The connotation of the hottest product image and i

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The connotation of product image and its role in the innovative development of enterprise economy

Abstract: product image is the specific expression of the unified identification goal of enterprise image. It is a systematic image design with product design as the core, shaping and spreading the corporate image, showing the corporate personality, creating brands, promoting the innovative development of enterprises, and winning in the fierce market competition. It is the overall image design that serves the enterprise. It focuses on people's needs for products, adapts to people's individual and social needs to a greater extent, and obtains a universal sense of identity, changes people's lifestyle, and improves the quality and level of life

key words: industrial design; Product image; Corporate image; Innovative development

I. connotation of product image

(I) definition of product image

what is product image? Sociologist and economist Hayek believes that "image" is the unity of the shape of the "external order" of the universe and human society and the symbol of "internal order", and it is the highest category of natural science, social science and humanities. "Image" is a way of communication between people and countries. Image has the ability to communicate beyond region, culture and language. Image has strong information expression ability, and image can play a great role in brand integration. Brand is the symbol of image, and brand is the unity of use value, exchange value and symbol value

according to Hayek's theory, the image of a product should consist of two parts: one is the "external order" of the product; The other part is the "internal order" of products. The "external order" of products is visible and representative; The "internal order" of products is essential and invisible. In terms of products, the parts that people can feel through sensory systems such as vision, touch, taste and so on can be called "external order", in which vision conveys the "external order" fastest. Therefore, the concept of image often refers to visual image. What people observe through vision is the shape, color, material, man-machine interface of the product, and the non functional content attached to the product, such as the corporate logo, logo, graphics and packaging, advertising, product instructions, product after-sales service card and so on. The "internal order" part refers to the function, performance, processing technology, technical level, etc. of the product, which are visually unrecognizable and can only be felt through operation, use and experience. The factors that can produce these demand functions are a lot of technical work hidden behind the products, such as product design, production, management, etc., involving design level, production level, technical level, equipment level, manufacturing level, management level, etc. Therefore, it is "internal". When the "external" and "internal" factors reach a consistent unity in people's senses, they will form an overall impression of the product and form a complete and unified image system, which is the product image system or product image identity (IP Product Identity)

the definition of product image refers to:

(1) the sum of impressions in people's minds

(2) it has a special position in the minds of consumers

(3) benefit from function and emotion

according to the previous definition of the concept of "image", we can describe the concept of the definition of product image design as follows: product image is the refinement of the overall image goal of the enterprise, and it is a system image design with product design as the core. Taking the product as the carrier, it can objectively and accurately convey the design of enterprise spirit and concept for the function, structure, shape, color, material, man-machine interface and the signs, graphics, words attached to the product. Carry out a series of unified plans and designs for the concept, principle, function, structure, structure, technology, materials, modeling, processing technology, production equipment, packaging, decoration, transportation, display, marketing means, product promotion, advertising strategy, etc. of product design, development and research, so as to form a unified sensory image, It is also the result of the unity between the internal quality image of the product and the external visual image and social image of the product. Around people's demand for products, it is more suitable for the needs of individual consumers and society, and obtains a general sense of identity. It can enhance, shape and spread the corporate image, make the enterprise show its personality in many aspects, such as business reputation, brand awareness, business strategy, sales service, staff quality, corporate culture and so on, strengthen the overall quality of the enterprise, create brand effect, and make profits in the fierce market competition

(II) composition of product image

product image is composed of three aspects: the visual image of the product, the quality image of the product and the social image of the product. (see figure -- product image structure)

figure product image structure

the visual image of a product is the part of people's cognition of the image. Through vision, touch, taste and other senses, we can directly understand the product image, such as product appearance, color, material, etc., which belongs to the primary level of product image; The quality image of the product is the core level of the image, which is reflected through the essential quality of the product. People form the experience of product image consistency through the use of the product, the function, performance and quality of the product, and the high-quality service obtained in the consumption process; The social image of the product is the visual image of the product and the quality image of the product, which are comprehensively upgraded from the material level to the spiritual level. It is immaterial, the result of the externalization of the material image, and has the most vitality. (see figure -- three levels of product image)

