本文選題：品牌 + 企業(yè)識別系統(tǒng)　； 參考：《內(nèi)蒙古師范大學》2005年碩士論文

【摘要】：品牌就是消費者與產(chǎn)品之間的關(guān)系。它是企業(yè)重要的無形資產(chǎn),而驅(qū)動這種資產(chǎn)的關(guān)鍵因素是品牌形象。品牌形象是消費者對品牌的總體感知與看法,近而影響和決定著人們的品牌購買和消費行為。名牌在消費者心目中是值得信賴的,能引申出自身氣派、品味的,是可以使消費者花費比同類商品高出幾倍的價錢購買的附加價值。 CIS 是英文CORPORATE IDENTITY SYSTEM 的縮寫,即企業(yè)識別系統(tǒng),或稱為企業(yè)形象。它作為一種新興的廣告形式,重點是為宣傳企業(yè)服務(wù)的。并從品牌資源整合、品牌形象設(shè)計、品牌傳播推廣等方面推動品牌的發(fā)展,樹立高質(zhì)量的企業(yè)形象。 品牌形象是品牌在消費者心中的感知形象,品牌識別則是企業(yè)希望自身品牌達到的預(yù)期效果。企業(yè)識別系統(tǒng)正是聯(lián)系企業(yè)與消費者、品牌識別與品牌形象的中間鏈條。 企業(yè)識別設(shè)計是美的設(shè)計,其中MIS 屬設(shè)計美的內(nèi)容;BIS 和VIS 屬設(shè)計美的形式;BIS 是設(shè)計美的活動形式,VIS 是設(shè)計美的對象的存在形式。三者推衍依存,共同帶動企業(yè)經(jīng)營的步伐,塑造企業(yè)獨特的品牌形象。作為廣告設(shè)計形式的一種,企業(yè)識別系統(tǒng)是經(jīng)過嚴肅認真的調(diào)查、并在條理性、統(tǒng)一性方面做了反復研究而得出的企業(yè)身份既定宣傳方案。它是對企業(yè)形象的規(guī)范定向設(shè)計,是一套完整的宣傳體系。通過對企業(yè)現(xiàn)在的認識和將來的策劃,確定宣傳目標,并用精煉、概括的視覺設(shè)計手段將企業(yè)既定的原則與目標視覺化。從文化結(jié)構(gòu)上,企業(yè)識別系統(tǒng)是多種因素和成分的大組合。其設(shè)計的內(nèi)涵,已經(jīng)大大超越了藝術(shù)的范疇,橫跨了多種學科。作為聯(lián)系企業(yè)和消費者、品牌識別與品牌形象的企業(yè)識別系統(tǒng)處于經(jīng)濟學、設(shè)計藝術(shù)學、工商管理學等學科的交叉研究點。
[Abstract]:Brand is the relationship between consumer and product. It is an important intangible asset, and the key factor driving this asset is brand image. Brand image is the consumer's overall perception and view of brand, which affects and determines people's brand purchase and consumption behavior. Famous brands are trustworthy in the eyes of consumers. They can extend their own style and taste. They can make consumers spend several times more than the same kind of goods to buy additional value. Cis is the abbreviation of Corpolate identity system, that is, the enterprise identification system. Or corporate image. As an emerging form of advertising, it focuses on the promotion of business services. And promote the development of brand from the aspects of brand resources integration, brand image design, brand communication and promotion, and set up a high-quality enterprise image. Brand image is the perceived image of brand in the consumer's heart. Brand identification is the expected effect that enterprises want their own brands to achieve. The enterprise identification system is the middle link between the enterprise and the consumer, the brand recognition and the brand image. The enterprise identification design is a beautiful design. Among them, MIS belongs to the content of design beauty and vis belongs to the form of design beauty. BIS is the active form of design beauty and vis is the existence form of the object of design beauty. The three factors depend on each other and together drive the pace of business operation and shape the unique brand image of the enterprise. As a form of advertising design, the enterprise identification system is the enterprise identity established propaganda program which has been studied repeatedly in the aspect of organization and unity after serious and serious investigation. It is the standard orientation design of the enterprise image, is a set of complete propaganda system. Through the understanding of the present and the future planning of the enterprise, it determines the propaganda target, and visualizes the established principles and objectives of the enterprise with the means of refined and generalized visual design. From the cultural structure, the enterprise identification system is a combination of many factors and components. The connotation of its design, has greatly exceeded the scope of art, across a variety of disciplines. As a business enterprise identification system, which connects with enterprises and consumers, brand recognition and brand image is the cross-research point of economics, design art, business administration and so on.
【學位授予單位】：內(nèi)蒙古師范大學
【學位級別】：碩士
【學位授予年份】：2005
【分類號】：J524

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本文編號：1993888