论产品形象建构中符号的选择、组织和传播

Selection, Organization and Dissemination of Symbol in the Products Image Building

分析了产品形象的定义及对于企业的价值与意义,认为只有进行产品符号的明确选择、和谐组织与有效传播才能建立产品形象,进而讨论了影响符号选择的几种因素和进行符号组织的两大思路原则。在符号的传播过程中提出了几点策略,使产品形象能避免噪音的干扰并最终得以有效建立。最后指出产品形象只有进行不断的创新和延续才能建立良好且持久的产品形象。

It analyzed the definition of product image and the value to corporate, considering that in order to set up product image the corporate only to take the process of the choice of product symbols and harmonious organization of symbols and effective dissemination of symbols. Then obtained the several impact factors to choose symbols and idea of the two principles of organize the symbolic. List a few strategies at the process of the symbol dissemination to avoid noise interference and effectively construct the product image ultimately. Finally, in order to establish a good and long-lasting product image, the product image needs constant innovation and continuity.