问题中的问题——关于品牌形象架构的诸多问题

四川美术学院硕士学位论文问题中的问题——关于品牌形象架构的诸多问题姓名：郭艳阳申请学位级别：硕士专业：装潢指导教师：杨仁敏200404282————20034045.232003197.3“”“”“”——————3——————4Theproblemintheproblem•PutupmanyproblemsconstructingthebrandimageinthebrandestablishmentAsaninternationalizedlanguage,brandentersnumeroushouseholdsalloverthewordinthe21stcenturyofinternationbrandcompetition.Chinaisalsopushedintothismercilessandendlesscompetitionwithoutnationalboundary.Brandcompetitionhasbecomethecoreofentrepreneurcompetition.Themarketingstrategyandfocushavebeenturnedfromtraditionalmarketingtothemarketingandpopularizationofbrand.TheChineseenterprisesinthisnewcenturyhavemuchstrongerdesiretoestablishbrandthaneverbefore.Thepressureofcompetitionnotonlycomesfromwell-establishedbrandofforeigncountriesbutalsofromtheenterpriseswithinChina.AccordingtotheannualreportofChinaGeneralTradeMarkBureau,theamountoftrademarksresgistrationsurpass400thousandandreaches452.3thousandintheyearof2003.Thetotalamountoftrademarkscheakedandapprovedreachesto1973thousandbytheendofyear2003,whichmeansatleasttenthousandnewbrandenterthemarketandjointhefiercemarketcompetition.Duringmyinteractionwithenterprisesignoreandbelittleforquirelongperiodtheimportanceofbrand.Thereflectiononthissituationstimulatesmyinquiresonthebuild-upofbrandimagefromrealizingestablishboardtohowtotestablish.Theinquiringisalsoanexploringofthepathfromthebrandestablishingoftheverybeginningtothematureingofthebrand.Inthefollowingpassage,Idisplaytheproblemsappearingineachphrasesofbrandestablishingoutmyownpractionintheangleofopiticaldesignandinthestructureofinquires.Besideputtingforwordproblemsandanalyzingthem,ItrytoexplorethesolutiontotheseproblemsandalsowishtheproblemscanbeinstructiveandcanbeofsomehelptonarrowtheditancebetweenChinaandoverseas.Thekeyproblemsputtingforwordhereinclude:I.Thebasisforimageconceptioninbrandestablishment.II.Theimageinnovationinbrandestablishment.Thebrandlacktheglamourandself-confidentishardtogainfavouingofconsumer.Duringtheestablishmentimage,oneiscorrectthefollowingblindlymentalityofenterprise,andtheotherhandisstrengthentheindividualizationimageofbrandonthefoundationofhistradegeneralcharacteragain.1.Innovation——re-recognitiontobrandindividualityandcommonpoints.2.Innovation——betweeninternationalizationandtradion.III.Thesystematizationofbrandimageinbranddevelopment.IV.Theconstructionofbrandimageandfosteringofbrandculture.51,Themistakeareainthebrandcivilizationconstructionofenterprise:Enterpriseslogan,propagandadiction,enterpriserulesandregulationsorthemoralstandingofgeneralisequaledtointhebrandcivilization,eventotheext-entthatbeingequaltothebrandimageinthebrandcivilization.2,Establishmentofbrandandcultureofbrandareaideachother.Onehand,thevisualimageispassedonthebrandcivilization,ontheotherhandtheestablishmentofbrandwillpromotetheculturebrandgoaheadstepbystep.Researchmethodisadoptedthemethodofsocietypractice,andtheresearchobjectistherealityenterpriseorganisations,andthescopethatinvolvesthefoodtrade,thefurnituretrade,andthedressandpersonaladornmenttrade,addupto40enterprises.Theseenterprisesmostpartsaretheprivateenterpriseandthesharesystementerprise,andtheprivateenterpriseisourtheimportantcomponentofnationsocialismmarketeconomy,getsenergeticallysupportandtheencouragementofnation,atthesametimeinthesocialismmarketeconomy,promotesnationandsocietytostablizeaspects,theprivateenterpriseplaysmoreandmoreimportantrole.Inspiteofthe40enterpriseswhichIhadinquiresdhaveallbuiltthebrandrecognizationsystembetween3years:amongthe40enterprises,5enterpriseshavewinnedthehigherreputationandonlyoneenterprisehasobtioninterestthrongtheestablishmentofbrand,andnow,ithavecompliedthesecondbrandestablishment.Inspiteofmostof40enterpriseshaveallbuiltthenationwidemarketingnetwork,theystillbelongtotheregionalbrand.Incoming5years,Ithinkthatpartofthemwillbecomethenationalbrands,astorealizetheaimhowtobecometheinternationalbrand,Ithinkthattheenterprisestillwillgothroughallkindsofhardships.Itisasystematicwordandwilltakealongtimetoconstructbrandimage.Thesuccessofabrandiscloselyrelatedtotheenterprise’sownability,ontheotherhandisalso-timefocusonbrandimage.Keywords:brand,brandimage,imagerecognition,imageinnovation,imagesystematizationandbrandculure6——20041292003,4045.232003197.31886“”“”7“”9——“”“”“”“”“”“”————10“”“”11————————“”“”“”12“”“”“”——“”13“”“”“”——14——“”“”“”“”“”“”15——“”16“”“““““”“““”17“”18“”“”“”“”“”“”19“”“”“”20“”“”——21——“”“”“”“”“”“”“”“”“”“”“”————2223问题中的问题——关于品牌形象架构的诸多问题作者：郭艳阳学位授予单位：四川美术学院相似文献(2条)1.期刊论文万文瑞.王安霞包装在品牌形象视觉表达中的作用-科教导刊2009,(2)品牌形象是消费者在对有形形象认识基础上在意识中建立的一种虚拟物化模型.品牌视觉形象塑造就是引导消费者建立一种与品牌内涵相适应的形象模型,这是一个诱导和推销的过程.商品包装是一种具有高效、价康、持续性等特点的信息传达媒体,在品牌视觉形象塑造中具有不可比拟的作用.2.学位论文陈彪手机品牌形象对顾客购买意向的影响研究2009手机作为移动通讯业的终端产业自1987年以来经历了一个艰难的发展过程。手机现在已不是当初人们生活中的奢侈品了，全国各大生产、销售手机企业的竞争也日趋激烈。在手机的生产设计上不再单单只考虑价格，外观等因素，而是向更多功能方向开始发展。品牌形象对于创建强势品牌具有非常关键的核心作用，手机企业通过构建鲜明的品牌形象，可以增强品牌的亲和力，引起消费者对企业经营理念和企业文化的共识。br　　品牌形象的构成要素以及如何对其进行测量一直存在着很大差异，虽然还没有得到统一的认识，但是已经形成了几种主要的观点，并且已经在相关领域得到了较为深入的研究，得出了一些有价值的结论。但是目前品牌形象对顾客购买意向的影响研究是少之又少，特别对在手机这一行业的实证研究更是首次。br　　而国内手机生产和经销企业对于品牌形象认识的不重视和模糊，使得国产手机在激烈的市场竞争中往往