塑造湘繡品牌形象的設(shè)計思考
發(fā)布時間：2019-02-17 20:43
【摘要】： 湘繡是湖南省傳統(tǒng)手工藝產(chǎn)品，也是湖南的一個文化品牌。從20世紀30年代至70年代，湘繡都在同行業(yè)中走在前列，但是到20世紀80年代，湘繡開始步入發(fā)展史上的低谷。湘繡的形象工程逐漸出現(xiàn)偏差，市場競爭力明顯減弱；與此同時，中國地方不同繡種在不斷融合，產(chǎn)品同質(zhì)化程度逐漸增強；湘繡企業(yè)自身競爭激烈，與蘇繡等其他繡種的市場競爭也日趨激烈。隨著技術(shù)競爭的門檻不斷降低，以及技術(shù)性針法的普及，國內(nèi)外裝飾刺繡企業(yè)站在相對對等的立場上展開新一輪的競爭。競爭的主要內(nèi)容由內(nèi)在針法工藝轉(zhuǎn)向外向，即產(chǎn)品價值逐漸受到感性品質(zhì)的左右，而正是設(shè)計擔(dān)負著創(chuàng)造、表達、傳遞感性的工作，也就是說，由設(shè)計創(chuàng)新產(chǎn)品及構(gòu)建湘繡品牌形象的時代已經(jīng)到來。通過藝術(shù)設(shè)計對湘繡品牌形象進行有效的品牌形象塑造能夠幫助湘繡走出低谷，使湘繡重新贏得市場，讓湘繡文化得以傳承。 論文分為緒論和正文兩個部分。緒論部分概括了本課題的來源和研究背景，對本課題研究運用的關(guān)鍵性概念進行界定，闡述塑造湘繡品牌形象的必要性，并對本課題的研究基礎(chǔ)、主要研究方法和創(chuàng)新點進行歸納和總結(jié)。正文是本課題的核心主體部分，圍繞湘繡品牌形象的塑造，從湘繡的歷史溯源、地理溯源、商業(yè)化溯源、文化溯源、審美基礎(chǔ)和工藝特點出發(fā)，分析湘繡的設(shè)計文化以及現(xiàn)階段的市場需求與供給。通過對湘繡品牌發(fā)展歷程和現(xiàn)有品牌狀況的描述，提出在品牌標志、產(chǎn)品形象、產(chǎn)品包裝、廣告?zhèn)髅降鹊确矫嫠茉煜胬C品牌形象的具體設(shè)計策略。進而從品牌戰(zhàn)略與品牌形象的互動關(guān)系出發(fā)，論述運用品牌戰(zhàn)略對湘繡品牌的形象進行塑造，，以達到建造出湘繡強勢品牌，提高湘繡品牌在國內(nèi)外競爭力的目的。 湘繡企業(yè)通過塑造湘繡品牌，使湘繡獲取新的發(fā)展，重新煥發(fā)青春風(fēng)采。并以此為傳統(tǒng)手工藝的保護和發(fā)展提供新的思路和方法。
[Abstract]:Hunan embroidery is a traditional handicraft product and a cultural brand of Hunan Province. From the 1930s to the 1970s, Hunan embroidery was in the forefront of the same industry, but by the 1980s, Hunan embroidery began to enter the low point in the history of development. The image engineering of Hunan embroidery appears deviation gradually, the market competition ability obviously weakens; at the same time, different kinds of embroidery in different places in China are constantly amalgamating, the degree of product homogenization is gradually strengthened; Hunan embroidery enterprises themselves compete fiercely, and so on Su embroidery other embroidery market competition also day by day intense. With the lowering of the threshold of technical competition and the popularization of technical needling, domestic and foreign decorative embroidery enterprises are in a relatively equal position to launch a new round of competition. The main content of competition is from internal needling technology to extroversion, that is, the product value is gradually influenced by perceptual quality, and it is the design that is responsible for creating, expressing and transmitting sensibility, that is, By the design of innovative products and the construction of Xiang embroidery brand image has come. Through the art design to carry on the effective brand image mold to the Hunan embroidery brand image can help the Hunan embroidery to walk out the valley, causes the Hunan embroidery to win the market again, lets the Hunan embroidery culture pass on. The paper is divided into two parts: introduction and text. The introduction part summarizes the origin and research background of this subject, defines the key concepts used in this research, expounds the necessity of shaping the brand image of Hunan embroidery, and studies the basis of this subject. The main research methods and innovative points are summarized and summarized. The text is the core part of this subject. It starts from the historical, geographical, commercial, cultural, aesthetic basis and technological characteristics of Hunan embroidery, focusing on the shaping of the brand image of Hunan embroidery, and from the historical, geographical, commercial, cultural, aesthetic basis and technological characteristics of Hunan embroidery. Analysis of Hunan embroidery design culture and the current market demand and supply. Based on the description of the development of Hunan embroidery brand and the current brand situation, this paper puts forward the specific design strategies for the brand image of Hunan embroidery in the aspects of brand logo, product image, product packaging, advertising media and so on. From the interactive relationship between brand strategy and brand image, this paper discusses the use of brand strategy to shape the image of Hunan embroidery brand, in order to build a strong brand of Xiang embroidery and improve the competitiveness of Xiang embroidery brand at home and abroad. Hunan embroidery enterprises through the creation of Hunan embroidery brand, Hunan embroidery to obtain new development, fresh youth. It provides new ideas and methods for the protection and development of traditional handicraft.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：J523.6
