现代产业形态下中国艺术衍生品品牌培育研究

发布时间：2018-08-05 10:52

【摘要】：艺术衍生品主要指由艺术品的符号价值衍生,具备大众化、商品化的艺术消费品。其概念最早来源于西方现代博物馆商品,伴随着国内外文化创意产业的发展而被广泛了解。品牌作为一种具有文化属性的符号标识,其市场价值则主要由代表物质属性的使用价值与表现文化属性的符号价值共同组成。艺术衍生品与品牌的结合,既可以提升艺术衍生品符号价值的象征意义,同时品牌所包含的文化理念与精神内涵也进一步强化了艺术衍生品的情感体验。现代产业形态下,以新兴产业为主导的现代服务业在国民经济中所占的比重逐渐增大。德国法兰克福学派代表马克斯·霍克海默与西奥多·阿道尔诺在《启蒙的辩证法》一书中,用“文化工业品”一词指工业生产方式下的文化产品。其认为,由于资本入侵所造成的文化质变使得人类原有的创造性审美活动转变为现代工业化的文化产品。艺术衍生品作为现代技术与文化融合的成果,则成为文化工业品的重要类别。艺术衍生品产业以产业价值链上游环节的符号授权与研发设计为核心,基于相关特征要素的品牌培育行为,既可以提升艺术衍生品的品牌价值,增强其品牌竞争力和品牌信誉度,也是艺术衍生品企业实现品牌差异化,以及艺术衍生品产业走向品牌国际化的必然选择。综上所述,本文的研究主要以现代产业形态下中国大陆地区的艺术衍生品品牌培育为关注重点,开篇通过对现代产业形态下艺术衍生品品牌培育的特征分析,明确了艺术衍生品所包含的符号价值、体验经济与品牌形象等品牌关联特征,总结了艺术衍生品产业及其产业链构成所具有的规模商品化、符号品牌化、产品授权化与产业关联化等品牌化发展特征,为后续有关艺术衍生品品牌培育的对策分析以及相关品牌培育模式的建构奠定特征基础。其次,本文通过对现代产业形态下国内艺术衍生品品牌培育的阶段、现状与问题研究,系统分析了艺术衍生品品牌培育的三个发展阶段及其价值意义。并通过对国内艺术衍生品不同培育主体品牌发展现状的论述,基于品牌培育的不同发展阶段,总结归纳了国内艺术衍生品品牌培育存在的主要问题。同时结合品牌培育不同阶段所涉及的品牌定位、品牌塑造、品牌传播、品牌延伸、品牌整合和品牌维护等品牌培育基础性理论的回顾,分析得出针对国内艺术衍生品品牌培育自身发展特点、存在问题的建议对策与未来趋势。最后,在上述相关问题归纳与理论分析的基础上,本文针对艺术衍生品品牌培育的创建、成长与成熟三个主要阶段,基于相应的品牌塑造、品牌传播与品牌整合等品牌培育理论,总结得出以现代产业形态下国内艺术衍生品品牌培育自身特征为基础的艺术衍生品品牌艺术授权、艺术衍生品品牌分众传播,以及艺术衍生品品牌生态链三个相关品牌培育的具体模式。并通过相关典型案例的透视,试图为国内艺术衍生品的品牌培育提供有益启示。
[Abstract]:Art derivative is mainly derived from the symbolic value of the art of art, which has the popular and commercialized art consumer goods. Its concept was first derived from modern Western Museum goods and was widely understood with the development of cultural and creative industries at home and abroad. As a symbol with cultural attributes, the market value of the brand is mainly made up of the market value. The combination of the artistic derivatives and the brand can not only enhance the symbolic value of the symbolic value of the art derivatives, but also further strengthen the emotional experience of art derivatives. The proportion of modern services dominated by emerging industries is increasing in the national economy. The German Frankfurt school represented Max Hockheimer and Theodore Adorno in the book of Dialectics of enlightenment, using the term "cultural industrial products" to refer to the cultural products under industrial production. It thinks that the invasion of capital is due to capital invasion. As a result of the integration of modern technology and culture, art derivatives, as a result of modern technology and culture, have become an important category of cultural industrial products. The brand cultivation behavior of the related characteristic elements can not only improve the brand value of the art derivatives, enhance their brand competitiveness and brand reputation, but also the inevitable choice of the art derivatives enterprises to realize brand differentiation and the internationalization of the art derivatives industry. Under the state of the Chinese mainland, the art derivatives brand cultivation is the focus of attention. Through the analysis of the characteristics of the art derivative brand cultivation in the modern industry, the article clarifies the symbolic value of the art derivatives, experiences the brand association characteristics of the economy and brand image, and summarizes the composition of the art derivatives industry and its industrial chain. The characteristics of brand development, such as commercialization of scale, brand brand, product authorisation and industrial association, lay the foundation for the following analysis on the Countermeasures of artistic derivative brand cultivation and the construction of related brand cultivation mode. Secondly, this article through the order of the modern industry form of domestic art derivative brand cultivation. Section, current situation and problem research, systematic analysis of the three stages of development and value of art derivative brand cultivation, and through the discussion of the development status of different domestic art derivatives, based on the different development stages of brand cultivation, summed up the main problems existing in the cultivation of art derivatives brand in the country. At the same time, a review of the basic theory of brand cultivation, such as brand positioning, brand building, brand spreading, brand extension, brand integration and brand maintenance, is combined with the different stages of brand cultivation. On the basis of the induction and theoretical analysis, this paper, based on the three main stages of the creation of art derivative brand, growth and maturity, based on the theory of brand cultivation, brand communication and brand integration, summarizes the art based on the characteristics of the brand cultivation of domestic art derivatives in modern industry. The art derivatives brand art empowerment, the spread of artistic derivatives brand, and the specific model of three related brand cultivation of the art derivatives brand ecological chain, and through the perspective of relevant typical cases, try to provide useful inspiration for the brand cultivation of domestic art derivatives.
【学位授予单位】：上海大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：J124
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本文编号：2165574