民国时期外资企业的“在地化”品牌战略——以上海纶昌纺织公司为例

发布时间：2018-03-24 22:24

  本文选题：国货运动　切入点：上海纶昌　出处：《装饰》2017年11期

【摘要】：民国时期上海纺织业竞争激烈,活跃的外商主要有英商纶昌、日商三菱。而我国则是由章荣初创建的上海纺织印染厂发展较为成熟,它们同属于纺织业。同时期国内还有常州大成纺、震寰纺织等有名的印染厂,但就商标广告推广方面的使用,当属英商纶昌的设计相对完善。本文根据具体设计史料深度考究英商纶昌纺织公司的品牌设计战略,将设计置于社会背景之下,置于行业竞争中来研究其商标及广告设计。
[Abstract]:During the period of the Republic of China, the competition of Shanghai textile industry was fierce, and the active foreign businessmen were mainly British and Japanese businessmen, while the Shanghai textile printing and dyeing factory founded by Zhang Rongchu developed more mature in our country. They also belong to the textile industry. At the same time, there were also famous printing and dyeing factories such as Changzhou Dacheng spinning and Zhenhuan Textile in the same period, but the use of trademark advertising and promotion, This paper studies the brand design strategy of British Shangluchang Textile Co., Ltd. According to the depth of specific historical design materials, puts the design under the social background and the competition of the industry to study its trademark and advertising design.
【作者单位】： 常州大学艺术学院;
【基金】：高教立项课题“基于江苏传统‘工匠精神’的高校设计人才培养教学模式研究”(编号:D/2016/01/19)
【分类号】：J534
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本文编号：1660289