本文選題：可持續(xù)發(fā)展 + 品牌戰(zhàn)略��； 參考：《昆明理工大學(xué)》2010年碩士論文

【摘要】：可持續(xù)發(fā)展是人類社會(huì)反思傳統(tǒng)發(fā)展模式而做出的明智選擇,隨著人類社會(huì)的發(fā)展與進(jìn)步,其研究范圍也逐漸從傳統(tǒng)的環(huán)保視角引申到經(jīng)濟(jì)社會(huì)的方方面面,創(chuàng)新地提出企業(yè)也需要可持續(xù)發(fā)展。企業(yè)要發(fā)展不難,但難的是持續(xù)發(fā)展,尤其是在同質(zhì)化的微利時(shí)代,企業(yè)間競(jìng)爭(zhēng)的重點(diǎn)早已從產(chǎn)量、質(zhì)量、廣告等競(jìng)爭(zhēng)過(guò)渡到品牌競(jìng)爭(zhēng)上來(lái)。企業(yè)要想謀求長(zhǎng)遠(yuǎn)發(fā)展,就必須具備差異化的品牌,具備個(gè)性化的標(biāo)志。近年來(lái),企業(yè)更換標(biāo)志早已演變成時(shí)尚潮流。從紛繁眾多的企業(yè)標(biāo)志再設(shè)計(jì)中,我們依稀可以看出一個(gè)優(yōu)秀的標(biāo)志設(shè)計(jì)就意味著一筆好的生意。打價(jià)格戰(zhàn)并非企業(yè)生存的長(zhǎng)久之計(jì),只有不斷與時(shí)俱進(jìn),適時(shí)地提升企業(yè)品牌形象,才能為企業(yè)贏得更豐厚的利潤(rùn)和更多的競(jìng)爭(zhēng)優(yōu)勢(shì)。 論文以可持續(xù)發(fā)展及企業(yè)品牌戰(zhàn)略為研究背景,結(jié)合經(jīng)濟(jì)學(xué)、營(yíng)銷學(xué)、管理學(xué)及設(shè)計(jì)學(xué)等領(lǐng)域的相關(guān)知識(shí),對(duì)企業(yè)“換標(biāo)熱”進(jìn)行了觀察與研究。論文采用理論研究與案例分析相結(jié)合的方式,從近十年國(guó)內(nèi)外紛亂龐雜的企業(yè)標(biāo)志再設(shè)計(jì)表象中,理清標(biāo)志再設(shè)計(jì)的原則、程序、類型,并著重分析了企業(yè)更換標(biāo)志的內(nèi)在原因及歷史發(fā)展的必然性。論文著重從企業(yè)標(biāo)志的名稱、圖形、色彩、文字四方面入手對(duì)新、舊標(biāo)志的構(gòu)成方式、表現(xiàn)特征作了細(xì)致的對(duì)比分析,且進(jìn)一步歸納出標(biāo)志再設(shè)計(jì)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅,以及標(biāo)志再設(shè)計(jì)在形式、內(nèi)涵、技術(shù)、情感四方面的發(fā)展趨勢(shì)。在上述研究的基礎(chǔ)上,論文又提出沒(méi)有一勞永逸的標(biāo)志設(shè)計(jì),企業(yè)應(yīng)審時(shí)度勢(shì)并結(jié)合自身的實(shí)際情況,不斷適應(yīng)市場(chǎng)變化、不斷調(diào)整發(fā)展戰(zhàn)略。但標(biāo)志再設(shè)計(jì)也并不是萬(wàn)能的,只是企業(yè)品牌升級(jí)的手段,而非最終目的,企業(yè)在更換標(biāo)志之前應(yīng)三思而后行,避免盲目跟從。 從無(wú)到有是創(chuàng)造,從有到“有”更是一種創(chuàng)造。如果我們能夠把眼光放的足夠長(zhǎng)遠(yuǎn),在我們的身后同樣蘊(yùn)藏著巨大的創(chuàng)造源泉。因此,從某種意義來(lái)講,“再設(shè)計(jì)”比“設(shè)計(jì)”更為重要,企業(yè)標(biāo)志再設(shè)計(jì)的研究有助于企業(yè)最大限度地規(guī)避品牌老化,保持品牌的新鮮與活力,促使企業(yè)不斷與時(shí)俱進(jìn),實(shí)現(xiàn)持續(xù)發(fā)展。
[Abstract]:Sustainable development is a wise choice for human society to reflect on the traditional development model. With the development and progress of human society, the research scope of sustainable development gradually extends from the traditional perspective of environmental protection to all aspects of economic society. Innovatively put forward that enterprises also need sustainable development. It is not difficult for enterprises to develop, but it is difficult for them to develop continuously, especially in the era of homogenization, the emphasis of competition among enterprises has long been from the competition of output, quality and advertisement to the competition of brand. If an enterprise wants to seek long-term development, it must have the brand of differentiation and the sign of individuation. In recent years, the change of enterprise logo has evolved into a fashion trend. From the numerous enterprise logo redesign, we can vaguely see that a good logo design means a good business. The price war is not a long-term plan for enterprises to survive. Only by constantly advancing with the times and improving the brand image in time can the enterprises win more abundant profits and more competitive advantages. Based on the research background of sustainable development and corporate brand strategy, combined with the relevant knowledge of economics, marketing, management and design, this paper makes an observation and research on the heat of enterprise's "exchange of standards". In this paper, by combining theoretical research with case analysis, the principles, procedures and types of logo redesign are clarified from the recent ten years of complicated corporate logo redesign representation at home and abroad. The internal reasons and the inevitability of the historical development of the change mark of the enterprise are analyzed emphatically. The paper focuses on the enterprise logo from the name, graphics, color, writing four aspects of the new and old logo composition, performance characteristics of a detailed comparative analysis, and further summed up the logo re-design strengths, weaknesses, opportunities, threats, And logo redesign in the form, connotation, technology, emotional four aspects of the development trend. On the basis of the above research, the paper puts forward that there is no sign design once and for all, the enterprise should judge the situation and combine with its own actual situation, adapt to the market change and adjust the development strategy constantly. But logo re-design is not omnipotent, it is only the means of brand upgrading, but not the ultimate goal. Enterprises should think twice before changing the logo and avoid following blindly. From nothing to have is to create, from have to "have" is a kind of creation. If we can take a long enough view, there is also a huge source of creativity behind us. Therefore, in a sense, "redesign" is more important than "design". The research of enterprise logo redesign is helpful for enterprises to avoid brand aging, keep brand freshness and vitality, and promote enterprises to keep pace with the times. Achieving sustainable development.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：TB47

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