發(fā)布時間：2019-06-02 01:11

【摘要】： 品牌個性是產(chǎn)品品牌的核心,是檢驗產(chǎn)品競爭力的重要因素。許多跨國企業(yè),如奔馳汽車、寶馬汽車、諾基亞手機等,從視覺識別的角度來應用品牌個性,取得了良好的市場效果。這些企業(yè)通過經(jīng)驗性地應用品牌個性,使品牌個性被用戶識別、接受和認同。不過,這些工作缺乏系統(tǒng)性和科學性。與此同時,學術(shù)界的相關(guān)研究尚處于起步階段。由此可見,從視覺的角度來研究品牌個性,無論對于企業(yè)界還是學術(shù)界,都具有重要的意義。 本研究將結(jié)合設計藝術(shù)學、心理學、計算機科學、管理學、傳播學等學科的相關(guān)知識,從視覺識別的角度初步探討產(chǎn)品品牌個性識別與獲取。其中,品牌個性包括個性特征和產(chǎn)品意象兩個方面:個性特征是指某品牌具有區(qū)別于其它品牌的產(chǎn)品特征,而產(chǎn)品意象特指某品牌所獨有的產(chǎn)品意象。本研究主要從六個部分探討產(chǎn)品品牌個性的視覺識別。 第一部分為論文的第1章,本章分析了品牌個性和品牌個性識別的意義與內(nèi)涵,據(jù)此提出從視覺識別的角度來研究品牌個性,并將品牌的個性特征及產(chǎn)品意象作為產(chǎn)品識別的研究內(nèi)容,進一步地,提出本文的研究目標與研究框架。 第二部分為論文第2章。該部分介紹了與產(chǎn)品品牌個性識別相關(guān)的已有研究,包括三個方面:其一與產(chǎn)品識別相關(guān),包括文化元素識別、產(chǎn)品識別、人臉識別、感性工學和意象尺度;其二與品牌個性相關(guān),包括企業(yè)形象識別和品牌個性;其三分析了產(chǎn)品特征的視覺識別機制,包括產(chǎn)品視覺表象、產(chǎn)品特征注意、產(chǎn)品特征識別和特征識別的規(guī)律。 第三部分對應于論文的第3章與第4章,該部分以第一部分和第二部分的相關(guān)研究為基礎(chǔ),探討了產(chǎn)品品牌的個性特征識別。第3章分析了產(chǎn)品特征構(gòu)成及個性特征識別,據(jù)此提出獲取個性特征的方法。本章以Juki、Zoje、Singer、Brother和飛躍五種國際知名工業(yè)縫紉機為例,應用認知實驗獲取了識別度高的產(chǎn)品造型特征,據(jù)此應用分類樹技術(shù)獲取對應于各品牌及子品牌的個性特征。第4章以第3章的研究為基礎(chǔ),提出以產(chǎn)品特征原型為識別標準,通過構(gòu)建品牌個性特征的識別模型,來判斷產(chǎn)品所屬的品牌類型。本章提出了產(chǎn)品特征原型的概念、基本原理及構(gòu)建方法,并以工業(yè)縫紉機為例,應用神經(jīng)網(wǎng)絡等技術(shù)構(gòu)建產(chǎn)品品牌個性的識別模型。進一步地,應用認知實驗來驗證本識別模型的有效性,結(jié)果表明該模型合理、有效。 第四部分對應于論文的第5章與第6章,該部分以第一部分和第二部分的相關(guān)研究為基礎(chǔ),主要探討了品牌個性中產(chǎn)品意象識別。第5章分析了產(chǎn)品意象的思維結(jié)構(gòu),構(gòu)建了產(chǎn)品總意象和子意象、以及子意象和產(chǎn)品構(gòu)成元素的關(guān)系。本章以太陽鏡為案例,采用多元自適應回歸樣條技術(shù)構(gòu)建產(chǎn)品總意象與子意象的對應關(guān)系,從中選擇最優(yōu)子意象;用回歸樹技術(shù)得到產(chǎn)品子意象與構(gòu)成元素的匹配關(guān)系,從中選擇對應于最優(yōu)子意象的產(chǎn)品構(gòu)成元素。第6章以產(chǎn)品意象的思維結(jié)構(gòu)為基礎(chǔ),結(jié)合產(chǎn)品品牌結(jié)構(gòu)和品牌個性的特點,提出了品牌個性中產(chǎn)品意象的識別結(jié)構(gòu)及其識別方法,以獲取各品牌的產(chǎn)品意象。本章先用認知實驗獲取產(chǎn)品意象的數(shù)據(jù),再用分類樹技術(shù)得到對應于各品牌的產(chǎn)品意象,并用回歸樹技術(shù)得到產(chǎn)品意象與產(chǎn)品特征的匹配關(guān)系,進一步地得到具有品牌個性的產(chǎn)品特征組合。 第五部分為論文第7章,該部分以前四部分為基礎(chǔ),以工業(yè)縫紉機為案例,實現(xiàn)了基于視覺感知的品牌個性識別原型系統(tǒng),包括產(chǎn)品個性識別子系統(tǒng)和產(chǎn)品意象識別子系統(tǒng)。該系統(tǒng)證明本文的理論、方法與技術(shù)具有有效性和實用性。 第六部分對應于論文第8章,該部分總結(jié)了本文的研究工作,討論了一些未解決的問題,并介紹了進一步的研究工作。
[Abstract]:Brand personality is the core of product brand, and is an important factor to test the product competitiveness. Many multinational enterprises, such as Mercedes-Benz, BMW, Nokia, and the like, apply the brand's personality from the perspective of visual recognition, and have achieved a good market effect. Through the experience of the brand personality, these enterprises make the brand's personality recognized, accepted and accepted by the user. The work, however, is of a lack of systematic and scientific nature. At the same time, the research of academic circles is still in the initial stage. Therefore, it is of great significance to study the brand personality from the visual angle, whether it is for the business community or the academic circle. This study will be based on the related knowledge of design art, psychology, computer science, management, communication and so on. In addition, the brand's personality includes two aspects: personality characteristics and product image: the individual character is the product characteristic that is different from other brands, and the product image refers to the product unique to a brand. The main part of this study is to explore the view of product brand personality from six parts. The first part is the first chapter of the thesis. This chapter analyses the meaning and connotation of brand personality and brand personality identification, and then puts forward the study of brand personality from the angle of visual recognition, and studies the characteristics of the brand and the product image as the product identification. The content, further, put forward the study of this article Objective and research framework. The second part is the second chapter of the thesis. This part introduces the existing research related to the product brand personality identification, including three aspects: one is related to product identification, including cultural element identification, product