品牌自建虚拟形象研究

发布时间：2018-04-28 17:47

本文选题：品牌自建虚拟形象 + 品牌形象　；参考：《陕西科技大学》2015年硕士论文

【摘要】：品牌自建虚拟形象作为品牌视觉系统的一部分,是品牌文化符号中最具感召力和活泼度的视觉元素。其丰富的视觉样式和多样的传播方式都是其增强品牌与客户黏度的重要条件。品牌自建虚拟形象产生至今已百余年,在国外有诸多成熟的案例。而其在国内的发展仍处于起步阶段,具有诸多问题有待理论研究者的逐步探索。首先,对于品牌自建虚拟形象的认知还不甚统一,理论框架不够完善;其次,我国对品牌自建虚拟的应用普遍存有误区,致使发展受阻;再次,品牌自建虚拟形象的使用并未上升至战略层次,由此导致品牌自建虚拟形象使用上缺乏规划,最终沦为鸡肋的现象比比皆是。品牌自建虚拟形象是横跨视觉识别系统和管理营销领域知识的重要分支,具有极高的应用价值。而我国关于品牌自建虚拟形象的研究范式单一,不易展开设计与营销领域的学术对话,缺少跨学科跨领域的特色综合研究成果。在商业管理理论中被通俗的称为“品牌虚拟形象代言人”,在艺术设计领域中被通俗的称为“品牌吉祥物”,称谓的不同其背后体现的是因学科背景的不同,侧重点的不同体现了理解的不同。然而,品牌自建虚拟形象是一个系统的,有“前因”有“后果”的持续动态过程。为避免本课题研究领域的片面性,本文借鉴湖北美术学院范汉成教授及其学生的研究的相关概念,将“品牌虚拟形象代言人”和“吉祥物”两者归纳并从更综合的视角提出了“品牌自建虚拟形象”的概念。本文将从相关理论概述、适用性分析、建设依据、设计环节、传播应用、总结展望六个方面全方位、系统化的进行了理论与实践相结合的深入研究。首先对该论题的研究背景、范围、动机、目的等进行介绍。第二章则围绕品牌自建虚拟形象的相关概念及应用研究,结合与VI元素的关系进行详细论述。第三章解释品牌自建虚拟形象的建设依据。第四章科学概括了建设品牌自建虚拟形象的主要内容。第五章提出品牌自建虚拟形象推广与维护的方法。第六章得出论文结论并做出研究展望。
[Abstract]:As a part of brand visual system, brand self-built virtual image is the most appealing and lively visual element in brand culture symbol. Its rich visual styles and various modes of communication are important conditions for enhancing brand and customer viscosity. Brand self-built virtual image has been produced for more than 100 years, there are many mature cases abroad. However, its development in China is still in its infancy, and many problems need to be explored by theoretical researchers. Firstly, the cognition of brand self-built virtual image is not uniform, and the theoretical framework is not perfect. Secondly, there are some misunderstandings about the application of brand self-built virtual image in our country, which hinder the development of brand self-built virtual image. The use of brand self-built virtual image has not risen to the strategic level, which leads to the lack of planning in the use of brand self-built virtual image, and eventually the phenomenon of "chicken rib" abound. Brand self-built virtual image is an important branch of vision recognition system and management marketing field knowledge, which has high application value. However, the research paradigm of brand self-building virtual image in China is single, it is not easy to carry out academic dialogue in the field of design and marketing, and it lacks the comprehensive research results of cross-disciplinary and cross-domain characteristics. It is popularly called "brand virtual image spokesman" in the business management theory, and "brand mascot" in the field of art design. The difference of emphasis reflects the difference of understanding. However, brand self-built virtual image is a systematic and continuous dynamic process with antecedents and consequences. In order to avoid the one-sidedness of this research field, this paper draws lessons from the related concepts of Professor Fan Hancheng and his students in Hubei Academy of Fine Arts. The concepts of "brand virtual image spokesman" and "mascot" are summed up and the concept of "brand self-building virtual image" is put forward from a more comprehensive perspective. This article will carry on the thorough research from the related theory summary, the applicability analysis, the construction basis, the design link, the dissemination application, the summary and the prospect six aspects omni-directional, systematized has carried on the theory and the practice union thorough research. First of all, the research background, scope, motivation, purpose and so on are introduced. The second chapter focuses on the concept and application of brand self-built virtual image, combined with the relationship between VI elements. The third chapter explains the construction basis of brand self-building virtual image. The fourth chapter summarizes the main content of building brand self-built virtual image scientifically. The fifth chapter puts forward the method of brand self-building virtual image promotion and maintenance. The sixth chapter draws the conclusion of the paper and makes the research prospect.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524

【参考文献】