论中国现代企业品牌文化的视觉规范建构

发布时间：2018-01-19 07:05

本文关键词： 现代企业品牌文化发展视觉规范创新竞争力　出处：《中国美术学院》2008年硕士论文　论文类型：学位论文

【摘要】：随着视觉文化时代的到来,我国的现代企业开始有意识地进行品牌经营,塑造强势品牌,扩大品牌的社会知名度,以高知名度的品牌来整合企业的系列产品,促进产品的销售,提高产品的市场份额。但现阶段我国企业品牌产品的开发还处于初级阶段,较少涉及品牌文化的开发及利用,特别是在视觉的规范上还存在着很大的问题。比如品牌的重复命名现象,这说明现代企业创新能力的严重不足,同时也削弱了企业的市场竞争力,使企业陷入不利的境地,从而影响企业的长远发展。本文试图通过深层次地挖掘企业品牌文化的内涵,阐述中国现代企业在视觉文化时代下建构品牌文化的规范和原则,并对现阶段我国企业品牌文化的发展现状进行了分析,从我国现阶段企业品牌命名的重复现象入手,在根本上剖析国内企业品牌文化建构的误区。最后针对这些问题提出了可操作性较强的对应策略,希冀对国内企业品牌文化的建构有所借鉴、启迪。
[Abstract]:With the arrival of the visual culture era, modern enterprises in our country began to consciously carry out brand management, shape strong brands, expand the social popularity of brands, and integrate the series products of enterprises with high-visibility brands. To promote the sales of products and increase the market share of products. But at this stage, the development of brand products in our country is still in the initial stage, less involved in the development and use of brand culture. Especially in the visual norms there are still a lot of problems, such as the repeated naming of brands, which shows that the innovation ability of modern enterprises is seriously inadequate, but also weaken the market competitiveness of enterprises. Causes the enterprise to fall into the disadvantageous situation, thus affects the enterprise's long-term development. This paper attempts to explore the connotation of enterprise brand culture deeply and expounds the norms and principles of constructing brand culture in the visual culture era of modern Chinese enterprises. At the same time, this paper analyzes the current situation of the development of enterprise brand culture in our country, starting with the repeated phenomenon of enterprise brand naming at the present stage of our country. This paper analyzes the misunderstandings of the construction of domestic enterprise brand culture fundamentally. Finally, the author puts forward some operable corresponding strategies to solve these problems, hoping to draw lessons from and enlighten the construction of domestic enterprise brand culture.
【学位授予单位】：中国美术学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【共引文献】