【摘要】：本論文以蕪湖鐵畫(huà)藝術(shù)品牌為研究對(duì)象,通過(guò)對(duì)近年來(lái)鐵畫(huà)品牌的發(fā)展?fàn)顩r及管理方式進(jìn)行分析,以探討蕪湖鐵畫(huà)的自我品牌塑造與經(jīng)營(yíng)管理策略。通過(guò)對(duì)傳統(tǒng)蕪湖鐵畫(huà)手工藝品牌的當(dāng)代行業(yè)進(jìn)行系統(tǒng)的考察,獲取了客觀的數(shù)據(jù)和第一手案例資料,實(shí)現(xiàn)對(duì)當(dāng)前的發(fā)展瓶頸與問(wèn)題的分析總結(jié),并最終運(yùn)用設(shè)計(jì)管理學(xué)的相關(guān)理論對(duì)其進(jìn)行解析,試圖得出積極的管理經(jīng)營(yíng)策略。從實(shí)地調(diào)研與訪談問(wèn)卷來(lái)看,蕪湖鐵畫(huà)行業(yè)自蕪湖工藝美術(shù)廠轉(zhuǎn)型改制之后,鐵畫(huà)行業(yè)的產(chǎn)品設(shè)計(jì)生產(chǎn)、傳播、銷售等環(huán)節(jié)都發(fā)生了變化,鐵畫(huà)行業(yè)自身實(shí)現(xiàn)了由傳統(tǒng)形態(tài)到現(xiàn)代形態(tài)、國(guó)營(yíng)體制到民營(yíng)體制的的轉(zhuǎn)變,但是在這一轉(zhuǎn)變的過(guò)程中也產(chǎn)生了一系列的問(wèn)題。蕪湖鐵畫(huà)行業(yè)轉(zhuǎn)型中所出現(xiàn)的問(wèn)題也是中國(guó)傳統(tǒng)手工藝行業(yè)現(xiàn)代轉(zhuǎn)型問(wèn)題的代表體現(xiàn),要想解決這一問(wèn)題就需要回溯至傳統(tǒng)手工藝的轉(zhuǎn)型時(shí)間點(diǎn)以及轉(zhuǎn)型路徑,并始終結(jié)合當(dāng)代發(fā)展的時(shí)代潮流,分析這種傳統(tǒng)手工藝品牌的轉(zhuǎn)型營(yíng)銷策略的設(shè)計(jì)。本論文主要探討蕪湖鐵畫(huà)品牌在新的環(huán)境下如何發(fā)展與轉(zhuǎn)型的策略研究。蕪湖鐵畫(huà)藝術(shù)品牌的設(shè)計(jì)管理需要有自身的策略體系,從當(dāng)前現(xiàn)實(shí)出發(fā)制定明確的方向與目標(biāo),從整體上需要實(shí)現(xiàn)行業(yè)內(nèi)部品牌設(shè)計(jì)管理戰(zhàn)略發(fā)展以及尋求行業(yè)外部的發(fā)展動(dòng)力。鐵畫(huà)行業(yè)內(nèi)部品牌設(shè)計(jì)管理策略包括,藝術(shù)品牌塑造、產(chǎn)業(yè)跨業(yè)合作、工藝創(chuàng)新執(zhí)行；鐵畫(huà)尋求產(chǎn)業(yè)發(fā)展的外部動(dòng)力策略包括,申請(qǐng)非物質(zhì)文化遺產(chǎn)的文化策略、尋求政府支持的經(jīng)濟(jì)策略、倡導(dǎo)理論探討的研究策略。論文還將蕪湖鐵畫(huà)品牌設(shè)計(jì)管理與南京云錦以及臺(tái)灣地區(qū)相同藝術(shù)產(chǎn)業(yè)發(fā)展進(jìn)行了比較,由此發(fā)現(xiàn)鐵畫(huà)品牌設(shè)計(jì)管理需要重點(diǎn)突出了政府主導(dǎo)者的地位,實(shí)現(xiàn)了多層次多方向的發(fā)展策略,在品牌設(shè)計(jì)管理上具有時(shí)代性與全面性。
[Abstract]:This paper takes Wuhu iron painting art brand as the research object, through the analysis of the development and management mode of the iron painting brand in recent years, in order to explore the Wuhu iron painting self-brand shaping and management strategy. Through the systematic investigation of the contemporary industry of the traditional Wuhu iron painting handicraft brand, the objective data and first-hand case information are obtained, and the analysis and summary of the current development bottlenecks and problems are realized. Finally, it analyzes the design management theory and tries to get the positive management strategy. From the field investigation and interview questionnaire, it can be seen that since the transformation and restructuring of Wuhu Arts and Crafts Factory, the design, production, dissemination, sales and other aspects of the iron painting industry have all changed. The iron painting industry itself has realized the transformation from the traditional form to the modern form, the state-owned system to the private system, but in this transformation process also produced a series of problems. The problems in the transformation of Wuhu iron painting industry are also the representative of the modern transformation of Chinese traditional handicraft industry. In order to solve this problem, we need to go back to the time and path of the transformation of traditional handicraft. And always combined with the contemporary trend of development, analysis of the traditional handicraft brand transformation marketing strategy design. This paper mainly discusses how to develop and transform Wuhu iron painting brand in the new environment. The design and management of Wuhu iron painting art brand need to have its own strategic system, from the current reality to formulate a clear direction and goals, As a whole, we need to realize the development of brand design and management strategy within the industry and seek the external development power of the industry. The internal brand design management strategy of iron painting industry includes, art brand shaping, industry cross industry cooperation, process innovation execution; The external motive strategies of iron painting for industrial development include the cultural strategy of applying for intangible cultural heritage, the economic strategy supported by the government, and the research strategy of advocating the theoretical discussion. The paper also compares the design management of Wuhu iron painting brand with the development of the same art industry in Nanjing Yunjin and Taiwan, and finds out that the design management of iron painting brand needs to emphasize the position of government leader. The development strategy of multi-level and multi-direction is realized, and the management of brand design is of the times and comprehensiveness.
【學(xué)位授予單位】：安徽工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：J526.9

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相關(guān)碩士學(xué)位論文 前1條

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本文編號(hào)：2372496