本文選題：中國(guó)年文化 + 吉祥寓意　； 參考：《中央美術(shù)學(xué)院》2014年碩士論文

【摘要】：在經(jīng)濟(jì)快速發(fā)展和對(duì)創(chuàng)意需求暴增的今天，傳統(tǒng)中國(guó)年文化產(chǎn)品已經(jīng)不能夠充分滿(mǎn)足現(xiàn)代人精神與物質(zhì)的需求。中國(guó)年文化品牌設(shè)計(jì)對(duì)中國(guó)年文化產(chǎn)品的發(fā)展將起到極其重要的作用。 本文分析了中國(guó)年文化和中國(guó)年文化產(chǎn)品的概念與現(xiàn)狀，詳細(xì)論述了中國(guó)年文化品牌的設(shè)計(jì)和建立，可以給設(shè)計(jì)者和營(yíng)銷(xiāo)者帶來(lái)一種無(wú)形的資產(chǎn)。它與傳統(tǒng)中國(guó)年文化產(chǎn)品的設(shè)計(jì)不同，在包裝、標(biāo)志、寓意、符號(hào)等設(shè)計(jì)元素方面有著獨(dú)特的設(shè)計(jì)理念和個(gè)性化的表現(xiàn)方式，將消費(fèi)者心中對(duì)于中國(guó)年文化載體的固有形象進(jìn)行重塑和增值。中國(guó)年文化品牌設(shè)計(jì)代表著中國(guó)年文化的精神與核心價(jià)值，能夠提高中國(guó)年文化的知名度、美譽(yù)度和普及度。在中國(guó)年文化品牌設(shè)計(jì)的過(guò)程中，既要保持中國(guó)年文化在傳承過(guò)程中不會(huì)有錯(cuò)位和偏差，又要使中國(guó)年文化品牌具有品牌的個(gè)性和認(rèn)知度，這對(duì)我們來(lái)說(shuō)是一個(gè)全新的挑戰(zhàn)。 本文探討了中國(guó)年文化品牌的設(shè)計(jì)方法與發(fā)展趨勢(shì)，進(jìn)一步分析創(chuàng)意產(chǎn)業(yè)語(yǔ)境下中國(guó)年文化品牌的數(shù)字化嘗試，，在此研究基礎(chǔ)上進(jìn)行了關(guān)于中國(guó)年文化品牌的畢業(yè)設(shè)計(jì)。對(duì)如何將中國(guó)年文化品牌行之有效的推廣成為全球化的品牌進(jìn)行了充分的論述與總結(jié)。
[Abstract]:With the rapid development of economy and the increase of creative demand, the traditional Chinese cultural products can not fully meet the needs of modern people's spirit and material. The design of Chinese cultural brand will play an important role in the development of Chinese cultural products.
This paper analyzes the concept and present situation of Chinese annual culture and Chinese annual cultural products, and expounds the design and establishment of Chinese annual cultural brand in detail. It can bring an intangible asset to the designer and the marketer. It is different from the traditional Chinese cultural product design, and is unique in the design elements such as packaging, symbol, meaning, symbol and so on. The design concept and the individualized expression mode will remould and add value to the inherent image of the Chinese cultural carrier in the heart of China. The design of Chinese cultural brand represents the spirit and core value of Chinese culture, and can improve the popularity, reputation and popularity of China's annual culture. In the course of the process, we should not only keep the Chinese culture in the course of inheritance, but also make China's annual cultural brand have brand personality and recognition, which is a new challenge for us.
This paper discusses the design method and development trend of Chinese annual cultural brand, and further analyzes the digital attempt of Chinese annual cultural brand in the context of creative industry. On the basis of this study, the graduation design of Chinese annual cultural brand is carried out. How to promote the effective promotion of Chinese annual cultural brand into a globalized brand is also discussed. A full discussion and summary are carried out.
【學(xué)位授予單位】：中央美術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：TB472

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