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基于逻辑回归的汽车造型品牌意象研究

  

  1. 1. 重庆理工大学车辆工程学院，重庆 400050；2. 重庆邮电大学传媒艺术学院，重庆 400065
  • 出版日期:2016-08-31 发布日期:2016-08-09

The Research on Brand Image for Automobile Styling Based on#br# Logistic Regression

  1. 1. Vehicle Engineering Institute, Chongqing University of Technology, Chongqing 400050, China;
    2. College Communication Art, Chongqing University of Posts and Telecommunications, Chongqing 400065, China
  • Online:2016-08-31 Published:2016-08-09
  • Supported by:
    重庆市教委科学技术研究项目(KJ1500912)

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被引次数

1

摘要： 针对汽车造型的品牌辨识需求，提出基于逻辑回归的品牌意象研究方法。以现代
品牌为例，首先进行设计师和消费者意象评价调研，创建样本车型的品牌意象评价是非和等级
矩阵。然后以造型元素和造型形式为自变量，以评价是非二元值和评价等级为因变量，分别创
建样本车型的二元逻辑回归和有序逻辑回归模型，确定现代品牌的特色造型元素和特征造型形
式。最后通过该品牌其他车型样本的消费者调研验证了结论的正确性。

关键词: 汽车造型, 品牌意象, 逻辑回归, 造型元素, 造型形式

Abstract: Aiming at the need of brand identification in the process of automobile styling
development, a method of brand image research is proposed based on logistic regression. Taking
Hyundai as an example, the evaluation matrix of brand image is created by the survey of designers
and consumers. Then, the mathematical model of logistic regression is created to analysis the
modeling element characteristics and the modeling style characteristics. Finally, the validity of the
conclusion is verified by testing other samples through consumers’ survey.

Key words: automobile styling, brand image, logistic regression, modeling elements, modeling style