桂北地区民族工艺品品牌形象设计研究

发布时间：2018-02-25 00:11

本文关键词： 品牌形象设计桂北地区民族工艺品品牌　出处：《广西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：桂北地区汇聚了苗、布依、侗、瑶、壮、彝、土家、仡佬等十多个少数民族,民族工艺品具有浓厚的地方文化色彩,极具研究、保护、开发的价值。当今快节奏的生活使得桂北地区民族工艺品从精神需求方面受到越来越多人的追捧,但由于桂北地区工艺品品牌起步较晚,很多品牌在品牌形象方面还不够完善,给民族工艺品的销售造成了很多不便。桂北地区民资工艺品品牌形象设计不仅仅能够给识别和营销提供帮助,更是给消费者创造有文化意义的消费体验,也在某种程度上保护和传承了民族文化。由于桂北地区民族工艺品品牌形象的设计方法及策略还没有比较系统的理论与实践论证,本文尝试寻找其品牌形象设计的方法与策划途径。本文通过实地考察调查和材料收集梳理对桂北地区的民族工艺品进行分析探究,总结出桂北地区民族工艺品的特点和文化内涵。同时从品牌市场、品牌形象塑造、影响品牌发展因素等角度,提出桂北地区民族工艺品品牌形象欠缺、设计方法还没有形成系统的问题。然后针对所存在的问题,从消费群体和消费者心理需求的角度出发,提出偏向于中高端的市场定位,和将民族精神应用于品牌形象设计中的品牌形象定位方法。从桂北地区民族工艺品的主要类型、特色、内涵等方面入手,提出将民族文化、民族图形、民族多样化应用于品牌形象设计中的方法。最后以桂北地区比较典型的工艺品品牌“南丹绣玉工艺品有限公司”作为设计实践,将策略方法体现在实际品牌中。更为直观的表现设计方法,并对理论研究的合理性与正确性进行检验。通过上述对桂北地区民族工艺品品牌形象设计方法的总结,尝试给桂北地区民族工艺品品牌的形象设计提供一定的理论方法,给往后相关课题的方法探究提供一种借鉴。通过对南丹绣玉工艺品有限公司的品牌形象设计实践,给公司提供相应的品牌形象设计系统元素并赋予品牌寓意和内涵,满足消费者的购买需求和心理需求,同时给其他桂北民族工艺品品牌做出实例设计参考。
[Abstract]:In northern Guangxi, Miao, Buyi, Dong, Yao, Zhuang, Yi, Tujia, Gelao and other ethnic minorities have gathered together. Ethnic handicrafts have a strong local cultural color and are highly researched and protected. The value of development. Today's fast-paced life has made ethnic handicrafts in northern Guangxi more and more popular in terms of spiritual needs. However, due to the late start of handicraft brands in Northern Guangxi, many brands are still not perfect in brand image. It has caused a lot of inconvenience to the sale of ethnic handicrafts. The brand image design of folk handicrafts in northern Guangxi can not only provide help for identification and marketing, but also create a culturally meaningful consumption experience for consumers. It also protects and inherits the national culture to a certain extent. Because the design method and strategy of the brand image of the national handicraft in the north of Guangxi has not been demonstrated systematically in theory and practice, This paper tries to find the method and planning way of its brand image design. Through field investigation and material collection, this paper analyzes and explores the ethnic handicrafts in the north of Guangxi. This paper summarizes the characteristics and cultural connotations of ethnic handicrafts in northern Guangxi. At the same time, from the aspects of brand market, brand image shaping and influencing factors of brand development, it points out that the brand image of ethnic handicrafts in Northern Guangxi is deficient. The design method has not yet formed a systematic problem. Then, in view of the existing problems, from the point of view of consumer groups and consumers' psychological needs, the paper puts forward the market positioning in favor of the middle and high end of the market. And applying national spirit to brand image design. Starting with the main types, characteristics and connotations of ethnic handicrafts in the north of Guangxi, this paper puts forward the national culture, national graphics, and so on. Finally, Nandan embroidery Jade Crafts Co., Ltd., a typical handicraft brand in the north of Guangxi, is taken as the design practice. The strategy method is embodied in the actual brand. The more intuitionistic performance design method, and the rationality and correctness of the theoretical research are tested. Through the above summary of the design method of the brand image of the national handicraft in the north of Guangxi, This paper attempts to provide a certain theoretical method for the image design of ethnic handicraft brands in northern Guangxi, and a reference for the related subjects in the future. Through the brand image design practice of Nandan embroidered Jade Crafts Co., Ltd, To provide the company with the corresponding brand image design system elements and give the moral and connotation of the brand to meet the purchase needs and psychological needs of consumers. At the same time to other Guimei ethnic arts and crafts brands to make an example design reference.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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