| 摘要: |
| 目的 通过品牌引入阶段中形象设计联想节点共振的构建，更好地促进形象设计相关信息对受众的吸引力，以及后续信息扩展的价值支撑点建立，从而保障信息与受众之间转化的顺畅及价值的提升，促进品牌引入阶段中品牌与目标受众同频共振的积极效应，为后续两者关系的深度构建打下坚固的基础。方法 以品牌生命周期为划分基础，解析动态发展阶段中的特征、需求，确定以主要驱动力为主的划分模式。并以实现主要驱动力的增长为基础，在形象设计联想节点共振链接下，对如何增强受众的识别，转变受众的固有认知，提升品牌跟进点等方面进行共振“频率”的调节，形成品牌形象设计联想节点共振的构建策略。结论 在品牌形象设计中需要构建独特的品牌形象设计识别，转变原有的品牌形象设计固有认知，调节局部的品牌形象设计跟进点。 |
| 关键词: 品牌引入阶段 形象设计 联想节点 共振 |
| DOI：10.19554/j.cnki.1001-3563.2020.10.033 |
| 分类号:J524 |
| 基金项目:国家重点研发计划项目（2017YFB1103600）；国家自然科学基金（51705460，U1809220）；浙江省先进制造技术重点实验室开放基金课题（2018KF01） |
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| Resonance of Associative Node of Image Design in Brand Introduction Stage |
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DI Yi-chuan, HUANG Wei
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Tsinghua University, Beijing 100084, China
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| Abstract: |
| The work aims to better promote the attraction of related image design information to the audience and the construction of the value support point of the subsequent information expansion by building the resonance of associative node of image design in brand introduction stage, thereby ensuring smooth conversion between the information and the audience and value enhancement and promoting the positive effect of the same frequency resonance between the brand and the target audience in the brand introduction stage, so as to lay a solid foundation for the deep construction of the relationship between the two. Based on the brand life cycle, the characteristics and requirements in the dynamic development stage were analyzed to determine the division model predominated by main driving force. The resonance “frequency” was adjusted in terms of how to enhance the audience recognition, change the audience's inherent cognition and enhance the brand follow-up point to form the strategies to build the resonance of associative node of brand image design, based on the growth of the main driving force and the resonance of associative node of image design. It is necessary to construct unique brand image design recognition, transform inherent cognition of the origin brand image design and adjust follow-up points of partial brand image design. |
| Key words: brand introduction stage image design associative node resonance |
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