品牌的树立与维护是品牌推广重要途径.本文从符号学角度出发,探究符号学视角下品牌推广的方法,以绝对伏特加平面广告设计为例,探究了其广告内涵这一重要产品品牌符号的变化对于其品牌塑造和推广的重要作用.研究表明,作为产品最显著品牌符号的产品广告,其变迁会显著影响产品在消费者心中的地位,优秀的产品广告符号会在很大程度上提升产品的品牌价值,同时让产品的品牌推广更加具有说服力与吸引力.
As the importance of corporate innovation strategy has been valued by companies, a variety of innovative strategy theories emerge in endlessly. The innovation strategy based on the design and management of enterprise is less theoretical research. To make design management as a business management guidance, and then apply it to the enterprise innovation strategy to guide the overall innovation of enterprise, is the only way for enterprise transformation under the context of the new era, and is also the inevitable choice for the new height of development and upgrading of a large number of small and medium enterprises in China.
With the design concept of "people-oriented" growing deep into the heart of the design industry personnel, design research product pre-user demand for mining in recent years is becoming an important direction. Validity analysis, an important method of experimental psychology, plays an important role in the process to explore the potential demand of the users. In order to study the important role to the follow-up product design that Kansei engineering plays during the process of user needs mining, the design investigation is used to excavate student groups' demand for the MP4 products while principal component analysis and factor analysis is used for identifying the design direction to the MP4 in student. The results show that MP4 products still has a large market share, and the deep analysis to the needs excavation shows that the functionality of these products demand is greater than aesthetic requirements. Study further extends the scope of application of Kansei engineering, while demand mining ways and means for products have new research directions.In addition, the demand for mining products is more scientific and objective, which has a very important role to the scientific decision-making for the enterprise.
