| 产品识别创新中的特征符号建构 |
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| 引用本文： | 张凌浩. 产品识别创新中的特征符号建构[J]. 包装工程, 2009, 0(9) |
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| 作者姓名： | 张凌浩 |
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| 作者单位： | 江南大学; |
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| 基金项目： | 江苏省教育厅高校哲学社会科学基金指导项目(07SJD760016) |
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| 摘 要： | 分析了在特征符号建构中,既要重视产品(群)的类别属性和时间性,也要重视企业文化和品牌的现状和策略定位。还提出要重视消费者认知的历时性和共时性,这表现了特征符号的联系性和识别性。基于这些符号的特点,提出了具体构建特征符号原型的流程和方法。
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| 关 键 词： | 特征符号 产品类别 企业文化与品牌 |
Construction of Characteristic Symbol in the Innovation of Product Identity |
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| ZHANG Ling-hao. Construction of Characteristic Symbol in the Innovation of Product Identity[J]. Packaging Engineering, 2009, 0(9) |
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| Authors: | ZHANG Ling-hao |
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| Affiliation: | ZHANG Ling-hao(Jiangnan University,Wuxi 214064,China) |
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| Abstract: | It was emphatically analyzed that in the construction of the characteristic symbols we need to pay attention not only to the category attribute of the product and the timeliness,but also to the enterprise culture and the present situation and strategy of brand.The emphases on the synchronic and diachronic of consumer cognition were proposed,which exhibits the relations and the recognitions of the characteristic symbols.Based on the characteristics of the symbols,the detailed route and method of constructing... |
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| Keywords: | characteristic symbol product category enterprise culture and brand |
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