从横向造型特征统一性看奥迪品牌发展

汽车行业的发展已从传统的技术型驱动转变为品牌文化与技术型双重驱动。一方面．用户希望从产品背后得到更多的东西；另一方面，汽车厂商希望通过“提炼信息然后不断强化”的造型手法增强用户粘性，汽车造型设计中的横向造型特征统一性作为构建汽车品牌文化的载体和手段已发展为汽车企业的核心竞争力。文童将奥迪汽车的横向造型特征统一性分为车身侧面、车身前脸、车身尾部三个部分进行分析，探讨汽车的横向造型特征统一性与汽车品牌发展的关系。

Analysis about Brand Development of Audi from Characteristics Unity of Horizontal ModellingModelling

The development of the car industry has already changed from traditional technology to the double pattern of brand culture with technology.on the one hand ,The user wants to get something more from the product ;on the other hand ,the auto makers want to enhance the user＇s dependence by extracting and strengthening the information.As the carrier and means of building the car brand culture, chaaracteristic unity of the horizontal modelling in automobile modelling design has become the core competitiveness in car companies. This paper analysis the characteristic unity of horizontal modelling of audi from the side ,front as well as tail of the car inorder to discuss the relationship between characteristic unity of horizontal modelling and the car brand development.