文档介绍：上海交通大学
硕士学位论文
差异化设计策略研究——从品牌差异化到产品差异化
姓名:胡莹
申请学位级别:硕士
专业:设计艺术学
指导教师:刘国余
20060101
上海交通大学硕士学位论文摘要
差异化设计策略研究
从品牌差异化到产品差异化
摘要
现代的市场竞争日益激烈企业为消费者体现出差异化的价值已刻
不容缓品牌的概念早已提出营销的各种理念也很热门然而却缺乏
从设计策略角度上去支持品牌的定位
本文以为消费者提供差异性的价值为出发点首先探讨差异化战略
和差异化品牌定位包括介绍 STP USP 等等思考方法十字定位图
布局图 2 个定位工具然后以品牌形象为中介建设产品形象系统
在品牌到产品的系统设计研究中本文引入了品牌传播模型来解释和研
究产品形象最后是结合该模型讨论建立企业的视觉形象库和 PI 手
册其中视觉形象库是从抽象的感性的定义产品形象而 PI 手册是
具象的理性的选择评估和分级产品形象特征因子两者相辅相成共
同维护品牌产品的和谐统一
产品形象是要不断创新的探索消费者不断变化的需求结合最新
的技术和工艺这样才能保持整个品牌的新鲜活力
关键词设计策略差异化品牌形象产品形象
第 I 页
上海交通大学硕士学位论文 ABSTRACT
RESEACH ON DIFFERENTIATION IN DESIGN STRATEGY
DIFFERENTIATION FROM BRAND TO PRODUCT
ABSTRACT
Nowadays, petition getting more and more intense it is
urgent that enterprises provide specific value to customs corresponding to
their needs. The concept of ‘Brand’ has been proposed since decades of years
ago while the concept of Marketing is also very popular with people.
However, there isn’t sufficient research on supporting branding through
design strategy.
Oriented towards providing consumers with different value, this article
starts from discussing about differentiation strategy and branding, including
introductions of thinking ways of STP, USP and tools of Crossing Map and
Distribution Map. Then brand image is taken as ‘intermediary’ to explain how
to establish product identity system. Furthermore, the ‘brand-customer
transmitting model’ is created to explain and the research product identity.
Finally linked with the model, Visual Language House and PI handbook
are developed. Visual Language House is abstract and emotional while PI
handbook is detailed and sensible. These two elements work together to
maintain harmonious relationship between the brand and product.
Nevertheless, as consumer demands changing and technology
developing, product identity system needs unceasingly innovation. In this way,
the entire brand could maintain energetic and attracting to its target
customers.
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