【摘要】： 在這個(gè)千奇百怪的世界上,存在著許多經(jīng)典的美,而這種美都是有些被設(shè)計(jì)出來(lái)的,走在大自然中感受著自然之作,走在城市中感受著人類(lèi)的奇跡,無(wú)論是出自大自然之手還是人類(lèi),它都意味著一個(gè)時(shí)代,一個(gè)標(biāo)志.這種美都是在為人類(lèi)服務(wù),使這個(gè)世界更加有魅力。 設(shè)計(jì)有分好壞之分,大自然的缺陷會(huì)使人類(lèi)陷入恐慌和困境,人類(lèi)設(shè)計(jì)的缺陷除了對(duì)自己不負(fù)責(zé)外也會(huì)影響到整個(gè)城市的容貌.人類(lèi)設(shè)計(jì)包括很多種,有純藝術(shù)的,也有純商業(yè)的等等,其中在企業(yè)品牌運(yùn)營(yíng)中也加入了不少兩者合一的設(shè)計(jì)元素.且設(shè)計(jì)種類(lèi)也分很多種:3D動(dòng)畫(huà)設(shè)計(jì),建筑設(shè)計(jì),平面設(shè)計(jì)等。 尚且不說(shuō)對(duì)城市美觀的影響,就對(duì)企業(yè)本身而言,平面設(shè)計(jì)在品牌運(yùn)營(yíng)中起著舉足輕重的作用;有句俗話:“人靠衣裝”,而企業(yè)的形象靠的是品牌,品牌靠的是設(shè)計(jì)和實(shí)力,設(shè)計(jì)理念的缺乏會(huì)導(dǎo)致企業(yè)無(wú)法將自己的形象正確有效的推廣出去,只有設(shè)計(jì)理念與品牌營(yíng)銷(xiāo)正確的整合營(yíng)銷(xiāo)傳播才可以使企業(yè)的形象正確的傳達(dá)給市場(chǎng),從而使企業(yè)獲益。 這里就圍繞著設(shè)計(jì)理念在品牌運(yùn)營(yíng)中的作用進(jìn)行研究.本文首先闡述了品牌的概念界定,說(shuō)明了研究對(duì)象、背景;并且研究品牌運(yùn)營(yíng)和平面設(shè)計(jì)之間關(guān)系的價(jià)值所在,和部分理論依據(jù)來(lái)論證其之間不可分割的關(guān)系。其次在品牌運(yùn)營(yíng)中,設(shè)計(jì)理念在其運(yùn)營(yíng)中的價(jià)值與功效,并且與品牌運(yùn)營(yíng)的重要性和主導(dǎo)作用。利用理論與實(shí)際相結(jié)合的手法,把設(shè)計(jì)理念運(yùn)用在品牌運(yùn)營(yíng)中的各個(gè)環(huán)節(jié)的重要性挖掘出來(lái), 本文課題主要圍繞著品牌的概念界定與設(shè)計(jì)理念在品牌運(yùn)營(yíng)中的價(jià)值、重要性;品牌運(yùn)營(yíng)中設(shè)計(jì)理念主要貫穿的環(huán)節(jié)與傳播方式;品牌運(yùn)營(yíng)中所需平面設(shè)計(jì)的種類(lèi)及介紹著三個(gè)方面來(lái)做研究與論述。 第一部分:本文首先主要講的是整個(gè)論文課題所研究的對(duì)象、背景,并用適當(dāng)?shù)恼撟C依據(jù)來(lái)論證其研究的及價(jià)值所在。并證明設(shè)計(jì)理念在品牌運(yùn)營(yíng)中的重要性。 在當(dāng)今社會(huì),無(wú)論主觀發(fā)現(xiàn)還是客觀觀察、宏觀調(diào)控還是微觀調(diào)節(jié),其中都充滿著激烈的競(jìng)爭(zhēng)。當(dāng)中為了生存與發(fā)展而建立了各種形式的企業(yè),便也形成了市場(chǎng);使原始的無(wú)形市場(chǎng)變成了先進(jìn)的有形市場(chǎng),因此市場(chǎng)競(jìng)爭(zhēng)由此開(kāi)始激進(jìn)的蔓延著。 各個(gè)企業(yè)為了贏得最大的市場(chǎng)份額和利益,便利用各種手段達(dá)到其最終目的一盈利,其中最為常用就是利用平面設(shè)計(jì)語(yǔ)言來(lái)傳播企業(yè)品牌所要向市場(chǎng)表達(dá)的情感與信息,這也是必不可少的途徑和方式。 第二部分:上部分證明了企業(yè)品牌的發(fā)展和運(yùn)營(yíng)中,設(shè)計(jì)理念的重要性后,便開(kāi)始逐步細(xì)分設(shè)計(jì)理念,使其更好的融入在品牌運(yùn)營(yíng)當(dāng)中。 雖然設(shè)計(jì)理念是品牌運(yùn)營(yíng)中必不可少的一部分,并且兩者也是相互依賴的,品牌運(yùn)營(yíng)者需要不斷的把正確的品牌理念與設(shè)計(jì)團(tuán)隊(duì)溝通,而設(shè)計(jì)團(tuán)隊(duì)也需要利用其專(zhuān)業(yè)性利用設(shè)計(jì)語(yǔ)言正確的表達(dá)出其理念情感和信息給消費(fèi)者。但也不可亂用,需要根據(jù)品牌運(yùn)營(yíng)中不同環(huán)節(jié)的需要和正確理念的傳達(dá)而應(yīng)用。設(shè)計(jì)理念更需要深層次的分析和研究才可運(yùn)用在企業(yè)品牌運(yùn)營(yíng)之中,再以不同的傳播方式將其理念傳播給消費(fèi)者,使其正確的理解企業(yè)所要傳播的信息,并造成購(gòu)買(mǎi)行為。其順序與方式需得到正確運(yùn)用和引導(dǎo),反之將會(huì)造成負(fù)面效果,變成不可挽回的殘局。 第三部分:上述兩部分已經(jīng)明確的解釋了設(shè)計(jì)理念在品牌運(yùn)營(yíng)中的作用,和其相互之間的依賴性。這部分就主要的闡述下在品牌運(yùn)營(yíng)中所需要的平面設(shè)計(jì)的種類(lèi),并結(jié)合一些案例來(lái)強(qiáng)化說(shuō)明其重要性。 有一句話叫做:“人要有臉,樹(shù)要有皮,品牌要有LOGO”商業(yè)的繁榮帶動(dòng)我們已經(jīng)邁入了一個(gè)LOGO狂歡的時(shí)代。當(dāng)然企業(yè)光憑一個(gè)LOGO來(lái)發(fā)展是不夠的,它還需要利用LOGO的延伸來(lái)不斷地完善企業(yè)品牌的包裝和宣傳,這部分叫做VIS延伸。它的重要性對(duì)于企業(yè)來(lái)說(shuō)就像人們需要穿漂亮的衣服來(lái)包裝自己一樣;人的內(nèi)涵是用知識(shí)和見(jiàn)識(shí)來(lái)填充,那外部的包裝就靠各式各樣的服裝來(lái)表現(xiàn);企業(yè)也一樣,它的內(nèi)涵由其領(lǐng)導(dǎo)層的思想理念而決定,那外部的包裝就需要VIS來(lái)表現(xiàn)。在這章當(dāng)中分別列出了其品牌運(yùn)營(yíng)中所需要品牌設(shè)計(jì)的種類(lèi)和好壞之分,分別利用理論和部分案例來(lái)論述了其各個(gè)種類(lèi)的重要性。深刻的表達(dá)了設(shè)計(jì)理念在企業(yè)品牌運(yùn)營(yíng)中的價(jià)值所在。
[Abstract]:In this strange world, there are many classical beauty, and some of this beauty is designed, walking in the nature to feel the natural works, walking in the city to feel the miracle of mankind, whether it is from the hands of nature or mankind, it means an era, a symbol. This beauty is in the service of mankind. To make the world more attractive.
Design can be divided into good and bad, the defects of nature will make mankind into panic and predicament, the defects of human design will affect the appearance of the whole city in addition to their own irresponsibility. There are many kinds of design elements: 3D animation design, architectural design, graphic design and so on.
Not to mention the impact on the city's beauty, as far as the enterprise itself, graphic design plays a pivotal role in the operation of the brand; there is a saying: "people rely on clothes", and the image of the enterprise depends on the brand, brand depends on design and strength, the lack of design concepts will lead to enterprises can not properly and effectively promote their own image. Going out, only design concept and brand marketing correct integrated marketing communication can make the image of the enterprise correctly communicated to the market, so as to benefit enterprises.
