本文關(guān)鍵詞：“呈貢寶珠梨”品牌的視覺形象設(shè)計(jì)與傳播　出處：《云南藝術(shù)學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：“呈貢寶珠梨”是昆明市呈貢區(qū)的一個(gè)十分具有特色的農(nóng)產(chǎn)品,是昆明市第一個(gè)國家地理標(biāo)志認(rèn)證和保護(hù)產(chǎn)品。呈貢寶珠梨的知名度和美譽(yù)度在昆明地區(qū)具有極高的文化和歷史淵源。然而,長久以來,呈貢寶珠梨的發(fā)展停滯不前,一方面是城市化發(fā)展帶來的種植與經(jīng)營模式轉(zhuǎn)變,寶珠梨的產(chǎn)地在不斷縮減,另一方面是寶珠梨的產(chǎn)品品質(zhì)缺乏權(quán)威部門的統(tǒng)一監(jiān)管,市場上面魚龍混雜,經(jīng)營各自為政,導(dǎo)致寶珠梨品質(zhì)和品牌的建設(shè)參差不齊,嚴(yán)重影響了寶珠梨品牌的發(fā)展和建設(shè)�；诖�,筆者通過大量的實(shí)地調(diào)研與走訪,梳理和制定了以如何提升寶珠梨品牌視覺形象設(shè)計(jì)與傳播的課題作為主題設(shè)計(jì)表現(xiàn)與實(shí)踐研究項(xiàng)目,并以此作為視覺傳達(dá)設(shè)計(jì)專業(yè)學(xué)生設(shè)計(jì)參與和服務(wù)社會(huì)的實(shí)例。本文以呈貢寶珠梨發(fā)展過程中所存在的相關(guān)問題作為切入角度和線索,以構(gòu)建呈貢寶珠梨品牌形象的塑造、視覺形象的設(shè)計(jì)以及文化科普宣傳、教育與影響作為目標(biāo),分別從行業(yè)宏觀層面的品牌化戰(zhàn)略與管理;公司和農(nóng)戶層面的品牌化思維與經(jīng)營;視覺形象層面的系統(tǒng)化設(shè)計(jì)與規(guī)范等三個(gè)方面展開分析和問題梳理,同時(shí)針對(duì)視覺形象的設(shè)計(jì)與表現(xiàn)內(nèi)容,提出了如何從品牌標(biāo)識(shí)層面規(guī)范呈貢寶珠梨的視覺識(shí)別系統(tǒng),從產(chǎn)品包裝和廣告宣傳的層面統(tǒng)一對(duì)外宣傳的視覺信息和形象,增加關(guān)于產(chǎn)品的營銷體驗(yàn)與消費(fèi)方式完善。最后,以設(shè)計(jì)實(shí)踐的方式為呈貢寶珠梨品牌的視覺形象設(shè)計(jì)與表現(xiàn)提供相關(guān)設(shè)計(jì)方案和參考,同時(shí),以寶珠梨的文化科普宣傳作為此次設(shè)計(jì)工作的重點(diǎn),以插圖藝術(shù)的表現(xiàn)形式為寶珠梨品牌文化的塑造與表現(xiàn)提供了具體的內(nèi)容支撐與呈現(xiàn)方式。本文希望通過對(duì)呈貢寶珠梨品牌的主題文化梳理與表現(xiàn)來系統(tǒng)的介紹與說明寶珠梨的歷史成因、品種品系、種植管理、特色口感和產(chǎn)品衍生系列,為進(jìn)一步推廣寶珠梨的社會(huì)認(rèn)知,文化價(jià)值與品牌化建設(shè)做探索和實(shí)驗(yàn)。
[Abstract]:"Chenggong Baozhu pear" is a very special agricultural product in Chenggong District of Kunming City. Chenggong Baozhu pear is the first national geographical indication certification and protection product in Kunming. The popularity and reputation of Chenggong Baozhu pear have a high cultural and historical origin in Kunming. However, for a long time. The development of Chenggong Baozhu pear stagnates, on the one hand, it is the transformation of planting and management mode brought by the development of urbanization, and the producing area of Baozhu pear is shrinking. On the other hand, the product quality of Baozhu pear is lack of the unified supervision of the authority department, the market is mixed up, and the management is separate, which leads to the uneven construction of the quality and brand of Baozhu pear. Seriously affected the development and construction of Baozhu pear brand. Based on this, the author through a large number of field research and visits. Combing and formulating how to improve the visual image design and dissemination of Baozhu pear brand as the theme design performance and practical research project. And as a visual communication design students design participation and service to the community as an example. This paper takes the development of Chenggong Baozhu pear as the relevant problems as the angle and clue. In order to build the brand image of Chenggong Baozhu pear, the design of visual image, cultural popularization of science, education and influence as the objectives, respectively from the industry macro-level brand strategy and management; Brand thinking and management at the level of company and peasant household; The systematic design and criterion of visual image are analyzed and the problems are combed. At the same time, the design and performance content of visual image are discussed. This paper puts forward how to standardize the visual recognition system of Chenggong Baozhu pear from the brand identification level and unify the visual information and image of external propaganda from the level of product packaging and advertising. Increase the marketing experience and consummation of the products. Finally, the design practice for the design and performance of the visual image of Chenggong Baozhu pear brand to provide relevant design plans and references at the same time. Baozhu pear cultural popularization of science as the focus of the design work. The expressive form of illustrations provides concrete content support and presentation method for the shaping and expression of Baozhu pear brand culture. This paper hopes to systematically introduce the theme culture of Chenggong Baozhu pear brand by combing and displaying the theme culture of Chenggong Baozhu pear brand. And explain the historical causes of Baozhu pear. Variety line, planting management, characteristic taste and product derivative series, for the further promotion of social cognition, cultural value and brand construction of Baozhu pear to do exploration and experiment.
【學(xué)位授予單位】：云南藝術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524;F326.13;F323.5

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