箱包企业品牌形象设计与主题文化的挖掘研究

发布时间：2018-09-10 09:29

【摘要】：整体而言，我国箱包行业缺乏真正有影响力的自主品牌。从长远来看，要使中国箱包企业有更好的发展前途，就要走品牌发展之路，走自主设计研发之路。中国箱包产业的开端是随着中国近代化工业的发展而产生的，经过了一个漫长而又曲折的发展过程。目前中国箱包产业面临着地域发展不平衡，市场混乱、渠道单一，缺乏自主品牌，自主设计研发能力弱等现状，因此箱包企业品牌的建设已经是一个刻不容缓的问题。品牌形象设计是箱包企业品牌发展的第一步，箱包品牌形象注重的是产品本身的设计和产品延伸的精神文化内涵、服务等用户所感知的体验。本文把箱包企业的品牌形象设计分为传播形象设计、产品形象设计、店面形象设计和服务形象设计四大部分。传播形象设计是箱包品牌在传播过程中给受众带来的整体印象，是箱包企业品牌形象的重要组成部分，并深深地影响着企业的品牌价值塑造；产品形象设计是指箱包的综合外观形象，通过箱包的造型、色彩、材料、装饰设计等来体现，产品形象是企业品牌形象设计的主体；店面形象设计包括实体店和网店，目的是为了吸引消费者的眼球，激发消费者的购买欲望；服务形象设计是以服务人员为主体，，以消费者为对象，通过服务行为和服务精神给消费者带来的感受。良好的品牌形象能够产生价值，提高企业个性化竞争优势，从而促进箱包企业的可持续发展。箱包企业品牌建设需要主题文化，主题文化有助于塑造箱包企业的品牌形象，有助于提高箱包企业的自主设计研发能力。主题文化的挖掘可以从我国众多的非物质文化遗产中寻找，本文试例举了以湘绣做为主题文化元素，分别与皮革箱包的材料、装饰工艺、色彩设计相结合，来提升产品形象，从而有助于企业建立品牌形象和文化，为企业提供一个可行性的参考。本文以新秀箱包企业为实例，通过对其旗下品牌的分析，结合嘉兴当地民间文化特色——蓝印花布,虚拟设计了一个子品牌“蓝步”中高端休闲箱包，并为其做了一个较为全面的品牌形象设计。箱包企业良好的品牌形象和自主研发设计能力是箱包企业发展壮大的基石，品牌文化的个性化是箱包企业得以长久发展的源泉。最后，本文呼吁国内箱包企业重视品牌形象设计的塑造和设计创新，力求我国从“箱包制造大国”走向“箱包品牌大国”。
[Abstract]:Overall, the luggage industry in China lacks a truly influential independent brand. In the long run, it is necessary to take the road of brand development and independent design and development in order to make Chinese luggage enterprises have a better future. The beginning of China's luggage industry came into being with the development of China's modern chemical industry, which has gone through a long and tortuous development process. At present, China's luggage industry is faced with unbalanced regional development, chaotic market, single channel, lack of independent brand, weak independent design and R & D ability, etc. Therefore, the construction of the brand of luggage and luggage enterprises has become an urgent problem. Brand image design is the first step of the brand development of the luggage enterprise. The brand image of the bag and bag pays attention to the design of the product itself, the spiritual and cultural connotation of the product extension, and the experience perceived by the users, such as service and so on. This paper divides the brand image design into four parts: communication image design, product image design, store image design and service image design. Communication image design is the overall impression that the brand of luggage brings to the audience in the process of communication, it is an important part of the brand image of the luggage enterprise, and deeply affects the brand value of the enterprise. Product image design refers to the comprehensive appearance image of the bag, which is embodied by the shape, color, material and decoration design of the bag. The product image is the main body of the enterprise brand image design. The store image design includes the physical store and the net shop. The purpose is to attract consumers' eyeballs and stimulate consumers' desire to buy, and service image design takes service personnel as the main body and consumers as the object, and gives consumers feelings through service behavior and service spirit. Good brand image can produce value, improve enterprise individuation competitive advantage, thus promote the sustainable development of luggage enterprise. The brand construction of luggage enterprises needs theme culture, which helps to shape the brand image of luggage enterprises and to improve the independent design and R & D ability of luggage enterprises. The excavation of theme culture can be found from many intangible cultural heritages in our country. This paper tries to illustrate the combination of Hunan embroidery as the theme cultural element, with the materials of leather case and bag, decoration technology and color design to improve the image of the product. Thus, it helps enterprises to establish brand image and culture, and provides a feasible reference for enterprises. This paper takes the rookie luggage enterprise as an example, through the analysis of its brand, combined with the local folk cultural characteristics of Jiaxing-blue printed cloth, virtual design a sub-brand "Blue step" high-end leisure luggage, And for its a more comprehensive brand image design. The good brand image and independent R & D design ability of luggage enterprises are the cornerstone of the development and expansion of luggage enterprises, and the individuation of brand culture is the source of their long-term development. Finally, this paper appeals to the domestic luggage enterprises to pay attention to the brand image design and design innovation, and strive to make our country from the "big country" to the "brand country".
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;F426.8;F273.2

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