| 摘要: |
| 目的 针对汽车造型开发过程中的品牌属性需求，以Hyundai品牌为例，进行汽车造型的品牌特征研究。方法 首先通过设计师创意需求和消费者感性认知调研，寻找识别特色造型元素。然后收集Hyundai品牌的车型样本，建立样本造型的品牌属性评价矩阵；并通过逻辑回归分析，寻找影响Hyundai汽车造型品牌属性的特色造型元素和特征造型形式。结果 分析显示，“褶皱肩线”和“飞翼形格栅”为影响Hyundai汽车造型品牌属性的显著因素。结论 最后通过该品牌其他车型样本测试，进一步验证“15度左右褶皱肩线”和“飞翼形格栅”为Hyundai汽车的最显著的品牌造型特征。 |
| 关键词: Hyundai品牌 汽车造型 品牌属性 特色造型元素 特征造型形式 |
| DOI： |
| 分类号:TB472 |
| 基金项目:重庆市教委科学技术研究项目资助（Grant No. KJ1500912） |
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| Brand Attributes Chracterisitcs of Hyundai Automobile Styling |
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KE Shan-jun1, WEI Ying2, CHENG Zhen-bo1
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1.Chongqing University of Technology, Chongqing 400050, China;2.Chongqing University of Posts and Telecommunications, Chongqing 400065, China
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| Abstract: |
| For shaping the brand attributes, characteristic of automobile styling is studied by taking Hyundai as an example. Firstly, characteristic modeling elements are distinguished through the survey of designers' need and consumers' recognition. Secondly, automobile samples are collected to search for the characteristic modeling elements and characteristic modeling style of Hyundai through logistic regression. It turns out that, "shoulder line with the folding shape" and "grille with the shape of flying wing" are the most obvious influential factors of brand attributes of Hyundai automobile. By testing other samples through consumers' survey, it shows that "shoulder line with the folding shape of 15 degree" and "grille with the shape of flying wing" are the most characteristic modeling elements and modeling style of Hyundai automobile. |
| Key words: Hyundai automobile styling brand attributes characteristic modeling elements characteristic modeling style |
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