本文選題：網(wǎng)絡(luò)品牌　切入點(diǎn)：感性體驗(yàn)　出處：《上海交通大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代的來臨、品牌的營銷模式的改變、感性設(shè)計(jì)的新興,感性體驗(yàn)作為網(wǎng)絡(luò)品牌的戰(zhàn)略手段,具有實(shí)現(xiàn)差異化戰(zhàn)略、塑造品牌形象、營造品牌文化、創(chuàng)造品牌體驗(yàn)的價(jià)值。 本文首先以心理學(xué)、設(shè)計(jì)學(xué)和品牌學(xué)理論為基礎(chǔ),從感性層面研究網(wǎng)絡(luò)品牌。然后將網(wǎng)絡(luò)品牌感性體驗(yàn)的戰(zhàn)略實(shí)施分為三個(gè)步驟:從感性訴求進(jìn)行定位,通過感性體驗(yàn)進(jìn)行設(shè)計(jì),通過評估開展品牌戰(zhàn)略。接著根據(jù)網(wǎng)絡(luò)媒介的特性,提出將網(wǎng)絡(luò)品牌的感性體驗(yàn)劃分為感官體驗(yàn)、虛擬體驗(yàn)、情感體驗(yàn)、行為體驗(yàn)和關(guān)聯(lián)體驗(yàn)這五類,并分析不同的感性體驗(yàn)與設(shè)計(jì)要素之間的聯(lián)系。最后,通過全面分析網(wǎng)絡(luò)品牌感性體驗(yàn)的多個(gè)典型案例,為網(wǎng)絡(luò)品牌的理論和實(shí)踐的溝通架構(gòu)橋梁,為“感性體驗(yàn)設(shè)計(jì)”理論的發(fā)展提供素材和動(dòng)力,為網(wǎng)絡(luò)品牌感性體驗(yàn)戰(zhàn)略的實(shí)施提供參考。
[Abstract]:With the advent of the era of network economy, the change of brand marketing mode and the emerging of perceptual design, perceptual experience, as a strategic means of network brand, has the characteristics of realizing differentiation strategy, shaping brand image and building brand culture. Create the value of brand experience. Based on the theories of psychology, design and branding, this paper studies the network brand from the perceptual level, and then divides the strategic implementation of the perceptual experience of the network brand into three steps: positioning from the emotional appeal. According to the characteristics of network media, the perceptual experience of network brand is divided into five categories: sensory experience, virtual experience, emotional experience, behavioral experience and associated experience. Finally, through the comprehensive analysis of a number of typical cases of network brand perceptual experience, for the theory and practice of network brand communication bridge, It provides material and power for the development of the theory of "perceptual experience design", and provides reference for the implementation of network brand perceptual experience strategy.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.36;J50

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 盧曉迪;基于消費(fèi)者感知的電子服務(wù)質(zhì)量與品牌轉(zhuǎn)換關(guān)系研究[D];南京理工大學(xué);2012年

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本文編號：1596972