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常州地区中华老字号品牌形象设计提升研究——以“白象梳篦”为例
论文作者:童鞋论文网  论文来源:www.txlunwenw.com  发布时间:2019/10/31 9:14:03  

摘要:中华老字号具有鲜明的中华民族传统文化背景和深厚的文化底蕴。随着经济全球化的迅速发展,中华老字号的发展已经步入滞后期。如何使中华老字号品牌重整旗鼓,已经成为“振兴老字号工程”的首要问题。当前信息传播方式已由过去的口口相传转变为个人主观视觉感知,新颖的品牌形象已成为品牌发展的重要途径。提升中华老字号原有品牌形象,注入当代设计理念,助力企业在市场竞争中的发展。

本研究针对常州地区中华老字号“白象梳篦”。就白象梳篦品牌形象发展滞后原因,对其品牌形象设计提升进行策略分析,为中华老字号如何提升品牌形象设计提升进行研究,并调查常州白象牌梳篦厂企业对品牌形象的保护、品牌形象的创新、品牌形象的宣传现状。调查表明,常州“白象梳篦”品牌形象虽有提升之意,却无行动之力,“白象梳篦”在品牌形象以及产品设计中依旧偏落后,并未从根本上认识到品牌形象的提升对品牌提升的重要作用,以至于在之前的设计研究过程中出现了中断问题。结合消费者审美、消费者心理,对常州地区中华老字号“白象梳篦”品牌形象设计提升。在设计中保留中国传统元素,并结合当下简约消费潮流,对标志设计、包装设计进行改良。致力于增强企业核心文化,主导行业市场,促进企业进步。

运用相关设计理论,推进常州地区中华老字号品牌形象更新。以常州地区中华老字号“白象梳篦”为案例,提出品牌形象设计提升对增强品牌价值和品牌地位有着重要意义。常州地区中华“白象梳篦”品牌形象设计包括标志设计、包装设计,同时紧紧把握消费者需求,消费人群定位,消费者审美。在内容上,针对冷门的常州地区中华老字号“白象梳篦”,曾有学者对常州地区中华老字号品牌形象设计提升做出研究,其中理论性研究较多,实践内容很少。从“白象梳篦”具体研究中预测常州地区中华老字号品牌形象发展趋势,更好的传承发扬中华老字号精神,为促进常州地区经济文化繁荣发展提供有力基础。

China time-honored brand in Changzhouregion have distinct regional traditional culture background and profoundcultural deposits. With the rapid development of economic globalization, thegrowth of China time-honored brands had entered a lag period. The first issueof "revitalizing brand of China time-honored brand project" is way torally forces again . Novel brand image has become an important way of branddevelopment instead of mouth to mouth,because of the transmission mode ofcurrent information has been changed from word of mouth to personal subjectivevisual perception.The injection of contemporary design concept to enhance theoriginal brand image of China time-honored brand helps enterprises to win themarket competition.

This study is aimed at the design andpromotion of brand image of China time-honored brand "Baixiang Comb"in Changzhou area.Considering the reasons for the delay in the development ofBaixiang Comb brand image to analysis of its brand image design promotionstrategily,styding how to improve image of China time-honored brand ,it alsoinvestigates the brand image protection, brand image innovation and brand imagepublicity of Changzhou "Baixiang Comb" company. Research shows"Baixiang Comb" has the intention to enhance brand image,but it has no power to act. "Baixiang Comb" led to lagsbehind in brand image and product design. Baixiang Comb does not fundamentallyrecognize the importance of brand image design promotion to brand valuepromotion, so that there is an interruption problem in the previous designresearch process. It mainly uses the brand image design method to improveBaixiang Comb market position. It retained the traditional Chinese elements inthe design, and combining the aesthetic, consumer psychology, consumer to Changzhouregion finalists " Baixiang Comb " logo and packaging design topromote research. It also investigates the brand image protection, brand imageinnovation and brand image publicity of Changzhou Baixiang company. It iscommitted to strengthening the core culture of the enterprise, leading theindustry market and promoting the enterprise's progress.

It uses relevant design theory to promotethe brand image renewal in Changzhou area. In the case of " BaixiangComb" in Changzhou area, it is of great significance to put forward thebrand image design promotion to enhance the brand value and brand position.Changzhou region of the Chinese " Baixiang Comb" brand image designincluding the design of the logo design, packaging, and at the same time graspthe needs of the consumers, consumers positioning, consumer's aesthetic. On thecontent, the unpopular for Changzhou region finalists " Baixiang Comb", Some scholars have studied the promotion of the brand image of Chinatime-honored brand in Changzhou area, which has more theoretical research andfew practical contents. From " Baixiang COMB " specific studies itforecasts in the Changzhou region development trend of China time-honored brandimage, better inheritance, carry forward the spirit of China time-honored brandin order to promote economic and cultural prosperity and development ofChangzhou region provide powerful basis.

关键词:常州地区中华老字号;白象梳篦;品牌形象设计提升

China time-honored brand in Changzhou area;Baixiang Comb;The promotion of brand image design.

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