基于新媒体技术的陕西特色餐饮品牌创新设计
|
摘要
目的在新媒体时代背景下,研究陕西特色餐饮品牌形象的创新设计及推广。方法通过对陕西特色餐饮品牌的调研与分析,总结陕西特色餐饮品牌的发展现状与不足;通过对新媒体特征分析,总结陕西特色餐饮品牌借力新媒体传播的优势;针对陕西特色餐饮品牌的不足进行升级设计,并提供创新思路与发展策略。结论陕西特色餐饮企业亟需结合新媒体技术进行品牌形象多元化升级、丰富品牌动态设计形式、升级品牌包装设计,积极运用社会化媒体推广拓宽品牌推广渠道,为品牌不断注入新鲜感和想象力。陕西特色餐饮品牌与新媒体的融合,不仅可以创新品牌的视觉表现形式,也能加强受众对陕西特色品牌的认知度,探索陕西特色餐饮企业结合新媒体创新品牌视觉形象系统的可行性。
The work aims to study the innovative design and promotion of Shaanxi specialty catering brand image under the background of the new media era. Through the investigation and analysis of Shaanxi characteristics catering brands, the development status and deficiencies of Shaanxi characteristics catering brands were summarized. By analyzing the characteristics of new media, the advantages of the new media communication for the Shaanxi characteristics catering brands were concluded. According to the shortcomings of Shaanxi characteristic catering brands, the upgrading design was put forward, and the innovative thinking and development strategy were provided. Shaanxi characteristics catering enterprises should carry out diversified upgrade of brand image, enrich brand design form and upgrade the brand package design in combination with new media technology and actively use social media to promote and broaden the channels of brand promotion so as to inject freshness and imagination into the brand. The integration of Shaanxi specialty catering brand and new media can not only innovate brand visual form of expression, but also strengthen the audience's perception for Shaanxi characteristic catering brand and explore the feasibility of Shaanxi specialty catering enterprises to innovate brand visual image system in combination with new media.
The work aims to study the innovative design and promotion of Shaanxi specialty catering brand image under the background of the new media era. Through the investigation and analysis of Shaanxi characteristics catering brands, the development status and deficiencies of Shaanxi characteristics catering brands were summarized. By analyzing the characteristics of new media, the advantages of the new media communication for the Shaanxi characteristics catering brands were concluded. According to the shortcomings of Shaanxi characteristic catering brands, the upgrading design was put forward, and the innovative thinking and development strategy were provided. Shaanxi characteristics catering enterprises should carry out diversified upgrade of brand image, enrich brand design form and upgrade the brand package design in combination with new media technology and actively use social media to promote and broaden the channels of brand promotion so as to inject freshness and imagination into the brand. The integration of Shaanxi specialty catering brand and new media can not only innovate brand visual form of expression, but also strengthen the audience's perception for Shaanxi characteristic catering brand and explore the feasibility of Shaanxi specialty catering enterprises to innovate brand visual image system in combination with new media.
引文
[1]埃里克·罗斯坎·阿冰.品牌驱动创新:创新开发与设计战略[M].长沙:湖南大学出版社,2012.ERIK Roscam Abbing.Strategies for Developmtent and Design[M].Changsha:Hunan University Press,2012.
[2]艾瑞网.2018年中国智慧餐饮行业研究报告[EB/OL].[2018-11-05].http://www.iresearch.cn/.IRESEARCH.Report on Intelligent Catering Industry of China in 2018[EB/OL].[2018-11-05].http://www.iresearch cn/.
[3]张浩.“互联网+”时代下陕西民俗艺术的保护传承与开发[J].包装工程,2016,37(18):30-34.ZHANG Hao.Protection Heritage and Development of Shaanxi Folk Art in the Era of"Internet+"[J].Packaging Engineering,2016,37(18):30-34.
[4]拓之林编委会.网络时代的品牌管理[M].北京:经济管理出版社,2007.Rio Tinto Editorial Board.Brand Management In the Internet Age[M].Beijing:Economic Management Press2007.
[5]陈晓环.“互联网+”思维下的北京老字号品牌形象创新设计[J].包装工程,2017,38(16):59-62.CHEN Xiao-huan.Innovative Design of Beijing Time-honored Brand Image in the Thinking of Internet+[J].Packaging Engineering,2017,38(16):59-62.
