品牌可持续发展战略下的标志再设计研究

发布时间：2018-06-30 00:24

本文选题：可持续发展 + 品牌战略　；参考：《昆明理工大学》2010年硕士论文

【摘要】：可持续发展是人类社会反思传统发展模式而做出的明智选择,随着人类社会的发展与进步,其研究范围也逐渐从传统的环保视角引申到经济社会的方方面面,创新地提出企业也需要可持续发展。企业要发展不难,但难的是持续发展,尤其是在同质化的微利时代,企业间竞争的重点早已从产量、质量、广告等竞争过渡到品牌竞争上来。企业要想谋求长远发展,就必须具备差异化的品牌,具备个性化的标志。近年来,企业更换标志早已演变成时尚潮流。从纷繁众多的企业标志再设计中,我们依稀可以看出一个优秀的标志设计就意味着一笔好的生意。打价格战并非企业生存的长久之计,只有不断与时俱进,适时地提升企业品牌形象,才能为企业赢得更丰厚的利润和更多的竞争优势。论文以可持续发展及企业品牌战略为研究背景,结合经济学、营销学、管理学及设计学等领域的相关知识,对企业“换标热”进行了观察与研究。论文采用理论研究与案例分析相结合的方式,从近十年国内外纷乱庞杂的企业标志再设计表象中,理清标志再设计的原则、程序、类型,并着重分析了企业更换标志的内在原因及历史发展的必然性。论文着重从企业标志的名称、图形、色彩、文字四方面入手对新、旧标志的构成方式、表现特征作了细致的对比分析,且进一步归纳出标志再设计的优势、劣势、机会、威胁,以及标志再设计在形式、内涵、技术、情感四方面的发展趋势。在上述研究的基础上,论文又提出没有一劳永逸的标志设计,企业应审时度势并结合自身的实际情况,不断适应市场变化、不断调整发展战略。但标志再设计也并不是万能的,只是企业品牌升级的手段,而非最终目的,企业在更换标志之前应三思而后行,避免盲目跟从。从无到有是创造,从有到“有”更是一种创造。如果我们能够把眼光放的足够长远,在我们的身后同样蕴藏着巨大的创造源泉。因此,从某种意义来讲,“再设计”比“设计”更为重要,企业标志再设计的研究有助于企业最大限度地规避品牌老化,保持品牌的新鲜与活力,促使企业不断与时俱进,实现持续发展。
[Abstract]:Sustainable development is a wise choice for human society to reflect on the traditional development model. With the development and progress of human society, the research scope of sustainable development gradually extends from the traditional perspective of environmental protection to all aspects of economic society. Innovatively put forward that enterprises also need sustainable development. It is not difficult for enterprises to develop, but it is difficult for them to develop continuously, especially in the era of homogenization, the emphasis of competition among enterprises has long been from the competition of output, quality and advertisement to the competition of brand. If an enterprise wants to seek long-term development, it must have the brand of differentiation and the sign of individuation. In recent years, the change of enterprise logo has evolved into a fashion trend. From the numerous enterprise logo redesign, we can vaguely see that a good logo design means a good business. The price war is not a long-term plan for enterprises to survive. Only by constantly advancing with the times and improving the brand image in time can the enterprises win more abundant profits and more competitive advantages. Based on the research background of sustainable development and corporate brand strategy, combined with the relevant knowledge of economics, marketing, management and design, this paper makes an observation and research on the heat of enterprise's "exchange of standards". In this paper, by combining theoretical research with case analysis, the principles, procedures and types of logo redesign are clarified from the recent ten years of complicated corporate logo redesign representation at home and abroad. The internal reasons and the inevitability of the historical development of the change mark of the enterprise are analyzed emphatically. The paper focuses on the enterprise logo from the name, graphics, color, writing four aspects of the new and old logo composition, performance characteristics of a detailed comparative analysis, and further summed up the logo re-design strengths, weaknesses, opportunities, threats, And logo redesign in the form, connotation, technology, emotional four aspects of the development trend. On the basis of the above research, the paper puts forward that there is no sign design once and for all, the enterprise should judge the situation and combine with its own actual situation, adapt to the market change and adjust the development strategy constantly. But logo re-design is not omnipotent, it is only the means of brand upgrading, but not the ultimate goal. Enterprises should think twice before changing the logo and avoid following blindly. From nothing to have is to create, from have to "have" is a kind of creation. If we can take a long enough view, there is also a huge source of creativity behind us. Therefore, in a sense, "redesign" is more important than "design". The research of enterprise logo redesign is helpful for enterprises to avoid brand aging, keep brand freshness and vitality, and promote enterprises to keep pace with the times. Achieving sustainable development.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：TB47

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