figure three levels of product image

(III) characteristics of product image

from the definition of product image and the content of product image composition, what can constitute product image reflects the following three characteristics:

first, taking products as the carrier, reflects the spiritual concept and corporate culture of the enterprise

second, consistent style and form

third, it can become the favorite of consumers and reflect their loyalty

In the article "formal and informal systems", Stiglitz, a famous economist, believes that the source and nature of social capital include four aspects:

first, social capital is a consensus reached. To a certain extent, it is a social bond that produces cohesion, cognitive power and common will

second, social capital is regarded as a collection of relationships, which is what sociologists used to call "social organization" in which people are socialized or want to be socialized

third, social capital is the way to gather and distinguish reputation

fourth, social capital includes organizational capital developed by managers through their management style, motivation and dominance, work practice, employment decision, dispute settlement mechanism and marketing system

the above content of social capital is also applicable to describe the nature of product image:

first, product image is a kind of consensus between manufacturers and consumers, and it is a link between the two -- brand means a kind of "adhesive connecting social groups"

second, the relationship centered on product image connects enterprises, suppliers and customers, making them a kind of social organization -- Taking product image as a unit constitutes an intertwined and crisscross social organization

Thirdly, social capital defined from the perspective of reputation, if it is for general product image holders, enterprises and manufacturers, can almost be equivalent to goodwill in accounting, which is an important indicator of defining product image

Fourth, product image is the product of the comprehensive development of the brand owner's "management style, motivation and dominance, work practice, employment decision, dispute settlement mechanism and marketing system" - product image is the result of painstaking management

(IV) content of product image

product image includes several aspects:

1. Visual image of product -- including product modeling, product style, product pi system, product packaging, product advertising, etc

2. Product quality image -- including product planning, product design, product production, product management, product sales, product use, product service, etc

3. Social image of products -- including social cognition of products, social evaluation of products, social benefits of products, social status of products, etc. (see Figure - product image tree)

figure - product image tree of re closing oil return valve

II. The role of product image in market economy competition

the role of product image in market economy competition is mainly manifested in that through product image, enterprises or interest groups can obtain higher and more economic returns, improve the overall image of enterprises and interest groups, and continuously expand the influence of society, So as to occupy a larger market share and promote social development

(I) product image brings economic returns

the return brought by product image in market economic competition. Real efficiency, integrity and durability are the important returns brought by product image

every day, consumers will be stimulated by thousands of products in their minds, so consumers' awareness of the image of a product is also constantly changing. If you want to become a product with a distinctive image, you should not only constantly raise consumers' attention to the image of the product, but also obtain the satisfaction of this specific benefit from the spirit or function through the purchase and use of a certain product or service, and then form a distinctive internal impression and cognition in their minds. Make consumers benefit from the use. The more obvious the image characteristics of the product, the easier it is to obtain consumers' cognition. Product image has the function of enhancing value, and the transformation from recognition trust popularity loyalty has become the driving force for the development and growth of enterprises and their long-term survival. (see Figure - product image promotes the development of enterprises)

figure - product image promotes the development of enterprises

therefore, product image is an effective way to build on brand reputation and value, and an important factor in the formation of intangible assets. Image is an asset. It is a manipulator and a carefully created convertible commodity. It shows its vitality from the product image, so as to maximize the assets of the enterprise

(II) product image improves the overall image of the enterprise

according to the "image rule" of the eight rules for shaping personalized enterprise image created by Lawrence D. Ackerman, a master of enterprise management, in his book "image determines destiny", the product value of product image and social wealth conform to the relationship between each other. Fundamentally speaking, the law of image is completely interactive and indivisible. The law of circulation means both challenges and opportunities. In terms of comparison, the continuous cycle from image to value to wealth and then back to image gives a new meaning to the concept of "life cycle" of enterprises. Product image controls value, value generates wealth, and wealth promotes the improvement of product image. (see Figure - relationship between product image and value wealth)

figure - relationship between product image and value wealth

visually, the circulation law of image is a closed system and a complete circle. Therefore, back to this circle, it is the most accurate description of image mastering enterprise and life

cycle, especially life cycle, is an infinite concept. For people and

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