| 基于企业品牌形象的产品形象构建方法研究 |
| |
| 引用本文： | 沈法,谢质彬,郑堤,霍发仁.基于企业品牌形象的产品形象构建方法研究[J].包装工程,2007,28(5):88-90,103. |
| |
| 作者姓名： | 沈法 谢质彬 郑堤 霍发仁 |
| |
| 作者单位： | 宁波大学,宁波,315211 |
| |
| 摘 要： | 结合目前产品形象研究的现状和发展趋势,以企业品牌形象和产品形象的概念及关系为基础,提出了从不同企业产品形象的差异化,企业内产品形象的一致性等方法来构建产品形象系统,实现企业品牌形象和产品形象表达的一致性.
|
| 关 键 词： | 企业形象 品牌形象 产品形象 产品形象系统 |
| 文章编号： | 1001-3563（2007）05-0088-03 |
| 修稿时间： | 2007-03-13 |
Study on Construction Methods of Product Identity Based on Corporate Brand Image |
| |
| SHEN Fa,XIE Zhi-bin,ZHENG Di,HUO Fa-ren.Study on Construction Methods of Product Identity Based on Corporate Brand Image[J].Packaging Engineering,2007,28(5):88-90,103. |
| |
| Authors: | SHEN Fa XIE Zhi-bin ZHENG Di HUO Fa-ren |
| |
| Affiliation: | Ningbo University, Ningbo 315211, China |
| |
| Abstract: | Considering current situation and development trend of Product Identity investigation, based on concepts of Corporate Brand Image and Product Identity and their relations, methods of constructing prod- uct identity system were put forward, according to the differentia of different corporate product identity and consistency of in-corporate product identity, to realize the consistency of corporate brand image and expres- sion of product identity. |
| |
| Keywords: | corporate identity brand image product identity product identity system |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
|
