新媒体时代下品牌视觉形象设计与推广研究

发布时间：2018-10-14 19:49

【摘要】：在新媒体时代,品牌的构建传播不断受到大众的审视,很多商家通过品牌形象来进行营销,通过广告创意和新式营销策划,快速塑造和提升品牌在消费者中的地位和影响力。现代消费者在购买产品时,越来越注重产品本身所代表的符号特征和价值。很多商家在满足效能的基础上,开始重视视觉形象并通过多种手段创造性的表现公司或产品的品牌形象,以新媒体形式作为传播与推广的途径,针对目标市场进行有效的思考,快速衍生出满足当下及未来市场,符合现代消费者喜爱的品牌设计与表现。创新性的理念在视觉形象上的呈现是企业或者商家扩大产品影响力的最为关键要素之一。新媒体时代下的品牌形象设计不是单纯形式上的创新或者是产品营销策略上的新尝试,应该以创新视觉形象的塑造与提升为目标,不断帮助企业或商家培育出迎合新时代的设计方案和机制,使企业文化得到更好的升华,通过品牌形象设计下文化内涵的体现来提高产品的文化价值,同时也为品牌形象设计注入更多优秀的、新颖的品牌文化的基因。此外,还要重视企业文化内涵建设以及品牌故事的演绎,通过现代的微信、微博、APP等新媒体形式不断强化品牌持续发展的内在动力。新媒体具有交互性、开放性、及时性与无界限性等信息传播的新特征,媒体运营商在品牌建设工作方面面临着新的机遇与挑战,同时新媒体营销理念等的变革也给企业品牌的传播带来了沃土。本文以新媒体时代下品牌视觉形象设计和推广为主要研究对象,剖析了品牌设计现状与现存的问题,并对企业品牌视觉形象设计的原则和程序方法进行了分析,探讨和研究了新媒体环境下企业品牌建设、品牌推广传播的理论和实践新思路。
[Abstract]:In the new media era, brand construction and communication are constantly under the scrutiny of the public, many businesses through the brand image to carry out marketing, through advertising creative and new marketing planning, quickly shape and enhance the status and influence of the brand in the consumer. When modern consumers buy products, they pay more and more attention to the symbolic characteristics and values represented by the products themselves. On the basis of satisfying the efficiency, many businesses begin to attach importance to the visual image and creatively express the brand image of the company or product through various means, take the new media form as the way of communication and promotion, and think effectively about the target market. Fast derived to meet the current and future market, in line with modern consumer favorite brand design and performance. The presentation of innovative ideas in visual image is one of the most important factors for enterprises or businesses to expand their product influence. Brand image design in the era of new media is not merely a formal innovation or a new attempt in product marketing strategy, but should be aimed at creating and improving the innovative visual image. Constantly help enterprises or businesses to cultivate a design plan and mechanism to cater to the new era, so that the corporate culture can be better sublimated, and the cultural value of the product can be improved through the embodiment of the cultural connotation under the brand image design. At the same time for brand image design into more excellent, novel brand culture genes. In addition, we should pay attention to the construction of corporate culture connotation and the interpretation of brand stories, and strengthen the internal power of brand sustainable development through modern WeChat, Weibo, APP and other new media forms. New media has new characteristics of information communication such as interactivity, openness, timeliness and boundlessness. Media operators are faced with new opportunities and challenges in brand building. At the same time, the innovation of new media marketing concept also brings fertile ground to the communication of enterprise brand. This paper takes the brand visual image design and promotion in the new media era as the main research object, analyzes the current situation and existing problems of brand design, and analyzes the principles and procedure methods of brand visual image design. This paper discusses and studies the new theory and practice of brand construction, brand promotion and communication under the new media environment.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524

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