本文選題：品牌戰(zhàn)略　切入點(diǎn)：視覺(jué)符號(hào)　出處：《陜西科技大學(xué)》2015年碩士論文

【摘要】：當(dāng)今時(shí)代是符號(hào)化和品牌化的時(shí)代,也是品牌影響力決定市場(chǎng)地位的時(shí)代。舉目所及,我們所見(jiàn)的事物很多已被符號(hào)替代,它無(wú)所不及:名人臉龐、標(biāo)牌標(biāo)語(yǔ)、產(chǎn)品商標(biāo),品牌的用戶體驗(yàn)也變得符號(hào)化,品牌形象整合設(shè)計(jì)的時(shí)代已經(jīng)來(lái)臨,品牌的視覺(jué)識(shí)別系統(tǒng)已經(jīng)不單是一個(gè)標(biāo)識(shí)那么簡(jiǎn)單,而是逐漸完善升級(jí)成為一個(gè)涉及美學(xué)、社會(huì)學(xué)、消費(fèi)心理學(xué)、市場(chǎng)營(yíng)銷學(xué)等學(xué)科的一個(gè)綜合的視覺(jué)系統(tǒng)。隨著中國(guó)消費(fèi)者消費(fèi)水平的提高,在消費(fèi)趨向上愈來(lái)愈偏向于特色消費(fèi),在滿足消費(fèi)者物質(zhì)需求的同時(shí)更要滿足其心理需求。在這個(gè)“顧客就是上帝”的時(shí)代,品牌視覺(jué)形象的建設(shè)是品牌傳播的重中之重,企業(yè)需要對(duì)品牌的視覺(jué)識(shí)別系統(tǒng)進(jìn)行及時(shí)的更新和升級(jí)。為達(dá)到識(shí)別性和唯一性的傳播目的,品牌的視覺(jué)系統(tǒng)需要以相對(duì)應(yīng)的圖文符號(hào)和特有的視覺(jué)語(yǔ)言傳達(dá)企業(yè)的品牌定位和品牌核心價(jià)值觀,品牌視覺(jué)識(shí)別系統(tǒng)的重塑不僅需要迎合消費(fèi)者的個(gè)性化需求,還應(yīng)該就品牌戰(zhàn)略進(jìn)行綜合性地考慮。本文將從品牌戰(zhàn)略的角度探索企業(yè)在進(jìn)行視覺(jué)形象重塑時(shí)需要遵循的市場(chǎng)學(xué)規(guī)律和經(jīng)濟(jì)學(xué)規(guī)律,通過(guò)廣泛的材料搜集與案例分析,對(duì)品牌視覺(jué)系統(tǒng)重塑的原因進(jìn)行歸類和研究,針對(duì)品牌形象重塑過(guò)程中的企業(yè)理念強(qiáng)化、品牌核心價(jià)值觀提升、品牌創(chuàng)新支持等問(wèn)題進(jìn)行分析,在借鑒一些優(yōu)秀品牌進(jìn)行品牌形象重塑時(shí)的“變”與“不變”的基礎(chǔ)上,針對(duì)我國(guó)企業(yè)進(jìn)行品牌形象重塑時(shí)面臨的困境、誤區(qū),風(fēng)險(xiǎn),提出基于品牌戰(zhàn)略對(duì)品牌視覺(jué)形象進(jìn)行重塑的思路、設(shè)計(jì)策略和設(shè)計(jì)方法,提出企業(yè)在進(jìn)行品牌視覺(jué)系統(tǒng)重塑時(shí)的品牌形象資產(chǎn)定位公式,為品牌視覺(jué)系統(tǒng)重塑提供科學(xué)的數(shù)據(jù)支持。最后根據(jù)研究中對(duì)品牌戰(zhàn)略下的視覺(jué)識(shí)別系統(tǒng)重塑的分析,親身參與西安諾瓦電子科技有限公司的品牌視覺(jué)系統(tǒng)重塑項(xiàng)目,在實(shí)踐中檢驗(yàn)本文的研究成果。
[Abstract]:This is an era of symbolization and branding, and of brand influence that determines the market position. As far as we can see, many of the things we see have been replaced by symbols: celebrity faces, placards, product trademarks, The brand's user experience has also become symbolic, the era of brand image integration and design has come, the brand's visual identification system has become more than a simple logo, but gradually improved and upgraded into an aesthetic, sociological, A comprehensive visual system for subjects such as consumer psychology, marketing, and so on. With the improvement of consumer consumption in China, there is a growing tendency towards characteristic consumption. In this era of "customer is God", the construction of brand visual image is the top priority of brand communication. Enterprises need to update and upgrade the brand's visual identification system in a timely manner. Brand vision system needs to communicate the brand positioning and brand core values with corresponding graphic symbols and unique visual language. The brand vision recognition system not only needs to meet the individual needs of consumers. From the perspective of brand strategy, this paper will explore the laws of marketing and economics that enterprises should follow in the process of visual image reconstruction, through a wide range of materials collection and case analysis. This paper classifies and studies the causes of brand vision system remodeling, and analyzes the problems in the process of brand image remolding, such as the strengthening of enterprise idea, the promotion of brand core values, the support of brand innovation, etc. On the basis of "change" and "invariance" of some excellent brands in the process of brand image remodeling, this paper aims at the difficulties, misunderstandings and risks faced by Chinese enterprises in the process of brand image remolding. This paper puts forward the thinking, design strategy and design method of brand visual image remolding based on brand strategy, and puts forward the brand image asset positioning formula of enterprise in the process of brand vision system remolding. Finally, according to the analysis of the visual recognition system remodeling under the brand strategy in the research, I personally participated in the brand vision system remodeling project of Xi'an Nova Electronic Technology Co., Ltd. The research results of this paper are tested in practice.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：J524

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