棉小兜婴童生态毛巾在电商渠道的品牌视觉塑造

发布时间：2018-04-02 09:43

本文选题：电子商务　切入点：品牌建设　出处：《河北大学》2015年硕士论文

【摘要】：互联网的出现悄然地改变了人们的生活方式和消费习惯,伴随着网络和电子设备的普及,电子商务作为一种新的商品交易模式正在兴起。其方便、快捷、进入成本低、辐射领域广等优势吸引了众多品牌商品进入,使得这一市场的竞争趋于白热化状态。众所周知,电商渠道中的购物体验环境是以视觉为主导,所以,在这一渠道中商品品牌建设的视觉体验尤为重要。在此背景下,本文以真实案例——棉小兜婴童生态毛巾这样一个品牌从无到有的建设过程为实践题材,研究、总结出针对电商渠道品牌建设的视觉塑造方法,以此为电子商务平台销售的商品探索出更有效的视觉传播方式,最终达到拉动商品销售的目的。文章由四部分组成,第一部分主要阐述研究对象、目的及意义；第二、三、四部分将以棉小兜婴童生态毛巾在电商渠道的品牌视觉塑造为例分别阐述构建鲜明的品牌视觉符号；使用品牌视觉符号实现品牌寄生；消费体验的视觉表达三个方面的内容。综上,其研究结果期望对当代中国电子商务渠道商品品牌的建设提供参考。
[Abstract]:The emergence of the Internet has quietly changed people's way of life and consumption habits. With the popularity of the network and electronic devices, e-commerce as a new commodity trading model is emerging.The advantages of convenience, rapidity, low entry cost and wide radiation field attract many brands to enter, which makes the competition in this market become more and more intense.As we all know, the shopping experience environment in e-commerce channel is vision-oriented, so the visual experience of commodity brand building is particularly important in this channel.Under this background, this paper takes the real case, such as the construction process of the ecological towel of cotton baby baby from scratch as the practical theme, and summarizes the visual shaping method for the brand construction of e-commerce channel.In order to explore a more effective way of visual communication for the goods sold on the electronic commerce platform, and finally achieve the purpose of promoting the sale of goods.The article is composed of four parts, the first part mainly elaborates the research object, the purpose and the significance, the second, the third, the fourth part will take the cotton small baby child ecological towel in the e-commerce channel brand vision mold as the example separately to elaborate the construction bright brand visual symbol;The use of brand visual symbols to achieve brand parasitism; consumer experience of visual expression of three aspects of the content.In summary, the research results are expected to provide a reference for the construction of electronic commerce channel commodity brands in contemporary China.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;J524

【共引文献】