山寨品牌设计研究

发布时间：2018-06-04 01:39

本文选题：山寨 + 视知觉　；参考：《中央美术学院》2014年硕士论文

【摘要】：从品牌的历史发展，沿着品牌不断完善的节奏引出山寨，对山寨社会现象进行剖析。利用视知觉理论和品牌设计原理分析山寨品牌的混淆手段，列举山寨品牌的案例。现在的山寨已经不是名牌与地下模仿者的之间的较量，而是品牌与品牌之间的角逐。当下时代模仿与仿造的界限越来越模糊，与科技网络的互联技术的发展密不可分。山寨明目张胆的逾越知识产权，严重影响了消费市场的公证性。另一个方面，，人类社会的历史离不模仿和借鉴，这是发展过程中不可缺少的。商业中借力营销也是一种手段。商业战场上有不少山寨的成功案例。不可否认在某个发展阶段山寨的作用，确实推动了社会的发展，但是从长远发展和商业道德取向方面，山寨行为是不值得提倡的。
[Abstract]:From the historical development of the brand, along with the rhythm of continuous improvement of the brand leads to Shanzhai, and analyzes the social phenomenon of shanzhai. Based on visual perception theory and brand design principle, this paper analyzes the confused means of shanzhai brand and enumerates the case of shanzhai brand. Today's shanzhai is not a contest between famous brands and underground imitators, but a contest between brands and brands. The boundary between imitation and imitation is becoming more and more blurred, which is closely related to the development of the interconnection technology of science and technology network. The blatant violation of intellectual property rights has seriously affected the notarization of the consumer market. On the other hand, the history of human society is not imitated and used for reference, which is indispensable in the process of development. Marketing in business is also a means. There are many successful cases of copycat on the business battlefield. There is no denying that the role of shanzhai in a certain stage of development really promoted the development of society, but from the long-term development and commercial moral orientation, shanzhai behavior is not worth advocating.
【学位授予单位】：中央美术学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J524

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