identification, face recognition, perceptual learning and image rule The second is related to the brand's personality, including the identification of the enterprise image and the brand personality, and the visual recognition mechanism of the product features, including the visual representation of the product, the product characteristics and the product. The law of identification and characteristic recognition. The third part corresponds to Chapter 3 and Chapter 4 of the paper, which is based on the relevant research of the first part and the second part. This paper discusses the identification of the personality characteristics of the product brand. Chapter 3 analyzes the characteristics of the product and the characteristics of the personality. This chapter takes Juki, Zoje, Singer, Brother and five international well-known industrial sewing machines as an example. The article, based on the research of Chapter 3, puts forward the identification standard with the prototype of the product as the recognition standard and the identification of the characteristics of the brand. The model is used to judge the brand type to which the product belongs. This chapter puts forward the concept, the basic principle and the construction method of the product feature prototype, and takes the industrial sewing machine as an example to apply the neural network and so on. The identification model of the brand personality of the product is constructed, and further, the cognitive experiment is applied to verify the existence of the identification model. The results show that the model is reasonable and effective. The fourth part corresponds to Chapter 5 and Chapter 6 of the paper, and the part is based on the first part and the second part. On the base, the product image recognition in the brand's personality is mainly discussed. Chapter 5 analyzes the thinking structure of the product image, and constructs the total image of the product. The relationship between the sub-image and the sub-image and the product's constituent elements is presented in this chapter. The corresponding relation between the total image and the sub-image is constructed by using the multi-element self-adaptive regression spline technique, and the optimal sub-image is selected from the sub-image. The regression tree is used. the technology obtains the matching relation between the product sub-image and the constituent element, The article is based on the thinking structure of the product image, and combines the characteristics of the product brand structure and the brand personality, and puts forward the recognition of the product image in the brand's personality. in this chapter, the data of the product image is acquired by the cognitive experiment, and the product image corresponding to each brand is obtained by using the classification tree technology, and the matching relation between the product image and the product characteristic is obtained by the regression tree technology, The fifth part is the seventh chapter of the thesis, based on the four parts of this part, based on the industrial sewing machine, the prototype of the brand personality recognition based on the visual perception is realized. The system comprises a product personality identification subsystem and a product image recognition subsystem, wherein the system This paper has proved that the theory, method and technology of this paper are effective and practical. The sixth part is corresponding to Chapter 8 of the paper, which summarizes the research in this paper.
【學位授予單位】：浙江大學
【學位級別】：博士
【學位授予年份】：2008
【分類號】：F273.2

【引證文獻】

相關(guān)博士學位論文 前1條

1 張祥合;復雜場景中目標識別與分類的仿生原理和方法[D];吉林大學;2012年

相關(guān)碩士學位論文 前6條

1 趙丹;品牌個性對品牌體驗和品牌關(guān)系的中介作用研究[D];吉林大學;2011年

2 楊琦;基于形態(tài)分析理論的汽車防太陽光熱輻射產(chǎn)品的設計研究[D];華東理工大學;2012年

3 賈凡;企業(yè)管理軟件基于移動設備終端的用戶體驗設計[D];華東理工大學;2012年

4 陳文勤;基于感性工學理論的服裝風格量化與建模研究[D];東華大學;2012年

5 王娜;牛仔褲品牌平面廣告的視覺要素關(guān)注點研究[D];東華大學;2012年

6 王中;基于產(chǎn)品族群特性的商用車產(chǎn)品識別設計[D];湖南大學;2012年

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本文編號：2490716