本文關(guān)鍵詞： 云南百合花卉 視覺形象設(shè)計(jì) 文化科普 品牌化　出處：《云南藝術(shù)學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：云南花卉產(chǎn)業(yè)的發(fā)展經(jīng)過近三十多年的實(shí)踐和探索,至今已經(jīng)成為亞洲最大的鮮切花交易中心和全國(guó)最大的花卉種植與拍賣市場(chǎng)。云南得天獨(dú)厚的地理氣候資源成就了云南花卉種植與經(jīng)營(yíng)的規(guī)模和市場(chǎng)。作為云南省發(fā)展綠色產(chǎn)業(yè)大省的規(guī)劃和構(gòu)想,云南花卉的產(chǎn)業(yè)發(fā)展與品牌形象塑造具有重大的戰(zhàn)略意義,同時(shí)針對(duì)云南花卉的視覺形象設(shè)計(jì)、花卉文化的科普教育與宣傳也成為了十分迫切與必須面對(duì)的問題。目前,構(gòu)成云南花卉產(chǎn)業(yè)發(fā)展結(jié)構(gòu)中最重要的花卉品系與產(chǎn)業(yè)之一就是“云南百合花卉”的種植、經(jīng)營(yíng)與品牌化建設(shè)�？梢哉f(shuō)云南百合的發(fā)展、推廣、價(jià)值和影響就是云南花卉品牌化建設(shè)與發(fā)展的模式與縮影,因此本文以“云南百合花卉”的視覺形象設(shè)計(jì)與文化科普作為設(shè)計(jì)與研究的重點(diǎn),希望通過對(duì)這一代表性花卉產(chǎn)業(yè)的視覺形象設(shè)計(jì)與品牌塑造模式的探索與研究帶來(lái)示范效應(yīng),能夠?yàn)樵颇匣ɑ墚a(chǎn)業(yè)的整體品牌形象塑造與提升提供借鑒。當(dāng)前,云南百合花卉在種植、管理、營(yíng)銷、市場(chǎng)等綜合發(fā)展方面在全國(guó)范圍內(nèi)都是具有領(lǐng)先地位和競(jìng)爭(zhēng)優(yōu)勢(shì)的,然而幾十年的發(fā)展過程中云南百合花卉的相關(guān)種植企業(yè)、公司、合作社等不同層面的從業(yè)者,所關(guān)注的重點(diǎn)更多的是花卉種植的硬件基礎(chǔ)建設(shè),花卉種植的規(guī)模雖然大,但是整體的市場(chǎng)價(jià)值并不高,市場(chǎng)上面叫得響的云南百合花卉品牌并不多,同時(shí),眾多從業(yè)者并不重視也不清楚針對(duì)百合花卉的品牌塑造與視覺形象設(shè)計(jì)該如何做?以此同時(shí),針對(duì)廣大的目標(biāo)受眾而言,他們對(duì)于百合花卉的認(rèn)知也十分有限,對(duì)于花卉文化的了解以及如何選擇與品鑒認(rèn)知都不清楚,百合花卉消費(fèi)的層次與深度并不足,基于此,本文立足于云南百合花卉的視覺形象與文化科普設(shè)計(jì)與傳播,站在云南整個(gè)百合花卉產(chǎn)業(yè)對(duì)外品牌形象塑造與視覺形象設(shè)計(jì)的高度,以統(tǒng)一而整體的視覺設(shè)計(jì)觀念,以及品牌化建設(shè)所需要的具體文化內(nèi)容與內(nèi)涵作為依托,用百合花卉的文化科普形式來(lái)引導(dǎo)消費(fèi)文化的認(rèn)知,希望從文化建設(shè)這個(gè)軟性的方面發(fā)展來(lái)匹配云南百合花卉的市場(chǎng)地位、影響力和價(jià)值。
[Abstract]:The development of flower industry in Yunnan has been practiced and explored for more than 30 years. Up to now, Yunnan has become the largest fresh cut flower trading center in Asia and the largest flower planting and auction market in China. Yunnan's unique geographical and climatic resources have achieved the scale and market of flower planting and management in Yunnan. The plan and conception of the province to develop green industry. Yunnan flower industry development and brand image shaping has great strategic significance, at the same time for Yunnan flower visual image design. Popular science education and propaganda of flower culture has also become a very urgent and must be faced with the problem. One of the most important floral families and industries in the development structure of Yunnan flower industry is the planting, management and brand construction of "Yunnan lily flower", which can be said to be the development and promotion of Yunnan lily. Value and influence is the model and epitome of Yunnan flower brand construction and development. Therefore, this paper focuses on the visual image design and cultural popularization of Yunnan lily flower. It is hoped that the exploration and research of the visual image design and brand shaping mode of this representative flower industry will bring demonstration effect and can provide reference for the overall brand image shaping and promotion of Yunnan flower industry. Yunnan lily flowers in the planting, management, marketing, marketing and other aspects of comprehensive development in the national scope are leading and competitive advantage. However, in the decades of development of Yunnan lily flowers related to the planting enterprises, companies, cooperatives and other different levels of practitioners, the focus is more on the hardware infrastructure of flower cultivation. Although the scale of flower planting is large, but the overall market value is not high, the market above the ring of Yunnan lily flower brand is not many, at the same time. Many practitioners do not attach importance to and do not know how to design the brand and visual image of lily flowers? At the same time, for the broad target audience, their understanding of lily flowers is also very limited, the understanding of flower culture and how to choose and taste cognition are not clear. Lily flower consumption level and depth is not sufficient, based on this, this paper based on Yunnan lily flower visual image and cultural popular science design and dissemination. Stand in the whole lily flower industry in Yunnan external brand image shaping and visual image design height, with the unified and overall visual design concept, as well as the brand construction needs the specific cultural content and connotation as the basis. The cultural popularization of lily flowers is used to guide the cognition of consumption culture in the hope of developing from the soft aspect of cultural construction to match the market position influence and value of Yunnan lily flowers.
【學(xué)位授予單位】：云南藝術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524;F326.13

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 毛偉芳;;淺淡云南花卉銷售渠道[J];現(xiàn)代商業(yè);2009年04期

，

本文編號(hào)：1484651