企业品牌形象在会展设计中的研究

发布时间：2018-05-26 18:32

本文选题：会展 + 会展设计　；参考：《西安建筑科技大学》2011年硕士论文

【摘要】：品牌形象是企业在市场竞争中取得优势的重要因素。会展是企业展示其品牌形象的一个重要平台。近年来随着我国经济的高速发展,会展业发展迅速,如何在会展中塑造企业品牌形象日益受到人们的重视。本文在广泛收集相关资料的基础上,分析我国会展设计中企业品牌形象的表现与推广中存在的问题,并探讨如何在会展设计中将企业品牌形象完整、统一、有效地展现出来。在分析会展设计与企业品牌形象相互关系的基础上,对企业品牌属性、品牌利益、品牌价值、品牌精神在会展设计中的表达进行了研究,并进一步对如何在会展中塑造企业品牌标志、品牌色彩、品牌文字、品牌形象的精神内涵进行了分析。研究表明会展设计应将企业品牌形象平面化的设计在立体三维空间中通过重新组合,应注重企业品牌形象的体现,针对不同的品牌形象特色,充分理解、体现其特性,运用多样的表现手法,准确的把握企业文化内涵、经营理念,将品牌形象融入会展设计中。运用多媒体、动态等多样的表现手段来突出企业的经营理念、精神和文化内涵,并以企业形象识别系统为指导,在为参观者展示一个愉快、轻松、亲切的空间的同时,将企业形象、品牌理念及企业的精神内涵展现出来以期为企业品牌形象在会展活动中的塑造提供参考。
[Abstract]:Brand image is an important factor for enterprises to gain advantage in the market competition. Exhibition is an important platform for enterprises to display their brand image. In recent years, with the rapid development of our country's economy, the exhibition industry has developed rapidly. How to shape the brand image in the exhibition has been paid more and more attention.
On the basis of extensive collection of relevant information, this paper analyzes the existing problems in the performance and promotion of the enterprise brand image in the exhibition design of China, and discusses how to integrate the brand image of the enterprise in the exhibition design, unify and effectively. On the basis of the analysis of the relationship between the exhibition design and the enterprise brand image, the enterprise products are analyzed. The expression of brand attribute, brand interest, brand value and brand spirit in exhibition design is studied, and the spiritual connotation of how to shape the brand symbol, brand color, brand character and brand image in the exhibition is further analyzed.
The research shows that the design of the exhibition design should make the design of the brand image of the enterprise in the three-dimensional space through the recombination, should pay attention to the embodiment of the brand image of the enterprise, fully understand the characteristics of the different brand image, reflect its characteristics, and use various expression techniques to accurately grasp the connotation of the enterprise culture, the management idea, and the brand image. Into the exhibition design. Using multi-media, dynamic and diverse means of expression to highlight the business philosophy, spirit and cultural connotation, and guided by the enterprise image recognition system, and display a pleasant, relaxed and friendly space for the visitors to show the enterprise image, brand concept and the spirit of the enterprise. It provides a reference for the brand image of the enterprise in the exhibition activities.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524;F270

【相似文献】