is summed up.
The thesis consists of six chapters. According to the organizational structure, it can be divided into the following aspects:
The first chapter is the introduction, which clarifies the overall situation of the research, the main research methods, the background and significance of the research.
The second, third chapter is the comprehensive combing of color, color culture and product life cycle theory, and introduces the problems of attention in the design of color and the marketing strategy of product life cycle.
The fourth, fifth chapter is the main part of this article. The fourth chapter combines the marketing strategy of product life cycle, expounds the color marketing plan based on the product life cycle, and the problems to be paid attention to. Through an example, it affirms the effect of color marketing on increasing the profit and prolonging the life cycle of the product. The fifth chapter puts forward the product life cycle based on the product life cycle. At different stages of product research and design, some suggestions are put forward for the color design of the product: first, the product nature, the market color survey, and then the knowledge of material, positioning, craft, man-machine, color culture and so on, and then the concept of product life cycle is reintegrated, and the best color design is realized.
The sixth chapter is the conclusion, summarizing the research results of this paper, and looking forward to the mutual promotion of color and product life cycle through the lack of research.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J06

【引证文献】