【摘要】：整體而言，我國箱包行業(yè)缺乏真正有影響力的自主品牌。從長遠(yuǎn)來看，要使中國箱包企業(yè)有更好的發(fā)展前途，就要走品牌發(fā)展之路，走自主設(shè)計(jì)研發(fā)之路。 中國箱包產(chǎn)業(yè)的開端是隨著中國近代化工業(yè)的發(fā)展而產(chǎn)生的，經(jīng)過了一個(gè)漫長而又曲折的發(fā)展過程。目前中國箱包產(chǎn)業(yè)面臨著地域發(fā)展不平衡，市場混亂、渠道單一，缺乏自主品牌，自主設(shè)計(jì)研發(fā)能力弱等現(xiàn)狀，因此箱包企業(yè)品牌的建設(shè)已經(jīng)是一個(gè)刻不容緩的問題。品牌形象設(shè)計(jì)是箱包企業(yè)品牌發(fā)展的第一步，箱包品牌形象注重的是產(chǎn)品本身的設(shè)計(jì)和產(chǎn)品延伸的精神文化內(nèi)涵、服務(wù)等用戶所感知的體驗(yàn)。本文把箱包企業(yè)的品牌形象設(shè)計(jì)分為傳播形象設(shè)計(jì)、產(chǎn)品形象設(shè)計(jì)、店面形象設(shè)計(jì)和服務(wù)形象設(shè)計(jì)四大部分。傳播形象設(shè)計(jì)是箱包品牌在傳播過程中給受眾帶來的整體印象，是箱包企業(yè)品牌形象的重要組成部分，并深深地影響著企業(yè)的品牌價(jià)值塑造；產(chǎn)品形象設(shè)計(jì)是指箱包的綜合外觀形象，通過箱包的造型、色彩、材料、裝飾設(shè)計(jì)等來體現(xiàn)，產(chǎn)品形象是企業(yè)品牌形象設(shè)計(jì)的主體；店面形象設(shè)計(jì)包括實(shí)體店和網(wǎng)店，目的是為了吸引消費(fèi)者的眼球，激發(fā)消費(fèi)者的購買欲望；服務(wù)形象設(shè)計(jì)是以服務(wù)人員為主體，，以消費(fèi)者為對(duì)象，通過服務(wù)行為和服務(wù)精神給消費(fèi)者帶來的感受。良好的品牌形象能夠產(chǎn)生價(jià)值，提高企業(yè)個(gè)性化競爭優(yōu)勢，從而促進(jìn)箱包企業(yè)的可持續(xù)發(fā)展。 箱包企業(yè)品牌建設(shè)需要主題文化，主題文化有助于塑造箱包企業(yè)的品牌形象，有助于提高箱包企業(yè)的自主設(shè)計(jì)研發(fā)能力。主題文化的挖掘可以從我國眾多的非物質(zhì)文化遺產(chǎn)中尋找，本文試?yán)e了以湘繡做為主題文化元素，分別與皮革箱包的材料、裝飾工藝、色彩設(shè)計(jì)相結(jié)合，來提升產(chǎn)品形象，從而有助于企業(yè)建立品牌形象和文化，為企業(yè)提供一個(gè)可行性的參考。 本文以新秀箱包企業(yè)為實(shí)例，通過對(duì)其旗下品牌的分析，結(jié)合嘉興當(dāng)?shù)孛耖g文化特色——藍(lán)印花布,虛擬設(shè)計(jì)了一個(gè)子品牌“藍(lán)步”中高端休閑箱包，并為其做了一個(gè)較為全面的品牌形象設(shè)計(jì)。 箱包企業(yè)良好的品牌形象和自主研發(fā)設(shè)計(jì)能力是箱包企業(yè)發(fā)展壯大的基石，品牌文化的個(gè)性化是箱包企業(yè)得以長久發(fā)展的源泉。最后，本文呼吁國內(nèi)箱包企業(yè)重視品牌形象設(shè)計(jì)的塑造和設(shè)計(jì)創(chuàng)新，力求我國從“箱包制造大國”走向“箱包品牌大國”。
[Abstract]:Overall, the luggage industry in China lacks a truly influential independent brand. In the long run, it is necessary to take the road of brand development and independent design and development in order to make Chinese luggage enterprises have a better future. The beginning of China's luggage industry came into being with the development of China's modern chemical industry, which has gone through a long and tortuous development process. At present, China's luggage industry is faced with unbalanced regional development, chaotic market, single channel, lack of independent brand, weak independent design and R & D ability, etc. Therefore, the construction of the brand of luggage and luggage enterprises has become an urgent problem. Brand image design is the first step of the brand development of the luggage enterprise. The brand image of the bag and bag pays attention to the design of the product itself, the spiritual and cultural connotation of the product extension, and the experience perceived by the users, such as service and so on. This paper divides the brand image design into four parts: communication image design, product image design, store image design and service image design. Communication image design is the overall impression that the brand of luggage brings to the audience in the process of communication, it is an important part of the brand image of the luggage enterprise, and deeply affects the brand value of the enterprise. Product image design refers to the comprehensive appearance image of the bag, which is embodied by the shape, color, material and decoration design of the bag. The product image is the main body of the enterprise brand image design. The store image design includes the physical store and the net shop. The purpose is to attract consumers' eyeballs and stimulate consumers' desire to buy, and service image design takes service personnel as the main body and consumers as the object, and gives consumers feelings through service behavior and service spirit. Good brand image can produce value, improve enterprise individuation competitive advantage, thus promote the sustainable development of luggage enterprise. The brand construction of luggage enterprises needs theme culture, which helps to shape the brand image of luggage enterprises and to improve the independent design and R & D ability of luggage enterprises. The excavation of theme culture can be found from many intangible cultural heritages in our country. This paper tries to illustrate the combination of Hunan embroidery as the theme cultural element, with the materials of leather case and bag, decoration technology and color design to improve the image of the product. Thus, it helps enterprises to establish brand image and culture, and provides a feasible reference for enterprises. This paper takes the rookie luggage enterprise as an example, through the analysis of its brand, combined with the local folk cultural characteristics of Jiaxing-blue printed cloth, virtual design a sub-brand "Blue step" high-end leisure luggage, And for its a more comprehensive brand image design. The good brand image and independent R & D design ability of luggage enterprises are the cornerstone of the development and expansion of luggage enterprises, and the individuation of brand culture is the source of their long-term development. Finally, this paper appeals to the domestic luggage enterprises to pay attention to the brand image design and design innovation, and strive to make our country from the "big country" to the "brand country".
【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】：2014
【分類號(hào)】：G206;F426.8;F273.2

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本文編號(hào)：2234050