本文選題：原型 + 原型模式��； 參考：《中南大學(xué)》2009年碩士論文

【摘要】： 形象經(jīng)濟(jì)時(shí)代,與消費(fèi)者聯(lián)結(jié)相關(guān)的形象掌控著企業(yè)的生死存亡。然而并非所有形象都能建立積極的有效聯(lián)結(jié),形象的魔力常常發(fā)生在潛意識(shí)深處,如何找到深藏在潛意識(shí)深處的溝通源代碼,成為形象經(jīng)濟(jì)時(shí)代為品牌塑造者帶來的挑戰(zhàn)。 回歸人類心靈的潛意識(shí)深處,潛藏于人類集體無意識(shí)的、兼具共性與個(gè)性、靈活且持久的“原型”正是品牌塑造者所要尋找的溝通源代碼。原型模式正是以原型為品牌核心驅(qū)動(dòng)的構(gòu)建方法,“12原型”作為原始意象能使原型置換變形并激活潛意識(shí),從而影響消費(fèi)者的行為,這一潛意識(shí)——意識(shí)的路徑正是原型模式的運(yùn)作方式,也是實(shí)現(xiàn)原型源動(dòng)力向品牌的轉(zhuǎn)化的唯一路徑。 架構(gòu)現(xiàn)代商品神話故事是為原型動(dòng)力轉(zhuǎn)化鋪設(shè)的通道。與古代神話的自發(fā)創(chuàng)造不一樣,要實(shí)現(xiàn)品牌的現(xiàn)代商業(yè)神話需要對(duì)原型模式的架構(gòu)因子有意為之,這些素材即作為原始意象化身的“神話人物”、能實(shí)現(xiàn)原型故事動(dòng)力轉(zhuǎn)化的網(wǎng)絡(luò)“故事情節(jié)”、聚焦信息和目光的凹凸鏡“符號(hào)”和融合所有要素并建立深層信仰的“品牌理念”。 原型模式的優(yōu)勢(shì)在于為品牌注入靈魂。在其運(yùn)用中勢(shì)必兼顧品牌的“神”和“形”,具體而言涉及到選定合適原型、制造神話故事和管理組織經(jīng)營三個(gè)環(huán)節(jié)。由照顧者變身英雄的慈善兒童機(jī)構(gòu)“小錢立大功”將為我們證實(shí):只有外塑型、內(nèi)練功相結(jié)合才是品牌構(gòu)建應(yīng)走之路。 然而,盡管原型擁有如此巨大的魔力,但它的深邃復(fù)雜和社會(huì)文化的差異等也相應(yīng)帶來了運(yùn)用的局限,任何人造刺激可能產(chǎn)生的惡性社會(huì)影響,也應(yīng)引起品牌構(gòu)建者的重視。只有善用原型,才能分享品牌的經(jīng)久不衰。
[Abstract]:In the era of image economy, the image related to the connection of consumers controls the life and death of the enterprise. However, not all images can establish positive and effective connection. The magic of image often occurs in the subconscious. How to find the source code of communication hidden deep in the subconscious is a challenge for the brand shapers in the era of image economy. To return to the subconscious of human mind, hidden in human collective unconscious, both common and individual, flexible and lasting "prototype" is the brand shaper to seek the source code of communication. Archetypal pattern is a method of building prototype as the core of the brand. "12 archetypes" as original images can transform archetypes and activate subconscious mind, thus affecting consumers' behavior. This path of subconscious consciousness is the mode of operation of archetypal mode and the only way to realize the transformation of prototype source power to brand. The construction of modern commodity mythology story is for the prototype dynamic transformation of the laying of the passage. Different from the spontaneous creation of ancient mythology, in order to realize the modern commercial mythology of brand, we need to deliberately do the structural factors of the archetypal model. These materials are "mythical characters" as the incarnation of primitive images. The network "story plot" which can realize the dynamic transformation of the prototype story, the "symbol" with the focus on information and vision, and the "brand idea" which combines all the elements and establishes the deep faith. The advantage of the prototype model is to inject the soul into the brand. In its application, both "God" and "form" of the brand will be taken into account, specifically involving the selection of suitable prototypes, the creation of mythological stories and the management and management of three links. The charity children's organization, "small money and great merit", which is transformed from caretaker to hero, will prove to us that the only way to build a brand should be the combination of internal and external training. However, although the prototype has such great magic power, its profound complexity and social and cultural differences have also brought about the limitations of its application. The malignant social impact of any artificial stimulus should also attract the attention of the brand builders. Only make good use of archetypes, can we share the enduring brand.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 韓美佳;全國武術(shù)功力大賽品牌構(gòu)建研究[D];上海體育學(xué)院;2011年

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本文編號(hào)：1913360