【摘要】：藝術(shù)衍生品主要指由藝術(shù)品的符號(hào)價(jià)值衍生,具備大眾化、商品化的藝術(shù)消費(fèi)品。其概念最早來(lái)源于西方現(xiàn)代博物館商品,伴隨著國(guó)內(nèi)外文化創(chuàng)意產(chǎn)業(yè)的發(fā)展而被廣泛了解。品牌作為一種具有文化屬性的符號(hào)標(biāo)識(shí),其市場(chǎng)價(jià)值則主要由代表物質(zhì)屬性的使用價(jià)值與表現(xiàn)文化屬性的符號(hào)價(jià)值共同組成。藝術(shù)衍生品與品牌的結(jié)合,既可以提升藝術(shù)衍生品符號(hào)價(jià)值的象征意義,同時(shí)品牌所包含的文化理念與精神內(nèi)涵也進(jìn)一步強(qiáng)化了藝術(shù)衍生品的情感體驗(yàn)。現(xiàn)代產(chǎn)業(yè)形態(tài)下,以新興產(chǎn)業(yè)為主導(dǎo)的現(xiàn)代服務(wù)業(yè)在國(guó)民經(jīng)濟(jì)中所占的比重逐漸增大。德國(guó)法蘭克福學(xué)派代表馬克斯·霍克海默與西奧多·阿道爾諾在《啟蒙的辯證法》一書中,用“文化工業(yè)品”一詞指工業(yè)生產(chǎn)方式下的文化產(chǎn)品。其認(rèn)為,由于資本入侵所造成的文化質(zhì)變使得人類原有的創(chuàng)造性審美活動(dòng)轉(zhuǎn)變?yōu)楝F(xiàn)代工業(yè)化的文化產(chǎn)品。藝術(shù)衍生品作為現(xiàn)代技術(shù)與文化融合的成果,則成為文化工業(yè)品的重要類別。藝術(shù)衍生品產(chǎn)業(yè)以產(chǎn)業(yè)價(jià)值鏈上游環(huán)節(jié)的符號(hào)授權(quán)與研發(fā)設(shè)計(jì)為核心,基于相關(guān)特征要素的品牌培育行為,既可以提升藝術(shù)衍生品的品牌價(jià)值,增強(qiáng)其品牌競(jìng)爭(zhēng)力和品牌信譽(yù)度,也是藝術(shù)衍生品企業(yè)實(shí)現(xiàn)品牌差異化,以及藝術(shù)衍生品產(chǎn)業(yè)走向品牌國(guó)際化的必然選擇。綜上所述,本文的研究主要以現(xiàn)代產(chǎn)業(yè)形態(tài)下中國(guó)大陸地區(qū)的藝術(shù)衍生品品牌培育為關(guān)注重點(diǎn),開(kāi)篇通過(guò)對(duì)現(xiàn)代產(chǎn)業(yè)形態(tài)下藝術(shù)衍生品品牌培育的特征分析,明確了藝術(shù)衍生品所包含的符號(hào)價(jià)值、體驗(yàn)經(jīng)濟(jì)與品牌形象等品牌關(guān)聯(lián)特征,總結(jié)了藝術(shù)衍生品產(chǎn)業(yè)及其產(chǎn)業(yè)鏈構(gòu)成所具有的規(guī)模商品化、符號(hào)品牌化、產(chǎn)品授權(quán)化與產(chǎn)業(yè)關(guān)聯(lián)化等品牌化發(fā)展特征,為后續(xù)有關(guān)藝術(shù)衍生品品牌培育的對(duì)策分析以及相關(guān)品牌培育模式的建構(gòu)奠定特征基礎(chǔ)。其次,本文通過(guò)對(duì)現(xiàn)代產(chǎn)業(yè)形態(tài)下國(guó)內(nèi)藝術(shù)衍生品品牌培育的階段、現(xiàn)狀與問(wèn)題研究,系統(tǒng)分析了藝術(shù)衍生品品牌培育的三個(gè)發(fā)展階段及其價(jià)值意義。并通過(guò)對(duì)國(guó)內(nèi)藝術(shù)衍生品不同培育主體品牌發(fā)展現(xiàn)狀的論述,基于品牌培育的不同發(fā)展階段,總結(jié)歸納了國(guó)內(nèi)藝術(shù)衍生品品牌培育存在的主要問(wèn)題。同時(shí)結(jié)合品牌培育不同階段所涉及的品牌定位、品牌塑造、品牌傳播、品牌延伸、品牌整合和品牌維護(hù)等品牌培育基礎(chǔ)性理論的回顧,分析得出針對(duì)國(guó)內(nèi)藝術(shù)衍生品品牌培育自身發(fā)展特點(diǎn)、存在問(wèn)題的建議對(duì)策與未來(lái)趨勢(shì)。最后,在上述相關(guān)問(wèn)題歸納與理論分析的基礎(chǔ)上,本文針對(duì)藝術(shù)衍生品品牌培育的創(chuàng)建、成長(zhǎng)與成熟三個(gè)主要階段,基于相應(yīng)的品牌塑造、品牌傳播與品牌整合等品牌培育理論,總結(jié)得出以現(xiàn)代產(chǎn)業(yè)形態(tài)下國(guó)內(nèi)藝術(shù)衍生品品牌培育自身特征為基礎(chǔ)的藝術(shù)衍生品品牌藝術(shù)授權(quán)、藝術(shù)衍生品品牌分眾傳播,以及藝術(shù)衍生品品牌生態(tài)鏈三個(gè)相關(guān)品牌培育的具體模式。并通過(guò)相關(guān)典型案例的透視,試圖為國(guó)內(nèi)藝術(shù)衍生品的品牌培育提供有益啟示。
[Abstract]:Art derivative is mainly derived from the symbolic value of the art of art, which has the popular and commercialized art consumer goods. Its concept was first derived from modern Western Museum goods and was widely understood with the development of cultural and creative industries at home and abroad. As a symbol with cultural attributes, the market value of the brand is mainly made up of the market value. The combination of the artistic derivatives and the brand can not only enhance the symbolic value of the symbolic value of the art derivatives, but also further strengthen the emotional experience of art derivatives. The proportion of modern services dominated by emerging industries is increasing in the national economy. The German Frankfurt school represented Max Hockheimer and Theodore Adorno in the book of Dialectics of enlightenment, using