基于贝尔品牌形象模型的产品造型意象研究

Product Modeling Imagery Modeling Design Based on Biel Model

目的获得具有企业品牌形象特征的产品造型。方法以贝尔品牌形象测评理论模型为基础来测评企业品牌形象,采用了层次分析法来确定品牌形象每一项因素的权重,通过模糊综合评价法建立了品牌形象模糊综合评价模型体系。在此基础上开展案例研究,应用建立的评价体系获取了江麓重工挖掘机的品牌形象特征,并利用情境板构建了品牌形象语义空间,进行了造型可视化设计。结论得到了基于企业品牌形象的产品造型设计方法。

Objective Obtain the product modeling with the characteristics of corporate brand image. Methods With the adoption of Biel model and the use of Analytic Hierarchy Process,conclusion the weight of each index is identified.By using fuzzy comprehensive evaluation method,Fuzzy Synthetic Evaluation Model system for brand image is built. And last,to verify the feasibility of the method,it made an evaluation of the excavator made in Jiang Lu Heavy Industries with the application of the established Evaluation System,and constructed semantic space with mood board to visualize the modeling. Conclusion It gained the products design method based on corporation brand image