基于品牌形象管理的燃气具产品设计策略  

Design Strategy for Gas Appliance Products Based on Brand Image Management

作　　者：王一君[1] 许梦玉 邓井川 姜海 田川 WANG Yijun;XU Mengyu;DENG Jingchuan;JIANG Hai;TIAN Chuan(Beijing Gas Group Co.,Ltd.)

机构地区：[1]北京市燃气集团有限责任公司

出　　处：《上海煤气》2023年第4期35-38,共4页Shanghai Gas

摘　　要：在经济全球化的背景下,企业间竞争日益激烈,产品的同质化现象愈发明显,品牌形象管理逐步成为消费者购买同类型产品的重要考虑因素。作为与人们日常生活息息相关的用品,燃气具在提升生活品质方面发挥着重要作用,但其准入门槛低、竞争不充分,产品质量与技术同质化现象严重。通过分析燃气具的产品设计现状,阐述燃气具品牌形象管理的意义,从企业品牌形象塑造入手,提出了燃气具统一化、个性化的产品设计策略,为燃气具的设计创新提供参考。In the context of economic globalization,the competition between enterprises is becoming increasingly fierce,the homogenization of products is becoming more and more obvious,brand image management has been increasingly important.As a product closely related to people's daily life,gas appliances play an important role in improving the quality of life,because of its low threshold,insufficient competition,product quality and technology homogenization phenomenon is serious.By analyzing the current situation of gas appliances product design,this paper expounds the significance of gas appliance brand image management,and puts forward the unified and personalized product design strategy of gas appliances from the perspective of enterprise brand image building,so as to provide reference for the design innovation of gas appliances.

关 键 词：品牌形象管理 燃气具 产品设计 策略 

分 类 号：TS914.232[轻工技术与工程] F426.8[经济管理—产业经济] F273.2