Automobile, as a combination of technology and art, is harmony of human demand and technology which reflected social environment. As an important element of artistic life, automobile design is temporal and cultural. Social development and life quality enhancement have slightly changed our consumptio...
Automobile, as a combination of technology and art, is harmony of human demand and technology which reflected social environment. As an important element of artistic life, automobile design is temporal and cultural. Social development and life quality enhancement have slightly changed our consumption tendency, in other words, people tend to select appropriate product based on their identity, personality, loyalty and economic ability, etc. In recent years, with the development of automobile industry and social culture, requirement for automobile design is getting increasingly higher than before and its aesthetic significance is more important than its use. This is mainly for the reason that automobile design not only meets aesthetic needs but also feed our spiritual pursuit, as an important element of public artistic life. Automobile exterior design is the start of automobile design and a great design is an important basis for marketing strategy planning. Therefore, in this paper, in order to give opinion about establishment of automobile design for future customer, it discussed emotion of automobile design and culture of various countries. This thesis consists of five chapters. Chapter 1 introduced background and research direction. In chapter 2, in order to understand automobile style and culture, it studied automobile features and style based on survey of 100 Korean customers and 100 Chinese customers. In chapter 3, to identify the formative elements of automobile design, it compared three Chinese and three South Korean different automobile corporations’ existing models on the exterior and headlights. Chapter 4 identified consumers’ emotional factor on color design, Chapter 5 summarized chapter 2, chapter 3 and chapter 4 and gave recommendation on establishment of automobile design for the future customer and result has been configured as follows. Firstly, based on the analysis of the culture and the traditions of China and Chinese automobile, the fact that Chinese consumers prefer big and magnanimous car can be shown on HONGQI HQE concept car that developed from First Automobile Company technic center, which was demonstrated on Shanghai Motor Show, HQE fulfilled the Chinese consumer preferences by raising the area of headlamp on the front of the automobile. At the same time it also contained Chinese consumers’ psychological sensitivity that they want to change small one to large one. Speaking of QQ model from CHERY Company, its headlamps and rear lamp expressed "circular" and "full" element of Chinese traditional culture, Oval and square design of BORA model from First Automobile Company and the solemn and rational element of HONGQI model design also demonstrated Chinese grandeur. It could be a proper case that automobile design applied Chinese culture. To capture the consumer sensibility, it conducted the survey on one hundred Chinese consumers and one hundred South Korean consumers’ tendency by KJ method based on three Chinese company models and of three South Korean company models. All of these models were released on international market. At the same time by conducting expert analysis through brainstorming, six models for each company were specifically selected. Next, it studied formative elements of automobile design and consumer’s