现代商业展示设计对企业品牌形象作用的研究

发布时间：2018-04-23 11:34

本文选题：商业展示设计 + 品牌形象　；参考：《山东轻工业学院》2009年硕士论文

【摘要】： 现代商业展示是企业品牌形象推广的重要手段,企业品牌形象是商业展示的重要内容。不同品牌形象的不同展示手法推广有不同的市场效果。品牌是对某种事物的集中表现,它凝结着其内在品质和外在的形象。企业品牌形象是凝结着企业内在品质与外在形象的集合体,它集中体现出企业的理念特征,行为特征,形象特征,并延伸到企业经营的各个环节。商业展示是企业经营推广的重要环节和手段。可大致分为卖场即商场的展示和集中的商业化展览会的展示,它们涉及到对企业品牌形象的表达,体现着企业的经营状态和市场地位,影响着企业的经营与成效。因而,论文提出企业品牌形象是商业展示的核心,商业展示过程是企业品牌形象推广的有效载体。本文分析总结品牌形象的一般规律和特点及其在商业展示中的科学运用,介绍商业展示对经济发展的重要作用和对企业品牌形象的影响,探讨现代商业展示设计与树立企业品牌形象之间存在的问题和商业展示中表现企业品牌形象的方法,提出企业品牌形象在展示设计中的应用原则,提出科学切实的设计方案。文章借助成功案例进一步阐述企业品牌形象是商业展示的核心,商业展示是对企业品牌形象有效推广的重要形式。论文对韩国E·LAND公司的品牌形象店展示设计结合图例进行分析,指出其商业展示在企业品牌形象建设中的作用;企业如何合理正确地运用商业展示设计表达自身的品牌形象,从而达到提升企业品牌价值效果的研究目的。本文的研究力求为商业展示设计在企业品牌形象建设中的运用提供理论指导,解决商业展示与企业品牌形象脱节的问题,使企业品牌形象的展示更加有效,同时探索商业展示设计与企业品牌形象的未来发展趋势。
[Abstract]:Modern commercial display is an important means to promote enterprise brand image, and enterprise brand image is an important content of business display. Different brand image of different display techniques to promote different market effects. Brand is the concentrated expression of something, it condenses its internal quality and external image. Enterprise brand image is a combination of internal quality and external image, which embodies the characteristics of concept, behavior and image of the enterprise, and extends to all aspects of enterprise management. Commercial display is an important link and means of business promotion. It can be roughly divided into store display and centralized commercial exhibition, which involve the expression of enterprise brand image, reflect the management state and market position of the enterprise, and affect the management and effectiveness of the enterprise. Therefore, the paper puts forward that the enterprise brand image is the core of the business display, and the business display process is the effective carrier of the enterprise brand image promotion. This paper analyzes and summarizes the general rules and characteristics of brand image and its scientific application in commercial display, and introduces the important role of commercial display in economic development and its influence on enterprise brand image. This paper probes into the problems existing between modern commercial display design and the establishment of enterprise brand image and the methods of displaying enterprise brand image in commercial display, puts forward the application principle of enterprise brand image in display design, and puts forward a scientific and practical design scheme. With the help of successful cases, this paper further expounds that enterprise brand image is the core of business display, and commercial display is an important form of effective promotion of enterprise brand image. This paper analyzes the display design of the brand image store of E LAND Company in Korea, and points out the function of its commercial display in the construction of the brand image of the enterprise, and how to use the commercial display design to express the brand image of the enterprise reasonably and correctly. In order to achieve the purpose of improving the brand value of enterprises. The research in this paper aims to provide theoretical guidance for the application of commercial display design in the construction of enterprise brand image, solve the problem of disconnection between commercial display and enterprise brand image, and make the display of enterprise brand image more effective. At the same time, it explores the future development trend of commercial display design and enterprise brand image.
【学位授予单位】：山东轻工业学院
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.3

【引证文献】