mba論文品牌的可視、可觸和可嗅淺析女性化妝品牌的感官設(shè)計策略pdf

1、汕頭大學(xué)碩士學(xué)位論文 品牌的可視、可觸和可嗅—淺析女性化妝品牌的感官設(shè)計策略 I 碩 士 學(xué) 位 論 文 品牌的可視、可觸和可嗅 題 目： --淺析女性化妝品牌的感官設(shè)計策略 The research on the visual,tangible 英文題目： and olfactory strategy of Brand 姓 名 王麗麗 學(xué) 號

2、51303010 所 在 學(xué) 院 長江藝術(shù)與設(shè)計學(xué)院 導(dǎo)師姓名 酈亭亭 專 業(yè) 藝術(shù)設(shè)計（MFA） 入 學(xué) 日 期 2013 年 9 月 答辯日期 2016 年 5 月 汕頭大學(xué)碩士學(xué)位論文 品牌的可視、可觸和可嗅—淺析女性化妝品牌的感官設(shè)計策略 III ABSTRACT At present, some well-known international brands already began to

3、 use sensory elements into their brand strategies. Although there are many local brands in Chinese cosmetics market, fewer could own impact in the markets as strong as global brands. This paper aims to discuss the value

4、of visual, tactile and olfactory senses which can be the essential elements for brand strategy, though successful cases study. After analyzing female consumer behavior by psychological theory, and the relationship betwee

5、n sensory design and brand strategy, and then try to discuss the possibilities through combining sensory design into the strategy of local cosmetic brand in China. First of all, introduces the research background, especi

6、ally the sensory brands in the global cosmetic markets, including the research purposes and innovation points. This chapter laid the theoretical foundation for the following cases study. Secondly, the chapter two, stand

7、on the view of consumer, deep analyses the sensory demands in the expanding cosmetic market in China. And also, with the analyses of successful sensory brand cases and design strategies, brand theory and marketing resear

8、ch emphasis that sensory design can improve brand awareness and enhance the popularity. Finally summarizes the experience of sensory design to the brand strategy progress. The chapter three, analyses the opportunity and

9、marketing positioning for the new brand, and then seek the brand opportunity by comparing with the competitors, make the brand strategy which combine with the sensory design, builds the image for the new brand. The senso