零售商自有品牌视觉形象设计研究

发布时间：2018-04-03 21:52

本文选题：零售商　切入点：自有品牌　出处：《湖南工业大学》2012年硕士论文

【摘要】：近年来，自有品牌伴随着跨国零售巨头的涌入而进入人们的生活，对国内消费者来说自有品牌还是一个比较陌生的概念。零售商自有品牌是指零售企业通过收集、整理和分析消费者对某类商品需求特性的信息，提出新产品功能、价格和包装等方面的实施设计要求，进而选择合适的生产企业进行实施生产，最终再由零售企业使用自己的商标对新产品注册并在本企业内销售的产品。随着社会的发展，我国零售行业的竞争日趋激烈，面对如此激烈的竞争，零售企业只有树立品牌意识，重视对自有品牌视觉形象的塑造，才能在竞争激烈的零售市场中脱颖而出。现今，，零售商自有品牌常年走低价渗透策略，为了压缩成本，缺少对自有品牌视觉形象设计的投入，长此以往导致自有品牌留给消费者一种低廉的品牌形象，这样不利于零售商自有品牌的发展。因此，对自有品牌视觉形象设计是现今零售商的一个重要课题，从设计艺术学的角度思考，结合经济学、市场营销学、消费心理学、美学等理论，采用多学科交叉分析研究。围绕视觉形象设计这一主线对零售商自有品牌的现状进行分析发现问题，得出视觉形象设计的必要性，针对零售商自有品牌的特性与存在的问题，提出设计原则与要求，并结合自有品牌当下的状况在包装、广告、展示中的合理应用。
[Abstract]:In recent years, with the influx of multinational retail giants, private brands have entered people's lives, which is still a relatively unfamiliar concept for domestic consumers.A retailer's own brand refers to the implementation design requirements of a new product, such as function, price and packaging, by collecting, collating and analyzing the characteristics of the consumer's demand for a certain kind of goods.Then choose the right production enterprises to carry out the production, and finally the retail enterprises use their own trademarks to register the new products and sell them in the enterprise.With the development of society, the competition of retail industry in our country is becoming more and more fierce. In the face of such fierce competition, retail enterprises only have to establish brand awareness and attach importance to shaping the visual image of their own brand.In order to stand out in the competitive retail market.Nowadays, retailers' own brand has adopted the low price permeation strategy for many years. In order to reduce the cost, the retailer lacks investment in the visual image design of its own brand. In the long run, it leads to a low cost brand image left to the consumer by its own brand.This is not conducive to the development of retailers' own brands.Therefore, the design of private brand visual image is an important subject for retailers nowadays. Considering from the angle of design art, combining the theories of economics, marketing, consumer psychology, aesthetics and so on, this paper adopts multi-disciplinary cross-analysis and research.According to the main line of visual image design, this paper analyzes the current situation of retailer's own brand, finds out the necessity of visual image design, and puts forward the design principles and requirements according to the characteristics and problems of retailer's own brand.And combine the current situation of the brand in packaging, advertising, display reasonable application.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524

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