the term "cultural industrial products" to refer to the cultural products under industrial production. It thinks that the invasion of capital is due to capital invasion. As a result of the integration of modern technology and culture, art derivatives, as a result of modern technology and culture, have become an important category of cultural industrial products. The brand cultivation behavior of the related characteristic elements can not only improve the brand value of the art derivatives, enhance their brand competitiveness and brand reputation, but also the inevitable choice of the art derivatives enterprises to realize brand differentiation and the internationalization of the art derivatives industry. Under the state of the Chinese mainland, the art derivatives brand cultivation is the focus of attention. Through the analysis of the characteristics of the art derivative brand cultivation in the modern industry, the article clarifies the symbolic value of the art derivatives, experiences the brand association characteristics of the economy and brand image, and summarizes the composition of the art derivatives industry and its industrial chain. The characteristics of brand development, such as commercialization of scale, brand brand, product authorisation and industrial association, lay the foundation for the following analysis on the Countermeasures of artistic derivative brand cultivation and the construction of related brand cultivation mode. Secondly, this article through the order of the modern industry form of domestic art derivative brand cultivation. Section, current situation and problem research, systematic analysis of the three stages of development and value of art derivative brand cultivation, and through the discussion of the development status of different domestic art derivatives, based on the different development stages of brand cultivation, summed up the main problems existing in the cultivation of art derivatives brand in the country. At the same time, a review of the basic theory of brand cultivation, such as brand positioning, brand building, brand spreading, brand extension, brand integration and brand maintenance, is combined with the different stages of brand cultivation. On the basis of the induction and theoretical analysis, this paper, based on the three main stages of the creation of art derivative brand, growth and maturity, based on the theory of brand cultivation, brand communication and brand integration, summarizes the art based on the characteristics of the brand cultivation of domestic art derivatives in modern industry. The art derivatives brand art empowerment, the spread of artistic derivatives brand, and the specific model of three related brand cultivation of the art derivatives brand ecological chain, and through the perspective of relevant typical cases, try to provide useful inspiration for the brand cultivation of domestic art derivatives.
【學(xué)位授予單位】：上海大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2017
【分類號(hào)】：J124
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本文編號(hào)：2165574