海信手机青岛地区的品牌卡通形象设计

发布时间：2018-02-13 06:33

本文关键词： 海信手机青岛文化品牌卡通形象　出处：《湖南大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的增长和通信发展水平的提高,手机越来越多地影响和改变着人们的生活,手机市场已成为一个快速发展的消费品市场,如何能树立良好、独特的品牌形象,如何能使品牌对消费者有更强的吸引力,已经成为手机企业抢占市场的关键。针对海信手机的品牌卡通形象进行设计,目的在于使其品牌形象鲜明,使青岛地区的终端销售卖场形象具备当地文化,营造愉悦的销售氛围,以求吸引消费者、促进购买,从而提高海信手机品牌在该区域的市场占有率。本文对海信手机的品牌推广现状进行了解析,并综合手机行业内视觉营销的现状,对海信手机的市场宣传做出了优劣评价。进而对目前的国内手机市场进行细致划分,结合海信手机的产品特征,将海信手机的品牌形象予以定位,在明确的市场定位的前提下,对海信手机的目标消费群及潜在消费群进行梳理,解析消费者的感知及购买行为,从而为海信手机的品牌形象推广策划指明方向。在海信手机的推广策划中,以情感营销、视觉营销、动漫营销、消费者感知等理论作为指导,对地域文化与品牌推广间的关系进行剖析,最终确立了运用融合青岛文化的卡通形象来进行海信手机在青岛地区的品牌推广。在遵循海信手机卡通形象设计理念的条件下,结合海信视觉识别系统,将青岛地方文化进行具象化梳理,从而提取认知度较高的卡通形象设计原型,并根据造型语言进行提取与归纳,运用符号学理论作为卡通形象的造型设计与色彩设计的指导,最终确立了卡通形象的系列化设计方案,并对卡通吉祥物进行了手工制作与成品展示。
[Abstract]:With the growth of Chinese economy and the improvement of communication development level, mobile phones have more and more influence and change people's lives. The mobile phone market has become a fast developing consumer goods market. How can we establish a good and unique brand image? How to make the brand more attractive to consumers has become the key for mobile phone companies to seize the market. In order to attract consumers and promote purchase, the image of the terminal sales shop in Qingdao has the local culture and creates a pleasant sales atmosphere. In order to increase the market share of Hisense mobile phone brand in the region. This paper analyzes the brand promotion status of Hisense mobile phone, and synthesizes the present situation of visual marketing in the mobile phone industry. The market propaganda of Hisense mobile phone has been evaluated. Then the domestic mobile phone market has been divided carefully, and the brand image of Hisense mobile phone has been positioned according to the product characteristics of Hisense mobile phone. Under the premise of clear market positioning, Combing the target group and potential consumer group of Hisense mobile phone, analyzing consumers' perception and purchasing behavior, thus pointing out the direction for the brand image promotion planning of Hisense mobile phone. In the marketing planning of Hisense mobile phone, we should use emotion marketing. Visual marketing, animation marketing, consumer perception and other theories as guidance, to analyze the relationship between regional culture and brand promotion, Finally, it establishes the brand promotion of Hisense mobile phone in Qingdao area with the cartoon image of Qingdao culture. Under the condition of following the design idea of Hisense mobile phone cartoon image, combined with Hisense vision recognition system, In order to extract the cartoon image design prototype with high recognition, and to extract and induce it according to the modeling language, the semiotic theory is used to guide the modeling design and color design of the cartoon image. Finally, the serial design scheme of cartoon image is established, and the cartoon mascot is handmade and displayed.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TB472

【共引文献】