【摘要】：隨著我國(guó)經(jīng)濟(jì)的日益發(fā)展,國(guó)民經(jīng)濟(jì)的日趨發(fā)展、壯大,以澎湃的爆發(fā)力迅猛增長(zhǎng),以及我國(guó)加入世界貿(mào)易組織的大時(shí)代背景下。我國(guó)國(guó)民眼界及素質(zhì)的日漸提高,使得我國(guó)的消費(fèi)者對(duì)于“品牌”及“形象”這兩個(gè)應(yīng)當(dāng)屬于藝術(shù)設(shè)計(jì)范疇的詞匯,有了獨(dú)到并且極富個(gè)人思考及感受力的認(rèn)識(shí)。時(shí)代在發(fā)展,時(shí)間的洪流推著我們不斷前進(jìn),被稱為“毀掉的一代”的80后已然開始慢慢老去,生于改革開放后的90后開始站上社會(huì)的舞臺(tái),承擔(dān)了更多地社會(huì)責(zé)任,成為消費(fèi)的主力軍。經(jīng)濟(jì)發(fā)展,我國(guó)人們?cè)诮鉀Q溫飽,奔向小康的生活背后,需要的便是更為貼心、具有品牌依賴性的產(chǎn)品。占據(jù)人們生活的絕大多數(shù)便是快消類產(chǎn)品,快消類產(chǎn)品因其消費(fèi)方式和市場(chǎng)占有率的特殊性,更需要強(qiáng)大、專業(yè)、精準(zhǔn)的品牌形象建設(shè),來(lái)發(fā)展和維護(hù)消費(fèi)者。將兩個(gè)處于時(shí)代洪流中的具有創(chuàng)新性和先進(jìn)性的概念結(jié)合起來(lái),研究城市形象對(duì)于快消類品牌形象建設(shè)的影響,是具有前沿性和先鋒性的。放長(zhǎng)遠(yuǎn)的意義來(lái)闡述,對(duì)于我國(guó)品牌形象的發(fā)展,對(duì)于國(guó)貨品牌基于自己的優(yōu)勢(shì)走向國(guó)際舞臺(tái),謀求更好的發(fā)展有著建設(shè)性和指導(dǎo)性意義。城市形象影響并且指導(dǎo)品牌形象建設(shè),為品牌發(fā)展提供基礎(chǔ)本土消費(fèi)人群,通過(guò)向上的城市形象鞏固本土消費(fèi)者,而品牌做大做強(qiáng),走出區(qū)域、地方后,更多的是傳播本土的城市形象,對(duì)于城市及國(guó)家文化的傳播有著極其重要的作用,亦會(huì)從側(cè)面宣傳中華民族的積極向上的正面形象。國(guó)富民強(qiáng),具有文化競(jìng)爭(zhēng)力,更能使我國(guó)在國(guó)際上建立良好的形象;給我國(guó)的公民創(chuàng)造安全、可信的品牌產(chǎn)品,營(yíng)造一個(gè)美好、具有深厚文化底蘊(yùn)的城市生活消費(fèi)環(huán)境。此課題的研究更能為我國(guó)本土國(guó)產(chǎn)快消品牌建立優(yōu)質(zhì)的品牌形象,在國(guó)際品牌中獨(dú)具一格,為日后國(guó)貨走向世界、國(guó)民企業(yè)具有國(guó)際競(jìng)爭(zhēng)力起到一定的指導(dǎo)作用。本土品牌做大做強(qiáng)不僅帶來(lái)的是財(cái)富,更有充足的就業(yè)機(jī)會(huì),為我國(guó)國(guó)民提供良好的就業(yè)平臺(tái)。
[Abstract]:With the increasing development of our country's economy, the development and expansion of the national economy, the rapid growth of the surging explosive force, and the background of China's accession to the World Trade Organization (WTO). With the improvement of our country's national vision and quality, the consumers of our country have a unique and personal understanding of the words "brand" and "image", which belong to the category of art design. The times are developing, and the torrent of time pushes us forward. The post-80s, known as the "ruined generation," have begun to grow old slowly. The post-90s, born after the reform and opening up, began to stand on the stage of society and assumed more social responsibility. Become the main force of consumption. Economic development, our people in the solution of food and clothing, towards a well-off life, what is needed is more intimate, brand-dependent products. Because of the particularity of consumption mode and market share, fast elimination products need strong, professional and accurate brand image construction to develop and maintain consumers. Combining the two concepts with innovation and advanced nature in the flood of the times to study the influence of city image on the construction of fast-vanishing brand image, it is forward-looking and vanguard to study the impact of city image on the construction of fast-vanishing brand image. From a long-term point of view, it is constructive and instructive for the development of brand image of our country and for the brand of Chinese goods to go to the international stage on the basis of their own advantages and to seek better development. The city image influences and guides the brand image construction, provides the basic local consumer crowd for the brand development, consolidates the local consumer through the upward city image, while the brand becomes bigger and stronger, walks out of the region, the local place, More is to spread the local image of the city, for the dissemination of city and national culture has a very important role, but also from the side of the positive image of the Chinese nation. It can make our country build a good image in the world, create a safe and credible brand product for our citizens, and create a beautiful, profound cultural background of urban life and consumption environment, which is rich for the people of our country and has the cultural competitive power, so as to make our country establish a good image in the world. The research of this subject can establish high-quality brand image for the domestic fast-vanishing brand of our country, be unique in the international brand, and play a certain guiding role for the national enterprise to have the international competitiveness in the future for the national goods to go to the world. Local brands not only bring wealth, but also have sufficient employment opportunities to provide a good employment platform for our citizens.
【學(xué)位授予單位】：湖北美術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：J524

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本文編號(hào)：2456084