武汉户部巷形象设计与应用

发布时间：2018-01-27 00:39

本文关键词： 户部巷汉味小吃视觉形象品牌　出处：《湖北工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：如今，人们对品牌的追求越来越朝着多元化的趋势发展，老字号品牌也已告别“酒香不怕巷子深”的传统思想。户部巷作为武汉市的地标性街区，它肩负着弘扬武汉传统文化的任务，同时也参与和其他老字号企业的竞争。整合文化资源，为户部巷导入视觉形象系统，是户部巷长远发展的一条必经之路。良好的视觉形象的重要性已经在纷纷涌入中国市场的洋快餐企业，以及中国的新兴餐饮业的品牌效应中得到验证。户部巷在多年的发展与改造中无意识的形成了一定的视觉形象，但并没有一个完整的体系。笔者针对户部巷的视觉形象问题进行探究，，发现户部巷视觉形象极为混乱，也未将其本身的历史文化特点与视觉形象结合起来，即使有些地方运用了传统元素，但也只是生搬硬套。户部巷的分店和总店也没有统一的视觉形象，许多细节彼此之间的联系被忽视，缺乏视觉冲击力与整体性，难以形成品牌效应。本文将通过充分挖掘本土文化，并加以创新，使传统元素融入现代氛围，完善户部巷视觉形象，提升户部巷的档次，利用品牌效应来实现老字号品牌的可持续发展，打造“汉味小吃”品牌，同时有利于提升城市饮食文化形象，促进武汉旅游经济的发展。
[Abstract]:Nowadays, the pursuit of brand is more and more towards the trend of diversification, and the old brand has also bid farewell to the traditional idea of "wine fragrance is not afraid of deep alleys". Hubuxiang is a landmark block in Wuhan. It shoulders the task of carrying forward the traditional culture of Wuhan, at the same time, it also participates in the competition with other famous enterprises. Integrating cultural resources and introducing the visual image system for Hubuxiang is the only way for the long-term development of Hubuxiang. The importance of a good visual image is already pouring into the Chinese market for foreign fast food companies. And the brand effect of the new restaurant industry in China has been verified. After many years of development and transformation, Hubuxiang unconsciously formed a certain visual image, but there is not a complete system. The author explores the visual image of Hubu-lane and finds that the visual image of Hubu-lane is extremely chaotic and has not combined its own historical and cultural characteristics with visual image. Even if some places use the traditional elements, but also only copy mechanically. The branch and head office of the household lane also do not have a unified visual image, many details of the relationship between the neglect of the lack of visual impact and integrity. It is difficult to form brand effect. This paper will fully excavate the local culture and innovate, make traditional elements into the modern atmosphere, improve the visual image of Hubuxiang, improve the level of Hubuxiang. The brand effect is used to realize the sustainable development of the old brand, to build the brand of "Han flavor snack", and to promote the image of the city food culture and the development of Wuhan tourism economy at the same time.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TU247.3

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