本文選題：匠心載道　切入點(diǎn)：傳統(tǒng)手工藝　出處：《廣西師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：本文從研究傳統(tǒng)手工藝品在品牌化進(jìn)程中的背景出發(fā),發(fā)現(xiàn)設(shè)計(jì)領(lǐng)域?qū)υ瓌?chuàng)木作產(chǎn)品品牌的品牌構(gòu)建研究尚未有較深的探究。通過(guò)對(duì)中國(guó)傳統(tǒng)造物觀念、《考工記》中的“材美”與“工巧”設(shè)計(jì)理念、工匠精神以及品牌的解讀構(gòu)成“匠心載道”的概念,又以四個(gè)方向進(jìn)行分別論述:“匠”是木作手工藝及其手工藝相關(guān)的領(lǐng)域;“心”是一以貫之的工匠精神;“載”是以品牌為平臺(tái)聯(lián)通消費(fèi)者與企業(yè)之間的溝通;“道”是與時(shí)俱進(jìn)的設(shè)計(jì)觀念與審美。文中通過(guò)中國(guó)原創(chuàng)木作產(chǎn)品品牌案例的分析和沉淀,運(yùn)用現(xiàn)代品牌的概念結(jié)合中國(guó)傳統(tǒng)造物理念進(jìn)行原創(chuàng)木作產(chǎn)品品牌分析總結(jié)出共性,從而推導(dǎo)出以品牌工藝、品牌文化、品牌傳播、品牌價(jià)值四個(gè)維度構(gòu)建“匠心載道”的品牌創(chuàng)新設(shè)計(jì)模型。再通過(guò)與成熟的品牌構(gòu)建策略模型即奧美的360度品牌管理和麥肯光明的“品牌足跡”進(jìn)行對(duì)比分析出他們之間的優(yōu)劣,從而論證“匠心載道”的合理性與適應(yīng)性。最后將“匠心載道”品牌創(chuàng)新設(shè)計(jì)模型運(yùn)用在實(shí)踐當(dāng)中,希冀能構(gòu)造出新的手工藝品牌。論文通過(guò)“匠心載道”的造物理念,對(duì)原創(chuàng)木作產(chǎn)品的品牌構(gòu)建進(jìn)行梳理,了解我國(guó)原創(chuàng)手工藝品以及品牌化的發(fā)展現(xiàn)狀,清晰了在品牌化過(guò)程中傳統(tǒng)手工藝行業(yè)本身的獨(dú)特性:即一是通過(guò)充分的挖掘手工藝背后的文化含義,并與市場(chǎng)緊密結(jié)合使其獲得內(nèi)在動(dòng)力展現(xiàn)手工藝活力,使手工藝的存續(xù)問(wèn)題得到最優(yōu)的解決方案;二是手工藝品的品質(zhì)會(huì)隨著匠人的閱歷不斷增加,使得匠人的體會(huì)與感悟發(fā)生變化,從而使手工藝品所蘊(yùn)含“匠心”在漸進(jìn)式地促進(jìn)創(chuàng)新設(shè)計(jì)的發(fā)生;三是在市場(chǎng)競(jìng)爭(zhēng)中品牌的成長(zhǎng),是受外力與內(nèi)在迭代因素的影響,進(jìn)行整合式的內(nèi)外循環(huán)更生。從可持續(xù)的觀點(diǎn)看,本文的探討的“匠心載道”的品牌創(chuàng)新設(shè)計(jì)模型,也將隨著市場(chǎng)和同品類品牌之間的競(jìng)爭(zhēng)調(diào)整相應(yīng)的策略,使之在傳統(tǒng)手工藝行業(yè)的相關(guān)品牌構(gòu)建同樣有著適度的適用性。因此,課題的研究是具有一定的理論意義與現(xiàn)實(shí)意義。
[Abstract]:In this paper, the background of traditional handicrafts in the process of branding, It is found that the research on brand building of original woodwork products in the field of design has not been deeply explored. Through the traditional Chinese concept of creation, the design concepts of "material beauty" and "workmanship" in Kaogong Ji are discussed. The craftsman's spirit and the interpretation of the brand form the concept of "craftsmanship". It is discussed separately in four directions: "craftsman" is the field of woodwork handicraft and its handicraft, "heart" is the spirit of craftsman, "Zai" is the communication between consumer and enterprise on the platform of brand name, "Tao" Through the analysis and precipitation of the brand case of Chinese original woodwork products, Using the concept of modern brand combined with Chinese traditional creational concept to analyze and sum up the commonness of the brand of original woodwork products, thus deducing the brand technology, brand culture, brand communication, The four dimensions of brand value are used to construct the brand innovation design model of "Carpenter". Then, by comparing it with the mature brand building strategy model, that is, the 360-degree brand management of Ogilvy and the "brand footprint" of McCann Bright. Between them, Finally, applying the brand innovation design model of "craftsman's heart to carry Tao" in practice, hoping to construct a new handicraft brand. Combing the brand construction of the original woodwork products to understand the current situation of the development of the original handicrafts and brands in our country. It is clear that the traditional handicraft industry itself is unique in the process of branding: first, by fully excavating the cultural meaning behind the handicraft, and closely combining with the market so that it can gain the inherent power to show the vitality of the handicraft. The second is that the quality of handicrafts will increase with the experience of the craftsman, so that the experience and perception of the craftsman will change. So that the craftsman's heart contained in the handicraft can promote the creation of innovative design step by step. Thirdly, the growth of the brand in the market competition is influenced by external forces and internal iterative factors. From a sustainable point of view, the brand innovation design model discussed in this paper will adjust the corresponding strategies with the competition between the market and the brands in the same category. Therefore, the research of this subject has certain theoretical and practical significance.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524

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本文編號(hào)：1576828