基于消费者类型的产品形象塑造研究
摘 要：随着新兴经济时代的到来，为了丰富产品与消费者间的沟通方式，适应不断变化的消费者特征。本文通过梳理和归纳不同类型消费者行为、心理特征，从产品形象的视觉、功能和价值三个层面提出了面向不同类型消费者时的产品形象塑造思路。希望通过本文的研究，能够为今后产品形象塑造的过程提供参考。
关键词：消费者；差异性；产品形象；塑造
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2021)08-0061-02
Abstract：With the advent of the emerging economic era, in order to enrich the communication methods between products and consumers, adapt to changing consumer characteristics. Through combing and summarizing the behavior and psychological characteristics of different types of consumers, this article puts forward the idea of product image shaping for different types of consumers from the three levels of product image's vision, function and value. It is hoped that through the research of this article, this strategy and path can provide reference for the process of product image shaping in the future.
Key Words：Consumer; Difference; Product image; Shaping
