| 品牌调性下的手机材料品质感研究 |
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| 引用本文： | 陈橙,赵江洪,赵丹华. 品牌调性下的手机材料品质感研究[J]. 包装工程, 2017, 38(8): 142-146 |
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| 作者姓名： | 陈橙 赵江洪 赵丹华 |
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| 作者单位： | 湖南大学汽车车身先进设计制造国家重点实验室,长沙,410082;湖南大学设计艺术学院,长沙,410082 |
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| 基金项目： | 国家科技支撑计划（2015BAH22F01）；国家自然科学青年科学基金项目（61402159）；汽车车身先进设计制造国家重点实验室自主课题 |
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| 摘 要： | 目的针对产品材料品质感问题,以品牌调性为基础,研究材质材料选择和搭配的品质感设计方法。方法采用用户实证研究方法,以品牌调性定义的质感感性语义词为实验语义词,以市场调研而来的手机背壳热门材料或未来趋势材料为具体实验测量对象,对实验材料样本进行感官语义词测量,利用SD法分析实验数据,提出品质感提升的搭配设计方案。结论基于品牌调性,提升产品CMF品质感,使得产品CMF设计不仅满足了用户心理需求,而且增加了产品的品质感和品牌家族性。
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| 关 键 词： | 材料品质感 品牌调性 CMF设计 |
| 收稿时间： | 2016-12-21 |
| 修稿时间： | 2017-04-20 |
Mobile Phone Material Quality Based on the Brand Essence |
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| CHEN Cheng,ZHAO Jiang-hong and ZHAO Dan-hua. Mobile Phone Material Quality Based on the Brand Essence[J]. Packaging Engineering, 2017, 38(8): 142-146 |
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| Authors: | CHEN Cheng ZHAO Jiang-hong ZHAO Dan-hua |
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| Affiliation: | State Key Laboratory of Advanced Design and Manufacturing for Vehicle Body, Hunan University, Changsha 410082, China,School of Design, Hunan University, Changsha 410082, China and School of Design, Hunan University, Changsha 410082, China |
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| Abstract: | According to the research methods of product material quality sense based on the brand image, it aims to study the materials choice and brand essence design. Making the market research to understand the product material characteristics and combined with the brand essence to select materials samples and the semantic words samples, and then make the empirical research for users. Using the method of semantic differential, through analyze the quality of brand to promote and design the mobile phone back shell material. Product quality of CMF design. based on the brand essence making the product more in line with the brand features, more satisfying the psychological needs of users, let the brand with strong competitiveness for market. |
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| Keywords: | material quality sense brand essence CMF design |
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