中国白酒品牌视觉形象与企业文化对接机制研究

发布时间：2018-09-02 08:36

【摘要】：现阶段,品牌视觉形象在中国白酒行业企业文化的建设过程中,还存在着明显的缺失。反映在理论层面上,其企业文化研究尚停留在比较粗浅的阶段;而在实际运用中,品牌视觉形象往往流于形式,片面的品牌视觉形象并未给中国白酒企业带来预期的经济效益。因此,需要正确地把握中国白酒在企业文化与品牌视觉形象上的整体逻辑关系。在白酒企业文化和品牌视觉形象的对接机制和构建方式上,要树立科学的品牌视觉形象理念。不仅需要加强对中国白酒企业品牌视觉形象的评估,还应根据企业发展的需要,对品牌视觉形象做出及时的更新,促进其与企业文化的和谐共生。
[Abstract]:At this stage, brand visual image in the process of Chinese liquor industry enterprise culture construction, there are still obvious deficiencies. On the theoretical level, the study of corporate culture is still at a relatively shallow stage; in practice, brand visual image is often a mere formality, and one-sided brand visual image does not bring the expected economic benefits to Chinese liquor enterprises. Therefore, it is necessary to correctly grasp the overall logical relationship between enterprise culture and visual image of Chinese liquor. In the connection mechanism and construction of enterprise culture and brand visual image of liquor, we should establish scientific concept of brand visual image. It is necessary not only to strengthen the evaluation of the brand visual image of Chinese liquor enterprises, but also to update the brand visual image in time according to the needs of the development of the enterprise, so as to promote the harmonious symbiosis between the brand visual image and the enterprise culture.
【作者单位】：四川师范大学美术学院;四川大学党委组织部;
【基金】：四川省哲学社会科学重点研究基地、四川省教育厅人文社会科学重点研究基地川酒发展研究中心资助项目“川酒企业文化与品牌视觉形象的关系研究”(CJY11-08)
【分类号】：F426.82;F273.2;F270

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