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

【摘要】：品牌自建虛擬形象作為品牌視覺(jué)系統(tǒng)的一部分,是品牌文化符號(hào)中最具感召力和活潑度的視覺(jué)元素。其豐富的視覺(jué)樣式和多樣的傳播方式都是其增強(qiáng)品牌與客戶(hù)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(guó)外有諸多成熟的案例。而其在國(guó)內(nèi)的發(fā)展仍處于起步階段,具有諸多問(wèn)題有待理論研究者的逐步探索。首先,對(duì)于品牌自建虛擬形象的認(rèn)知還不甚統(tǒng)一,理論框架不夠完善;其次,我國(guó)對(duì)品牌自建虛擬的應(yīng)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(dǎo)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(jué)識(shí)別系統(tǒng)和管理營(yíng)銷(xiāo)領(lǐng)域知識(shí)的重要分支,具有極高的應(yīng)用價(jià)值。而我國(guó)關(guān)于品牌自建虛擬形象的研究范式單一,不易展開(kāi)設(shè)計(jì)與營(yíng)銷(xiāo)領(lǐng)域的學(xué)術(shù)對(duì)話(huà),缺少跨學(xué)科跨領(lǐng)域的特色綜合研究成果。在商業(yè)管理理論中被通俗的稱(chēng)為“品牌虛擬形象代言人”,在藝術(shù)設(shè)計(jì)領(lǐng)域中被通俗的稱(chēng)為“品牌吉祥物”,稱(chēng)謂的不同其背后體現(xiàn)的是因?qū)W科背景的不同,側(cè)重點(diǎn)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(gè)系統(tǒng)的,有“前因”有“后果”的持續(xù)動(dòng)態(tài)過(guò)程。為避免本課題研究領(lǐng)域的片面性,本文借鑒湖北美術(shù)學(xué)院范漢成教授及其學(xué)生的研究的相關(guān)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(guān)理論概述、適用性分析、建設(shè)依據(jù)、設(shè)計(jì)環(huán)節(jié)、傳播應(yīng)用、總結(jié)展望六個(gè)方面全方位、系統(tǒng)化的進(jìn)行了理論與實(shí)踐相結(jié)合的深入研究。首先對(duì)該論題的研究背景、范圍、動(dòng)機(jī)、目的等進(jìn)行介紹。第二章則圍繞品牌自建虛擬形象的相關(guān)概念及應(yīng)用研究,結(jié)合與VI元素的關(guān)系進(jìn)行詳細(xì)論述。第三章解釋品牌自建虛擬形象的建設(shè)依據(jù)。第四章科學(xué)概括了建設(shè)品牌自建虛擬形象的主要內(nèi)容。第五章提出品牌自建虛擬形象推廣與維護(hù)的方法。第六章得出論文結(jié)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(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(lèi)號(hào)】：J524

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本文編號(hào)：1816263