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基于区域文化意象认知的产品设计评估研究

发布时间:2019-01-12 14:55  文章来源:笔耕文化传播
【摘要】:区域文化产品是区域时代的缩影,承载着人们的智慧与积累,是区域文化意象的体现。它从形状、颜色、材质上具有鲜明的地域特色更带给消费者精神的享受。虽然而今的区域文化产业越来越受到政府和工业设计界的重视,发展也日新月异起来,但是对于如何评估区域文化产品设计却还是一个空白点。区域文化产品的发展也处于无规律无标准的投机方式运行。所以对于区域文化产品的评估研究迫在眉睫。今天,消费者以产品意象的差异性符号价值来消费产品,透过意象消费获得对生活的愉悦和认同。传统的评估模式多以产品的外观造型来评估产品,而这样的评估模式并不能准确体现消费者对于区域文化产品的偏好。所以针对区域文化产品的评估模式,必须从区域文化产品自身特点出发,以消费者对于区域文化产品的认知为基础来进行新的评估方法的研究。消费者产品意象设计这一概念已被广泛运用于产品设计之中,是一种比较成熟的设计方法。却显有被运用与产品评估中。从区域文化产品的特殊性来看,消费者更注重的是精神方面的享受而非造型,这一特殊性决定了必须得从消费者的意象认知角度来做区域文化产品的评估研究。所以本研究以消费者区域文化产品意象认知的角度出发,探究区域文化产品所传达的区域文化意象对消费者喜好的影响。通过焦点小组和问卷调查等实验方法获取区消费者对域文化产品意象的认知,应用感性工学、因子分析等数理统计方法,对所得认知意象进行分类和降维,于是得到区域文化产品意象的五个认知维度。而后以获取的认知维度为基础,建立区域文化意象的知识库以及评价系统。
[Abstract]:The products of regional culture are the epitome of regional times, bearing people's wisdom and accumulation, and the embodiment of regional cultural images. It has distinct regional features from shape, color and material to the enjoyment of consumer spirit. Although the regional cultural industry has been paid more and more attention by the government and the industrial design field, the development is changing with each passing day, but how to evaluate the regional cultural product design is still a blank spot. The development of regional cultural products is also in an irregular and standard mode of speculation. Therefore, the evaluation of regional cultural products is urgent. Today, consumers consume products by the difference symbol value of product image, and obtain pleasure and recognition of life through image consumption. The traditional evaluation model usually uses the appearance of the product to evaluate the product, but this kind of evaluation model can not accurately reflect the consumer's preference for the regional cultural product. Therefore, according to the evaluation model of regional cultural products, we must start from the characteristics of regional cultural products, based on consumers' cognition of regional cultural products. The concept of consumer product image design has been widely used in product design and is a more mature design method. However, it has been used in product evaluation. From the particularity of regional cultural products, consumers pay more attention to spiritual enjoyment than modeling, which determines that the evaluation of regional cultural products must be done from the perspective of consumers' image cognition. Therefore, this study explores the influence of regional cultural images on consumers' preferences from the perspective of consumers' perception of regional cultural products. By means of focus group and questionnaire survey, this paper obtains the consumers' cognition of the product image of regional culture, and classifies and reduces the dimension of the cognitive image by using the methods of perceptual engineering, factor analysis and other mathematical statistical methods. Thus, five cognitive dimensions of regional cultural product image are obtained. Then, based on the acquired cognitive dimension, the knowledge base and evaluation system of regional cultural image are established.
【学位授予单位】:浙江工业大学
【学位级别】:硕士
【学位授予年份】:2014
【分类号】:TB472

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