芜湖铁画艺术品牌设计管理策略研究
发布时间：2018-12-11 11:49
【摘要】：本论文以芜湖铁画艺术品牌为研究对象,通过对近年来铁画品牌的发展状况及管理方式进行分析,以探讨芜湖铁画的自我品牌塑造与经营管理策略。通过对传统芜湖铁画手工艺品牌的当代行业进行系统的考察,获取了客观的数据和第一手案例资料,实现对当前的发展瓶颈与问题的分析总结,并最终运用设计管理学的相关理论对其进行解析,试图得出积极的管理经营策略。从实地调研与访谈问卷来看,芜湖铁画行业自芜湖工艺美术厂转型改制之后,铁画行业的产品设计生产、传播、销售等环节都发生了变化,铁画行业自身实现了由传统形态到现代形态、国营体制到民营体制的的转变,但是在这一转变的过程中也产生了一系列的问题。芜湖铁画行业转型中所出现的问题也是中国传统手工艺行业现代转型问题的代表体现,要想解决这一问题就需要回溯至传统手工艺的转型时间点以及转型路径,并始终结合当代发展的时代潮流,分析这种传统手工艺品牌的转型营销策略的设计。本论文主要探讨芜湖铁画品牌在新的环境下如何发展与转型的策略研究。芜湖铁画艺术品牌的设计管理需要有自身的策略体系,从当前现实出发制定明确的方向与目标,从整体上需要实现行业内部品牌设计管理战略发展以及寻求行业外部的发展动力。铁画行业内部品牌设计管理策略包括,艺术品牌塑造、产业跨业合作、工艺创新执行；铁画寻求产业发展的外部动力策略包括,申请非物质文化遗产的文化策略、寻求政府支持的经济策略、倡导理论探讨的研究策略。论文还将芜湖铁画品牌设计管理与南京云锦以及台湾地区相同艺术产业发展进行了比较,由此发现铁画品牌设计管理需要重点突出了政府主导者的地位,实现了多层次多方向的发展策略,在品牌设计管理上具有时代性与全面性。
[Abstract]:This paper takes Wuhu iron painting art brand as the research object, through the analysis of the development and management mode of the iron painting brand in recent years, in order to explore the Wuhu iron painting self-brand shaping and management strategy. Through the systematic investigation of the contemporary industry of the traditional Wuhu iron painting handicraft brand, the objective data and first-hand case information are obtained, and the analysis and summary of the current development bottlenecks and problems are realized. Finally, it analyzes the design management theory and tries to get the positive management strategy. From the field investigation and interview questionnaire, it can be seen that since the transformation and restructuring of Wuhu Arts and Crafts Factory, the design, production, dissemination, sales and other aspects of the iron painting industry have all changed. The iron painting industry itself has realized the transformation from the traditional form to the modern form, the state-owned system to the private system, but in this transformation process also produced a series of problems. The problems in the transformation of Wuhu iron painting industry are also the representative of the modern transformation of Chinese traditional handicraft industry. In order to solve this problem, we need to go back to the time and path of the transformation of traditional handicraft. And always combined with the contemporary trend of development, analysis of the traditional handicraft brand transformation marketing strategy design. This paper mainly discusses how to develop and transform Wuhu iron painting brand in the new environment. The design and management of Wuhu iron painting art brand need to have its own strategic system, from the current reality to formulate a clear direction and goals, As a whole, we need to realize the development of brand design and management strategy within the industry and seek the external development power of the industry. The internal brand design management strategy of iron painting industry includes, art brand shaping, industry cross industry cooperation, process innovation execution; The external motive strategies of iron painting for industrial development include the cultural strategy of applying for intangible cultural heritage, the economic strategy supported by the government, and the research strategy of advocating the theoretical discussion. The paper also compares the design management of Wuhu iron painting brand with the development of the same art industry in Nanjing Yunjin and Taiwan, and finds out that the design management of iron painting brand needs to emphasize the position of government leader. The development strategy of multi-level and multi-direction is realized, and the management of brand design is of the times and comprehensiveness.
【学位授予单位】：安徽工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J526.9
本文编号：2372496
[Abstract]:This paper takes Wuhu iron painting art brand as the research object, through the analysis of the development and management mode of the iron painting brand in recent years, in order to explore the Wuhu iron painting self-brand shaping and management strategy. Through the systematic investigation of the contemporary industry of the traditional Wuhu iron painting handicraft brand, the objective data and first-hand case information are obtained, and the analysis and summary of the current development bottlenecks and problems are realized. Finally, it analyzes the design management theory and tries to get the positive management strategy. From the field investigation and interview questionnaire, it can be seen that since the transformation and restructuring of Wuhu Arts and Crafts Factory, the design, production, dissemination, sales and other aspects of the iron painting industry have all changed. The iron painting industry itself has realized the transformation from the traditional form to the modern form, the state-owned system to the private system, but in this transformation process also produced a series of problems. The problems in the transformation of Wuhu iron painting industry are also the representative of the modern transformation of Chinese traditional handicraft industry. In order to solve this problem, we need to go back to the time and path of the transformation of traditional handicraft. And always combined with the contemporary trend of development, analysis of the traditional handicraft brand transformation marketing strategy design. This paper mainly discusses how to develop and transform Wuhu iron painting brand in the new environment. The design and management of Wuhu iron painting art brand need to have its own strategic system, from the current reality to formulate a clear direction and goals, As a whole, we need to realize the development of brand design and management strategy within the industry and seek the external development power of the industry. The internal brand design management strategy of iron painting industry includes, art brand shaping, industry cross industry cooperation, process innovation execution; The external motive strategies of iron painting for industrial development include the cultural strategy of applying for intangible cultural heritage, the economic strategy supported by the government, and the research strategy of advocating the theoretical discussion. The paper also compares the design management of Wuhu iron painting brand with the development of the same art industry in Nanjing Yunjin and Taiwan, and finds out that the design management of iron painting brand needs to emphasize the position of government leader. The development strategy of multi-level and multi-direction is realized, and the management of brand design is of the times and comprehensiveness.
【学位授予单位】：安徽工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J526.9
【参考文献】
相关硕士学位论文 前1条
1 薛梅;符号学视角下的铁画艺术传承与发展研究[D];安徽工程大学;2012年
，本文编号：2372496
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