用产品形象不断塑造企业品牌

上海交通大学硕士学位论文用产品形象不断塑造企业品牌姓名：李莹玮申请学位级别：硕士专业：设计艺术学指导教师：张同20070101-2--3--4-USINGPRODUCTIONIMAGETOCONTINUOUSLYBUILDBRANDIMAGEABSTRACTNowadays,thecompetitionsinmarketingrunhotlywiththeincreasingabundanceofproducts.Asaresult,consumershaveturnedtheirpursuitsfrom“material”to“non-material”level,whichrequiresnotonlytheuserexperience(UE)butalsotheemotionexcitement.Thechangingvalueofconsumersindicatesthatnewstrategieshavetobetakenonmarketingandproduction.Becauseofthefuriouscompetitionsinmarket,thebrandhasreceivedmoreandmoreconcernssinceitworksasthediscriminationofproducts.Consumablemanufacturershavealreadyputemphasisonbrandvalueconstructionsintheirdevelopment.Meanwhile,manyindustrials,especiallytheChinesemanufacturersareengagedinthebrandreformmovement:thebrandimageisundertransitionandthebrandvalueistobeenhanced.Inthisstage,mostflexibilityshouldbeincludedinthebrandimageconstructionofindustrials.Moreover,astraightforwardgoalandinstructiveblueprintofdevelopmentareinurgentneed.Fordurableconsumablemanufacturers,theuserexperience(UE)ofconsumers,inmostcases,originatesfromtheproductitself.Andtheexcellentproductimagecanprovidetheirbrandwithastrongsupport.Consequently,designingcanplayanimportantpartintheprocessofbrandconstruction.Thepurposeofthisdissertationistodiscusshowtomakebetteruseofindustrialdesigninbrandconstructionprocess.Meanwhile,asetofpracticaldesignprocessissuggested,whichisvaluabletofuturereference.Thedissertationisoutlinedasfollows:Inthefirstpart,wewilldiscussthedefinitionandcontentofproductimage,-5-studythecentralpositionofindustrydesigninproductimageandthewayitinfluenceconsumptionbehavior.Thenthekeypointofproductimageconstructionissettled,whichincludestheutilizationofdesignelements,conductiontoconsumerswiththeinformationthatproductcontainsthrough“product-semantics”,andtheinfluenceofsingleproductandseriesofproductsgrouphaveonconsumerimpression.Afterdeterminingthemeaningofproductimageaswellastheultimateofdesign,inthesecondpart,wediscussedtheobjectiveofbrandimageconstructioninindustrialsofthetime.Therequirementsofproductimageanddesigninbrandimageconstructionarereferredtoo.Next,westudiedtheconditionsofbrandandproductimageindomesticindustrialsandfindouttheproblemsinmanagementprocessandproductdesign.Bycombiningwiththecasesoffamousbrands,wealsoexploredthepatternofbuildingproductimagebasedontheobjectiveofbranddevelopment.Thelastpartisthepracticalstudy.Accordingtotheprojectexperience,weindicatedasetofproductdesignprocesswhosedesignelementsaresettled.Suggestionsareproposedtotheshortcomingsofdesignmanagementpatternanddesigneremployeetraininginindustrials.KEYWORDS:brandimage,productimage,designprocess200701192007011920070119-5-1——-6-nikeadidasIkea2-7-1[1]70[2]2CIPI80CorporateIdentityCICICIVisualIdentityVIMindIdentityVIBehaviorIdentity[6]ProductionIdentityPICI-8-ProductionIdentityPIPI1-9-2----10-1-1Figure1-1Researchframeworkofthisdissertation-11-2-1[9]Figure2-1Thestructureofsupplies[9]DesignIdentityDI-12-[10]Hirano&AssociatesInc.LG1.2.3.4.-13-IndustrialDesignersSocietyofAmericaIDSADreyfuss1967[11]1.2.3.-14-4.12-15-11.2.3.4.-16-CarolynBloomer[13]2-2mp3Figure2-2Colorfulmp3playersforyoungconsumers-17-2-18-2-3Figure2-3The“Memphisstyle”cookingutensils3-19--20-151.2.3.4.5.345[9]-21-ManagingBrandEquityandBuildingStrongBrands·22030·[16]-22-IBMDELLSONYToshibaIBMSONYApple-23-·2006167,000256,926356,201448,907-24-532,319630,131727,941827,848927,5011021,7953-1Table3-1Thetop10most-valuablebrands51999566.542000439330260-25-1.2.3.4.5.-26-1-27-[9]AdvancedMarketingStrategy[16]-28-2·[27]3-1[27]Figure3-1Theidealmodelofcustomers’respondingtoproductiondesign[27]///-29-3-30-3-2Figure3-2Theinteractionsofbrandimageandproductionimage-31-TCLOT-S850kddi4-1TCLOT-S850Figure4-1TCLOT-S850MobilePhoneDesign-32-14-2Figure4-2Theproblemsinbrandimagebuildingprocess-33-2WTOWTOOEM2006DesignContinuumPI-34-4-3Figure4-3Theimpactsfromcorporationcorevaluetodesignstrategy1BMWBMW——BMWBMWBMW-35-4-4BMWFigure4-4DesignfeaturesofBMWcarsPhilipPhilipsPhilipsPhilipsPhilipsPhilips-36-4-5PHILIPSFigure4-5TheuniformproductionimageofPHILIPSironsPhilips-37-4-6PhilipsFigure4-6TheoutlinesofPHILIPSirons2-38-NokiaNokia1-9NNokiaNokiaNokiaNokia4-7NokiaFigure4-7ProductionlinesofNOKIA1series2series3series5series6series7series8series9seriesNseriesNseries-39-4-8NOKIAFigure4-8NOKIAmobilephonesofnineseries3-40--41-4-9Figure4-9Theprincipleofbuildingproductionimage-42-1[37]-43-2-44-3-45-5-1[39]Figure5-1Thecharactersofdifferentstyles[39]-46-PIProductionIdentityCICICICICI-47-12-48-3PICIPI-49-PI-50-1-51-PhilipsPhilips-52-2[41]6-1-53-Figure6-1Life-styleimageboardsaboutyoung-and-stylishmobilephoneusers6-2Figure6-2Moodboardabout“joy”-54-6-3Figure6-3Productionboardabout”joy”Nokia61086-4Nokia6108Figure6-4TheimagededucingprocessofNOKIA6108mobilephone-55-6-5Figure6-5Thestepsofproductiondesignprocess-56-Swatch-57-6-6Figure6-6Thedesignprocessofdesignelements-58-6-7Figure6-7Thetransformingprocessfromsocialbackgroundtodesigntrend-59-1-60--61-2BlackwellMiniardEngel2001WindGreen19741.2.ActivityInterestOpinionAIO3.4