“她经济”背景下的网络品牌形象设计研究

发布时间：2018-04-10 08:03

本文选题：她经济　切入点：女性　出处：《浙江农林大学》2017年硕士论文

【摘要】：随着社会的发展,经济水平的不断提升,女性的社会地位、经济能力也不断提高,围绕着女性理财、消费形成了特有的经济圈和经济现象,女性庞大的消费力对经济起到了明显的推动效果,从而带来了一个“她经济”的时代。尤其是在越来越广泛的网络购物中,女性成为了其中很大一部分的消费人群,不难看出在竞争日趋激烈的网络市场中,抓住女性消费者就可以抓住市场竞争力。本论文通过研究概括“她经济”与网络品牌形象设计的现状,详细分析“她经济”对网络品牌构建、网络品牌设计的影响,从情感化影响、审美需求影响、认同感影响等多个方面进行探讨,并从研究女性消费特征、女性消费心理的角度出发,结合当下网络消费的流行趋势,分析当前网络品牌形象设计普遍存在的问题,总结“她经济”背景下的网络品牌形象设计理念、建构理念以及建构流程。深入探讨网络品牌定位在“她经济”背景下的重要性,并详细的从网络品牌形象设计的基础部分、包装设计、网店设计及其他设计几个方面进行研究,将实践经验与案例分析相结合,归纳总结出符合女性消费喜好的设计方法。最后通过作者长期设计实践,分析未来发展趋势,总结理论成果,对网络品牌形象设计做出理论指导。
[Abstract]:With the development of society and the continuous improvement of economic level, the social status and economic ability of women have also been continuously improved, which has formed a unique economic circle and economic phenomenon around women's financial management and consumption.Women's huge spending power has had a significant impact on the economy, leading to an era of "her economy".Especially in the more and more extensive online shopping, women have become a large part of the consumer population, it is not difficult to see that in the increasingly competitive network market, women consumers can seize the competitiveness of the market.This paper summarizes the current situation of "her economy" and network brand image design, and analyzes in detail the influence of "her economy" on network brand construction, network brand design, emotional influence and aesthetic demand.From the point of view of studying the characteristics of female consumption and female consumption psychology, combining with the current trend of online consumption, this paper analyzes the common problems in the design of network brand image, such as the influence of identity, and so on.Summarize the network brand image design idea, construction idea and construction process under the background of "her economy".The importance of network brand positioning under the background of "her economy" is discussed in depth, and the basic part of the image design of network brand, packaging design, shop design and other design aspects are studied in detail.Combining the practical experience with the case analysis, the author sums up the design method which accords with the female consumption preference.Finally, through the author's long-term design practice, analyzes the future development trend, summarizes the theory achievement, makes the theory instruction to the network brand image design.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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