对产品特征符号的识别研究-设计学专业论文.docxVIP

华中科技大学硕士学位论文 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract Every international enterprise has its own unique distinctive product image. Regardless of the change and update how many times, they still can be identified by people. Facing with the impact of globalization and the fierce international market competition, the excellent enterprises take the focus on the core value of brand, cultural connotation and product identity in the competitive market. They are committed to creating excellent products which consistent with abstract spiritual pursuit and concrete visual form. It is worth mentioning that the product as a front of the corporate brand, which can be identified clearly by design features. The unique and distinctive characteristic symbols playing a key role in many respects for the user and the initial public perception, product image, brand loyalty evaluation, which will affect the final choice. In other words, the key of the product identity is the difference of the characteristic symbols for product design and it is emphasized in the dissertation. The present paper works done as follows: (1) Cards the theories of product identity and its related, generalize the relationship with the product identity, corporate identity and brand identity, looking for the influence factors of product identity. (2) Exploring the influence characteristic symbols of the product identity from core elements of product identity, And discusses the structure, essence，principle and recognition mechanism of product feature symbols, putting forward the concept of dominant and recessive characteristic features to find the inner link between with product identity and characteristic symbols preliminary. (3) Carry on the cognitive experiment about dominant and recessive characteristic features of low voltage apparatus of the rival brand. To further investigate the characteristic features had made a great impact on product identity. Besides，understand characteristic symbols