本文關鍵詞：“呈貢寶珠梨”品牌的視覺形象設計與傳播　出處：《云南藝術學院》2017年碩士論文　論文類型：學位論文

  更多相關文章： 呈貢寶珠梨 品牌視覺形象

【摘要】：“呈貢寶珠梨”是昆明市呈貢區(qū)的一個十分具有特色的農產品,是昆明市第一個國家地理標志認證和保護產品。呈貢寶珠梨的知名度和美譽度在昆明地區(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)展帶來的種植與經營模式轉變,寶珠梨的產地在不斷縮減,另一方面是寶珠梨的產品品質缺乏權威部門的統(tǒng)一監(jiān)管,市場上面魚龍混雜,經營各自為政,導致寶珠梨品質和品牌的建設參差不齊,嚴重影響了寶珠梨品牌的發(fā)展和建設。基于此,筆者通過大量的實地調研與走訪,梳理和制定了以如何提升寶珠梨品牌視覺形象設計與傳播的課題作為主題設計表現與實踐研究項目,并以此作為視覺傳達設計專業(yè)學生設計參與和服務社會的實例。本文以呈貢寶珠梨發(fā)展過程中所存在的相關問題作為切入角度和線索,以構建呈貢寶珠梨品牌形象的塑造、視覺形象的設計以及文化科普宣傳、教育與影響作為目標,分別從行業(yè)宏觀層面的品牌化戰(zhàn)略與管理;公司和農戶層面的品牌化思維與經營;視覺形象層面的系統(tǒng)化設計與規(guī)范等三個方面展開分析和問題梳理,同時針對視覺形象的設計與表現內容,提出了如何從品牌標識層面規(guī)范呈貢寶珠梨的視覺識別系統(tǒng),從產品包裝和廣告宣傳的層面統(tǒng)一對外宣傳的視覺信息和形象,增加關于產品的營銷體驗與消費方式完善。最后,以設計實踐的方式為呈貢寶珠梨品牌的視覺形象設計與表現提供相關設計方案和參考,同時,以寶珠梨的文化科普宣傳作為此次設計工作的重點,以插圖藝術的表現形式為寶珠梨品牌文化的塑造與表現提供了具體的內容支撐與呈現方式。本文希望通過對呈貢寶珠梨品牌的主題文化梳理與表現來系統(tǒng)的介紹與說明寶珠梨的歷史成因、品種品系、種植管理、特色口感和產品衍生系列,為進一步推廣寶珠梨的社會認知,文化價值與品牌化建設做探索和實驗。
[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.
【學位授予單位】：云南藝術學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J524;F326.13;F323.5

【參考文獻】

相關期刊論文 前2條

1 張興旺;;昆明“寶珠梨”重創(chuàng)輝煌之我見[J];中國果業(yè)信息;2010年08期

2 盧泰宏，謝飆，羅淑玲，粱志紅;我國自創(chuàng)品牌的進展與展望[J];中山大學學報(社會科學版);1996年03期

相關博士學位論文 前1條

1 孫紹君;百年中國品牌視覺形象設計研究[D];蘇州大學;2013年

相關碩士學位論文 前3條

1 李雙蓉;生態(tài)農業(yè)創(chuàng)新品牌的可持續(xù)設計研究[D];湖南工業(yè)大學;2015年

2 田飛;地方特產包裝及品牌形象設計研究[D];長春工業(yè)大學;2014年

3 楊冬明;品牌產品的形象系統(tǒng)研究[D];同濟大學;2006年

，

本文編號：1424637