| 基于企业品牌形象的产品形象构建方法研究 |
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| 引用本文： | 沈法,谢质彬,郑堤,霍发仁. 基于企业品牌形象的产品形象构建方法研究[J]. 包装工程, 2007, 28(5): 88-90,103 |
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| 作者姓名： | 沈法 谢质彬 郑堤 霍发仁 |
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| 作者单位： | 宁波大学,宁波,315211 |
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| 摘 要： | 结合目前产品形象研究的现状和发展趋势,以企业品牌形象和产品形象的概念及关系为基础,提出了从不同企业产品形象的差异化,企业内产品形象的一致性等方法来构建产品形象系统,实现企业品牌形象和产品形象表达的一致性.
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| 关 键 词： | 企业形象 品牌形象 产品形象 产品形象系统 |
| 文章编号： | 1001-3563（2007）05-0088-03 |
| 修稿时间： | 2007-03-13 |
Study on Construction Methods of Product Identity Based on Corporate Brand Image |
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| SHEN Fa,XIE Zhi-bin,ZHENG Di,HUO Fa-ren. Study on Construction Methods of Product Identity Based on Corporate Brand Image[J]. Packaging Engineering, 2007, 28(5): 88-90,103 |
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| Authors: | SHEN Fa XIE Zhi-bin ZHENG Di HUO Fa-ren |
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| Affiliation: | Ningbo University, Ningbo 315211, China |
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| Abstract: | Considering current situation and development trend of Product Identity investigation, based on concepts of Corporate Brand Image and Product Identity and their relations, methods of constructing prod- uct identity system were put forward, according to the differentia of different corporate product identity and consistency of in-corporate product identity, to realize the consistency of corporate brand image and expres- sion of product identity. |
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| Keywords: | corporate identity brand image product identity product identity system |
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