本文選題：品牌自建虛擬形象 + 品牌形象�。� 參考：《陜西科技大學》2015年碩士論文

【摘要】：品牌自建虛擬形象作為品牌視覺系統(tǒng)的一部分,是品牌文化符號中最具感召力和活潑度的視覺元素。其豐富的視覺樣式和多樣的傳播方式都是其增強品牌與客戶黏度的重要條件。品牌自建虛擬形象產(chǎn)生至今已百余年,在國外有諸多成熟的案例。而其在國內的發(fā)展仍處于起步階段,具有諸多問題有待理論研究者的逐步探索。首先,對于品牌自建虛擬形象的認知還不甚統(tǒng)一,理論框架不夠完善;其次,我國對品牌自建虛擬的應用普遍存有誤區(qū),致使發(fā)展受阻;再次,品牌自建虛擬形象的使用并未上升至戰(zhàn)略層次,由此導致品牌自建虛擬形象使用上缺乏規(guī)劃,最終淪為雞肋的現(xiàn)象比比皆是。品牌自建虛擬形象是橫跨視覺識別系統(tǒng)和管理營銷領域知識的重要分支,具有極高的應用價值。而我國關于品牌自建虛擬形象的研究范式單一,不易展開設計與營銷領域的學術對話,缺少跨學科跨領域的特色綜合研究成果。在商業(yè)管理理論中被通俗的稱為“品牌虛擬形象代言人”,在藝術設計領域中被通俗的稱為“品牌吉祥物”,稱謂的不同其背后體現(xiàn)的是因學科背景的不同,側重點的不同體現(xiàn)了理解的不同。然而,品牌自建虛擬形象是一個系統(tǒng)的,有“前因”有“后果”的持續(xù)動態(tài)過程。為避免本課題研究領域的片面性,本文借鑒湖北美術學院范漢成教授及其學生的研究的相關概念,將“品牌虛擬形象代言人”和“吉祥物”兩者歸納并從更綜合的視角提出了“品牌自建虛擬形象”的概念。本文將從相關理論概述、適用性分析、建設依據(jù)、設計環(huán)節(jié)、傳播應用、總結展望六個方面全方位、系統(tǒng)化的進行了理論與實踐相結合的深入研究。首先對該論題的研究背景、范圍、動機、目的等進行介紹。第二章則圍繞品牌自建虛擬形象的相關概念及應用研究,結合與VI元素的關系進行詳細論述。第三章解釋品牌自建虛擬形象的建設依據(jù)。第四章科學概括了建設品牌自建虛擬形象的主要內容。第五章提出品牌自建虛擬形象推廣與維護的方法。第六章得出論文結論并做出研究展望。
[Abstract]:As a part of brand visual system, brand self-built virtual image is the most appealing and lively visual element in brand culture symbol. Its rich visual styles and various modes of communication are important conditions for enhancing brand and customer viscosity. Brand self-built virtual image has been produced for more than 100 years, there are many mature cases abroad. However, its development in China is still in its infancy, and many problems need to be explored by theoretical researchers. Firstly, the cognition of brand self-built virtual image is not uniform, and the theoretical framework is not perfect. Secondly, there are some misunderstandings about the application of brand self-built virtual image in our country, which hinder the development of brand self-built virtual image. The use of brand self-built virtual image has not risen to the strategic level, which leads to the lack of planning in the use of brand self-built virtual image, and eventually the phenomenon of "chicken rib" abound. Brand self-built virtual image is an important branch of vision recognition system and management marketing field knowledge, which has high application value. However, the research paradigm of brand self-building virtual image in China is single, it is not easy to carry out academic dialogue in the field of design and marketing, and it lacks the comprehensive research results of cross-disciplinary and cross-domain characteristics. It is popularly called "brand virtual image spokesman" in the business management theory, and "brand mascot" in the field of art design. The difference of emphasis reflects the difference of understanding. However, brand self-built virtual image is a systematic and continuous dynamic process with antecedents and consequences. In order to avoid the one-sidedness of this research field, this paper draws lessons from the related concepts of Professor Fan Hancheng and his students in Hubei Academy of Fine Arts. The concepts of "brand virtual image spokesman" and "mascot" are summed up and the concept of "brand self-building virtual image" is put forward from a more comprehensive perspective. This article will carry on the thorough research from the related theory summary, the applicability analysis, the construction basis, the design link, the dissemination application, the summary and the prospect six aspects omni-directional, systematized has carried on the theory and the practice union thorough research. First of all, the research background, scope, motivation, purpose and so on are introduced. The second chapter focuses on the concept and application of brand self-built virtual image, combined with the relationship between VI elements. The third chapter explains the construction basis of brand self-building virtual image. The fourth chapter summarizes the main content of building brand self-built virtual image scientifically. The fifth chapter puts forward the method of brand self-building virtual image promotion and maintenance. The sixth chapter draws the conclusion of the paper and makes the research prospect.
【學位授予單位】：陜西科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：J524

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本文編號：1816263