“707”漆艺饰品品牌形象设计研究

发布时间：2018-03-06 23:13

本文选题：漆艺饰品　切入点：品牌形象　出处：《云南艺术学院》2017年硕士论文　论文类型：学位论文

【摘要】：漆艺作为中国的民族瑰宝蕴含着我国丰富的民族文化,随着社会的发展、时代的变迁,这项从我国起源的传统文化竟被忽略,甚至比不上受我国文化影响的相邻国家。伴随着人们对文化遗产的重视与保护。漆艺的传承与发扬迫在眉睫。而我国现有的漆艺饰品生产企业多缺乏品牌塑造和形象设计的概念。将自身处于市场的劣势,十分被动。漆艺饰品发展根据市场发展及消费者需求进行有策略的持续性发展。有品牌意识的企业才能在市场的洪流中持续前行。本文从漆器的发展脉络到漆器饰品的个性特征分析,项目研究可以通过产品的生产到饰品的推广以及产品销量,做可行性分析,将项目中每个阶段遇到的问题进行分析整理,从而对漆艺饰品在当下的存在与发展提出问题与展望。通过对品牌形象进行设计研究,对当下漆艺饰品生产企业发展所遇困境提供理论支持。通过对重庆漆艺饰品市场进行调研,从优势与不足中总结出“707”漆艺饰品设计发展的方式与方法,分析出“707”漆艺饰品品牌形象设计的方向,明确了“707”漆艺饰品品牌发展方向。通过收集大量相关资料,深入市场,掌握相关一手资料,为项目的研究提供充分的准备。以美学、品牌学、营销学、艺术设计学、消费心理学等诸多学科为理论依据。论述品牌形象在企业发展中的重要性。并对其进行归纳总结,通过“707”漆艺饰品品牌形象设计研究充分论述理论研究的可行性。
[Abstract]:Lacquer art, as the national treasure of China, contains rich national culture in our country. With the development of society and the change of times, this traditional culture originated from our country has been ignored. With the attention and protection of cultural heritage, the inheritance and development of lacquer art is urgent. However, most of the existing lacquer ornaments manufacturers lack of brand shaping and promotion. The concept of image design. Put yourself at a market disadvantage, Very passive. Lacquer art jewelry development according to the market development and consumer demand for strategic and sustainable development. Brand awareness of the enterprise can continue to move forward in the current of the market. This article from the development of lacquer ware to lacquer ware. An Analysis of the Personality characteristics of Jewelry, Through the production of products to the promotion of jewelry and product sales, the project research can do feasibility analysis, analyze and sort out the problems encountered in each stage of the project. In order to put forward problems and prospects for the current existence and development of lacquer art ornaments, through the design of the brand image, This paper provides theoretical support for the difficulties encountered in the development of lacquer ornaments production enterprises. Through the investigation of Chongqing lacquer ornaments market, the paper summarizes the ways and methods of the design and development of "707" lacquer ornaments from its advantages and disadvantages. This paper analyzes the direction of image design of "707" lacquer art jewelry brand, defines the developing direction of "707" lacquer jewelry brand. Through collecting a large amount of relevant information, going deep into the market and mastering relevant first-hand data, it provides sufficient preparation for the research of the project. This paper discusses the importance of brand image in the development of enterprise, and sums up the theory basis of many subjects, such as branding, marketing, art design, consumer psychology and so on. Through "707" lacquer art jewelry brand image design research fully discusses the theory research feasibility.
【学位授予单位】：云南艺术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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