tendency on color design. To identify formative elements of automobile design, it compared three Chinese and three South Korean different automobile corporations’ existing models. The result turns out that automobile could be classified in large, compact, octagonal and sleek model. In addition, based on study on formative elements of automobile design of headlamp design, it could be classified in plate, streamlined and circular model. Finally, it examined Chinese consumer’s tendency on color design and it showed white-silver gray-blue for A company, silver white-black-blue for B company and silver gray-red-black for C company. Furthermore it researched South Korean consumer’s emotional factor on color design and it showed silver white-blue-white-black for A company, black-silver gray-blue-white for B company and blue-silver gray-black-white for C company.汽车可以说是技术和艺术的结合体,也是反应了人类需求和时代进步以及社会环境。其中汽车外观造型是物质世界和精神世界的综合产物,有着时代性、文化背景等特点。 社会的发展和生活质量的提高带来了消费取向的变化,大家开始以自己的身份、性格、爱好和经济能力来选择想要的东西,呈现出个性消费。特别是在汽车产业,社会文化的发展使得对汽车造型提出越来越高的要求。并且体现汽车外在价值的造型设计在消费者心目中的地位超出的汽车本身的性能。因为现时代的汽车已经被定义为满足消费者美学要求和精神需求的生活文化中的重要因素。汽车造型设计是整个汽车设计的开始,而个性的造型设计才能在竞争激烈的消费市场中生存下来。本论文中以中国和韩国汽车的对比来讲述汽车造型设计和各国的汽车文化。 论文总共由5个章节构成。第1章提示了研究背景和方向,第2章以汽车和民族文化的主题分析了中韩两国汽车造型的特点和类型,选了中国和韩国消费者各100名做了分析对象。第3章了解了汽车造型因素,中国的3家车企和韩国的3家车企现有的汽车模型来做了讨论,以汽车外形和前大灯为重点,了解了汽车造型的设计因素。第4章分析了汽车外观色彩和相关消费者心理。第5章拿前四章的结果来给未来消费者要求型汽车造型设计提出了看法和意见。其结果如下。 首先,分析了中国的汽车和传统文化,发现中国消费者偏好‘大车’的倾向可以追溯到2005年,上海车展上展出的一汽集团的红旗概念车HQE。HQE的前大灯占据了汽车前脸的一大部分,这可以说是把中国消费者低配换成高配,小型车换成大型车的心态融入到汽车造型设计上。中国奇瑞汽车QQ的前大灯和圆形尾灯也是很好的体现出中国传统文化“圆”,“满”,中国一汽汽车BORA的椭圆和四角设计,红旗的严肃庄重的扇形设计都是体现出了中国本土的宏大,这一系列设计初心都是来自中国的传统文化。为了更好的了解消费者心理,选择了中国和韩国汽车公司个3家企业上市车型,经过各国100人的偏好度调查和基于头脑风暴法的专家分析结果最终选定了6种车型。 其次,了解了中韩两国汽车的造型因素。中国和韩国个3家车企现有的车型的外形为着重点分析的汽车造型因素,结果大体上能归结为大型车,小型车,角型,流线型。以汽车前大灯为重点分析的造型因素,结果可分为角型,流线型,圆形。 最后,调查了中韩两国汽车色彩喜好度。中国的A公司顺序依次是白-银灰-蓝,B公司依次是银灰-黑-蓝,C公司依次是银灰-红-黑。韩国的A公司顺序依次是银灰-蓝-白-黑,B公司依次是黑-银灰-蓝-白,C公司依次是蓝-银灰-黑-白。
Automobile, as a combination of technology and art, is harmony of human demand and technology which reflected social environment. As an important element of artistic life, automobile design is temporal and cultural. Social development and life quality enhancement have slightly changed our consumption tendency, in other words, people tend to select appropriate product based on their identity, personality, loyalty and economic ability, etc. In recent years, with the development of automobile industry and social culture, requirement for automobile design is getting increasingly higher than before and its aesthetic significance is more important than its use. This is mainly for the reason that automobile design not only meets aesthetic needs but also feed our spiritual pursuit, as an important element of public artistic life. Automobile exterior design is the start of automobile design and a great design is an important basis for marketing strategy planning. Therefore, in this paper, in order to give opinion about establishment of automobile design for future customer, it discussed emotion of automobile design and culture of various countries. This thesis consists of five chapters. Chapter 1 introduced background and research direction. In chapter 2, in order to understand automobile style and culture, it studied automobile features and style based on survey of 100 Korean customers and 100 Chinese customers. In chapter 3, to identify the formative elements of automobile design, it compared three Chinese and three South Korean different automobile corporations’ existing models on the exterior and headlights. Chapter 4 identified consumers’ emotional