符号学视域下的传统餐饮品牌形象设计研究

发布时间：2018-07-04 19:39

本文选题：符号学 + 传统图形　；参考：《广西师范大学》2017年硕士论文

【摘要】：改革开放以来中国的餐饮市场迅猛发展,丰富的旅游资源以及快速增长的城市经济使得传统餐饮在面临巨大发展机遇的同时,也面临着前所未有的挑战和考验。当前体验经济下,传统餐饮企业若想在激烈的餐饮竞争中立于不败之地,就必须建构起拥有独特餐饮主题,张扬品牌个性、呈现品牌魅力的餐饮品牌。通过对符号意义的建构和解读,不仅可以传播传统餐饮的品牌理念,也可表达出餐饮企业的经营理念甚至是文化符号,借此提高受众对传统餐饮符号的认知度。从而获得受众对企业文化的肯定,稳定消费群体。不过,在符号构建之前,我们必须考虑受众的需求和对符号的认识度,这样有利于传统餐饮品牌形象的传播。本文从符号学角度出发,结合国内传统餐饮品牌设计案例全聚德、杏花楼、老街第一楼等进行分析,分别指出在品牌形象中在各要素的重要性,研究形象设计中符号的本质,表明品牌形象在符号传播过程中的意义。然后,从符号学理论中找出适合传统餐饮品牌形象设计的理论点,分别是能指与所指和皮尔斯的符号三分法等角度,对传统餐饮品牌形象符号意义的建构进行剖析:再通过外在延伸与对内涵解读进一步找出,受众并非完全按照设计符号的传播意义来解读传统餐饮品牌的构建,而容易将一些符号进行转换和误读,则需通过其符号意义的延伸为传统文化在餐饮品牌形象上的运作指明方向和途径。经过上述理论与餐饮品牌形象设计符号的解读,初步提出传统餐饮品牌形象设计的发展趋势为注入文化符号,以人文内涵实现营销目的;强调其个性化。从而,一方面是对传统文化的传承;另一方面是通过对传统餐饮文化及其中符号学理论进行分析,发掘其独特的魅力,并在符号学与传统餐饮品牌形象设计中建起桥梁,其多元化的表现形式融入现代品牌形象设计中并进行文化的传承,以此来提升人们的审美品位。在此基础上,探索新的发展理念,使符号学理论更好的融入人们的生活中,实现传统文化在现代社会的价值。这样不仅可以丰富现代品牌形象设计的风格,也为地方传统文化的传承提供了新的思考方向。
[Abstract]:Since the reform and opening up, China's catering market has developed rapidly. With the rich tourism resources and the rapid growth of urban economy, the traditional catering industry is facing great opportunities for development, but also facing unprecedented challenges and tests. Under the current experience economy, if the traditional catering enterprises want to be invincible in the fierce competition for food and beverage, they must construct a restaurant brand with unique catering theme, publicity of brand personality and brand charm. Through the construction and interpretation of symbolic meaning, it can not only spread the brand concept of traditional food and beverage, but also express the management idea and even cultural symbol of catering enterprises, thereby improving the audience's recognition of traditional food symbols. Thus obtains the audience to the enterprise culture affirmation, stabilizes the consumer group. However, before the symbol is constructed, we must consider the needs of the audience and the understanding of the symbol, which is conducive to the spread of the image of traditional restaurant brand. From the semiotics point of view, combined with the domestic traditional food and beverage brand design cases Quanjude, Xinghua Lou and the first floor of Old Street, respectively, this paper points out the importance of each element in the brand image, and studies the essence of symbol in image design. It shows the significance of brand image in the process of symbol communication. Then, from the semiotics theory to find out the suitable traditional catering brand image design theoretical points, respectively, signifier and signified and Pierce's symbol three points of view, This paper analyzes the construction of the symbol meaning of the traditional catering brand image: through the external extension and the interpretation of the connotation, the audience does not interpret the construction of the traditional restaurant brand completely according to the communication significance of the design symbol. But it is easy to transform and misread some symbols, it is necessary to point out the direction and way for the operation of traditional culture in the brand image of food and beverage through the extension of its symbolic meaning. Based on the above theory and the interpretation of the design symbols of the catering brand image, it is proposed that the development trend of the traditional restaurant brand image design is to inject the cultural symbol, to realize the marketing purpose with the humanistic connotation, and to emphasize the individuation of the brand image design. Thus, on the one hand, it inherits the traditional culture; on the other hand, through the analysis of the traditional catering culture and its semiotics theory, it excavates its unique charm, and builds a bridge between the semiotics and the traditional catering brand image design. Its diversified forms of expression into the modern brand image design and cultural heritage, in order to enhance people's aesthetic taste. On this basis, explore the new concept of development, make semiotics theory better into people's lives, realize the value of traditional culture in the modern society. This not only enriches the style of modern brand image design, but also provides a new direction of thinking for the heritage of local traditional culture.
【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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