“互联网”背景下的品牌形象设计研究

发布时间：2018-01-12 23:30

本文关键词：“互联网”背景下的品牌形象设计研究　出处：《天津工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网正在以前所未有的速度改变着我们的生活。在2015年我国政府报告中正式提出了"互联网+"的概念,其中"互联网+"是指一种互联网发展的新业态。面对这样的互联网新业态,对于所有企业来说都既是机遇又是挑战。而当今的互联网已经不仅仅局限于电脑屏幕中,随着手机、pad、手表等等电子设备屏幕的发展,互联网似乎已经成了屏幕的时代。在这样的时代下,企业的品牌形象视觉传达,就显得尤为关键与重要了。企业要想得到更好的发展,就必须将互联网与企业品牌形象设计相结合。如何利用视觉传达的推动力,让企业在互联网中脱颖而出,已经成为企业发展的关键点。本文以"互联网+"为研究背景,首先对品牌形象设计与"互联网+"进行了概念的界定与作用的阐述。明确了"互联网+"对品牌形象设计的关系;同时对于"互联网+"背景下,品牌形象设计的发展现状进了分析;其次,针对发展现状,提出了有效的品牌形象设计的设计方法。并对品牌形象设计的设计方法分层研究与分析,进一步创造性的提出了 "3N"设计方法——"了解新需求"(New Demand)+ "掌握新趋势"(New Trend)+ "利用新优势"(New Advantage);最后,选择了传统农园企业"鲜采阿爸"作为设计对象,进行了传统企业在互联网背景下的品牌形象设计。通过分析该企业的品牌现状,受众特点等,基于前文的设计方法进行了"互联网+"背景下的品牌形象设计的实践验证。
[Abstract]:The Internet is changing our life at an unprecedented speed. In 2015, our government report formally put forward the concept of "Internet". "Internet" refers to a new form of Internet development. For all enterprises, it is both an opportunity and a challenge. Today's Internet is not limited to computer screens, with the development of mobile phones, watches and other electronic device screens. Internet seems to have become the era of screen. In such an era, the brand image of the enterprise visual communication, it is particularly critical and important. Enterprises want to get better development. The Internet must be combined with the corporate brand image design. How to use the driving force of visual communication, so that enterprises stand out in the Internet. Has become the key point of enterprise development. This paper takes "Internet" as the research background. Firstly, it defines the concept and function of brand image design and "Internet", and clarifies the relationship between "Internet" and brand image design. At the same time, under the background of "Internet", the development status of brand image design is analyzed. Secondly, according to the current situation of development, put forward an effective design method of brand image design, and the design method of brand image design research and analysis. The "3N" design method "understanding New demand" ("mastering New trend") "exploiting New advantages" (. New advantage; Finally, the traditional agricultural garden enterprise "fresh Abba" as the design object, the traditional enterprise in the Internet background brand image design. Through the analysis of the enterprise's brand status, audience characteristics and so on. Based on the above design method, the paper verifies the brand image design under the background of Internet.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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