品牌设计对中国教育类非政府组织社会群体认同与参与的影响：基于KANO模型的分析

摘要

品牌设计已成为众多中国教育类非政府组织（NGO）提升竞争力与影响力的重要工具。然而，如何通过优化品牌设计来提升此类组织的影响力，迄今鲜有关注。本研究以认知设计、情感设计、社会设计与功能设计四种品牌设计理念作为影响因素，以中国教育类NGO的社会群体认同与参与作为衡量影响力的标准，基于KANO模型识别新的驱动机制，构建品牌设计影响此类组织社会群体认同与参与的理论模型。通过评估认知设计、情感设计、社会设计与功能设计对中国NGO品牌效应的影响，本研究旨在为此类组织的品牌设计开辟新路径。研究采用问卷调查法开展实证研究：先向中国河南省某社会组织发放84份问卷进行预研究，随后面向政府机构、NGO、高校及其他参与者随机发放问卷，共回收435份。分析结果表明，情感设计对社会群体认同的影响最强。中国NGO在进行品牌设计时，应优先强化情感设计以实现与社会群体的情感共鸣，从而提升组织的社会认同度并促进社会公众参与。认知设计的重要性次之，社会设计再次之。功能设计对中国NGO的社会认同无显著影响，这与中国当前的社会发展状况相符——在中国的品牌设计中，功能性并未受到高度强调。

Abstract

Brand design has become an essential tool for many Chinese educational NGOs to enhance their competitiveness and influence. However, the optimization of brand design to boost the influence of these NGOs has received little attention. This study utilizes four brand design concepts—cognitive design, emotional design, social design, and functional design—as influencing factors, with social group recognition and participation of Chinese educational NGOs serving as the criteria for measuring influence. Based on the KANO model, it identifies new driving mechanisms and constructs a theoretical model illustrating how brand design affects the social group recognition and participation of these NGOs. The research is carried out through empirical studies using collected questionnaire data. It employs a survey method, initially distributing 84 questionnaires to a social organization in Henan, China, for preliminary research, followed by collecting random questionnaires from government agencies, NGOs, universities, and other participants, totaling 435 responses. According to the analysis results, emotional design has the strongest impact on social group recognition. Cognitive design follows in importance, followed by social design. Functional design does not significantly impact the social recognition of NGOs in China, which aligns with the current social development situation in the country.