[6]许一兵.新媒体传播环境下展览视觉识别设计的创新策略与实践--以2016上海艺术设计展形象识别设计为例[J].装饰,2016(9):140-141.XU Yi-bing.The Innovation Strategy and Practice of Visual Identification Design in the New Media Communication Environment,Taking the Image Recognition Design of Shanghai Art Design Exhibition 2016 as an Example[J].Zhuangshi,2016(9):140-141.
[7]陈秋漪,袁平,王昌文.新媒体语境下图形图像语言在平面设计中的蜕变[J].包装工程,2017,38(8):29-33.CHEN Qiu-yi,YUAN Ping,WANG Chang-wen.Changes of Graphic and Image Language in Graphic Design under the New Media Industry[J].Packaging Engineering,2017,38(8):29-33.
[8]ROBERT L.Underwood.The Communicative Power of Product Packaging:Creating Brand Identity via Lived and Mediated Experience[J].Journal of Marketing Theory and Practice,2003,11(1):62-76.
[9]张宁.社会化媒体时代的品牌资产建构模式--基于品牌接触点视角的分析与整合[J].新闻界,2013(15):3-9.ZHANG Ning.Brand Asset Construction Mode in the Era of Social Media:Analysis and Integration Based on the Perspective of Brand Contact Point[J].Press Circles2013(15):3-9.
[10]喻国明,程思琪.从“连接”到“场景”:互联网发展的重要进阶--试析微信小程序的价值逻辑与市场版图[J].新闻大学,2018(1):121-127.YU Guo-ming,CHENG Si-qi.From"Connection"to"Scene":An Important Step In the Development of Internet,the Value Logic and Market Layout of WeChat Small Program Are Analyzed[J].University of News,2018(1):121-127.
[2]艾瑞网.2018年中国智慧餐饮行业研究报告[EB/OL].[2018-11-05].http://www.iresearch.cn/.IRESEARCH.Report on Intelligent Catering Industry of China in 2018[EB/OL].[2018-11-05].http://www.iresearch cn/.
[3]张浩.“互联网+”时代下陕西民俗艺术的保护传承与开发[J].包装工程,2016,37(18):30-34.ZHANG Hao.Protection Heritage and Development of Shaanxi Folk Art in the Era of"Internet+"[J].Packaging Engineering,2016,37(18):30-34.
[4]拓之林编委会.网络时代的品牌管理[M].北京:经济管理出版社,2007.Rio Tinto Editorial Board.Brand Management In the Internet Age[M].Beijing:Economic Management Press2007.
[5]陈晓环.“互联网+”思维下的北京老字号品牌形象创新设计[J].包装工程,2017,38(16):59-62.CHEN Xiao-huan.Innovative Design of Beijing Time-honored Brand Image in the Thinking of Internet+[J].Packaging Engineering,2017,38(16):59-62.
[6]许一兵.新媒体传播环境下展览视觉识别设计的创新策略与实践--以2016上海艺术设计展形象识别设计为例[J].装饰,2016(9):140-141.XU Yi-bing.The Innovation Strategy and Practice of Visual Identification Design in the New Media Communication Environment,Taking the Image Recognition Design of Shanghai Art Design Exhibition 2016 as an Example[J].Zhuangshi,2016(9):140-141.
[7]陈秋漪,袁平,王昌文.新媒体语境下图形图像语言在平面设计中的蜕变[J].包装工程,2017,38(8):29-33.CHEN Qiu-yi,YUAN Ping,WANG Chang-wen.Changes of Graphic and Image Language in Graphic Design under the New Media Industry[J].Packaging Engineering,2017,38(8):29-33.
[8]ROBERT L.Underwood.The Communicative Power of Product Packaging:Creating Brand Identity via Lived and Mediated Experience[J].Journal of Marketing Theory and Practice,2003,11(1):62-76.
[9]张宁.社会化媒体时代的品牌资产建构模式--基于品牌接触点视角的分析与整合[J].新闻界,2013(15):3-9.ZHANG Ning.Brand Asset Construction Mode in the Era of Social Media:Analysis and Integration Based on the Perspective of Brand Contact Point[J].Press Circles2013(15):3-9.
[10]喻国明,程思琪.从“连接”到“场景”:互联网发展的重要进阶--试析微信小程序的价值逻辑与市场版图[J].新闻大学,2018(1):121-127.YU Guo-ming,CHENG Si-qi.From"Connection"to"Scene":An Important Step In the Development of Internet,the Value Logic and Market Layout of WeChat Small Program Are Analyzed[J].University of News,2018(1):121-127.