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引言现代主义设计思想和方法在迎合了工业制造技术特点的同时,也为现代产品市场走向同质化提供了温床,使企业在新产品开发的相互竞争博弈中陷入了困境,更多的企业开始认识到塑造品牌形象的重要性。早在1980年代初,德国卡尔斯鲁厄大学就如何提高品牌价值和形象影响力进行了深入思考和研究,提出了设计与市场营销整合理论,并首先在梅赛德斯一奔驰汽车公司得到应用和验证,受到业界肯定和推崇而被定义为“卡尔斯鲁厄理论”(Karlsruhe Theory)。多年来这一理论不断影响
Introduction Modernism design ideas and methods have catered for the characteristics of industrial manufacturing technology, and at the same time, they have provided a hotbed for the homogenization of the modern product market. As a result, enterprises are in a dilemma in the competition between new product development and more enterprises begin Recognize the importance of shaping your brand image. As early as the early 1980s, Karlsruhe University in Germany on how to enhance brand value and image influence conducted in-depth thinking and research, put forward the design and marketing integration theory, and first Mercedes-Benz in the Mercedes-Benz has been applied And validation, recognized and praised by industry as “Karlsruhe Theory.” This theory has been constantly influenced over the years