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汽车行业的发展已从传统的技术型驱动转变为品牌文化与技术型双重驱动。一方面,用户希望从产品背后得到更多的东西;另一方面,汽车厂商希望通过“提炼信息然后不断强化”的造型手法增强用户粘性,汽车造型设计中的横向造型特征统一性作为构建汽车品牌文化的载体和手段已发展为汽车企业的核心竞争力。文章将奥迪汽车的横向造型特征统一性分为车身侧面、车身前脸、车身尾部三个部分进行分析,探讨汽车的横向造型特征统一性与汽车品牌发展的关系。
The development of automobile industry has changed from traditional technology-driven to brand-culture and technology-driven. On the one hand, users want more from the back of the product; on the other hand, automakers want to enhance user stickiness through the modeling techniques of “refine information and then reinforce,” as a way to build on the uniformity of landscape styling features in car styling The vehicle and means of automobile brand culture have developed into the core competitiveness of automobile enterprises. The paper divides the vertical styling features of Audi into four parts: the side of the body, the front face of the body and the rear of the body, and discusses the relationship between the unification of the transverse styling features and the development of the automobile brand.