本文選題：漆藝飾品　切入點(diǎn)：品牌形象　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

【摘要】：漆藝作為中國的民族瑰寶蘊(yùn)含著我國豐富的民族文化,隨著社會的發(fā)展、時(shí)代的變遷,這項(xiàng)從我國起源的傳統(tǒng)文化竟被忽略,甚至比不上受我國文化影響的相鄰國家。伴隨著人們對文化遺產(chǎn)的重視與保護(hù)。漆藝的傳承與發(fā)揚(yáng)迫在眉睫。而我國現(xiàn)有的漆藝飾品生產(chǎn)企業(yè)多缺乏品牌塑造和形象設(shè)計(jì)的概念。將自身處于市場的劣勢,十分被動(dòng)。漆藝飾品發(fā)展根據(jù)市場發(fā)展及消費(fèi)者需求進(jìn)行有策略的持續(xù)性發(fā)展。有品牌意識的企業(yè)才能在市場的洪流中持續(xù)前行。本文從漆器的發(fā)展脈絡(luò)到漆器飾品的個(gè)性特征分析,項(xiàng)目研究可以通過產(chǎn)品的生產(chǎn)到飾品的推廣以及產(chǎn)品銷量,做可行性分析,將項(xiàng)目中每個(gè)階段遇到的問題進(jìn)行分析整理,從而對漆藝飾品在當(dāng)下的存在與發(fā)展提出問題與展望。通過對品牌形象進(jìn)行設(shè)計(jì)研究,對當(dāng)下漆藝飾品生產(chǎn)企業(yè)發(fā)展所遇困境提供理論支持。通過對重慶漆藝飾品市場進(jìn)行調(diào)研,從優(yōu)勢與不足中總結(jié)出“707”漆藝飾品設(shè)計(jì)發(fā)展的方式與方法,分析出“707”漆藝飾品品牌形象設(shè)計(jì)的方向,明確了“707”漆藝飾品品牌發(fā)展方向。通過收集大量相關(guān)資料,深入市場,掌握相關(guān)一手資料,為項(xiàng)目的研究提供充分的準(zhǔn)備。以美學(xué)、品牌學(xué)、營銷學(xué)、藝術(shù)設(shè)計(jì)學(xué)、消費(fèi)心理學(xué)等諸多學(xué)科為理論依據(jù)。論述品牌形象在企業(yè)發(fā)展中的重要性。并對其進(jìn)行歸納總結(jié),通過“707”漆藝飾品品牌形象設(shè)計(jì)研究充分論述理論研究的可行性。
[Abstract]:Lacquer art, as the national treasure of China, contains rich national culture in our country. With the development of society and the change of times, this traditional culture originated from our country has been ignored. With the attention and protection of cultural heritage, the inheritance and development of lacquer art is urgent. However, most of the existing lacquer ornaments manufacturers lack of brand shaping and promotion. The concept of image design. Put yourself at a market disadvantage, Very passive. Lacquer art jewelry development according to the market development and consumer demand for strategic and sustainable development. Brand awareness of the enterprise can continue to move forward in the current of the market. This article from the development of lacquer ware to lacquer ware. An Analysis of the Personality characteristics of Jewelry, Through the production of products to the promotion of jewelry and product sales, the project research can do feasibility analysis, analyze and sort out the problems encountered in each stage of the project. In order to put forward problems and prospects for the current existence and development of lacquer art ornaments, through the design of the brand image, This paper provides theoretical support for the difficulties encountered in the development of lacquer ornaments production enterprises. Through the investigation of Chongqing lacquer ornaments market, the paper summarizes the ways and methods of the design and development of "707" lacquer ornaments from its advantages and disadvantages. This paper analyzes the direction of image design of "707" lacquer art jewelry brand, defines the developing direction of "707" lacquer jewelry brand. Through collecting a large amount of relevant information, going deep into the market and mastering relevant first-hand data, it provides sufficient preparation for the research of the project. This paper discusses the importance of brand image in the development of enterprise, and sums up the theory basis of many subjects, such as branding, marketing, art design, consumer psychology and so on. Through "707" lacquer art jewelry brand image design research fully discusses the theory research feasibility.
【學(xué)位授予單位】：云南藝術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J524

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 范秀成,高琳;基于品牌識別的品牌延伸[J];天津大學(xué)學(xué)報(bào)(社會科學(xué)版);2002年04期

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本文編號：1576909