湖南雪峰食品发展有限公司品牌视觉设计之探究

发布时间：2018-05-26 04:55

本文选题：品牌 + 品牌视觉形象　；参考：《湖南师范大学》2010年硕士论文

【摘要】： 随着世界各大企业进入到品牌竞争的年代,当品牌成为全球商界的狂热追捧的时候,品牌视觉设计也成为企业商家甚至老百姓常挂在嘴边的谈起的时髦词语。湖南雪峰食品发展有限公司是溆浦县的重点招商引资企业,创立于1998年,至今已有10年历史,主要生产“片片桔”产品,现年产量3000余吨,产值2500余万元。公司生产技术先进包装精美、配方独特、口感甜美、产品曾深受广大消费者的欢迎。然而到了今天这个时代,市场竞争日益扩大化,湖南雪峰食品发展有限公司在发展上遇到了自身发展上的瓶颈。在新时代的背景下,此公司市场销售量占有的份额却很小。笔者通过市场调查、企业采访、查阅文献等方法对湖南雪峰食品发展有限公司产品经营与企业策划进行了深入研究,发现湖南雪峰食品发展有限公司品牌存在如下问题：1、品牌设计缺少一种外在的美感。2、产品的优势没有从品牌中体现出来。3、公司发展受到了传统企业的发展思想模式的制约。4、湖南雪峰食品发展有限公司品牌的设计在差异性上不明显。5、广告、企业文化宣传的力度太弱。本文从宏观和微观两个角度,对湖南雪峰食品发展有限公司外在的环境威胁、机遇,内在的自身优势和劣势进行分析。然后,根据以上分析,对湖南雪峰食品发展有限公司的品牌和传播提出了建立品牌观念,带着品牌观念下更新产品观,并进行科学定位和寻找有效的品牌传播途径等几点策略性建议。中小企业在我国国民经济中具有重要的作用。中小企业在一定程度上影响地区乃至整个国家经济的繁荣和社会的稳定。湖南雪峰食品发展有限公司企业是一家中小型企业,同时也是中国各大中小企业的一个缩影,本文希望引起人们对地方中小企业问题的广泛关注,更多的有识之士从不同角度对中小企业的问题进行深入研究从来深入探讨湖南雪峰食品发展有限公司在新时代背景下,在保持自身产品品质的前提下,合理应用品牌视觉传达设计来加强市场的竞争力,创造知名品牌和强势品牌,使湖南雪峰食品发展有限公司焕发青春,走向全国,走出国门,发展成国内名牌和国际品牌。
[Abstract]:As the world's major enterprises enter the era of brand competition, when the brand has become a global business fanaticism, brand visual design has become a buzzword often talked about by enterprises and even ordinary people. Hunan Xuefeng Food Development Co., Ltd. is a key investment attracting enterprise in Xupu County. It was founded in 1998 and has a history of 10 years. It mainly produces "slice orange" products, with an annual output of more than 3000 tons and an output value of more than 2500 million yuan. The company's advanced packaging technology, unique formula, taste sweet, products have been welcomed by the majority of consumers. However, in this era, the market competition is expanding day by day, Hunan Xuefeng Food Development Co., Ltd. has met the bottleneck of its own development. In the context of the new era, the company's market share of sales is very small. By means of market investigation, enterprise interview and literature review, the author made a deep study on the product management and enterprise planning of Hunan Xuefeng Food Development Co., Ltd. It is found that Hunan Xuefeng Food Development Co., Ltd has the following problems: 1: 1, the brand design lacks a kind of external aesthetic sense. 2. 2. The advantages of products are not reflected in the brand. 3. The development of Hunan Xuefeng Food Development Co., Ltd. Has been developed by the traditional enterprise development thought model. The brand design of Hunan Xuefeng Food Development Co., Ltd is not obvious on the difference. Corporate culture propaganda is too weak. In this paper, the external environmental threats, opportunities, internal strengths and weaknesses of Hunan Xuefeng Food Development Co., Ltd are analyzed from macro and micro perspectives. Then, according to the above analysis, the brand and communication of Hunan Xuefeng Food Development Co., Ltd. is proposed to establish the brand concept, with the brand concept to update the product view. And carries on the scientific localization and seeks the effective brand dissemination way and so on several strategic suggestions. Small and medium-sized enterprises play an important role in our national economy. To a certain extent, small and medium-sized enterprises affect the prosperity and social stability of the region and even the whole country. Hunan Xuefeng Food Development Co., Ltd. is a small and medium-sized enterprise, but also a microcosm of the large and medium-sized enterprises in China. This paper hopes to arouse people's extensive attention to the problem of local small and medium-sized enterprises. More and more people of insight have conducted in-depth research on the problems of small and medium-sized enterprises from different angles. They have never thoroughly discussed Hunan Xuefeng Food Development Co., Ltd. In the new era, under the premise of maintaining the quality of its own products, Rational use of brand visual communication design to strengthen the competitiveness of the market, create well-known brands and strong brands, make Hunan Xuefeng Food Development Co., Ltd. rejuvenated, go to the country, go out of the country, develop into domestic and international brands.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524.3

【共引文献】