湖湘地区中华老字号的品牌形象设计研究

发布时间：2018-06-06 18:31

本文选题：湖湘地区中华老字号 + 品牌形象　；参考：《湖南工业大学》2017年硕士论文

【摘要】：品牌形象作为当今视觉时代下能够深入消费者内心的元素符号,受到了越来越多的企业关注,它已成为了品牌宣传与推广过程当中不可或缺的一部分。店铺、牌匾、品牌广告、产品包装作为湖湘地区中华老字号品牌形象表现形式,其陈旧的设计形式已无法满足时代的发展要求。随着经济的快速发展,品牌之间的竞争越来越激烈,这主要在于国内品牌的崛起和国外品牌的入驻所致。虽然湖湘地区中华老字号受到了消费者的支持以及政府的保护,但在市场竞争中,老字号的前景令人担忧,表现出了传统技术陈旧、经营理念滞后、文化观念淡薄、创新人才短缺等发展劣势。因而,本文以湖湘地区中华老字号品牌形象设计为视角,分析了当前品牌形象的表现形式以及老字号存在的缺点、不足,在充分了解消费者心理与审美的基础上,根据市场的发展形势,客观、全面地对湖湘地区中华老字号的品牌形象进行深入分析,找到问题所在,从而以全新的视角来审视与探寻品牌形象设计新的发展方向。湖湘地区中华老字号必须与时俱进,在现代消费理念的基础上,找到传统品牌与现代品牌之间的异同,使其形成完美的嫁接,在继承的基础上创新,在创新过程中寻求市场发展优势,从而使湖湘地区中华老字号焕发生机与活力。
[Abstract]:Brand image, as an element symbol that can go deep into the consumer's heart in the present visual age, has been paid more and more attention by enterprises. It has become an indispensable part of the brand publicity and promotion process. Shops, plaques, brand advertisements and product packaging as the expression form of the brand image of the old Chinese brands in Huxiang area, its old design form can no longer meet the development requirements of the times. With the rapid development of economy, the competition between brands is becoming more and more fierce, which is mainly due to the rise of domestic brands and the entry of foreign brands. Although the old Chinese brands in Huxiang area are supported by consumers and protected by the government, in the market competition, the prospects of the old brands are worrisome, showing that the traditional technology is obsolete, the management concept is lagging behind, and the cultural concept is weak. Shortage of innovative talents and other development weaknesses. Therefore, based on the design of the brand image of the old Chinese brands in Huxiang area, this paper analyzes the expression form of the current brand image and the shortcomings and shortcomings of the old brands, and on the basis of fully understanding the consumer psychology and aesthetic appreciation, According to the development situation of the market, this paper makes a thorough analysis of the brand image of the old Chinese brands in Huxiang area, finds out the problem, and examines and explores the new developing direction of the brand image design from a new angle of view. The old Chinese brands in Huxiang area must keep pace with the times, find the similarities and differences between traditional brands and modern brands on the basis of modern consumption concepts, and make them form a perfect grafting and innovate on the basis of inheritance. In the process of innovation to seek market development advantages, so that Huxiang old Chinese brand vitality and vitality.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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