【摘要】消费心理学研究是产品品牌发展策略的基础,产品品牌必须基于消费者的消费心理进行设计,没有消费者心理进行设计的产品品牌就不会有市场,其生产商则无法生存。近年来国内一些生产商在市场全球化的背景下已经认识到消费心理学对企业发展的意义,并制定了相应的产品品牌策略,提升了产品品牌的市场价值,由此可见对消费心理学研究具有很重要的现实意义。韩都衣舍品牌注重对消费心理学的研究,将产品品牌分为不同的等级,进行分级设计,实现了品牌的系统化、时尚化、个性化、多元化,取得了较好的效果。在实践中韩都衣舍品牌认识到应用消费心理制定产品品牌策略是现代生产中非常重要的一环,应用消费心理学进行设计可提高市场的占有率,提升企业的经济效益,必须予以重视。62003
【毕业论文关键词】 消费心理学 产品品牌 策略研究
Research on the application of consumer psychology in brand design
[Abstract] Consumer psychology is the product brand development strategy, brand products must be designed based on consumer psychology, there is no consumer psychology brand product design to carry out there is no market, the manufacturer is unable to survive. In recent years, some domestic producers under the background of the globalization of markets has been recognized significance of consumer psychology on the development of enterprises, and to develop the corresponding product brand strategy, enhance the market value of the brand products, thus research on consumer psychology has very important realistic meaning. A women's brand focus on study of consumer psychology, brand products will be pided into different levels of a hierarchical design, to achieve the brand system fashion, personalized, persified, and achieved good results. In practice a women's brand awareness to use consumer psychology the development of brand strategy is very important in the modern production of a ring, the application of consumer psychology design can improve market share, enhance the economic efficiency of enterprises, should be paid more attention to.
[Key word] Brand strategy of consumer psychology、Product Brand、Strategy research.
目 录
一、绪 论 1
(一)研究背景 1
(二)研究意义 2
(三)研究内容 3
1.消费心理在产品品牌形成中的作用 3
2.产品品牌对消费者心理的影响 4
二、产品品牌发展策略研究 5
(一)当前我国产品品牌发展策略的现状 5
(二)国外产品品牌策略研究 5
(三)国内产品品牌策略研究 6
三、消费者心理学在品牌策略中的应用 7
(一)基于消费心理推出创新产品。 7
(二)基于创新品牌孕育了新的消费热点。 7
(三)产品品牌的设计者瞄准消费心理进行设计。 7
四、浅谈消费者心理学对于服装品牌发展策略 9
(一)韩都衣舍品牌的发展状况 9
(二)利用消费者心理学提出的改善方法 9
1.分级设计 9