8210矿泉水品牌视觉设计研究

发布时间：2018-06-07 22:17

本文选题：品牌 + 品牌视觉形象设计　；参考：《曲阜师范大学》2017年硕士论文

【摘要】：数据显示,目前国内的矿泉水企业大约有1200多家,市场竞争激烈。8210矿泉水隶属于北京广润源贸易有限公司,是中国中高端矿泉水行业的创新型品牌。在企业的发展过程中,8210矿泉水也遇到了瓶颈,例如企业在“自我认知”上模糊不清,缺乏长期规划,盲目地扩展产品线、品牌视觉形象不统一、产品外包装设计缺乏美感且无法突出产品优势等,这一系列问题都使其在市场品牌竞争中处于劣势。为摆脱这种现状,本文从品牌视觉设计的角度对8210矿泉水品牌进行再设计,并结合企业自身特点来重塑企业的品牌视觉形象,增强品牌形象竞争力,借助品牌市场优势占领市场。本论文首先对中国矿泉水行业品牌现状进行调研,分类探讨主要竞争对手的品牌形象特点,通过对消费者行为调查分析,概括出矿泉水市场的整体现状,为8210矿泉水品牌定位和形象的塑造与设计奠定基础。其次通过对8210矿泉水品牌视觉形象的设计现状分析,结合企业自身特点,整理出企业在品牌形象塑造过程中存在的问题。最后通过对以上问题的归纳,对产品的市场及品牌进行重新定位,通过全新的、完整的品牌视觉形象来展示企业产品,重塑企业形象,从而为企业占领市场奠定基础。本文通过对8210矿泉水品牌视觉形象的重新设计,重塑品牌形象,从而打造全新的市场品牌,希望以此唤起人们对于国内地方性中小型企业品牌发展的关注;同时深入探讨在当今品牌同质化问题日益凸显的时代背景下,设计师应该如何利用品牌视觉形象设计的理念来增强市场竞争力,创造强势品牌,增强国内品牌在国际市场的影响力。
[Abstract]:The data show that there are more than 1200 mineral water enterprises in our country at present. The market competition is fierce. 8210 mineral water belongs to Beijing Guangrun source trading co., Ltd. It is an innovative brand of middle and high-end mineral water industry in china In the course of the development of the enterprise, the mineral water of No. 8210 has also encountered bottlenecks. For example, the enterprise is vague in "self-cognition", lacks long-term planning, blindly expands the product line, and the visual image of the brand is not unified. The lack of aesthetic sense in product packaging design and the inability to highlight the advantages of the product, all these problems make it inferior in the market brand competition. In order to get rid of this situation, this paper redesigns the 8210 mineral water brand from the perspective of brand visual design, and redesigns the brand visual image of the enterprise in combination with the characteristics of the enterprise to enhance the competitiveness of the brand image. Use brand market advantages to occupy the market. This paper firstly investigates the brand status of mineral water industry in China, classifies and discusses the brand image characteristics of the main competitors, and summarizes the overall situation of mineral water market through the investigation and analysis of consumer behavior. For 8210 mineral water brand positioning and image shaping and design laid the foundation. Secondly, by analyzing the design status of the visual image of 8210 mineral water brand, combining with the characteristics of the enterprise itself, the problems existing in the process of brand image shaping are sorted out. Finally, through the induction of the above problems, we reposition the market and brand of products, display the products through a brand new and complete visual image, and reshape the image of the enterprise, thus laying the foundation for the enterprise to occupy the market. This paper redesigns the visual image of 8210 mineral water brand, rebuilds the brand image, thus creates a brand new market, hoping to arouse people's attention to the brand development of local small and medium-sized enterprises in China. At the same time, under the background of the increasingly prominent problem of brand homogeneity, designers should make use of the concept of brand visual image design to enhance market competitiveness and create strong brands. Enhance the influence of domestic brands in the international market.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

【参考文献】