中医药文化及其品牌设计探究

发布时间：2018-01-01 09:10

本文关键词：中医药文化及其品牌设计探究　出处：《辽宁师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：中医药文化是中国传统文化的重要组成部分,建立于中华民族传统文化的基础之上,是在中医药其漫长的科学性发展过程中所形成的极为珍贵的智慧和经验的结晶。中医药文化蕴含着丰富的人文精神和哲学思想,在我国文化软实力的体现中有着举足轻重的地位,对弘扬中国优秀传统文化,促进和谐社会的发展,保障广大人民健康有着重要的现实意义。中医药文化在其自身的发展中既有一定的优势,又有一定的问题,从品牌设计着手可以为中医药文化增添更大的价值。对中医药文化的发展进行明确的品牌设计定位,是对其推广的有效手段。也就是说如果想要确定一个品牌在受众群体心目中的接受程度、好感度就需要最先确认该产品的定位。好的品牌设计定位,会凸显出自己的特色和所营造出的独一无二的品牌设计优势,从而达到与其他竞争产品的区别。在中医药文化发展中进行品牌设计可以试用以下几个方面,即:对受众群体的定位、产品类型和外部样式的定位、价值和销售模式的定位等。对于中医药文化来说,他的受众体可以大致分为国内消费群体和国外消费群体,根据消费群体的不同,制定不同的传播内容,由于中西方文化的差异,对于外国受众群体我们的传播内容要保有我们的传统文化内涵但又要浅显易懂。不同的受众群体对于中医药文化的需求也会有所不同,可以定位为订制化和大众化,通过有针对性的区别来满足不同的消费者。通过以上的论述,我们不难发现品牌设计使中医药文化更好的表达在受众群体的面前,使其更具人性化。如果想要中医药文化发展得更好、更稳健,就需要加速迈进现代化的发展道路,正所谓再香的酒,也怕被埋没在深巷之中。运用现代的科技对中医药文化进行传播与推广,不仅能够提高中医药文化的辨识度,同时也能够扩大其影响力。本文通过大量的资料收集和分析处理对中医药文化品牌化可行性进行了具体的阐述,将其内部抽象非可视的部分转化成为能够被受众群体感知和识别的元素进行解读,把中医药文化品牌化设计从一个抽象的概念转化为具体的视觉传达系统,从而让人们了解对于我国宝贵资源品牌化的重要意义和价值。因此开展本课题的研究和工作无论是从理论上还是实践上,都具有一定的意义和价值。
[Abstract]:Chinese medicine culture is an important part of Chinese traditional culture, which is based on the traditional culture of the Chinese nation. It is the crystallization of the extremely precious wisdom and experience formed in the long process of the scientific development of traditional Chinese medicine. The culture of traditional Chinese medicine contains rich humanistic spirit and philosophical thought. It plays an important role in the embodiment of the soft power of Chinese culture and promotes the development of harmonious society by carrying forward the excellent traditional culture of China. It is of great practical significance to protect the health of the broad masses of people. Chinese medicine culture has some advantages and problems in its own development. Starting from the brand design, we can add more value to the traditional Chinese medicine culture, and make a clear brand design orientation for the development of the traditional Chinese medicine culture. It is an effective means to promote it. That is to say, if you want to determine the acceptance of a brand in the eyes of the audience, good sensitivity needs to first confirm the positioning of the product. Good brand design positioning. Will highlight their own characteristics and create a unique brand design advantages, so as to achieve the difference with other competitive products. In the development of traditional Chinese medicine culture, we can try the following aspects of brand design. Namely: to the audience group localization, the product type and the external style localization, the value and the sale pattern localization and so on. His audience can be roughly divided into domestic and foreign consumer groups, according to the different consumer groups, different content of communication, due to the differences between Chinese and Western cultures. For the foreign audience groups, we should keep our traditional cultural connotation, but also clear and easy to understand. Different audience groups will have different needs for traditional Chinese medicine culture. Can be customized and popular, through targeted differences to meet different consumers. Through the above discussion, we can easily find that brand design makes traditional Chinese medicine culture better expression in front of the audience. To make it more humanized, if we want to develop Chinese medicine culture better and more steadily, we need to speed up the road of modernization, that is, reperfumed wine. Also afraid to be buried in the deep alleys. The use of modern technology to spread and promote traditional Chinese medicine culture, not only can improve the degree of identification of Chinese medicine culture. At the same time, it can also expand its influence. This article through a large number of data collection and analysis of the feasibility of traditional Chinese medicine culture brand is elaborated. The internal abstract and non-visual parts are transformed into elements that can be perceived and recognized by the audience, and the brand design of traditional Chinese medicine culture is transformed from an abstract concept to a specific visual communication system. So that people can understand the significance and value of the brand of precious resources in our country. Therefore, the research and work of this subject is of certain significance and value both in theory and in practice.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524;G122

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