中国传统书画元素在奢侈品设计中的创新与应用

发布时间：2018-12-11 21:24

【摘要】：从社会学角度上来说，奢侈品具有个体地位、身份、权力和财富等的象征意义；从人性的角度来看，奢侈品能激发人的感性欲望；从市场经济的角度来看，奢侈品以自身的价格界限划分人群等级，造成社会的不平衡，从而激发人们斗志和欲望的机制，造就更多的就业机会；从审美的角度来看，奢侈品具有比普通产品较突显高贵的艺术品味；从文化传播的角度看，奢侈品的高端消费理念和时尚审美概念以及广告等将随着符号和人群的传播而广泛流行，引导时代审美和文化潮流，成为人们瞩目的风向标；从具体的市场、生产工艺等方面看，奢侈品由于其消费人群的等级差异而具有稀缺性、高价格、销售渠道特殊性、特别的消费体验以及生产工艺的精致繁复等特点。随着中国经济的快速发展和持续增长，奢侈品消费需求不断增长。国际奢侈品品牌入驻中国市场已成为定局，然而中国本土奢侈品品牌却相对缺失并且没有自己独特的奢侈品文化和行业发展史。这是奢侈品品牌的重要因素，，也是阻碍本土奢侈品产生和发展的重要原因。中国奢侈品消费市场巨大，前景可观，这是国际奢侈品不断抢占中国市场的关键原因。生产带动消费，催生消费的欲望，这已是商品经济时代不争的事实，因此，目前中国奢侈品消费行为以及消费市场很大程度上都是以西方奢侈品文化和观念为引导的，这对中国本土奢侈品品牌建设以及奢侈品行业本身造成阻滞，因此，新的奢侈品观念和文化应该随着消费者群体以及行业现状变化而得到相应的更新。观念的更新是奢侈品消费及其设计的先导，中国传统书画元素具有丰富深刻的历史文化内涵、审美情感价值，书画艺术的空间构图及其含蓄而深远的意境表意等，是奢侈品设计满足消费者对于奢侈品的价值表征、符号意义、审美和情感等理性和感性诉求以及奢侈品立足本土消费人群、打造本土奢侈品品牌的潜在资源。中国传统文化消解现代物质意识，现代奢侈观念更新中国传统文化，因此，奢侈品行业以及观念将因中国传统元素符号尤其是书画元素的融入而丰富和深化自身的内涵，同时，中国传统元素符号携带的文化信息也将借奢侈品独到的设计而得到新的发展。
[Abstract]:From a sociological point of view, luxury goods have the symbolic significance of individual status, identity, power and wealth, and from the point of view of human nature, luxury goods can arouse people's sensual desire. From the point of view of market economy, luxury goods are classified according to their own price limits, resulting in social imbalance, thus stimulating the mechanism of people's fighting spirit and desire, and creating more employment opportunities; From the aesthetic point of view, luxury goods have more noble artistic taste than ordinary products; From the point of view of cultural communication, the high-end consumption concept, fashion aesthetic concept and advertising of luxury goods will become popular with the spread of symbols and people, guide the aesthetic and cultural trend of the times, and become the vane of people's attention. From the specific market, production technology and other aspects, luxury goods have the characteristics of scarcity, high price, particularity of sales channel, special consumption experience and exquisite complexity of production technology because of the different levels of the consumers. With the rapid development and sustained growth of China's economy, luxury consumption demand continues to grow. The entry of international luxury brands into the Chinese market has become a foregone conclusion, however, the local luxury brands in China are relatively lacking and have no unique history of luxury culture and industry development. This is an important factor of luxury brands and an important reason for hindering the production and development of local luxury goods. China's luxury consumption market is huge and promising, which is a key reason for the international luxury goods to continue to occupy the Chinese market. It is an indisputable fact in the age of commodity economy that production leads to consumption and spawning the desire to consume. Therefore, at present, China's luxury consumption behavior and consumption market are to a large extent guided by western luxury culture and ideas. This hinders the construction of local luxury brands in China and the luxury industry itself. Therefore, the new concept and culture of luxury goods should be updated with the changes of consumer groups and the current situation of the industry. The renewal of concept is the forerunner of luxury consumption and its design. The elements of Chinese traditional calligraphy and painting have rich historical and cultural connotation, aesthetic emotional value, space composition of calligraphy and painting art and their implicit and profound artistic conception. The design of luxury goods satisfies consumers' rational and perceptual demands for luxury goods such as value representation, symbolic meaning, aesthetic appreciation and emotion, and the potential resources of luxury goods to build local luxury brands based on local consumers. Chinese traditional culture dispels the modern material consciousness, the modern luxury concept updates the Chinese traditional culture, therefore, the luxury goods industry and the idea will enrich and deepen their own connotation because of the integration of the Chinese traditional element symbols, especially the calligraphy and painting elements, at the same time, The cultural information carried by Chinese traditional element symbols will also be developed by the unique design of luxury goods.
【学位授予单位】：湖南科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J504

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