本文關鍵詞： 戶部巷 漢味小吃 視覺形象 品牌　出處：《湖北工業(yè)大學》2013年碩士論文　論文類型：學位論文

【摘要】：如今，人們對品牌的追求越來越朝著多元化的趨勢發(fā)展，老字號品牌也已告別“酒香不怕巷子深”的傳統(tǒng)思想。戶部巷作為武漢市的地標性街區(qū)，它肩負著弘揚武漢傳統(tǒng)文化的任務，同時也參與和其他老字號企業(yè)的競爭。整合文化資源，為戶部巷導入視覺形象系統(tǒng)，是戶部巷長遠發(fā)展的一條必經之路。 良好的視覺形象的重要性已經在紛紛涌入中國市場的洋快餐企業(yè)，以及中國的新興餐飲業(yè)的品牌效應中得到驗證。戶部巷在多年的發(fā)展與改造中無意識的形成了一定的視覺形象，但并沒有一個完整的體系。 筆者針對戶部巷的視覺形象問題進行探究，，發(fā)現戶部巷視覺形象極為混亂，也未將其本身的歷史文化特點與視覺形象結合起來，即使有些地方運用了傳統(tǒng)元素，但也只是生搬硬套。戶部巷的分店和總店也沒有統(tǒng)一的視覺形象，許多細節(jié)彼此之間的聯系被忽視，缺乏視覺沖擊力與整體性，難以形成品牌效應。本文將通過充分挖掘本土文化，并加以創(chuàng)新，使傳統(tǒng)元素融入現代氛圍，完善戶部巷視覺形象，提升戶部巷的檔次，利用品牌效應來實現老字號品牌的可持續(xù)發(fā)展，打造“漢味小吃”品牌，同時有利于提升城市飲食文化形象，促進武漢旅游經濟的發(fā)展。
[Abstract]:Nowadays, the pursuit of brand is more and more towards the trend of diversification, and the old brand has also bid farewell to the traditional idea of "wine fragrance is not afraid of deep alleys". Hubuxiang is a landmark block in Wuhan. It shoulders the task of carrying forward the traditional culture of Wuhan, at the same time, it also participates in the competition with other famous enterprises. Integrating cultural resources and introducing the visual image system for Hubuxiang is the only way for the long-term development of Hubuxiang. The importance of a good visual image is already pouring into the Chinese market for foreign fast food companies. And the brand effect of the new restaurant industry in China has been verified. After many years of development and transformation, Hubuxiang unconsciously formed a certain visual image, but there is not a complete system. The author explores the visual image of Hubu-lane and finds that the visual image of Hubu-lane is extremely chaotic and has not combined its own historical and cultural characteristics with visual image. Even if some places use the traditional elements, but also only copy mechanically. The branch and head office of the household lane also do not have a unified visual image, many details of the relationship between the neglect of the lack of visual impact and integrity. It is difficult to form brand effect. This paper will fully excavate the local culture and innovate, make traditional elements into the modern atmosphere, improve the visual image of Hubuxiang, improve the level of Hubuxiang. The brand effect is used to realize the sustainable development of the old brand, to build the brand of "Han flavor snack", and to promote the image of the city food culture and the development of Wuhan tourism economy at the same time.
【學位授予單位】：湖北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：TU247.3

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本文編號：1467058