信息社会中以体验性市场理念为导向的品牌形象设计研究

Study on the Brand Images Design Oriented from the Experiential Marketing Ideas in the Information Society

指出了信息时代,消费者的消费观念、消费意识和消费形式都在发生着根本性变化,消费者在选择商品时,越来越注重品牌形象、体验感和个性化。通过比较法,分析了信息社会和工业社会中市场之间的本质差别,并论述了这一差别在导致企业塑造品牌形象时整体策略的变化。提出了随着体验经济时代的到来,一种全新的、以体验性市场理念为导向的品牌形象设计思路的内涵与发展。

In the information Society, the consumptive conception and forms of customers have changed essentially. The customers pay more attention to the brand image, experience and personality when they choice commodities today.It analyzed the substantial differences between the marketing in industry society and information society through the comparative method, and discussed the whole strategy changes when the enterprises molded the brand images from the difference.And then it brought forward the content and development of the new brand images design oriented from the experiential marketing ideas when the experience economy came into being.