| 冯高华,高梦,何人可.物联网产品品牌形成机理及其建设[J].包装工程,2017,38(2):50-54. |
| 物联网产品品牌形成机理及其建设 |
| The Formation Mechanism and Development of Product Brand of Internet of Things |
| 投稿时间：2016-11-11 修订日期：2017-01-20 |
| DOI： |
| 中文关键词: 物联网 产品品牌 品牌建设 品牌价值 |
| 英文关键词: internet of things product brand brand development brand value |
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| 中文摘要: |
| 目的 研究物联网产品品牌的形成机理和物联网产品品牌建设的关键方法。方法 以传统品牌的形成机理为研究分析的基础，通过分析物联网对传统品牌带来的冲击，结合具体案例的对比，从物联网时代的品牌的根本、品牌的媒介、品牌的存在、品牌的价值4个方面发生的改变分别进行研究。结论 在未来物联网技术平台上，品牌评价将会数据化，品牌符号属性会逐渐弱化。物联网化的产品品牌培育的关键在于，品牌根本的强化和对能实现产品、用户和企业三方直接联通的物联网品牌感知平台的设计、建设、使用和推广。 |
| 英文摘要: |
| It aims to analyze the formation mechanism and the pivotal way of development about product brand of internet of things. Based on the analysis about formation mechanism of traditional brand, through the analysis of the impact internet of things brought to traditional brand, it studies the possible changes on the root, medium, existence, value on brands of internet of things era with contrastive analysis of specific cases. In the future networking technology platform, brand evaluation will be data, brand symbol attributes will gradually weaken. The key to the networking product brand cultivation lies in the strengthening of the brand and the design, construction, use and promotion of the Internet of things brand perception platform which can realize the direct connection of products, users and enterprises. |
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