“老字号”品牌形象设计的创新模式探索

发布时间：2018-06-03 09:01

本文选题：“老字号” + 品牌形象设计　；参考：《东南大学》2015年硕士论文

【摘要】：“老字号”品牌是中国经济发展的见证者,体现着中华民族的文化特色和历史渊源。其人文价值和经济价值对于我们的国家来说都是不可估量的。然而,随着时代的变迁和中国经济的不断发展,宏观上,“老字号”品牌的市场份额逐步减退,经受着国外品牌和国内新兴品牌的冲击；微观上,每一个“老字号”品牌都或多或少的经历着品牌发展得困顿。面临这种局面,很多“老字号”品牌试图“自救”,但收效甚微。其中一个重要因素就是由于“老字号”品牌形象不符合当代发展的需要。因此,进行“老字号”品牌形象创新设计的课题显现出极大的必要性,行之有效的创新模式对于“老字号”品牌形象创新的行为也具有较为实际的理论指导意义。“老字号”品牌形象设计的创新,就是在新时代的背景下,充分尊重“老字号”品牌原有的品牌文化和发展脉络,融入新观念、新思想,对其品牌文化进行整合,进而围绕品牌文化,对品牌形象进行全方位的包装和重塑。依托设计学理论的大背景,结合营销学、心理学等多个交叉学科,论文着重讨论了“品牌视觉形象”与品牌形象的从属关系和作用,对“老字号”品牌进行形象创新设计模式进行了探索。论文依据现有的理论研究成果,将“老字号”品牌形象设计的创新模式归结为延伸创新模式、颠覆创新模式、逆向创新模式和整合创新模式等四种,并分别探讨了四种模式的运用条件、方式和利弊,以及是否适用于“老字号”品牌形象创新。最后,以论文研究的创新模式,指导江苏南京糕点品牌“小苏州”品牌视觉形象创新设计实践作为论证,以小见大,进一步探讨论文的理论成果应用于“老字号”品牌创新设计的可行性与适用性。
[Abstract]:The old brand is the witness of China's economic development and embodies the cultural characteristics and historical origin of the Chinese nation. Its humane value and economic value are immeasurable to our country. However, with the change of the times and the continuous development of Chinese economy, the market share of the "old brand" brand gradually declines, withstanding the impact of the foreign brand and the new domestic brand. Each "old brand" brand has more or less experienced the development of the brand difficult. Faced with this situation, many old-name brands tried to save themselves, but to little effect. One of the important factors is that the old brand image does not meet the needs of contemporary development. Therefore, it is necessary to carry out the innovation design of "old brand" brand image, and the effective innovation mode is also of practical theoretical significance for the "old brand" brand image innovation behavior. The innovation of "old brand" brand image design is to fully respect the original brand culture and development context of the "old brand" brand under the background of the new era, and integrate its brand culture with new ideas and new ideas. Then around the brand culture, brand image packaging and remodeling. Based on the background of the theory of design, combined with marketing, psychology and many other interdisciplinary subjects, this paper discusses the subordinate relationship and function between brand visual image and brand image. This paper probes into the image innovation design mode of the old brand. According to the existing theoretical research results, the paper puts forward the innovation mode of the brand image design of "old brand" into four kinds: extended innovation mode, subversive innovation mode, reverse innovation model and integrated innovation mode. The application conditions, methods, advantages and disadvantages of the four models, and whether they are suitable for the brand image innovation of the old brand are discussed respectively. Finally, with the innovative mode of the thesis research, guiding Jiangsu Nanjing pastry brand "small Suzhou" brand visual image innovation design practice as the demonstration, through a small part to see the whole, This paper further discusses the feasibility and applicability of applying the theoretical results of the thesis to the brand innovation design of the old brand.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524

【相似文献】