factor on color design, Chapter 5 summarized chapter 2, chapter 3 and chapter 4 and gave recommendation on establishment of automobile design for the future customer and result has been configured as follows. Firstly, based on the analysis of the culture and the traditions of China and Chinese automobile, the fact that Chinese consumers prefer big and magnanimous car can be shown on HONGQI HQE concept car that developed from First Automobile Company technic center, which was demonstrated on Shanghai Motor Show, HQE fulfilled the Chinese consumer preferences by raising the area of headlamp on the front of the automobile. At the same time it also contained Chinese consumers’ psychological sensitivity that they want to change small one to large one. Speaking of QQ model from CHERY Company, its headlamps and rear lamp expressed "circular" and "full" element of Chinese traditional culture, Oval and square design of BORA model from First Automobile Company and the solemn and rational element of HONGQI model design also demonstrated Chinese grandeur. It could be a proper case that automobile design applied Chinese culture. To capture the consumer sensibility, it conducted the survey on one hundred Chinese consumers and one hundred South Korean consumers’ tendency by KJ method based on three Chinese company models and of three South Korean company models. All of these models were released on international market. At the same time by conducting expert analysis through brainstorming, six models for each company were specifically selected. Next, it studied formative elements of automobile design and consumer’s tendency on color design. To identify formative elements of automobile design, it compared three Chinese and three South Korean different automobile corporations’ existing models. The result turns out that automobile could be classified in large, compact, octagonal and sleek model. In addition, based on study on formative elements of automobile design of headlamp design, it could be classified in plate, streamlined and circular model. Finally, it examined Chinese consumer’s tendency on color design and it showed white-silver gray-blue for A company, silver white-black-blue for B company and silver gray-red-black for C company. Furthermore it researched South Korean consumer’s emotional factor on color design and it showed silver white-blue-white-black for A company, black-silver gray-blue-white for B company and blue-silver gray-black-white for C company.汽车可以说是技术和艺术的结合体,也是反应了人类需求和时代进步以及社会环境。其中汽车外观造型是物质世界和精神世界的综合产物,有着时代性、文化背景等特点。 社会的发展和生活质量的提高带来了消费取向的变化,大家开始以自己的身份、性格、爱好和经济能力来选择想要的东西,呈现出个性消费。特别是在汽车产业,社会文化的发展使得对汽车造型提出越来越高的要求。并且体现汽车外在价值的造型设计在消费者心目中的地位超出的汽车本身的性能。因为现时代的汽车已经被定义为满足消费者美学要求和精神需求的生活文化中的重要因素。汽车造型设计是整个汽车设计的开始,而个性的造型设计才能在竞争激烈的消费市场中生存下来。本论文中以中国和韩国汽车的对比来讲述汽车造型设计和各国的汽车文化。 论文总共由5个章节构成。第1章提示了研究背景和方向,第2章以汽车和民族文化的主题分析了中韩两国汽车造型的特点和类型,选了中国和韩国消费者各100名做了分析对象。第3章了解了汽车造型因素,中国的3家车企和韩国的3家车企现有的汽车模型来做了讨论,以汽车外形和前大灯为重点,了解了汽车造型的设计因素。第4章分析了汽车外观色彩和相关消费者心理。第5章拿前四章的结果来给未来消费者要求型汽车造型设计提出了看法和意见。其结果如下。 首先,分析了中国的汽车和传统文化,发现中国消费者偏好‘大车’的倾向可以追溯到2005年,上海车展上展出的一汽集团的红旗概念车HQE。HQE的前大灯占据了汽车前脸的一大部分,这可以说是把中国消费者低配换成高配,小型车换成大型车的心态融入到汽车造型设计上。中国奇瑞汽车QQ的前大灯和圆形尾灯也是很好的体现出中国传统文化“圆”,“满”,中国一汽汽车BORA的椭圆和四角设计,红旗的严肃庄重的扇形设计都是体现出了中国本土的宏大,这一系列设计初心都是来自中国的传统文化。为了更好的了解消费者心理,选择了中国和韩国汽车公司个3家企业上市车型,经过各国100人的偏好度调查和基于头脑风暴法的专家分析结果最终选定了6种车型。 其次,了解了中韩两国汽车的造型因素。中国和韩国个3家车企现有的车型的外形为着重点分析的汽车造型因素,结果大体上能归结为大型车,小型车,角型,流线型。以汽车前大灯为重点分析的造型因素,结果可分为角型,流线型,圆形。 最后,调查了中韩两国汽车色彩喜好度。中国的A公司顺序依次是白-银灰-蓝,B公司依次是银灰-黑-蓝,C公司依次是银灰-红-黑。韩国的A公司顺序依次是银灰-蓝-白-黑,B公司依次是黑-银灰-蓝-白,C公司依次是蓝-银灰-黑-白。
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