本文編號：2425571
[Abstract]:Hunan embroidery is a traditional handicraft product and a cultural brand of Hunan Province. From the 1930s to the 1970s, Hunan embroidery was in the forefront of the same industry, but by the 1980s, Hunan embroidery began to enter the low point in the history of development. The image engineering of Hunan embroidery appears deviation gradually, the market competition ability obviously weakens; at the same time, different kinds of embroidery in different places in China are constantly amalgamating, the degree of product homogenization is gradually strengthened; Hunan embroidery enterprises themselves compete fiercely, and so on Su embroidery other embroidery market competition also day by day intense. With the lowering of the threshold of technical competition and the popularization of technical needling, domestic and foreign decorative embroidery enterprises are in a relatively equal position to launch a new round of competition. The main content of competition is from internal needling technology to extroversion, that is, the product value is gradually influenced by perceptual quality, and it is the design that is responsible for creating, expressing and transmitting sensibility, that is, By the design of innovative products and the construction of Xiang embroidery brand image has come. Through the art design to carry on the effective brand image mold to the Hunan embroidery brand image can help the Hunan embroidery to walk out the valley, causes the Hunan embroidery to win the market again, lets the Hunan embroidery culture pass on. The paper is divided into two parts: introduction and text. The introduction part summarizes the origin and research background of this subject, defines the key concepts used in this research, expounds the necessity of shaping the brand image of Hunan embroidery, and studies the basis of this subject. The main research methods and innovative points are summarized and summarized. The text is the core part of this subject. It starts from the historical, geographical, commercial, cultural, aesthetic basis and technological characteristics of Hunan embroidery, focusing on the shaping of the brand image of Hunan embroidery, and from the historical, geographical, commercial, cultural, aesthetic basis and technological characteristics of Hunan embroidery. Analysis of Hunan embroidery design culture and the current market demand and supply. Based on the description of the development of Hunan embroidery brand and the current brand situation, this paper puts forward the specific design strategies for the brand image of Hunan embroidery in the aspects of brand logo, product image, product packaging, advertising media and so on. From the interactive relationship between brand strategy and brand image, this paper discusses the use of brand strategy to shape the image of Hunan embroidery brand, in order to build a strong brand of Xiang embroidery and improve the competitiveness of Xiang embroidery brand at home and abroad. Hunan embroidery enterprises through the creation of Hunan embroidery brand, Hunan embroidery to obtain new development, fresh youth. It provides new ideas and methods for the protection and development of traditional handicraft.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：J523.6
【引證文獻】
相關(guān)碩士學(xué)位論文 前2條
1 尚銘;河南傳統(tǒng)泥塑在現(xiàn)代環(huán)境下的創(chuàng)新性研究[D];西南交通大學(xué);2011年
2 陶贏;地域性特色文化產(chǎn)品包裝的設(shè)計研究[D];湖南工業(yè)大學(xué);2012年
本文編號：2425571
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2425571.html
最近更新
教材專著