This paper studies the role of design concept in brand operation. Firstly, this paper expounds the definition of brand, explains the research object and background, and studies the value of the relationship between brand operation and graphic design, and some theoretical basis to prove the indivisible relationship between them. The value and effect of design concept in its operation, and the importance and leading role of brand operation. By combining theory with practice, the importance of design concept in every link of brand operation is excavated.
This paper focuses on the definition of brand concept and the value and importance of design concept in brand operation; the links and communication methods of design concept in brand operation; the types of graphic design needed in brand operation and the introduction of three aspects to do research and discussion.
The first part: This paper mainly talks about the research object and background of the whole thesis, and demonstrates its research and value with appropriate argumentation basis, and proves the importance of design concept in brand operation.
In today's society, both subjective discovery and objective observation, macro-control and micro-regulation are full of fierce competition. In order to survive and develop, various forms of enterprises have been established, and the market has been formed; the original invisible market has become an advanced tangible market, so the market competition has begun to radical tendrils. It is delayed.
In order to gain the biggest market share and profit, every enterprise can use all kinds of means to achieve its ultimate goal of profit. The most common one is to use graphic design language to disseminate the emotion and information that the enterprise brand wants to express to the market. This is also an essential way and way.
The second part: The first part proves the importance of the design concept in the development and operation of the enterprise brand, and then gradually subdivides the design concept to make it better integrated into the brand operation.
Although design concept is an essential part of brand operation, and the two are interdependent, brand operators need to constantly communicate the correct brand concept and design team, and design team also need to use its professional use of design language to correctly express their ideas, feelings and information to consumers. Misuse needs to be applied according to the needs of different links in brand operation and the transmission of correct concepts.Design concepts need more in-depth analysis and research before they can be used in enterprise brand operation. Behavior. Its order and manner should be correctly used and guided, otherwise it will cause negative effects and become irreversible.
Part III: The above two parts have clearly explained the role of design concept in brand operation and its interdependence. This part mainly elaborates the types of graphic design needed in brand operation, and illustrates its importance with some cases.
There is a saying that "people have a face, trees have bark, brands have LOGO" commercial prosperity has led us into a LOGO Carnival era. Of course, a LOGO business to develop alone is not enough, it also needs to use the extension of LOGO to constantly improve the packaging and promotion of corporate brands, this part is called VIS extension. It is heavy. For enterprises, essentiality is just like people need to wear beautiful clothes to wrap themselves; people's connotation is filled with knowledge and insight, and the external packaging depends on a variety of clothes to express; enterprises, too, its connotation is determined by the ideas of its leadership, and the external packaging needs to be expressed by VIS. It lists the types of brand design needed in the brand operation, and discusses the importance of each type by using theory and some cases. It deeply expresses the value of design concept in the brand operation of enterprises.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F273.2

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