本文選題：紫薇花藝　切入點：品牌創(chuàng)新　出處：《安徽大學(xué)》2017年碩士論文

【摘要】：隨著生活水平的提高,人們對品牌的認(rèn)可度和需求量也在逐步提升,品牌形象的好壞以及辨識度關(guān)乎著該品牌的顧客認(rèn)可度和需求量�；ㄋ嚻放剖呛笃鹬�,由于人們對花藝的需求遞增以及審美度的提高,花藝品牌處于供不應(yīng)求的形勢,而僅有的幾類花藝品牌的品牌形象也并不符合消費者的品牌追求,所以本文以花藝品牌形象創(chuàng)新設(shè)計為研究對象,通過對相關(guān)文獻(xiàn)查閱、深入研究國內(nèi)外花藝品牌設(shè)計的基礎(chǔ)上,以紫薇花藝品牌設(shè)計實例展開調(diào)查研究發(fā)現(xiàn),當(dāng)代品牌形象創(chuàng)新設(shè)計存在著諸多問題。品牌形象創(chuàng)新設(shè)計以什么為設(shè)計特征?設(shè)計語言又有哪些?社會文化發(fā)生了深刻變化,那品牌形象設(shè)計又如何創(chuàng)新?新時代的影子每天都在大步邁進(jìn),品牌形象設(shè)計早已不在是簡單、膚淺的表面設(shè)計,應(yīng)與當(dāng)代的社會背景,政治、文化、經(jīng)濟(jì)、新潮有著深層的內(nèi)在關(guān)系而進(jìn)行創(chuàng)新性設(shè)計。在當(dāng)今的市場競爭中,隨著競爭的加劇,具有較強的品牌競爭力已成為現(xiàn)代企業(yè)規(guī)避風(fēng)暴的經(jīng)濟(jì)浪潮。品牌是對企業(yè)外部形象和內(nèi)部精神的全面反映,它不僅代表著品牌的貨物質(zhì)量和服務(wù)態(tài)度,更是作為消費者和企業(yè)兩者的鏈接紐帶。作者在研究本文課題時,參照中國知網(wǎng)的數(shù)據(jù)對品牌創(chuàng)新和花藝品牌進(jìn)行對比分析。本文旨在考察花藝品牌的形象設(shè)計以及分析國內(nèi)外現(xiàn)存在的花藝品牌設(shè)計的優(yōu)勢及弊端,并對紫薇花藝實例進(jìn)行創(chuàng)新性、現(xiàn)代性品牌設(shè)計,分析品牌設(shè)計所帶來的市場效益;剖析花藝品牌成長現(xiàn)狀以及含有的殘留狀況;分析品牌形象設(shè)計退化的緣由及影響;歸納品牌形象創(chuàng)新的特征和類別;分析形象創(chuàng)新的思路和發(fā)展階段;對比分析國內(nèi)兩大花藝品牌的設(shè)計語言及時代變化后的轉(zhuǎn)變方案;以及具體到紫薇花藝品牌形象創(chuàng)新設(shè)計的案例分析。識別系統(tǒng)的創(chuàng)新,系統(tǒng)化,前瞻性,綜合性,戰(zhàn)略性和藝術(shù)性的溝通過程,被提出針對快速變化的時代的品牌認(rèn)知和形象設(shè)計要求,我們看到今天是世界上最優(yōu)秀的設(shè)計師之一,不僅是一個傳統(tǒng)的產(chǎn)品或平面設(shè)計師,他們認(rèn)為和工作了很多時間已經(jīng)擴展到設(shè)計更多的外部領(lǐng)域和品牌戰(zhàn)略水平。品牌形象的老化問題只有找出退化的根本原因,是產(chǎn)品與時俱進(jìn),不斷革新彩能確保該產(chǎn)品部淡出大眾的視線。在這方面,則更需要當(dāng)代設(shè)計師的創(chuàng)新思維、眼光和實踐操作,這對設(shè)計師來說是一大設(shè)計難題,只有將該難題解決,才能使我國的品牌形象老化問題從根本上解決。
[Abstract]:With the improvement of living standards, people demand for brand recognition and quantity are also gradually improve, brand image quality and the recognition about the brand recognition and customer demand. Flower brand is the demand of the bright younger generation, because of the increasing and improve the aesthetic degree of flower, flower brand in short supply situation. And several kinds of Flower brand only brand image is not in line with the pursuit of consumer brands, so the flower brand image innovation design as the research object, through access to relevant literature, makes researches on Flower brand design, brand design research with practical examples of crape myrtle floral, contemporary brand image design innovation a lot of problems. What is the creative design of brand image design features? What are the design language? Has undergone profound changes of social culture, the Brand image design and how to innovate? A new era of shadow every day in stride, brand image design has long been in the design is simple, superficial, and contemporary social background, politics, economy, culture, fashion with relationship between deep and innovative design. In today's market competition, with the competition, has a strong brand competitiveness has become the modern enterprises to avoid the storm of economic tide. The brand is the comprehensive reflection of the enterprise external image and internal spirit, it not only represents the brand quality of the goods and service attitude, as both consumers and businesses linked bonds. The author in the study of this topic. According to China HowNet data on brand innovation and brand flower were analyzed. This paper aims to study the floral brand image design and analysis of the domestic and foreign existing flower craft card design The advantages and disadvantages, and the innovation of modern flower Ziwei example, brand design, brand design analysis brings market efficiency; analysis of floral brand growth status and contain residual status; analysis of reason and influence of brand image design and brand image degradation; summed up the characteristics and categories of innovative ideas and innovation; image analysis the stage of development; analysis of transformation design language and the changes of the times the two major domestic brands after the floral contrast; and the specific to the brand image of the innovative design of the crape myrtle flower case analysis. The recognition system innovation, systematic, forward-looking, comprehensive, strategic and artistic communication process, proposed brand image design requirements in the era of rapid change, we see today is one of the world's most excellent designers, not only is a traditional product or graphic designer, they think And a lot of time has been extended to design more external field and brand strategy. The brand image of the aging problem only to find out the root causes of degradation products, is to keep pace with the times, innovation can ensure that the products of color fade out of the public eye. In this aspect, it needs more and more contemporary designer's creative thinking, vision and practice this is a big problem, the design of a designer, only the problem, to make our brand aging fundamentally solve the problem.

【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F273.2

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