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随着经济的发展,人们生活水平的提高,情绪在消费中所占的比重不断上升,直至处于决定性地位。Style-Vision的情绪理论将产品情绪内涵和消费者个性进行完全匹配,成为如今研究消费行为的有效工具。但该模型不能将人对“物”的感性意象定量或半定量地表达出来,并与产品设计特性相关联。笔者运用语义差别法来弥补该理论的不足,构建平板电视的语义地图,为品牌定位和产品定位提供参考。
With economic development, people’s living standards improve, and the proportion of emotions in consumption continues to rise until they are in a decisive position. Style-Vision’s emotional theory perfectly matches the product’s emotional content with the consumer’s personality, making it an effective tool for researching consumer behavior today. However, this model can not quantitatively or semi-quantitatively express the perceptual image of human beings and is related to the product design features. The author uses the method of semantic difference to make up for the deficiency of this theory, builds the semantic map of flat-panel TV, and provides references for brand positioning and product positioning.