發(fā)布時間：2018-05-08 23:34

  本文選題：品牌 + 視覺形象　； 參考：《內(nèi)蒙古師范大學(xué)》2009年碩士論文

【摘要】： 經(jīng)濟(jì)全球化把各個國家和地區(qū)聯(lián)系在一起,造就了一個巨大的經(jīng)濟(jì)圈,品牌和品牌之間的競爭也趨于激烈,品牌的視覺形象在這其中就起到舉足輕重的作用。品牌形象是產(chǎn)品個性、企業(yè)文化價值和象征意義的表現(xiàn),因此消費者需要通過產(chǎn)品的品牌形象才能了解該產(chǎn)品特性與優(yōu)勢。消費者也正是通過品牌的視覺形象來了解企業(yè)文化、企業(yè)理念及其旗下產(chǎn)品,通過企業(yè)品牌的視覺形象對產(chǎn)品產(chǎn)生第一印象及忠誠度。同時,也是企業(yè)吸收潛在消費者的最佳途徑。品牌的視覺形象能在消費者購買產(chǎn)品中起到引導(dǎo)的作用,并將消費者選擇產(chǎn)品的時間縮短。老字號企業(yè)普遍存在生產(chǎn)規(guī)模小、技術(shù)落后、設(shè)備陳舊、觀念老、產(chǎn)品科技含量低等特點,因此,今天,在建立和發(fā)展社會主義市場經(jīng)濟(jì)過程中,老字號品牌普遍面臨著嚴(yán)峻的挑戰(zhàn)。轉(zhuǎn)變企業(yè)機(jī)制、轉(zhuǎn)變思想觀念,加強(qiáng)創(chuàng)新精神、不故步自封,積極擴(kuò)大市場范圍、樹立以銷售為中心的思想,加強(qiáng)營銷力量等,這些都應(yīng)該是老字號品牌要所改變的。對于老品牌的視覺形象,他既要迎合這個時代的特性,還要保留其特有的文化特質(zhì),不管在品牌的識別上,還是品牌的包裝與廣告推廣上都要進(jìn)行不斷的改進(jìn),在此基礎(chǔ)上,老品牌的視覺形象就要從多方面進(jìn)行再設(shè)計與創(chuàng)新。立足于本國市場,向國際市場挺進(jìn)!
[Abstract]:Economic globalization connects all countries and regions, and creates a huge economic circle. The competition between brands and brands tends to be fierce, and the visual image of brands plays an important role in it. Brand image is the expression of product personality, corporate cultural value and symbolic meaning. Therefore, consumers need to understand the characteristics and advantages of the product through the brand image of the product. It is also through the visual image of the brand that consumers understand the corporate culture, the concept of the enterprise and its products, and the first impression and loyalty of the product through the visual image of the brand. At the same time, it is also the best way for enterprises to absorb potential consumers. The visual image of brand can guide consumers to buy products and shorten the time for consumers to choose products. Old famous enterprises generally have the characteristics of small scale of production, backward technology, obsolete equipment, old concept, low scientific and technological content of products, etc. Therefore, in the process of establishing and developing socialist market economy, Old-name brands generally face severe challenges. Changing the enterprise mechanism, changing ideas, strengthening the spirit of innovation, not standing still, actively expanding the market scope, setting up the idea of taking sales as the center, and strengthening the marketing power, all these should be changed by the old brands. For the visual image of the old brand, he should not only cater to the characteristics of this era, but also retain its unique cultural characteristics, whether in brand recognition, brand packaging and advertising promotion to continue to improve, on this basis, The visual image of old brand should be redesigned and innovated from many aspects. Based on the domestic market, to the international market!
【學(xué)位授予單位】：內(nèi)蒙古師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：J524

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張旭;論中式點心包裝人性化設(shè)計[D];西南交通大學(xué);2010年

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本文編號：1863592