CRH高速列车品牌形象构成要素调查研究

Questionnaire Investigation on the Components of CRH's Brand Image

为了从品牌建设与设计管理的角度研究CRH高速列车的工业设计现状,提出了相应的优化设计策略,采用访谈与问卷调查的方法对CRH高速列车品牌形象的构成要素进行了实证研究;调查数据处理中采用探索性因子分析的方法共抽取了视觉形象、乘坐体验、价值认同、企业形象、配套服务及广告宣传等6个CRH品牌形象构成要素,结合CRH高速列车的设计现状对每个要素的内涵、目前设计中的不足进行了详细分析,并指出了CRH高速列车品牌形象优化设计的方向,强调品牌识别性、特色性与一致性的要求。

In order to study the current situation of CRH design from the perspective of design management and accordingly provide the strategies of optimized design,empirical study is carried on in this paper via the methods of interviews and questionnaire investigation.Six components of CRH's brand image components are founded via exploratory factor analysis,including visual image,riding experience,value identification,corporate image,supporting service and advertising,and each component s contents and the drawbacks of current design are analyzed in details.Based on that,the optimal design direction of CRH branding is discussed,and the requirements of identifiability,characteristic and consistency according to train design are pointed out in this paper.