蕪湖鐵畫藝術(shù)品牌設計管理策略研究
發(fā)布時間：2018-12-11 11:49
【摘要】：本論文以蕪湖鐵畫藝術(shù)品牌為研究對象,通過對近年來鐵畫品牌的發(fā)展狀況及管理方式進行分析,以探討蕪湖鐵畫的自我品牌塑造與經(jīng)營管理策略。通過對傳統(tǒng)蕪湖鐵畫手工藝品牌的當代行業(yè)進行系統(tǒng)的考察,獲取了客觀的數(shù)據(jù)和第一手案例資料,實現(xiàn)對當前的發(fā)展瓶頸與問題的分析總結(jié),并最終運用設計管理學的相關理論對其進行解析,試圖得出積極的管理經(jīng)營策略。從實地調(diào)研與訪談問卷來看,蕪湖鐵畫行業(yè)自蕪湖工藝美術(shù)廠轉(zhuǎn)型改制之后,鐵畫行業(yè)的產(chǎn)品設計生產(chǎn)、傳播、銷售等環(huán)節(jié)都發(fā)生了變化,鐵畫行業(yè)自身實現(xiàn)了由傳統(tǒng)形態(tài)到現(xiàn)代形態(tài)、國營體制到民營體制的的轉(zhuǎn)變,但是在這一轉(zhuǎn)變的過程中也產(chǎn)生了一系列的問題。蕪湖鐵畫行業(yè)轉(zhuǎn)型中所出現(xiàn)的問題也是中國傳統(tǒng)手工藝行業(yè)現(xiàn)代轉(zhuǎn)型問題的代表體現(xiàn),要想解決這一問題就需要回溯至傳統(tǒng)手工藝的轉(zhuǎn)型時間點以及轉(zhuǎn)型路徑,并始終結(jié)合當代發(fā)展的時代潮流,分析這種傳統(tǒng)手工藝品牌的轉(zhuǎn)型營銷策略的設計。本論文主要探討蕪湖鐵畫品牌在新的環(huán)境下如何發(fā)展與轉(zhuǎn)型的策略研究。蕪湖鐵畫藝術(shù)品牌的設計管理需要有自身的策略體系,從當前現(xiàn)實出發(fā)制定明確的方向與目標,從整體上需要實現(xiàn)行業(yè)內(nèi)部品牌設計管理戰(zhàn)略發(fā)展以及尋求行業(yè)外部的發(fā)展動力。鐵畫行業(yè)內(nèi)部品牌設計管理策略包括,藝術(shù)品牌塑造、產(chǎn)業(yè)跨業(yè)合作、工藝創(chuàng)新執(zhí)行；鐵畫尋求產(chǎn)業(yè)發(fā)展的外部動力策略包括,申請非物質(zhì)文化遺產(chǎn)的文化策略、尋求政府支持的經(jīng)濟策略、倡導理論探討的研究策略。論文還將蕪湖鐵畫品牌設計管理與南京云錦以及臺灣地區(qū)相同藝術(shù)產(chǎn)業(yè)發(fā)展進行了比較,由此發(fā)現(xiàn)鐵畫品牌設計管理需要重點突出了政府主導者的地位,實現(xiàn)了多層次多方向的發(fā)展策略,在品牌設計管理上具有時代性與全面性。
[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.
【學位授予單位】：安徽工程大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：J526.9
本文編號：2372496
[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.
【學位授予單位】：安徽工程大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：J526.9
【參考文獻】
相關碩士學位論文 前1條
1 薛梅;符號學視角下的鐵畫藝術(shù)傳承與發(fā)展研究[D];安徽工程大學;2012年
，本文編號：2372496
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