概念车在汽车品牌造型设计发展中的作用

Role of Conception Car in the Process of Automobile Brand Modeling Development

随着汽车消费多样性、个性化,汽车产品的创新速度日益提高,概念车在品牌创新过程中扮演着越来越重要的角色。基于概念车与汽车产品开发的关系,对概念车进行分类,分析汽车品牌造型发展中出现的亲缘性特征,并从"塑造品牌造型语言"、"寻求品牌造型特征的继承与创新的平衡"、"降低‘战略转移’的风险"、"实现产品的多样性"等四个方面,明确概念车在汽车品牌造型发展创新过程中的作用。

As car consumption is more various and individualized,automobile productions innovate more quickly.Then the conception cars play an increasingly important role in the process of brand innovation.Based on the relationship of conception cars and automobile products development,the conception cars are classified into production conception car and brand conception car.The article analyses genetic characteristics of automobile brand modeling.And it specifies the roles of conception car in the process of automobile brand modeling development from four aspects as follows：creating the characteristics of the brand modeling,keeping balance between inheriting and innovating,reducing risk of strategic shift,achieving product diversity.