匠心载道—原创木作产品品牌创新设计研究

发布时间：2018-03-06 22:37

本文选题：匠心载道　切入点：传统手工艺　出处：《广西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：本文从研究传统手工艺品在品牌化进程中的背景出发,发现设计领域对原创木作产品品牌的品牌构建研究尚未有较深的探究。通过对中国传统造物观念、《考工记》中的“材美”与“工巧”设计理念、工匠精神以及品牌的解读构成“匠心载道”的概念,又以四个方向进行分别论述:“匠”是木作手工艺及其手工艺相关的领域;“心”是一以贯之的工匠精神;“载”是以品牌为平台联通消费者与企业之间的沟通;“道”是与时俱进的设计观念与审美。文中通过中国原创木作产品品牌案例的分析和沉淀,运用现代品牌的概念结合中国传统造物理念进行原创木作产品品牌分析总结出共性,从而推导出以品牌工艺、品牌文化、品牌传播、品牌价值四个维度构建“匠心载道”的品牌创新设计模型。再通过与成熟的品牌构建策略模型即奥美的360度品牌管理和麦肯光明的“品牌足迹”进行对比分析出他们之间的优劣,从而论证“匠心载道”的合理性与适应性。最后将“匠心载道”品牌创新设计模型运用在实践当中,希冀能构造出新的手工艺品牌。论文通过“匠心载道”的造物理念,对原创木作产品的品牌构建进行梳理,了解我国原创手工艺品以及品牌化的发展现状,清晰了在品牌化过程中传统手工艺行业本身的独特性:即一是通过充分的挖掘手工艺背后的文化含义,并与市场紧密结合使其获得内在动力展现手工艺活力,使手工艺的存续问题得到最优的解决方案;二是手工艺品的品质会随着匠人的阅历不断增加,使得匠人的体会与感悟发生变化,从而使手工艺品所蕴含“匠心”在渐进式地促进创新设计的发生;三是在市场竞争中品牌的成长,是受外力与内在迭代因素的影响,进行整合式的内外循环更生。从可持续的观点看,本文的探讨的“匠心载道”的品牌创新设计模型,也将随着市场和同品类品牌之间的竞争调整相应的策略,使之在传统手工艺行业的相关品牌构建同样有着适度的适用性。因此,课题的研究是具有一定的理论意义与现实意义。
[Abstract]:In this paper, the background of traditional handicrafts in the process of branding, It is found that the research on brand building of original woodwork products in the field of design has not been deeply explored. Through the traditional Chinese concept of creation, the design concepts of "material beauty" and "workmanship" in Kaogong Ji are discussed. The craftsman's spirit and the interpretation of the brand form the concept of "craftsmanship". It is discussed separately in four directions: "craftsman" is the field of woodwork handicraft and its handicraft, "heart" is the spirit of craftsman, "Zai" is the communication between consumer and enterprise on the platform of brand name, "Tao" Through the analysis and precipitation of the brand case of Chinese original woodwork products, Using the concept of modern brand combined with Chinese traditional creational concept to analyze and sum up the commonness of the brand of original woodwork products, thus deducing the brand technology, brand culture, brand communication, The four dimensions of brand value are used to construct the brand innovation design model of "Carpenter". Then, by comparing it with the mature brand building strategy model, that is, the 360-degree brand management of Ogilvy and the "brand footprint" of McCann Bright. Between them, Finally, applying the brand innovation design model of "craftsman's heart to carry Tao" in practice, hoping to construct a new handicraft brand. Combing the brand construction of the original woodwork products to understand the current situation of the development of the original handicrafts and brands in our country. It is clear that the traditional handicraft industry itself is unique in the process of branding: first, by fully excavating the cultural meaning behind the handicraft, and closely combining with the market so that it can gain the inherent power to show the vitality of the handicraft. The second is that the quality of handicrafts will increase with the experience of the craftsman, so that the experience and perception of the craftsman will change. So that the craftsman's heart contained in the handicraft can promote the creation of innovative design step by step. Thirdly, the growth of the brand in the market competition is influenced by external forces and internal iterative factors. From a sustainable point of view, the brand innovation design model discussed in this paper will adjust the corresponding strategies with the competition between the market and the brands in the same category. Therefore, the research of this subject has certain theoretical and practical significance.
【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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