The Application And Research Of Automobile Brand Culture In The Design Of Automobile Derivatives

As a pillar industry of the second industry, the automobile industry plays an important role in the process of China’s economic and industrial upgrading. In the past 60 years, the development of auto industry experienced by a slowly start to the process of rapid development, with increasing number of automobile brand, the quality and quantity of the car attendant derivatives appear serious imbalance. The reason is largely due to the confusion of the automotive derivatives market and the lack of product design.Tough the design to enhance the value of the automobile derivatives, give the product rich brand culture attribute, enhancing the imagination of automobile derivatives have important roles. The author of the development situation of domestic and foreign cars derivatives comparative analysis, the paper’s main institutions and the basic framework, Analysis of core properties and additional properties of their derivatives,, the author visited the auto 4S shops and auto field trips, and found car derivatives market has many problems: serious as qualitative, positioning confusion, lack of brand awareness. After the study of the theory of derivatives car by car derivatives obtained property and the existing problems of product design goals.Objects as the goal, culture as a means. Through several aspects of cultural value car brand, the automobile brand cultural identity, the cultural transmission car brand, the automobile brand marketing culture, the outside to the inside of the car is defined to analyze the brand culture. Different dimensions are analyzed and car brands elaborate, and thus the performance of their car brand culture to make a summary of the causes, and then as a group, focuses on the Tesla Motors brand culture, to derive the car brand of cultural expressions Tesla, and for Tesla Motors Situation insufficient derivative products were analyzed, and resolved to find the pain point with the design and interpretation. Design is the process of finding problem to solve. Founding the product problems, setting up the goal of the product and find the means of designing. Expression of the recessive stratification, it effects on product designing can not be generalized. Through the study of the influence of culture on the design, the author obtains the method of the design of automobile derivatives by means of the automobile brand culture in the theoretical level and the specific point of view. Summed up as "provided in quality and type, in this material,provided by". And the reasonable evidence, a design example is demonstrated. Finally, after the positioning of the target product selection, design a set of Tesla brand cultural characteristics of the theory of automotive derivatives.