城市形象对青岛啤酒品牌形象建设的影响
发布时间：2019-04-10 20:02
【摘要】：随着我国经济的日益发展,国民经济的日趋发展、壮大,以澎湃的爆发力迅猛增长,以及我国加入世界贸易组织的大时代背景下。我国国民眼界及素质的日渐提高,使得我国的消费者对于“品牌”及“形象”这两个应当属于艺术设计范畴的词汇,有了独到并且极富个人思考及感受力的认识。时代在发展,时间的洪流推着我们不断前进,被称为“毁掉的一代”的80后已然开始慢慢老去,生于改革开放后的90后开始站上社会的舞台,承担了更多地社会责任,成为消费的主力军。经济发展,我国人们在解决温饱,奔向小康的生活背后,需要的便是更为贴心、具有品牌依赖性的产品。占据人们生活的绝大多数便是快消类产品,快消类产品因其消费方式和市场占有率的特殊性,更需要强大、专业、精准的品牌形象建设,来发展和维护消费者。将两个处于时代洪流中的具有创新性和先进性的概念结合起来,研究城市形象对于快消类品牌形象建设的影响,是具有前沿性和先锋性的。放长远的意义来阐述,对于我国品牌形象的发展,对于国货品牌基于自己的优势走向国际舞台,谋求更好的发展有着建设性和指导性意义。城市形象影响并且指导品牌形象建设,为品牌发展提供基础本土消费人群,通过向上的城市形象巩固本土消费者,而品牌做大做强,走出区域、地方后,更多的是传播本土的城市形象,对于城市及国家文化的传播有着极其重要的作用,亦会从侧面宣传中华民族的积极向上的正面形象。国富民强,具有文化竞争力,更能使我国在国际上建立良好的形象;给我国的公民创造安全、可信的品牌产品,营造一个美好、具有深厚文化底蕴的城市生活消费环境。此课题的研究更能为我国本土国产快消品牌建立优质的品牌形象,在国际品牌中独具一格,为日后国货走向世界、国民企业具有国际竞争力起到一定的指导作用。本土品牌做大做强不仅带来的是财富,更有充足的就业机会,为我国国民提供良好的就业平台。
[Abstract]:With the increasing development of our country's economy, the development and expansion of the national economy, the rapid growth of the surging explosive force, and the background of China's accession to the World Trade Organization (WTO). With the improvement of our country's national vision and quality, the consumers of our country have a unique and personal understanding of the words "brand" and "image", which belong to the category of art design. The times are developing, and the torrent of time pushes us forward. The post-80s, known as the "ruined generation," have begun to grow old slowly. The post-90s, born after the reform and opening up, began to stand on the stage of society and assumed more social responsibility. Become the main force of consumption. Economic development, our people in the solution of food and clothing, towards a well-off life, what is needed is more intimate, brand-dependent products. Because of the particularity of consumption mode and market share, fast elimination products need strong, professional and accurate brand image construction to develop and maintain consumers. Combining the two concepts with innovation and advanced nature in the flood of the times to study the influence of city image on the construction of fast-vanishing brand image, it is forward-looking and vanguard to study the impact of city image on the construction of fast-vanishing brand image. From a long-term point of view, it is constructive and instructive for the development of brand image of our country and for the brand of Chinese goods to go to the international stage on the basis of their own advantages and to seek better development. The city image influences and guides the brand image construction, provides the basic local consumer crowd for the brand development, consolidates the local consumer through the upward city image, while the brand becomes bigger and stronger, walks out of the region, the local place, More is to spread the local image of the city, for the dissemination of city and national culture has a very important role, but also from the side of the positive image of the Chinese nation. It can make our country build a good image in the world, create a safe and credible brand product for our citizens, and create a beautiful, profound cultural background of urban life and consumption environment, which is rich for the people of our country and has the cultural competitive power, so as to make our country establish a good image in the world. The research of this subject can establish high-quality brand image for the domestic fast-vanishing brand of our country, be unique in the international brand, and play a certain guiding role for the national enterprise to have the international competitiveness in the future for the national goods to go to the world. Local brands not only bring wealth, but also have sufficient employment opportunities to provide a good employment platform for our citizens.
【学位授予单位】：湖北美术学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524
本文编号：2456084
[Abstract]:With the increasing development of our country's economy, the development and expansion of the national economy, the rapid growth of the surging explosive force, and the background of China's accession to the World Trade Organization (WTO). With the improvement of our country's national vision and quality, the consumers of our country have a unique and personal understanding of the words "brand" and "image", which belong to the category of art design. The times are developing, and the torrent of time pushes us forward. The post-80s, known as the "ruined generation," have begun to grow old slowly. The post-90s, born after the reform and opening up, began to stand on the stage of society and assumed more social responsibility. Become the main force of consumption. Economic development, our people in the solution of food and clothing, towards a well-off life, what is needed is more intimate, brand-dependent products. Because of the particularity of consumption mode and market share, fast elimination products need strong, professional and accurate brand image construction to develop and maintain consumers. Combining the two concepts with innovation and advanced nature in the flood of the times to study the influence of city image on the construction of fast-vanishing brand image, it is forward-looking and vanguard to study the impact of city image on the construction of fast-vanishing brand image. From a long-term point of view, it is constructive and instructive for the development of brand image of our country and for the brand of Chinese goods to go to the international stage on the basis of their own advantages and to seek better development. The city image influences and guides the brand image construction, provides the basic local consumer crowd for the brand development, consolidates the local consumer through the upward city image, while the brand becomes bigger and stronger, walks out of the region, the local place, More is to spread the local image of the city, for the dissemination of city and national culture has a very important role, but also from the side of the positive image of the Chinese nation. It can make our country build a good image in the world, create a safe and credible brand product for our citizens, and create a beautiful, profound cultural background of urban life and consumption environment, which is rich for the people of our country and has the cultural competitive power, so as to make our country establish a good image in the world. The research of this subject can establish high-quality brand image for the domestic fast-vanishing brand of our country, be unique in the international brand, and play a certain guiding role for the national enterprise to have the international competitiveness in the future for the national goods to go to the world. Local brands not only bring wealth, but also have sufficient employment opportunities to provide a good employment platform for our citizens.
【学位授予单位】：湖北美术学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524
【参考文献】
相关期刊论文 前4条
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