本文選題：高校品牌形象　切入點：形象宣傳片　出處：《湖南工業(yè)大學》2013年碩士論文

【摘要】：在經(jīng)濟高速發(fā)展的背景下,高等教育面臨著激烈的競爭,高等教育自身所具有的市場屬性已經(jīng)得到了廣泛的認可。在日益激烈的競爭中,處于迅速發(fā)展進程中的高校,需要像企業(yè)一樣塑造并且強化屬于自己的品牌形象,走向品牌化之路,使社會大眾產(chǎn)生認同感,增強學校的整體競爭力。高校品牌的塑造對于大學自身的發(fā)展以及在高等教育市場中獲取競爭優(yōu)勢都是極為必要的。采用宣傳片來塑造高校品牌形象的方法被眾多高校所使用,在高校的發(fā)展中發(fā)揮了重要作用。 在我國,許多學校都已經(jīng)意識到了自身品牌形象塑造的重要性,高校形象宣傳片經(jīng)歷了十多年的發(fā)展,推出了各式各樣的形象宣傳片,出現(xiàn)了許多好作品。從總體上講,高校宣傳片呈現(xiàn)出多樣化、規(guī)范化、簡約化、人文化等特征,對高校品牌形象塑造發(fā)揮了重大作用。但高校形象宣傳片的創(chuàng)作還有一些值得進一步探討的問題：宣傳片中如何塑造高校品牌形象；數(shù)字特效在高校宣傳片中如何應用；怎樣策劃高校品牌形象宣傳片的投放渠道等。 本文以高校品牌形象宣傳片的設計理論為基礎,從品牌形象宣傳片和高校品牌形象宣傳片的定義、內(nèi)容、作用等方面闡述其設計要素、設計手法、設計理念等,就數(shù)字特效在高校宣傳片中的設計構思以及藝術表現(xiàn)技巧方面進行探討性的分析,列舉了部分高校品牌形象宣傳片設計和投放渠道策劃方面的情況,從相互比較中看到了目前高校品牌宣傳片發(fā)展中的不足,既要學習好的經(jīng)驗,又要找到適合高校自身品牌形象塑造的方法,這對推動我國高校品牌形象宣傳片的設計與策劃,具有一定的理論和實踐意義。本文從品牌形象塑造方面對高校形象宣傳片進行研究,是高校形象宣傳片研究的一個全新視角,以求和讀者一起為高校品牌形象宣傳片設計和策劃的理論建設和實踐操作提供參考。
[Abstract]:Under the background of rapid economic development, higher education is facing fierce competition, and the market attribute of higher education itself has been widely recognized.In the increasingly fierce competition, colleges and universities in the rapid development process, need to shape and strengthen their own brand image like enterprises, towards the road of branding, so that the community has a sense of identity and enhance the overall competitiveness of the school.The shaping of university brand is very necessary for the development of university itself and the gain of competitive advantage in the market of higher education.The method of using propaganda film to shape the brand image of colleges and universities is used by many colleges and universities, which plays an important role in the development of colleges and universities.In our country, many schools have already realized the importance of shaping their own brand image. After more than ten years' development, the university image propaganda film has produced various kinds of image propaganda film, and many good works have appeared.On the whole, the propaganda films of colleges and universities show the characteristics of diversification, standardization, simplicity and human culture, which play an important role in shaping the brand image of colleges and universities.However, there are still some problems worth further discussing in the creation of university image propaganda film: how to mold the university brand image in the propaganda film, how to apply the digital special effect in the university propaganda film, how to plan the channel of the university brand image propaganda film, and so on.Based on the design theory of brand image propaganda film in colleges and universities, this paper expounds its design elements, design methods, design ideas and so on from the definition, content and function of brand image propaganda film and brand image propaganda film in colleges and universities.Based on the analysis of the design conception and artistic expression skills of digital special effects in university propaganda films, this paper lists the design and channel planning of some university brand image propaganda films.From the comparison, we can see the deficiency in the development of brand propaganda film in colleges and universities at present. We should not only learn good experience, but also find a suitable way to shape the brand image of colleges and universities, which will promote the design and planning of brand image propaganda films in colleges and universities in our country.It has certain theoretical and practical significance.This paper studies the image propaganda film of colleges and universities from the aspect of brand image, which is a new angle of view for the study of image propaganda film in colleges and universities.It provides reference for the theoretical construction and practical operation of the design and planning of brand image propaganda film in colleges and universities with readers.
【學位授予單位】：湖南工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：J959

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本文編號：1728382