The Transformation Process of Product Image In The Media

• Main Authors: Chen, Yu-Hsuan, 陳宇軒
• Other Authors: Kuan, Cheng-Neng
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/88062044158975307242

碩士 === 實踐大學 === 工業產品設計研究所 === 88 === ABSTRACT: In a typical product lifecycle, media plays a role as a communicator between the products and consumers. Pursuing a market success, corporations always use media to integrate their product features into consumers’ experiential cognitive process and purchasing behaviors. In many cases, product lifecycles run forwards, which start with product concept, through design and development, modeling, production, and end up with communications. In the contrary, some product lifecycles run backwards, in which the communications come up before the generation of products. The major hypotheses of this thesis are two-fold. First, there exists a certain pattern in which media conveys product features to consumers’ cognition and behaviors. Second, the backward product lifecycle is a strategic tool for manufacturers. This study investigates several cases of press advertising of different products in the marketplace. The findings are as follows: (1) the media can enhance the image of a products to some extent, (2) the media enhance the product image by means of the resonance effect, i.e., recalling the consumers’ memory about their own past experiences by product images, (3) the backward products lifecycle is a feasible strategy for manufacturers.