品牌战略下产品视觉特征的建构

发布时间：2018-06-25 14:36

本文选题：品牌 + 品牌战略　；参考：《南京理工大学》2008年硕士论文

【摘要】： 伴随经济的快速发展,不同产品的性能、质量、销售的差异日益缩小,非价格竞争日益凸现,竞争方式的变革使得品牌的市场功能日益显现,品牌逐渐成为消费者选择产品的主要依据。品牌是一种概念和认识,它的存在依附于具体有形的产品,并通过消费者的认知而产生。视觉特征的建构属于产品设计的一个内容,其作用在于获得消费者认同,实现品牌的价值。论文从视觉在消费者认知过程中的重要作用出发,进而提出视觉特征建构的内在和外在意义,为下面的研究提供了理论基础;采用分解与重构的方法,通过对视觉特征的主要要素进行分别研究,包括造型、色彩、质感,探求如何通过各要素的建构提升品牌的价值。对造型特征建构的研究是从造型的语义、出发,研究系列化产品的造型特征建构方法;对色彩特征建构的研究主要包括了色彩的视觉心理研究,以及系列化产品色彩特征的建构方法;对质感特征建构的研究主要是视觉质感的建构。通过系统论将产品视觉特征的建构置于品牌战略控制下,结合前面对视觉特征建构方法的研究、对著名品牌的案例分析及实际案例的设计,探求品牌战略下产品视觉特征建构的方法步骤,并通过实际案例分析验证。以期能为立足发展品牌战略的企业提供参考。
[Abstract]:With the rapid development of economy, the differences of performance, quality and sales of different products are shrinking day by day, the non-price competition is becoming more and more prominent, and the change of competition mode makes the market function of brand more and more obvious. Brand has gradually become the main basis for consumers to choose products. Brand is a concept and understanding, its existence depends on the concrete tangible product, and produces through the consumer's cognition. The construction of visual features belongs to the content of product design, and its function is to gain the recognition of consumers and realize the value of brand. Starting from the important role of vision in the process of consumer cognition, this paper puts forward the internal and external significance of visual feature construction, which provides the theoretical basis for the following research. Through the study of the main elements of visual features, including modeling, color, texture, explore how to improve the brand value through the construction of each element. The research of modeling feature construction is based on the semantics of modeling, the research of modeling feature construction method of serialized products, the research of color feature construction mainly includes the visual psychology research of color, And the construction method of color characteristics of serialized products, the research of texture feature construction is mainly the construction of visual texture. Under the control of brand strategy, the system theory puts the construction of product visual feature under the control of brand strategy, combining with the previous research on the method of visual feature construction, the case analysis and actual case design of famous brand. This paper explores the method and steps of product visual feature construction under brand strategy, and verifies by actual case analysis. In order to base on the development of brand strategy enterprises to provide reference.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】