摘要
[目的]从用户认知的视角探究邮轮外观品牌形象的现状及表现成因。[方法]基于系统聚类法,设计实验让用户对样本邮轮的外观进行观察,重新判断各邮轮归属于品牌的聚类情况,并收集实验数据,利用SPSS软件对数据进行统计分析。[结果]分析得出关于邮轮外观品牌形象的3种现状:大部分邮轮品牌具有良好的外观品牌形象;其中大众型邮轮与高奢型邮轮的外观品牌形象发展远远好于专业型邮轮;所有类型邮轮会因为品牌内部外观造型的延续性和品牌间外观造型的差异性问题,导致邮轮外观品牌形象呈现出形象断层、交叉的混乱现状。[结论]现有邮轮的外观品牌形象总体构建良好。表现出较差外观品牌形象的邮轮如部分专业型邮轮,客观上是由于缺少典型的外观家族特征,并且品牌间外观同质化严重,主观上则由于邮轮用户的审美与目的的不同会间接影响外观品牌建设的价值表达。
[Objectives]This paper takes the perspective of user cognition to explore the current situation and influencing factors of the cruise ships’ appearance brand images.[Methods]Based on the hierarchical clustering method, experiments are designed that allow users to observe the appearance of sample cruise ships and reassess the brand belonging to each ship. The experimental data is then collected and statistically analyzed using SPSS(statistical product and service solutions)software.[Results]The research results show that there are three kinds of the current situation about cruise ship’s appearance brand image: most cruise ship have good appearance brand image;Among them, the development of the appearance brand image of mass cruise and luxury cruise are far better than that of professional cruise. And because of the continuity of appearance of the same brand and the difference of the appearance of the different brand, cruise ship’s appearance brand image presents a chaotic situation of image crossing or faulting.[Conclusions]The appearance brand images of cruise ships are generally well constructed. The poor appearance brand images of cruise ships(such as some professional cruise ships) are objectively due to the lack of a typical appearance or family characteristics among ships, as well as the homogenization of appearance across brands. Subjectively, the aesthetics and objectives of cruise users will affect the value of the appearance brand image.
作者
吕杰锋
周依鸣
王莫紫荆
LYU Jiefeng;ZHOU Yiming;WANG Mozijing(School of Art and Design,Wuhan University of Technology,Wuhan 430070,China)
出处
《中国舰船研究》
CSCD
北大核心
2022年第2期28-37,共10页
Chinese Journal of Ship Research
关键词
邮轮
外观品牌形象
系统聚类法
用户认知
cruise ship
appearance brand image
hierarchical clustering method
user cognition
作者简介
吕杰锋,男,1978年生,博士,教授。研究方向:工业设计和交通工具设计。E-mail:lujiefeng@whut.edu.cn;通信作者:周依鸣,女,1995年生,硕士生。研究方向:工业设计及其理论。E-mail:627049942@qq.com。
