塑造湘绣品牌形象的设计思考
发布时间：2019-02-17 20:43
【摘要】： 湘绣是湖南省传统手工艺产品，也是湖南的一个文化品牌。从20世纪30年代至70年代，湘绣都在同行业中走在前列，但是到20世纪80年代，湘绣开始步入发展史上的低谷。湘绣的形象工程逐渐出现偏差，市场竞争力明显减弱；与此同时，中国地方不同绣种在不断融合，产品同质化程度逐渐增强；湘绣企业自身竞争激烈，与苏绣等其他绣种的市场竞争也日趋激烈。随着技术竞争的门槛不断降低，以及技术性针法的普及，国内外装饰刺绣企业站在相对对等的立场上展开新一轮的竞争。竞争的主要内容由内在针法工艺转向外向，即产品价值逐渐受到感性品质的左右，而正是设计担负着创造、表达、传递感性的工作，也就是说，由设计创新产品及构建湘绣品牌形象的时代已经到来。通过艺术设计对湘绣品牌形象进行有效的品牌形象塑造能够帮助湘绣走出低谷，使湘绣重新赢得市场，让湘绣文化得以传承。 论文分为绪论和正文两个部分。绪论部分概括了本课题的来源和研究背景，对本课题研究运用的关键性概念进行界定，阐述塑造湘绣品牌形象的必要性，并对本课题的研究基础、主要研究方法和创新点进行归纳和总结。正文是本课题的核心主体部分，围绕湘绣品牌形象的塑造，从湘绣的历史溯源、地理溯源、商业化溯源、文化溯源、审美基础和工艺特点出发，分析湘绣的设计文化以及现阶段的市场需求与供给。通过对湘绣品牌发展历程和现有品牌状况的描述，提出在品牌标志、产品形象、产品包装、广告传媒等等方面塑造湘绣品牌形象的具体设计策略。进而从品牌战略与品牌形象的互动关系出发，论述运用品牌战略对湘绣品牌的形象进行塑造，，以达到建造出湘绣强势品牌，提高湘绣品牌在国内外竞争力的目的。 湘绣企业通过塑造湘绣品牌，使湘绣获取新的发展，重新焕发青春风采。并以此为传统手工艺的保护和发展提供新的思路和方法。
[Abstract]:Hunan embroidery is a traditional handicraft product and a cultural brand of Hunan Province. From the 1930s to the 1970s, Hunan embroidery was in the forefront of the same industry, but by the 1980s, Hunan embroidery began to enter the low point in the history of development. The image engineering of Hunan embroidery appears deviation gradually, the market competition ability obviously weakens; at the same time, different kinds of embroidery in different places in China are constantly amalgamating, the degree of product homogenization is gradually strengthened; Hunan embroidery enterprises themselves compete fiercely, and so on Su embroidery other embroidery market competition also day by day intense. With the lowering of the threshold of technical competition and the popularization of technical needling, domestic and foreign decorative embroidery enterprises are in a relatively equal position to launch a new round of competition. The main content of competition is from internal needling technology to extroversion, that is, the product value is gradually influenced by perceptual quality, and it is the design that is responsible for creating, expressing and transmitting sensibility, that is, By the design of innovative products and the construction of Xiang embroidery brand image has come. Through the art design to carry on the effective brand image mold to the Hunan embroidery brand image can help the Hunan embroidery to walk out the valley, causes the Hunan embroidery to win the market again, lets the Hunan embroidery culture pass on. The paper is divided into two parts: introduction and text. The introduction part summarizes the origin and research background of this subject, defines the key concepts used in this research, expounds the necessity of shaping the brand image of Hunan embroidery, and studies the basis of this subject. The main research methods and innovative points are summarized and summarized. The text is the core part of this subject. It starts from the historical, geographical, commercial, cultural, aesthetic basis and technological characteristics of Hunan embroidery, focusing on the shaping of the brand image of Hunan embroidery, and from the historical, geographical, commercial, cultural, aesthetic basis and technological characteristics of Hunan embroidery. Analysis of Hunan embroidery design culture and the current market demand and supply. Based on the description of the development of Hunan embroidery brand and the current brand situation, this paper puts forward the specific design strategies for the brand image of Hunan embroidery in the aspects of brand logo, product image, product packaging, advertising media and so on. From the interactive relationship between brand strategy and brand image, this paper discusses the use of brand strategy to shape the image of Hunan embroidery brand, in order to build a strong brand of Xiang embroidery and improve the competitiveness of Xiang embroidery brand at home and abroad. Hunan embroidery enterprises through the creation of Hunan embroidery brand, Hunan embroidery to obtain new development, fresh youth. It provides new ideas and methods for the protection and development of traditional handicraft.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J523.6
本文编号：2425571
[Abstract]:Hunan embroidery is a traditional handicraft product and a cultural brand of Hunan Province. From the 1930s to the 1970s, Hunan embroidery was in the forefront of the same industry, but by the 1980s, Hunan embroidery began to enter the low point in the history of development. The image engineering of Hunan embroidery appears deviation gradually, the market competition ability obviously weakens; at the same time, different kinds of embroidery in different places in China are constantly amalgamating, the degree of product homogenization is gradually strengthened; Hunan embroidery enterprises themselves compete fiercely, and so on Su embroidery other embroidery market competition also day by day intense. With the lowering of the threshold of technical competition and the popularization of technical needling, domestic and foreign decorative embroidery enterprises are in a relatively equal position to launch a new round of competition. The main content of competition is from internal needling technology to extroversion, that is, the product value is gradually influenced by perceptual quality, and it is the design that is responsible for creating, expressing and transmitting sensibility, that is, By the design of innovative products and the construction of Xiang embroidery brand image has come. Through the art design to carry on the effective brand image mold to the Hunan embroidery brand image can help the Hunan embroidery to walk out the valley, causes the Hunan embroidery to win the market again, lets the Hunan embroidery culture pass on. The paper is divided into two parts: introduction and text. The introduction part summarizes the origin and research background of this subject, defines the key concepts used in this research, expounds the necessity of shaping the brand image of Hunan embroidery, and studies the basis of this subject. The main research methods and innovative points are summarized and summarized. The text is the core part of this subject. It starts from the historical, geographical, commercial, cultural, aesthetic basis and technological characteristics of Hunan embroidery, focusing on the shaping of the brand image of Hunan embroidery, and from the historical, geographical, commercial, cultural, aesthetic basis and technological characteristics of Hunan embroidery. Analysis of Hunan embroidery design culture and the current market demand and supply. Based on the description of the development of Hunan embroidery brand and the current brand situation, this paper puts forward the specific design strategies for the brand image of Hunan embroidery in the aspects of brand logo, product image, product packaging, advertising media and so on. From the interactive relationship between brand strategy and brand image, this paper discusses the use of brand strategy to shape the image of Hunan embroidery brand, in order to build a strong brand of Xiang embroidery and improve the competitiveness of Xiang embroidery brand at home and abroad. Hunan embroidery enterprises through the creation of Hunan embroidery brand, Hunan embroidery to obtain new development, fresh youth. It provides new ideas and methods for the protection and development of traditional handicraft.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J523.6
【引证文献】
相关硕士学位论文 前2条
1 尚铭;河南传统泥塑在现代环境下的创新性研究[D];西南交通大学;2011年
2 陶赢;地域性特色文化产品包装的设计研究[D];湖南工业大学;2012年
本文编号：2425571
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