本文關(guān)鍵詞：本土汽車品牌展示設(shè)計(jì)心理評(píng)價(jià)研究　出處：《江南大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

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【摘要】： 本文立足于經(jīng)濟(jì)體系由服務(wù)經(jīng)濟(jì)向體驗(yàn)經(jīng)濟(jì)過渡的這一宏觀經(jīng)濟(jì)背景,選取近年來快速崛起的本土汽車品牌為研究對(duì)象,研究其在品牌展示設(shè)計(jì)環(huán)節(jié)的效果和趨向;將深度訪談法、問卷調(diào)查法、關(guān)聯(lián)分析法和比較分析法相結(jié)合,以品牌認(rèn)知及其相關(guān)理論研究為基礎(chǔ),進(jìn)行本土汽車品牌展示設(shè)計(jì)的心理評(píng)價(jià)研究。首先研究汽車品牌展示設(shè)計(jì)的實(shí)踐發(fā)展歷程,總結(jié)各階段所涉及到的理論并作國內(nèi)外的對(duì)比研究,進(jìn)而細(xì)致分析實(shí)際案例并對(duì)案例作比較研究;從中獲取對(duì)本土汽車品牌展示設(shè)計(jì)的啟示;然后據(jù)此做本土實(shí)踐的發(fā)展研究,分析本土的品牌展示設(shè)計(jì)現(xiàn)狀、查找優(yōu)勢(shì)和劣勢(shì),探索未來發(fā)展的趨向。 在這一系列研究的基礎(chǔ)上,展開論文的實(shí)證研究。首先甄別選擇訪談對(duì)象,擬定訪談腳本對(duì)選擇的對(duì)象進(jìn)行深度訪談,定性了解消費(fèi)者對(duì)汽車品牌展示設(shè)計(jì)的認(rèn)知情況;以此為依據(jù)設(shè)計(jì)調(diào)查問卷并反復(fù)修改,最終問卷通過網(wǎng)絡(luò)問卷調(diào)查平臺(tái)發(fā)放并回收,所得數(shù)據(jù)進(jìn)行定量研究;從十個(gè)方面進(jìn)行消費(fèi)者認(rèn)知狀況分析,從各項(xiàng)考察因素與相關(guān)特征因素的關(guān)聯(lián)分析中,獲得消費(fèi)者的認(rèn)知情況和態(tài)度指數(shù)。最后,對(duì)全部研究?jī)?nèi)容進(jìn)行了總結(jié)并提出系統(tǒng)、全面的研究結(jié)論,指出不同類型消費(fèi)者的整體認(rèn)知差異,最終提出提升本土汽車品牌展示設(shè)計(jì)效果的方法。 論文研究涉及體驗(yàn)經(jīng)濟(jì)、體驗(yàn)設(shè)計(jì)、展示設(shè)計(jì)、設(shè)計(jì)效果心理評(píng)價(jià)以及品牌學(xué)方面的諸多理論,將多學(xué)科進(jìn)行交叉融合,在研究的內(nèi)容、方法、結(jié)論上均有所突破。目前論文相關(guān)方面的研究成果較為豐富,但與論文直接相關(guān)的研究成果尚不多見,因此論文具有一定的創(chuàng)新性。論文研究的方法、過程和結(jié)果可以拓展到更多方面,比如其他產(chǎn)業(yè)、其他類型的體驗(yàn)設(shè)計(jì),其他類型的品牌以及針對(duì)不同類型消費(fèi)者進(jìn)行的體驗(yàn)設(shè)計(jì)研究等等,形成豐富多樣的后續(xù)研究。
[Abstract]:Based on the macroeconomic background of the transition from service economy to experiential economy, this paper selects the local automobile brand which has been rising rapidly in recent years as the research object. Research its effect and trend in the design link of brand display; The combination of in-depth interview, questionnaire survey, correlation analysis and comparative analysis is based on brand cognition and related theoretical research. The psychological evaluation of the local automobile brand display design is studied. Firstly, the development process of the automobile brand display design is studied, and the theories involved in each stage are summarized and compared at home and abroad. Then it analyzes the actual cases and makes a comparative study of the cases. From which to get the inspiration to the local automobile brand display design; Based on this, the author studies the development of local practice, analyzes the present situation of local brand display design, finds out the advantages and disadvantages, and explores the trend of future development. On the basis of this series of studies, the empirical research of the thesis is carried out. Firstly, we select the interview subjects and draw up the interview script to conduct in-depth interviews. To qualitatively understand consumers' cognition of automobile brand display design; Based on this, the questionnaire is designed and revised repeatedly, and the final questionnaire is distributed and recovered through the network questionnaire platform, and the obtained data are quantitatively studied. From ten aspects of consumer cognitive analysis, from the investigation of factors and related characteristics of the correlation analysis, to obtain consumer cognition and attitude index. Finally. This paper summarizes all the research contents and puts forward the systematic and comprehensive research conclusions, points out the overall cognitive differences of different types of consumers, and finally puts forward the methods to improve the design effect of the local automobile brand display. The thesis involves experience economy, experience design, display design, psychological evaluation of design effect and many theories of brand science. There are some breakthroughs in the conclusion. At present, the related research results are relatively rich, but the research results directly related to the papers are still rare, so the paper has a certain degree of innovation and research methods. Processes and results can be extended to many other areas, such as other industries, other types of experience design, other types of brands and experience design research for different types of consumers, and so on. To form a rich and diverse follow-up study.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F426.471

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 周巾琪;家紡布藝產(chǎn)品展示設(shè)計(jì)研究[D];中南林業(yè)科技大學(xué);2012年

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本文編號(hào)：1440302